jag duggal sas_final
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1| Copyright 2014 Quantcast | Confidential
2| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential
A New Age for Digital AdvertisingJag Duggal, SVP Product Management#SalesSummit@Quantcast Know ahead. Act
before. TM
3| Copyright 2014 Quantcast | Confidential| Copyright 2014 Quantcast | Confidential
3
Agenda Advertising Timeline
Introduction of Digital
The Connected Opportunity
RTB’s Rise
Predictive Modeling
#SalesSummit @Quantcast
4| Copyright 2014 Quantcast | Confidential
Advertising timeline
1844MAGAZINES
NEWSPAPERS
1650
BILLBOARDS
18671872CATALOGS
PRINT PRE-DIGITAL
POSTERS
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0
DIGITAL
#SalesSummit @Quantcast
5| Copyright 2014 Quantcast | Confidential
Advertising timeline
1844MAGAZINES
NEWSPAPERS
1650
BILLBOARDS
18671872CATALOGS
PRINT PRE-DIGITAL
POSTERS
Pre 165
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1941TV
DIRECT MAIL1954
1922RADIO
#SalesSummit @Quantcast
6| Copyright 2014 Quantcast | Confidential
Advertising timeline
1994BANNERADS/GMAIL
2003GOOGLE ADSENSE
2007FACEBOOK/YOUTUBE
2008LINKEDIN
2009MOBILE APPS
2010TWITTER
2012FACEBOOK MOBILE
PPC 2000
1844MAGAZINES
NEWSPAPERS
1650
BILLBOARDS
18671872CATALOGS
PRINT PRE-DIGITAL
POSTERS
Pre 165
0
1941TV
DIRECT MAIL1954
1922RADIO
DIGITAL
#SalesSummit @Quantcast
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Digital changes everything
Fragmentation at a whole new level.
Impressions delivered individually, each
entirely distinct.
Breaks the content-audience union.
#SalesSummit @Quantcast
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Herbert Simon, 1971
A world of information creates a poverty of attention.
#SalesSummit @Quantcast
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#SalesSummit @Quantcast
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Challenge:
417Web Pages Per Person
3,000Web Pages a month
93Web Pages a Day
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Web Pages1 Trillion
People2.4 Billion
How can we find relevance in all of this?
#SalesSummit @Quantcast
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The connected opportunity
#SalesSummit @Quantcast
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The rise of real-time audience targeting
“….let advertisers buy ads in the milliseconds between the time someone enters a site’s Web address and the moment the page appears. The technology, called real-time bidding, allows advertisers to examine site visitors one by one and bid to serve them ads almost instantly…A consumer would barely notice the shift, except that ads might seem more relevant to exactly what they are shopping for.”
Source: New York Times, March 12, 2010 #SalesSummit
@Quantcast
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13
RTB’s Rise
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2010 2011 2012 2013E 2014E 2015E 2016E
$402 $1,356
$2,972
$5,000
$7,506
$10,474
$13,879 Global RTB Spend (Millions)
Source: IDC
#SalesSummit @Quantcast
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RTB is high speed trading…
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…for advertising.
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RTB is a commodity market…
#SalesSummit @Quantcast
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Trading rice one grain at a time.
#SalesSummit @Quantcast
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Conclusion
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MORE DATA = BETTER MODELS
#SalesSummit @Quantcast
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1 ( 2 3 4 5 6 7 8 9
10 (...
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
78%
12%
Scored Internet Population (Deciles)
Top 20% of Lookalike scored consumers delivered 90% of all
conversions.
Bespoke models for each productScore every Internet consumer individuallyContinuously updated in seconds
Advertise: Predictive Modeling
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Likelihood to Convert
The end of generic segments
#SalesSummit @Quantcast
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Selling plane tickets
21#SalesSummit @Quantcast
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Thank you.
22#SalesSummit
@Quantcast