iab turkey - programmatic advertising training by mutlu dogus yildirim
TRANSCRIPT
PROGRAMMATIC ADVERTISINGMutlu Doguş Yildirim
Programatik
Programatik
ProgramatikDSP SSP
RTB
DMP (?)
Real time bidding
Mutlu Dogus YildirimMutlu Dogus Yildirim has a broad experience with digital marketing, software engineering, project management and business development. He has worked at companies like Hurriyet and SONY, and currently working at MedyaNet as the Head of Business Development. He is one of the pioneers of programmatic advertising in Turkish market. He can speak Turkish, English and German, and still doing his MBA at Imperial College London.
FIRST BANNER IN THE GALAXY
FIRST ONLINE MEDIA BUYING DONE WITH:
TECHNOLOGY EVOLUTION
LAST ONLINE MEDIA BUYING DONE WITH:
«DIGITAL»
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MEDIA BUYING PROCESS
...
PROBLEMS FOR PUBLISHERS
1. “MOOD” OF THE EMPLOYEE WHO MAKES THE MEDIA SALES
2. OVERLOADED AD-OPS TEAM
3. CLIENT HAPPINESS
4. INEFFICIENCY OF CPM
5. COLLECTION OF PAYMENTS
PROBLEMS FOR ADVERTISERS
1. HUMAN ERRORS
2. LONG “LIVE CAMPAIGN” PROCESS
3. TARGETING “OTHER” AUDIENCE
4. CAN’T DO GLOBAL FREQUENCY CAPPING
5. PUBLISHERS IN CONTROL
6. INVOICING MANY PUBLISHERS
WHY PROGRAMMATIC ADVERTISING?
HUMANMACHINE
Unemotional EmotionalDoesn’t get tired Gets tired
Won’t make favors Will make favorsFair Not fair
Makes complex calculations easily
Can’t do complex calculations easily
Doesn’t have sales targets
Do have sales targets
... ...
ADVERTISER PUBLISHER
Wants to spend less money
Wants to get more money
Wants to receive more impressions
Wants to provide less impressions
Dreams fair competition Dreams more moneyDreams targeting a specific audience
Doesn’t matter much who saw the ads
Dreams the budget spent correctly
Dreams the budget spent quickly
... ...
INVENTORY
HUMAN
Site-dependent Site-independentSize-dependent Size-independent
Inefficient design Efficient designNon-alive Alive
Non-logical Logical... ...
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WHAT IS PROGRAMMATIC ADVERTISING?
= Online media selling/buying done by machines
Advertiser
DSP (Demand
Side Platform)
Publisher
SSP (Supply
Side Platform)
& Ad
Exchange
DMP (Data Management
Platform)
SSP & AD EXCHANGE• Helps publishers sell their inventory through
programmatic channels• Integrated with DSPs• Manages programmatic sales process (e.g. Selling
the impression at auction, receiving the bids, picking the winner etc.)
• Selling all impressions one by one.• Serves only to the publishers
DSP• Helps advertisers to buy media through (mainly)
programmatic channels• Integrated to SSPs & Ad exchanges• Buys impressions one by one, evaluating their value
for the advertiser• Tries to show the ad to the right person, at the right
place, at the right time, at the right price.• Serves only to the advertisers
DMP• Helps publishers / advertisers manage their audience• Integrated to adservers, SSPs & DSPs• Helps with collecting, segmenting and transferring
data to adservers, SSPs & DSPs for targeting purposes
• Some DMPs have data exchange / marketplace features
Which models?
Programmatic Spending
= Selling ad impressions at auction
Rare product
Multiple potential buyers
Rare product
Multiple potential buyers
4,8 TL / CPM
2,6 TL / CPM
2,2 TL / CPM
4,8 TL / CPM
2,6 TL / CPM
2,2 TL / CPM
4,8 TL / CPM
2,6 TL / CPM
2,2 TL / CPM
2,61 TL / CPM
100ms
4,8 TL /CPM
...
6,2 TL /CPM
Demand Side PlatformDEMO
FUTURE
THANKSMutlu Doğuş Yıldırım
05422336544