the programmatic - dsp - công nghệ tương lai của công nghiệp quảng cáo digital

Intelligence asset and property © AdPlus 2015 all right reserved

Presented by:

1. DUNG QUY HOANG | DIGITAL SOLUTION DIRECTOR

2. TRINH MINH TIEN | HEAD OF PROGRAMMATIC MEDIA


Ugru...

Go through the

agenda first

Trust me!

You will

love it!


•

•

•

•

•


the evolution ofDisplay

Advertising


Advertiser

AgencyPublisher

Advertiser / Agency buys

directly from Publisher’s sales

team

HOW DISPLAY BOUGHT & SOLD

DURATION BASE BUYING

PREMIUM PUBLISHERS


Advertiser

AgencyPublisher

How about long tile sites? How

can advertiser access this giant

inventory?


DURATION BASE BUYING

LONG TAIL PUBLISHERS

PREMIUM PUBLISHERS

Anninhthudo.vn

baohay.vn

baohomnay.com

baotintuc.vn

vov.vn

vtc.vn

yan.vn

danviet.vn

docbao.com.vn

docbao.vn

vietpress.vn

Violet.vn

doisong.vn

doisongphapluat.com

khatvongtuoitre.com

kienthuc.net.vn

petrotimes.vn

thanhnien.com.vn

tienphong.vn

tinbaochi.com

tinmoi.vn

Tuoitre.vn

vietgiaitri.com


Advertiser

AgencyPublisher



team


Advertiser

AgencyPublisher

Ad

Network

Advertiser / Agency buys from

Ad Network Buying method:

• CPM

• CPC

• CPV

• CPA

LONG TAIL PUBLISHERS

Anninhthudo.vn

baohay.vn

baohomnay.com

baotintuc.vn

vov.vn

vtc.vn

yan.vn

danviet.vn

docbao.com.vn

docbao.vn

vietpress.vn

Violet.vn

doisong.vn

doisongphapluat.com

khatvongtuoitre.com

kienthuc.net.vn

petrotimes.vn

thanhnien.com.vn

tienphong.vn

tinbaochi.com

tinmoi.vn

Tuoitre.vn

vietgiaitri.com


Advertiser

AgencyPublisher

Ad

Network

Advertiser / Agency buys from

Ad Network

Ad

Exchange

Advertiser

AgencyPublisher



team

Note:

Increasingly, Publishers & Ad Networks are using

Real-Time Bidding (RTB) & Ad Exchanges

• Sell premium inventory through private exchanges

• Augment their inventory to fill demand



Advertiser

Agency

Advertiser

spends on

marketing to

grow revenue,

Agencies

helps them

manage ad

buying &

creative

process &

budget

allocation

Run online

business

website or

create website

content that

generates user

traffic, ad

inventory sold

based on

traffic volume

Publisher


The Programmatic Era


Advertiser

Agency

Advertiser

spends on

marketing to

grow revenue,

Agencies

helps them

manage ad

buying &

creative

process &

budget

allocation

Aggregator of

publisher ad

inventory,

packaged to

sell by channel

or category,

targeting with

CPM, CPC &,

CPA buying

option

Run online

business

website or

create website

content that

generates user

traffic, ad

inventory sold

based on

traffic volume

PublisherAd

Network




Advertiser

Agency

Advertiser

spends on

marketing to

grow revenue,

Agencies

helps them

manage ad

buying &

creative

process &

budget

allocation

Ad

marketplace

for buying &

selling of ads.

Publisher

inventory is

sold in auction

to advertisers

or agencies

Aggregator of

publisher ad

inventory,

packaged to

sell by channel

or category,

targeting with

CPM, CPC &,

CPA buying

option

Run online

business

website or

create website

content that

generates user

traffic, ad

inventory sold

based on

traffic volume

Ad

ExchangePublisher

Ad

Network




Advertiser

Agency

Advertiser

spends on

marketing to

grow revenue,

Agencies

helps them

manage ad

buying &

creative

process &

budget

allocation

Platform that

enable media

& audience

buying in real

time on ad

exchange

Ad

marketplace

for buying &

selling of ads.

Publisher

inventory is

sold in auction

to advertisers

or agencies

Aggregator of

publisher ad

inventory,

packaged to

sell by channel

or category,

targeting with

CPM, CPC &,

CPA buying

option

Run online

business

website or

create website

content that

generates user

traffic, ad

inventory sold

based on

traffic volume

Demand

Side

Platform

Ad

ExchangePublisher

Ad

Network




Advertiser

Agency

Advertiser

spends on

marketing to

grow revenue,

Agencies

helps them

manage ad

buying &

creative

process &

budget

allocation

Platform that

enable media

& audience

buying in real

time on ad

exchange

Ad

marketplace

for buying &

selling of ads.

