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Digital Transformation or Disruption?,[object Object],DSPs, Digital Advertising, and the Changing Role of the Agency,[object Object],Hosted By:,[object Object]
Agenda,[object Object],Introductions,[object Object],Industry Overview,[object Object],DSP Learnings & Key Requirements,[object Object],RTB & Premium Inventory,[object Object],Branding vs Performance ,[object Object],Success Stories,[object Object],Q&A with panelists,[object Object],© 2010 DataXu, Inc. Privileged & Confidential,[object Object],2,[object Object]
Participants ,[object Object],© 2010 DataXu, Inc. Privileged & Confidential ,[object Object],Steve Weeks, Sr. Manager of WW Advertising,[object Object],Mike Baker, CEO,[object Object],Michael Jenkins, Sr. Communication Strategist,[object Object],Ben Trenda, VP of REVV Marketplace Development,[object Object],3,[object Object]
Agenda,[object Object],Introductions,[object Object],Industry Overview,[object Object],DSP Learnings & Key Requirements,[object Object],© 2010 DataXu, Inc. Privileged & Confidential,[object Object],Mike Baker, CEO,[object Object],4,[object Object]
The Evolution of Online Media Buying,[object Object],Direct from Publishers 1996 ,[object Object],Ad Networks1998 ,[object Object],Ad Exchanges2005 ,[object Object],DSPs2009 ,[object Object],© 2010 DataXu, Inc. Privileged & Confidential ,[object Object]
Demand Side Platforms,[object Object],What is a DSP?,[object Object],DSPs are media buying tools that help buyers aggregate, bid on, and optimize digital inventory across ad exchanges and yield management platforms. ,[object Object],Advertiser Benefits:,[object Object],[object Object]
Reduces display cost
Generates data-driven consumer insights© 2010 DataXu, Inc. Privileged & Confidential ,[object Object]
The Role of a DSP,[object Object],Ads,[object Object],Placements,[object Object],Online display,[object Object],exchanges,[object Object],Publisher,[object Object],Advertiser,[object Object],Agency,[object Object],Online video,[object Object],exchanges,[object Object],DSPs,[object Object],Mobile,[object Object],exchanges,[object Object],Consumer data aggregators,[object Object],Audience,[object Object],© 2010 DataXu, Inc. Privileged & Confidential ,[object Object]
Your buyers are moving targets,[object Object],© 2010 DataXu, Inc. Privileged & Confidential,[object Object],YESTERDAY’S CONSUMERS…,[object Object],[object Object]
Static in place and time
Analog and settledYOU NEED TO…,[object Object],[object Object]
Break through scale limitations
Span display, mobile, and videoTODAY’S CONSUMERS…,[object Object],[object Object]
Fragmented in space and time
Digital and nomadic,[object Object]
More control
More efficient
Represent buy-side interestLIMITATIONS:,[object Object],[object Object]
Poor scalability of retargetingand audience buying
Cost effectivenessAUDIENCE BUYING,[object Object],RETARGETING,[object Object]
AUDIENCE BUYING,[object Object],RETARGETING,[object Object],The biggest problem with 1st gen DSPs: SCALE,[object Object],© 2010 DataXu, Inc. Privileged & Confidential ,[object Object],REACHES ALL CONSUMERS,[object Object],Use insights from your own data to scale across display, mobile and video,[object Object],AUDIENCE DISCOVERY,[object Object],LIMITEDby the number of cookies you can buy,[object Object],LIMITEDby the number of people who come to your site,[object Object]
DataXu’s Next Generation Platform,[object Object],sd,[object Object],© 2010 DataXu, Inc. Privileged & Confidential,[object Object],LEARNS ,[object Object],FROM WHAT’S WORKING,[object Object],1.,[object Object],2.,[object Object],MEASURES,[object Object],CONSUMER ,[object Object],BEHAVIOR,[object Object],BUYS,[object Object],MEDIA ACROSS,[object Object],CHANNELS ,[object Object],AND FORMATS,[object Object],DECIDES,[object Object],WHAT CONSUMERS, ,[object Object],CONTEXTS, CREATIVES, ,[object Object],AND PRICE,[object Object],4.,[object Object],3.,[object Object]
Why Dynamic Decisioning Matters ,[object Object],© 2010 DataXu, Inc. Privileged & Confidential,[object Object]
Learning: Price VolatilityFavors Dynamic Bidders,[object Object],Results:,[object Object],Persistent price volatility is enabling advertisers to capture high value at low cost.  Over 100% volatility --10 times higher than NASDAQ’s,[object Object],Conclusion:,[object Object],Dynamic decision systems that adjust in real time can boost performance,[object Object],Challenge:,[object Object],Decide, in real-time what ads to buy, adjusting to extreme price variation,[object Object],© 2010 DataXu, Inc. Privileged & Confidential,[object Object]
Learning: Creative Optimization is Key,[object Object],Challenge:,[object Object],Maximize campaign performance, targeting across Creative, Consumer and Context,[object Object],Results:,[object Object],Deciding on right creative for each ad was most important on 48% of the campaigns,[object Object],[object Object],Conclusions:,[object Object],Best approach is to use the data, and automatically adapt,[object Object],[object Object]
A global optimization approach balances all three domains at once© 2010 DataXu, Inc. Privileged & Confidential,[object Object]
Learning: Optimization offers efficiency at scale,[object Object],© 2010 DataXu, Inc. Privileged & Confidential ,[object Object],15,[object Object],Challenge:,[object Object],Optimize media buys to find the right media at the right price,[object Object],Results:,[object Object],The cost of media for Audience Targeting is 3X more expensive than ROE,[object Object],[object Object],Conclusions:,[object Object],Optimized Run-of-Exchange campaigns have a much lower cost of media,[object Object],[object Object]
Retargeting lists are limited in size and unable to scale,[object Object]
Agenda,[object Object],Introductions,[object Object],Industry Overview,[object Object],DSP Learnings & Key Requirements,[object Object],RTB & Premium Inventory,[object Object],© 2010 DataXu, Inc. Privileged & Confidential,[object Object],Ben Trenda, VP of REVV Marketplace Development,[object Object],17,[object Object]
What’s the Rubicon Project?,[object Object],© 2010 DataXu, Inc. Privileged & Confidential ,[object Object],the Rubicon Project is leading a revolution of the online advertising ecosystem through the innovation of a next-generation infrastructure and a powerful, open marketplace.,[object Object],Leading Yield Optimization Platform,[object Object],Fastest growing advertising tech company:,[object Object],[object Object]
250 employees
$60M funding
More than 1 trillion ads served
Key Acquisitions:
Fox Audience Network
OthersOnline: audience affinity analytics

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Digital Transformation Or Disruption?

Editor's Notes

  1. Agenda needs revision
  2. Agenda needs revision