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Intelligence asset and property © AdPlus 2015 all right reserved
theevolutionofDisplay
Advertising
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Publisher
Advertiser / Agency buys
directly from Publisher’s sales
team
HOW DISPLAY BOUGHT & SOLD
DURATION BASE BUYING



PREMIUM PUBLISHERS
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Publisher
How about long tile sites? How
can advertiser access this giant
inventory?
HOW DISPLAY BOUGHT & SOLD
DURATION BASE BUYING



& many more…
LONG TAIL PUBLISHERS
PREMIUM PUBLISHERS
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Publisher
Advertiser / Agency buys
directly from Publisher’s sales
team
HOW DISPLAY BOUGHT & SOLD
& many more…
Advertiser
Agency
Publisher
Ad
Network
Advertiser / Agency buys from
Ad Network Buying method:
• CPM
• CPC
• CPV
• CPA
LONG TAIL PUBLISHERS
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Publisher
Ad
Network
Advertiser / Agency buys from
Ad Network
Ad
Exchange
Advertiser
Agency
Publisher
Advertiser / Agency buys
directly from Publisher’s sales
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
HOW DISPLAY BOUGHT & SOLD
Intelligence asset and property © AdPlus 2015 all right reserved
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
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
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
Publisher
Ad
Network
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
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
Exchange
Publisher
Ad
Network
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
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
Exchange
Publisher
Ad
Network
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
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
Exchange
Publisher
Ad
Network
Supply
Side
Platform
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
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
Exchange
Publisher
Ad
Network
Supply
Side
Platform
A platform that
uses data &
technology to
help
advertisers
more
effectively
purchase
audiences at
scale across
digital media
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
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
Exchange
Publisher
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
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
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
Exchange
Publisher
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
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
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
Exchange
Publisher
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
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
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
Exchange
Publisher
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
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era
Intelligence asset and property © AdPlus 2015 all right reserved
DSP BENEFIT
Drive conversions by reaching high intent audiences in real time at scale across the web
• Retargeting (1st party data)
• Prospecting
 Look-alike models
 3rd party data
 Category, site
Audience Targeting
Intelligence asset and property © AdPlus 2015 all right reserved
DSP BENEFIT
Drive conversions by reaching high intent audiences in real time at scale across the web
• Retargeting (1st party data)
• Prospecting
 Look-alike models
 3rd party data
 Category, site
• Efficient audience buying in
real time
• Optimized to advertiser’s
objective
Audience Targeting Real Time Bidding (RTB)
Intelligence asset and property © AdPlus 2015 all right reserved
DSP BENEFIT
Drive conversions by reaching high intent audiences in real time at scale across the web
• Retargeting (1st party data)
• Prospecting
 Look-alike models
 3rd party data
 Category, site
• Efficient audience buying in
real time
• Optimized to advertiser’s
objective
Across top ad exchanges
• Appnexus
• Facebook Exchange
• Pubmatic
• OpenX
• Rubicon
• Microsoft Advertising
Exchange
• Doubleclick
Audience Targeting Real Time Bidding (RTB) Across the Web
Intelligence asset and property © AdPlus 2015 all right reserved
• Allows display inventory to be
purchased at the individual
impression level
• Bidding happens in milliseconds
before the ad & webpage is
viewed by the user
Real Time Bidding (RTB)
DISPLAY ADVERTISING KEY TERMS
Intelligence asset and property © AdPlus 2015 all right reserved
• Allows display inventory to be
purchased at the individual
impression level
• Bidding happens in milliseconds
before the ad & webpage is
viewed by the user
• Marketplace where ad inventory is
bought & sold in an auction
environment
• Publisher inventory is auctioned to
advertisers through Real-Time
Bidding
• Publishers maximize the price for
their inventory & advertiser’s
purchase individual impressions at a
fair value
Real Time Bidding (RTB) Ad Exchange
DISPLAY ADVERTISING KEY TERMS
Intelligence asset and property © AdPlus 2015 all right reserved
