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Programmatic
Buying —
Myth or Reality?
Real time and Data Driven Technology moves toward customization of the end
Advertiser’s needs and requirements
Bids

19 mln
Information sample:

Bids
$1, Adfox,
brandprotection: rating
G, Adsize 160x600,
Language: en

$2, Google, Safety
level: gold , Adsize
728X90, Language: Ru,
Noticeability: "high“

Price, ssp, url, referer
Proximic: brandprotection:,
Safety level,
Category: weight,
Adsize,
Abovethefold: "medium or
high or low",
Noticeability: "high or
medium or low“
Scope: "page",
$0.5, Яndex, Category:
Language etc.
weight 100/Sports ,
Adsize 160x600,
Language: Ru,
Noticeability: “medium“,
Abovethefold: "medium"

19 mln
Predict

0.8

0.2

0.01

0.7

0.95

19 mln
HUBRUS RTB
Conversion Pixel /
View Pixel

Positive signals

Company’s
impressions results

Negative signals
Only guarantee with a central
forecast is it will be wrong
How wrong am I
like to be?
What drives
the wrongness?

What is the impact of
being that wrong?
ADAPTIVE MODELLING APPROACH
UNDERSTAND ALL ASPECTS
THAT DRIVE THE SALE

•Channel
•Site
•Day
•Time
•…

•Size
•Color
•Position
•…

•Price
•Copmpetitors
•Weather
•Economy
•…

•Age
•Sex
•Profile
•Purchase process
stage
•…
Applied to RTB and
Programmatic
Funnel: mechanics and tactics
Media Tactics
Awareness

Consideration and
Engagement

Acquisition

Data Inputs

•
•
•
•

Home page takeovers
Pre-Roll video
Online Radio
High SOV site buys

•

•
•
•

Rich media banners
Mobile display
Contextual and search
targeting

•
•
•
•

•
•

Site/email Retargeting •
•
Existing customer
•
retargeting
Intent/behavioral
marketing

•

•

Demographic, HHI,
household income/credit
score
Lifestyle and interest
segments
Social connections
Offline Purchase behavior
Brand affinities
Lookalike modeling
Online purchase intent
Search behavior
Lookalike modeling
hubrus.com

Russia address 109147,
Russia, Moscow, 21/11 trubnaya,
entrance 4/4, 402, Moscow, 119019,
Russian Federation
+7 (495) 212-1066

on@hubrus.com

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Programmatic buying - Myth or Reality?

  • 2. Real time and Data Driven Technology moves toward customization of the end Advertiser’s needs and requirements
  • 4. Information sample: Bids $1, Adfox, brandprotection: rating G, Adsize 160x600, Language: en $2, Google, Safety level: gold , Adsize 728X90, Language: Ru, Noticeability: "high“ Price, ssp, url, referer Proximic: brandprotection:, Safety level, Category: weight, Adsize, Abovethefold: "medium or high or low", Noticeability: "high or medium or low“ Scope: "page", $0.5, Яndex, Category: Language etc. weight 100/Sports , Adsize 160x600, Language: Ru, Noticeability: “medium“, Abovethefold: "medium" 19 mln
  • 6. HUBRUS RTB Conversion Pixel / View Pixel Positive signals Company’s impressions results Negative signals
  • 7. Only guarantee with a central forecast is it will be wrong How wrong am I like to be? What drives the wrongness? What is the impact of being that wrong?
  • 9. UNDERSTAND ALL ASPECTS THAT DRIVE THE SALE •Channel •Site •Day •Time •… •Size •Color •Position •… •Price •Copmpetitors •Weather •Economy •… •Age •Sex •Profile •Purchase process stage •…
  • 10. Applied to RTB and Programmatic
  • 11. Funnel: mechanics and tactics Media Tactics Awareness Consideration and Engagement Acquisition Data Inputs • • • • Home page takeovers Pre-Roll video Online Radio High SOV site buys • • • • Rich media banners Mobile display Contextual and search targeting • • • • • • Site/email Retargeting • • Existing customer • retargeting Intent/behavioral marketing • • Demographic, HHI, household income/credit score Lifestyle and interest segments Social connections Offline Purchase behavior Brand affinities Lookalike modeling Online purchase intent Search behavior Lookalike modeling
  • 12. hubrus.com Russia address 109147, Russia, Moscow, 21/11 trubnaya, entrance 4/4, 402, Moscow, 119019, Russian Federation +7 (495) 212-1066 on@hubrus.com