Publisher

inventory is

sold in auction

to advertisers

or agencies

Platform for

publishers to

manage yield

of ad inventory

& enables

routing to ad

exchanges

Aggregator of

publisher ad

inventory,

packaged to

sell by channel

or category,

targeting with

CPM, CPC &,

CPA buying

option

Run online

business

website or

create website

content that

generates user

traffic, ad

inventory sold

based on

traffic volume

Demand

Side

Platform

Ad

ExchangePublisher

Ad

Network

Supply

Side

Platform




Advertiser

Agency

Advertiser

spends on

marketing to

grow revenue,

Agencies

helps them

manage ad

buying &

creative

process &

budget

allocation

Platform that

enable media

& audience

buying in real

time on ad

exchange

Ad

marketplace

for buying &

selling of ads.

Publisher

inventory is

sold in auction

to advertisers

or agencies

Platform for

publishers to

manage yield

of ad inventory

& enables

routing to ad

exchanges

Aggregator of

publisher ad

inventory,

packaged to

sell by channel

or category,

targeting with

CPM, CPC &,

CPA buying

option

Run online

business

website or

create website

content that

generates user

traffic, ad

inventory sold

based on

traffic volume

Agency

Trading

Desk

Demand

Side

Platform

Ad

ExchangePublisher

Ad

Network

Supply

Side

Platform

A platform that

uses data &

technology to

help

advertisers

more

effectively

purchase

audiences at

scale across

digital media




Advertiser

Agency

Advertiser

spends on

marketing to

grow revenue,

Agencies

helps them

manage ad

buying &

creative

process &

budget

allocation

Platform that

enable media

& audience

buying in real

time on ad

exchange

Ad

marketplace

for buying &

selling of ads.

Publisher

inventory is

sold in auction

to advertisers

or agencies

Platform for

publishers to

manage yield

of ad inventory

& enables

routing to ad

exchanges

Aggregator of

publisher ad

inventory,

packaged to

sell by channel

or category,

targeting with

CPM, CPC &,

CPA buying

option

Run online

business

website or

create website

content that

generates user

traffic, ad

inventory sold

based on

traffic volume

Agency

Trading

Desk

Demand

Side

Platform

Ad

ExchangePublisher

Ad

Network

Supply

Side

Platform

Ad

Server

Cross

publisher ad

serving with

centralized

creative

management,

campaign

management

& reporting

A platform that

uses data &

technology to

help

advertisers

more

effectively

purchase

audiences at

scale across

digital media




Advertiser

Agency

Advertiser

spends on

marketing to

grow revenue,

Agencies

helps them

manage ad

buying &

creative

process &

budget

allocation

Platform that

enable media

& audience

buying in real

time on ad

exchange

Ad

marketplace

for buying &

selling of ads.

Publisher

inventory is

sold in auction

to advertisers

or agencies

Platform for

publishers to

manage yield

of ad inventory

& enables

routing to ad

exchanges

Provide the

publisher & ad

network with

central location

where they

can manage

their

campaigns,

creative &

reporting

Aggregator of

publisher ad

inventory,

packaged to

sell by channel

or category,

targeting with

CPM, CPC &,

CPA buying

option

Run online

business

website or

create website

content that

generates user

traffic, ad

inventory sold

based on

traffic volume

Agency

Trading

Desk

Demand

Side

Platform

Ad

ExchangePublisher

Ad

Network

Ad

Server

Supply

Side

Platform

Ad

Server

Cross

publisher ad

serving with

centralized

creative

management,

campaign

management

& reporting

A platform that

uses data &

technology to

help

advertisers

more

effectively

purchase

audiences at

scale across

digital media




Advertiser

Agency

Advertiser

spends on

marketing to

grow revenue,

Agencies

helps them

manage ad

buying &

creative

process &

budget

allocation

Platform that

enable media

& audience

buying in real

time on ad

exchange

Ad

marketplace

for buying &

selling of ads.