• Allows display inventory to be
purchased at the individual
impression level
• Bidding happens in milliseconds
before the ad & webpage is
viewed by the user
• Marketplace where ad inventory is
bought & sold in an auction
environment
• Publisher inventory is auctioned to
advertisers through Real-Time
Bidding
• Publishers maximize the price for
their inventory & advertiser’s
purchase individual impressions at a
fair value
• Demand-Side Platform (DSPs)
enable an advertiser to access ad
exchanges
• Evaluates & bids each individual
impression through RTB based on
what is known about the user
Real Time Bidding (RTB) Ad Exchange Demand-Side Platform (DSP)
DISPLAY ADVERTISING KEY TERMS
Intelligence asset and property © AdPlus 2015 all right reserved
• Real-Time Bidding (RTB) & Audience buying
• Centralized campaign management
• Global controls
• Unified campaign tracking & reporting
• Optimization to meet the advertiser’s objective
Demand-Side Platform (DSP) Features
HOW IT WORKS
Intelligence asset and property © AdPlus 2015 all right reserved
• Real-Time Bidding (RTB) & Audience buying
• Centralized campaign management
• Global controls
• Unified campaign tracking & reporting
• Optimization to meet the advertiser’s objective
• Publisher makes their ad inventory available in the ad
exchange
• The ad exchange holds an auction for each impression
• A bid request is sent to each DSP, who will place a bid on
behalf of the advertisers
• DSP evaluates each impression & determines bid
amount based on its value to advertiser
• Winning bid is chosen & ad is shown on the publisher
site
• Process takes milliseconds
Demand-Side Platform (DSP) Features Real-Time Bidding (RTB) Process
HOW IT WORKS
Intelligence asset and property © AdPlus 2015 all right reserved
CAMPAIGN
PERFORMANCE
MARKETING FUNNEL
How to use Demand-Side Platform to meet your
marketing objectives across the marketing funnel
Retargeting
Meet lower-funnel objectives
• Retarget high-intent
audiences
• Direct Respond
• Conversion
• Acquisition
• Download
• Form Submission
Campaign Objective Action
Intelligence asset and property © AdPlus 2015 all right reserved
CAMPAIGN
PERFORMANCE
MARKETING FUNNEL
How to use Demand-Side Platform to meet your
marketing objectives across the marketing funnel
Prospecting
Meet upper-funnel objectives
• Category targeting
• 3rd party behavioral data
• Look-alike audience
Retargeting
Meet lower-funnel objectives
• Retarget high-intent
audiences
• Brand awareness
• Positioning
• Change Perception
• Favorability
• Engagement
• Direct Respond
• Conversion
• Acquisition
• Download
• Form Submission
Campaign Objective Action
Intelligence asset and property © AdPlus 2015 all right reserved
User visit a website
User leave a website
We tracked them
User surf different websites & see your ads
Drive them back to your site
Intelligence asset and property © AdPlus 2015 all right reserved
RETARGETING SEGMENTS VERTICAL
• Abandoned
Shopping Cart
• Product pages
• Home page
• Dealer locator
• Build a car
• Test drive request
• Car loan
• Vehicles pages
• Home pages
• Booking process
abandoners
• Search flight, hotel,
car rental
• Vacation packages
• Home page
• Credit
card/mortgage
application
abandoners
• Mortgage
calculator
• Home page
• Form / info request
• Whitepaper / demo
download
• Product pages
• Home page
Retail Autos Travel Business
& Finance
Technology
Intelligence asset and property © AdPlus 2015 all right reserved
 Top of mind
 Driving back to your website
 Converting to customer
Retargeting keep your business
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
Intelligence asset and property © AdPlus 2015 all right reserved
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
Intelligence asset and property © AdPlus 2015 all right reserved
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
Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Publisher
Ad
Network
Advertiser / Agency buys from
Ad Network
Advertiser
Agency
Agency
Trading
Desk
Demand
Side
Platform
Ad
Exchange
Publisher
Ad
Network
Ad
Server
Sell Side
Platform
Ad
Server
Advertiser / Agency buys
audiences from Ad Exchanges
via Demand-Side Platform
(DSP)
Advertiser
Agency
Publisher
Advertiser / Agency buys
directly from Publisher’s sales
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
RECAP HOW DISPLAY BOUGHT & SOLD
Intelligence asset and property © AdPlus 2015 all right reserved
PROGRAMMATIC USP’s
Advertiser can
access audiences
from premium, long
tail publishers & ad
exchange
Providing 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 campaigns
Account
management
Brand safe delivery
Cross platform
Intelligence asset and property © AdPlus 2015 all right reserved
Where we located
PT. AdPlus Digital Solusindo
Kemang Timur No.90,
Jakarta 12730, Indonesia
P +6221 7181245
F +6221 7181245
www.adplus.co.id
Intelligence asset and property © AdPlus 2015 all right reserved
Intelligence asset and property © AdPlus 2015 all right reserved
Thank You!
