presentation real-time bidding at ddma ilounge 2012
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[ iLounge ] Tim Geenen | Bannerconnect
15 Februari 2012
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ME [ Business Development ] beetje interessant doen, beetje reizen, beetje voorstellen maken
[ Yield Management ] Met cijfertjes spelen en andermans inefficiency of fouten droogjes aanwijzen
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ME
[ Product Management ] Ervaring opgedaan door vroeger met Lego te bouwen en ik surf veel, ook tijdens werktijd.
[ IAB taskforce Automated Trading ] Al het vorige maar dan in teamverband.
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CPX
[ IK LEEF IN EEN WERELD VAN ] § Automated Trading § Auctions & ad exchanges § Actionable Data & Analytics § Audience / Behavioral Targeting § Drie letter afkortingen
RTB DSP SSP D
MP
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Waar werk ik nu? Media of Technology?
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THE WORLD IS CHANGING... Alles is hipster.. Het ziet er wel cool uit, maar dat is het niet echt.
Van account manager, naar consultant, naar analisten, engineers en statisten.
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[ TOPIC VAN VANDAAG:
Real-time = Data | Automatisering | Personalisatie
REAL-TIME ]
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TRIP DOWN MEMORY LANE…
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EN NU...
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TRIP DOWN MEMORY LANE…
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EN NU...
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TRIP DOWN MEMORY LANE…
De eerste banner (16 jaar geleden!)
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EN NU…
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90’s
ZELFDE PERIODE
2012
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WAT IS ER " § De manier waarop we werken en ontwikkelen! § Hoe verandert “Real-time” dit?
WEL VERANDERD?
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§ Niet: “It’s just a new way in the background enabled to support a story..”
§ En we weten allemaal: verhalen zijn belangrijk in marketing..
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MAAR EVEN SERIEUS… § Real-time zou moeten gaan om
live inzichten en personalisatie
§ Real-time bidding gaat over bulk based display media buying en efficiency winst
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[ RTB EXPLAINED ] § Evalueer een impressie voordat je hem koopt § Data Driven
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Bron: IAB/Deloitte Adspendstudy 2011
[ Display Spend H1 2011 ]
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Bron: IAB/Deloitte Adspendstudy 2011
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[ GEHEIMPJE ] § In 2008 wilde niemand met ad
exchanges te maken hebben (vies, bah, slecht, auw)
§ 2009; de omslag vanuit de US § 2010; de eerste stapjes van grote
internationale bedrijven § 2011; adoptie van de verschillende
automated trading platformen § 2012; schaamte als je nog geen
strategie hebt
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[ GARTNER HYPECYCLE RTB ]
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BELOFTE [ User based buying ] van places naar faces
[ Efficiënte workflows ] bijv. geen gehannes meer met pixels, want we kunnen usermappen, maar er is nog niet echt interoperability tussen systemen
[ Audience buying ] mooi, maar nog geen enkele kwalitatieve publisher wil zijn “highly engaged”, “well converting”, “super unique” “niche” audience verkopen [ lees:cookies ]
DE REAL-TIME BIDDING
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DE REAL-TIME BIDDING [ Targeten vanuit CRM ] Zou ideaal zijn, maar durf niet, kan niet, mag niet, snap niet
[ Gepersonaliseerde banners ] Verder dan het retargeten van bekeken producten met wat xml geknutsel… nee niet echt
BELOFTE
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WAT HEBBEN WE WEL BEREIKT? § Een hype! § Investeringen! § De banner leeft weer! § Efficiency winst!
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En….. § Een nieuwe manier van inkoop! Maar publishers
gebruiken helaas nog hiërarchische adserving systemen, waardoor er voorlopig nog wat inefficiëntie blijft bestaan.
§ Impression level data!!
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[ IMPRESSION LEVEL DATA? ]
Maar hoeveel impressies zijn dat dan in NL? !
SAY WHAT? Van elke impressie is er data beschikbaar. Zo’n 80 kenmerken om precies te zijn.
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"[ IMPRESSIES" NEDERLAND ]
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DID YOU KNOW… § Per maand is er op unique user niveau tussen de
20% en 40% cookie deletion/onherkenbaarheid… § Een RTB impressie (1) heeft al meerdere calls achter
de rug. Gemiddeld 7 om precies te zijn… § Deze calls tussen de 50 en 100ms gebeuren… § Kijkend naar de eerdere stats: Dat zijn 28.000 calls
per seconde tussen RTB servers… (QPS!)
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§ Big Data § ….. is duur
[ Vraagje ] Weet iemand hier in welke price range de meeste impressies worden verkocht?
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maar RTB–ers zijn geen verhalen vertellers!
SSShhTTTT…
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TUSSEN BEDRIJVEN DIE: STEEDS DUIDELIJKERE SHIFTING
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Specialiseer in wat je goed kunt!
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[ FUTURE ] § All screen advertisements become auctionable in real-time § Marketers will find digital advertising to be accountable § The Internet of Things (everything will be connected)
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[ FUTURE! ]
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[ THANKS ] Tim Geenen Business Development
linkedin.com/in/TimGeenen
@TimGeenen