Publisher

inventory is

sold in auction

to advertisers

or agencies

Platform for

publishers to

manage yield

of ad inventory

& enables

routing to ad

exchanges

Provide the

publisher & ad

network with

central location

where they

can manage

their

campaigns,

creative &

reporting

Aggregator of

publisher ad

inventory,

packaged to

sell by channel

or category,

targeting with

CPM, CPC &,

CPA buying

option

Run online

business

website or

create website

content that

generates user

traffic, ad

inventory sold

based on

traffic volume

Providers of compiled data for display

audience targeting & analysis, may

specialize in consumer, business or

offline-online data

Agency

Trading

Desk

Demand

Side

Platform

Ad

ExchangePublisher

Ad

Network

Ad

Server

Supply

Side

Platform

3rd Data Provider

Ad

Server

Cross

publisher ad

serving with

centralized

creative

management,

campaign

management

& reporting

A platform that

uses data &

technology to

help

advertisers

more

effectively

purchase

audiences at

scale across

digital media




Advertiser

Agency

Advertiser

spends on

marketing to

grow revenue,

Agencies

helps them

manage ad

buying &

creative

process &

budget

allocation

Platform that

enable media

& audience

buying in real

time on ad

exchange

Ad

marketplace

for buying &

selling of ads.

Publisher

inventory is

sold in auction

to advertisers

or agencies

Platform for

publishers to

manage yield

of ad inventory

& enables

routing to ad

exchanges

Provide the

publisher & ad

network with

central location

where they

can manage

their

campaigns,

creative &

reporting

Aggregator of

publisher ad

inventory,

packaged to

sell by channel

or category,

targeting with

CPM, CPC &,

CPA buying

option

Run online

business

website or

create website

content that

generates user

traffic, ad

inventory sold

based on

traffic volume

Audience management consolidates

audience data from various sources to

help advertisers manage their

audience communications & marketing

program more efficiently

Providers of compiled data for display

audience targeting & analysis, may

specialize in consumer, business or

offline-online data

Agency

Trading

Desk

Demand

Side

Platform

Ad

ExchangePublisher

Ad

Network

Ad

Server

Supply

Side

Platform

Data Management Platform 3rd Data Provider

Ad

Server

Cross

publisher ad

serving with

centralized

creative

management,

campaign

management

& reporting

A platform that

uses data &

technology to

help

advertisers

more

effectively

purchase

audiences at

scale across

digital media




The evolution of Display Advertising: https://www.youtube.com/watch?v=1C0n_9DOlwE

https://www.youtube.com/watch?v=1C0n_9DOlwE


Source: marketingland


PROGRAMMATIC USP’s

Advertiser can

access audiences

from premium, long

tail publishers & ad

exchangeProviding creative

production solution

& services

Advertiser can

manage their

campaign across all

ad inventory in one

place

Dedicated team who

is responsible for

setting up,

monitoring &

optimizing campaign

Ensure your ads

appear alongside

the appropriate

content Designed to work on

any platform

Cross-publisher,

network & exchange

Creative solution &

management

Centralized

reporting for all

display campaignsAccount

management

Brand safe delivery

Cross platform

Data-driven

marketing

Intelligence asset and property © AdPlus 2015 all right reservedIntelligence asset and property © AdPlus 2015 all right reserved

“Data Management Platform compiles

audience data from various sources &

makes it actionable for cross channel

marketing”

It can ingest disparate data sources including first,

second & third party data & it’s where the data is

normalized & standardized & audience segments are

created for syndication to external ad targeting &

content delivery platforms


Online site

behavior

Offline

Databases(CRM, call center)

Partner

Data

3rd Party

Data

ADVERTISERS CHALLENGE

Data is in silos & difficult to act upon

Data adjustment


Audience Data Ingestion Identify & Segment Multi-Channel Delivery

THE POWER OF AUDIENCE TARGETING

1st Party Data

• Online & offline data

• Site visitors / web

analytics

• CRM

2nd Party Data

• Partner data

3rd Party Data

• Data partner

integrations

Display ad Website

Search Social

Video Mobile

• Identify & segment high-

value audiences

• Syndicate to targeting

platforms

• Look-alike modeling

• One view of marketing

effectiveness


DIGITAL CRM


HOW TO DO DATA DRIVEN MARKETING ?

DATA MANAGEMENT PLATFORM

DITAL CRM

MULTICHANNEL MARKETING


Advertiser

Agency

Agency

Trading

Desk

Demand

Side

Platform

Ad

ExchangePublisher

Ad

Network

Ad

Server

Sell Side

Platform

Ad

Server

RECAP & KEYWORDS

THANK

YOU!

the programmatic - dsp - công nghệ tương lai của công nghiệp quảng cáo digital

Marketing