Hermawan Kusuma
Head of Business Development
AdPlus
hermawan.kusuma@adplus.co.id

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The Evolution of Display Advertising

  • 1. Intelligence asset and property © AdPlus 2015 all right reserved theevolutionofDisplay Advertising
  • 2. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher Advertiser / Agency buys directly from Publisher’s sales team HOW DISPLAY BOUGHT & SOLD DURATION BASE BUYING    PREMIUM PUBLISHERS
  • 3. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher How about long tile sites? How can advertiser access this giant inventory? HOW DISPLAY BOUGHT & SOLD DURATION BASE BUYING    & many more… LONG TAIL PUBLISHERS PREMIUM PUBLISHERS
  • 4. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher Advertiser / Agency buys directly from Publisher’s sales team HOW DISPLAY BOUGHT & SOLD & many more… Advertiser Agency Publisher Ad Network Advertiser / Agency buys from Ad Network Buying method: • CPM • CPC • CPV • CPA LONG TAIL PUBLISHERS
  • 5. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher Ad Network Advertiser / Agency buys from Ad Network Ad Exchange Advertiser Agency Publisher Advertiser / Agency buys directly from Publisher’s sales 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 HOW DISPLAY BOUGHT & SOLD
  • 6. Intelligence asset and property © AdPlus 2015 all right reserved 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 HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  • 7. Intelligence asset and property © AdPlus 2015 all right reserved 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 Publisher Ad Network HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  • 8. Intelligence asset and property © AdPlus 2015 all right reserved 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 Exchange Publisher Ad Network HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  • 9. Intelligence asset and property © AdPlus 2015 all right reserved 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 Exchange Publisher Ad Network HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  • 10. Intelligence asset and property © AdPlus 2015 all right reserved 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 Exchange Publisher Ad Network Supply Side Platform HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  • 11. Intelligence asset and property © AdPlus 2015 all right reserved 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 Exchange Publisher Ad Network Supply Side Platform A platform that uses data & technology to help advertisers more effectively purchase audiences at scale across digital media HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  • 12. Intelligence asset and property © AdPlus 2015 all right reserved 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 Exchange Publisher 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 HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  • 13. Intelligence asset and property © AdPlus 2015 all right reserved 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 Exchange Publisher 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 HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  • 14. Intelligence asset and property © AdPlus 2015 all right reserved 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 Exchange Publisher 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 HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  • 15. Intelligence asset and property © AdPlus 2015 all right reserved 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 Exchange Publisher 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 HOW DISPLAY BOUGHT & SOLD The Programmatic Era
  • 16. Intelligence asset and property © AdPlus 2015 all right reserved DSP BENEFIT Drive conversions by reaching high intent audiences in real time at scale across the web • Retargeting (1st party data) • Prospecting  Look-alike models  3rd party data  Category, site Audience Targeting
  • 17. Intelligence asset and property © AdPlus 2015 all right reserved DSP BENEFIT Drive conversions by reaching high intent audiences in real time at scale across the web • Retargeting (1st party data) • Prospecting  Look-alike models  3rd party data  Category, site • Efficient audience buying in real time • Optimized to advertiser’s objective Audience Targeting Real Time Bidding (RTB)
  • 18. Intelligence asset and property © AdPlus 2015 all right reserved DSP BENEFIT Drive conversions by reaching high intent audiences in real time at scale across the web • Retargeting (1st party data) • Prospecting  Look-alike models  3rd party data  Category, site • Efficient audience buying in real time • Optimized to advertiser’s objective Across top ad exchanges • Appnexus • Facebook Exchange • Pubmatic • OpenX • Rubicon • Microsoft Advertising Exchange • Doubleclick Audience Targeting Real Time Bidding (RTB) Across the Web
  • 19. Intelligence asset and property © AdPlus 2015 all right reserved • Allows display inventory to be purchased at the individual impression level • Bidding happens in milliseconds before the ad & webpage is viewed by the user Real Time Bidding (RTB) DISPLAY ADVERTISING KEY TERMS
  • 20. Intelligence asset and property © AdPlus 2015 all right reserved • Allows display inventory to be purchased at the individual impression level • Bidding happens in milliseconds before the ad & webpage is viewed by the user • Marketplace where ad inventory is bought & sold in an auction environment • Publisher inventory is auctioned to advertisers through Real-Time Bidding • Publishers maximize the price for their inventory & advertiser’s purchase individual impressions at a fair value Real Time Bidding (RTB) Ad Exchange DISPLAY ADVERTISING KEY TERMS
  • 21. Intelligence asset and property © AdPlus 2015 all right reserved • Allows display inventory to be purchased at the individual impression level • Bidding happens in milliseconds before the ad & webpage is viewed by the user • Marketplace where ad inventory is bought & sold in an auction environment • Publisher inventory is auctioned to advertisers through Real-Time Bidding • Publishers maximize the price for their inventory & advertiser’s purchase individual impressions at a fair value • Demand-Side Platform (DSPs) enable an advertiser to access ad exchanges • Evaluates & bids each individual impression through RTB based on what is known about the user Real Time Bidding (RTB) Ad Exchange Demand-Side Platform (DSP) DISPLAY ADVERTISING KEY TERMS
  • 22. Intelligence asset and property © AdPlus 2015 all right reserved • Real-Time Bidding (RTB) & Audience buying • Centralized campaign management • Global controls • Unified campaign tracking & reporting • Optimization to meet the advertiser’s objective Demand-Side Platform (DSP) Features HOW IT WORKS
  • 23. Intelligence asset and property © AdPlus 2015 all right reserved • Real-Time Bidding (RTB) & Audience buying • Centralized campaign management • Global controls • Unified campaign tracking & reporting • Optimization to meet the advertiser’s objective • Publisher makes their ad inventory available in the ad exchange • The ad exchange holds an auction for each impression • A bid request is sent to each DSP, who will place a bid on behalf of the advertisers • DSP evaluates each impression & determines bid amount based on its value to advertiser • Winning bid is chosen & ad is shown on the publisher site • Process takes milliseconds Demand-Side Platform (DSP) Features Real-Time Bidding (RTB) Process HOW IT WORKS
  • 24. Intelligence asset and property © AdPlus 2015 all right reserved CAMPAIGN PERFORMANCE MARKETING FUNNEL How to use Demand-Side Platform to meet your marketing objectives across the marketing funnel Retargeting Meet lower-funnel objectives • Retarget high-intent audiences • Direct Respond • Conversion • Acquisition • Download • Form Submission Campaign Objective Action
  • 25. Intelligence asset and property © AdPlus 2015 all right reserved CAMPAIGN PERFORMANCE MARKETING FUNNEL How to use Demand-Side Platform to meet your marketing objectives across the marketing funnel Prospecting Meet upper-funnel objectives • Category targeting • 3rd party behavioral data • Look-alike audience Retargeting Meet lower-funnel objectives • Retarget high-intent audiences • Brand awareness • Positioning • Change Perception • Favorability • Engagement • Direct Respond • Conversion • Acquisition • Download • Form Submission Campaign Objective Action
  • 26. Intelligence asset and property © AdPlus 2015 all right reserved User visit a website User leave a website We tracked them User surf different websites & see your ads Drive them back to your site
  • 27. Intelligence asset and property © AdPlus 2015 all right reserved RETARGETING SEGMENTS VERTICAL • Abandoned Shopping Cart • Product pages • Home page • Dealer locator • Build a car • Test drive request • Car loan • Vehicles pages • Home pages • Booking process abandoners • Search flight, hotel, car rental • Vacation packages • Home page • Credit card/mortgage application abandoners • Mortgage calculator • Home page • Form / info request • Whitepaper / demo download • Product pages • Home page Retail Autos Travel Business & Finance Technology
  • 28. Intelligence asset and property © AdPlus 2015 all right reserved  Top of mind  Driving back to your website  Converting to customer Retargeting keep your business
  • 29. 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
  • 30. Intelligence asset and property © AdPlus 2015 all right reserved 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
  • 31. Intelligence asset and property © AdPlus 2015 all right reserved 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
  • 32. Intelligence asset and property © AdPlus 2015 all right reserved Advertiser Agency Publisher Ad Network Advertiser / Agency buys from Ad Network Advertiser Agency Agency Trading Desk Demand Side Platform Ad Exchange Publisher Ad Network Ad Server Sell Side Platform Ad Server Advertiser / Agency buys audiences from Ad Exchanges via Demand-Side Platform (DSP) Advertiser Agency Publisher Advertiser / Agency buys directly from Publisher’s sales 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 RECAP HOW DISPLAY BOUGHT & SOLD
  • 33. Intelligence asset and property © AdPlus 2015 all right reserved PROGRAMMATIC USP’s Advertiser can access audiences from premium, long tail publishers & ad exchange Providing 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 campaigns Account management Brand safe delivery Cross platform
  • 34. Intelligence asset and property © AdPlus 2015 all right reserved Where we located PT. AdPlus Digital Solusindo Kemang Timur No.90, Jakarta 12730, Indonesia P +6221 7181245 F +6221 7181245 www.adplus.co.id Intelligence asset and property © AdPlus 2015 all right reserved
  • 35. Intelligence asset and property © AdPlus 2015 all right reserved Thank You! Hermawan Kusuma Head of Business Development AdPlus hermawan.kusuma@adplus.co.id

Hinweis der Redaktion

  1. kita akan membahas perkembangan dari display advertising & bagaimana display advertising diperjualbelikan, bagaimana evolusi-nya, teknologi yang digunakan, termasuk key players & konsep-konsep seperti: - Demand Side Platforms - Real Time Bidding - Ad Exchanges - Data Management Platforms & Ad Servers Presentasi ini lebih Jadi kalau ada pertanyaan tolong dicatat dulu
  2. Secara umum advertiser akan membeli langsung ke publisher, karena biasanya publisher-publisher besar memiliki sales team sendiri & ini biasanya dilakukan untuk premium placement, seperti pemasangan iklan di homepage & dijual dengan duration basis, jadi advertiser bisa membelinya secara harian atau mingguan, sebagai contoh, advertiser bisa memasang iklan di homepage detik, kompas atau viva
  3. Search engine seperti Google, membuat kita dapat mengakses website-website yang mungkin kita belum pernah dengar sebelumnya, website-website ini kita sebut sebagai long tail site & memiliki potensi audience yang cukup besar bagi advertiser, bagaimana cara advertiser dapat mengakses ratusan bahkan ribuan website tersebut?
  4. Maka munculah ad network, ad network menggabungkan & menggolongkan inventory tersebut kedalam beberapa kategori atau channel & dijual dalam bentuk CPM, CPC bahkan CPA Biasanya, inventory yang diberikan kepada ad network adalah inventory yang tidak bisa dijual oleh publisher, atau biasa kita sebut dengan remnant inventory, kemudian inventory ini alirkan ke ad network, sebagai indirect channel bagi publisher-publisher tersebut Salah satu contoh dari ad network adalah Adplus & Glitz media
  5. Saat ini makin banyak publisher & ad network yang menggunakan real-time bidding & ad exchange, publisher dapat menjual premium inventory mereka melalui private exchange Jadi, source of income publisher selain dari direct sales team & ad network, sekarang inventory mereka dapat diakses oleh advertiser melalui ad exchange
  6. One of the most common ways is that the display bought & sold is the advertiser will buy directly from the publisher, the publisher has their own sales team & they sold directly to the advertiser, is typically for premium placements like a homepage type ad & it sold on duration basis, you can buy it daily or weekly with 100% SOV, for example is might be an advertiser wants to buy homepage ad on Detik, Kompas, Viva or Okezone.com
  7. Ad Networks aggregate publisher ad inventory & package up to sell, they might package up by contextual channel or by audience, like retargeting & they also made sell it with different buying option like CPM, CPC or CPA & this is often inventory that a publisher cannot sell directly with direct sales team, so its left over inventory then it flows in to the ad network & the ad network then is indirect channel that’s sell that inventory, there are many types of ad networks, there targeted network, premium network, affiliate network blind network
  8. The ad exchange is a market place for buying & selling of ad inventory, it’s a lot like the stock exchange, where stock are bought & sold, but here you have publishers were selling their ad inventory in auction environment to advertisers, advertisers then can buy that inventory in real time so they can bid on audiences they want to reach in real time, they can bid automate buy those audiences to the ad exchange, example of ad exchanges are the double click ad exchange & FB ad exchange
  9. In order to buy inventory on ad exchanges, advertiser needs a layer of technology called the Demand Side Platform, the demand side platform has a real time bidding capability to bid on that inventory within the exchange & also has a lot of other features that benefit the advertisers, the things like frequency capping across all inventory in ad exchange, budget phasing, campaign & creative management. Example of demand side platform are appnexus, mediamath, turn, data zoo & google bid manager
  10. On the supply side, a publisher needs a layer technology to access the exchange & make their inventory available & that’s called sell or supply side platform, the sell side platform also helps a publishers to manage the yield of their inventory their selling & rubbing it into the ad exchange
  11. Some agency create their own prefatory trading desk, a platform that uses data and technology to help advertisers more effectively purchase audiences at scale across all digital media
  12. Ad servers, provide an advertiser with central location where they can manage their campaigns, so they can manage their creative in 1 place, their reporting in 1 place for all their display campaigns, so for all different action we all talk about, they can manage them all from that 1 ad server, they can serve the creative & they also have this reporting with holistic view across the different display campaign that they have some example of ad servers are google double click, others focus on rich media and dynamic creative & example some of those are point roll & sizmek
  13. Meanwhile on supply side, ad servers provide the publisher & ad network with central location where they can manage their campaigns, creative & reporting
  14. 3rd party data providers compile data for display audience targeting, they may specialize at certain types of data & maybe consumer or business data for example, example of this are excelate who provide consumer data for targeting of display ads, bizo which has compile business data for targeting of ads, others like a liveramp specialize in certain areas like on boarding off line audiences into online environment for targeting of ads
  15. Data management platform, compiles audience data from various sources and make it auction able for cross channel marketing, so you can adjust 3rd party data & also 1st party data, like websites visitors, off line CRM data & 2nd party partner data so it can adjust 1st 2nd & 3rd party data make it auction able for cross channel marketing
  16. Here’s a quick overview of this key concept again, one of the biggest benefit of demand side platform is audience targeting, it allows an advertisers to reach a high intent high value audiences in real time ad scale a cross the web, to drive conversion or performance goal Some example of this are retargeting, this are users that’ve been go to the advertiser website, they shown a high intent by entering the shopping cart or visiting product page for example, an advertiser can then bid on these audiences on a demand-side platform, they also can buy other types of audiences like prospecting, they can target audiences base on category, 3rd party data or look alike models
  17. The Demand-side platform as mentioned has a layer of technology then advertiser needs to buy out on ad exchanges, it has the real time biding capabilities & has a global control like frequency capping & budget phasing across all the inventory within the ad exchanges & the platform has some kind of optimization to best meet the advertisers performance goals
  18. The demand-side platform enables advertisers to buy from the top ad exchanges like the Appnexus, FBX, Pubmatic or the Google double click exchange
  19. Here’s a quick overview some of these key terms Real time bidding - Allows an advertiser to buy display inventory at the individual impression level, so it sold at auction environment they can build & then they can bid on ad impression level through ad exchange - The bidding happens in milliseconds before the ad & webpage is viewed by the user
  20. An Ad Exchange - Is the marketplace where ad inventory is bought & sold in an auction environment - A Publisher auctioned of that inventory & advertiser’s through real-time bidding can bid on that inventory - This allow publishers maximize the price for their inventory & advertiser’s purchase at the individual impression level at a fair value so they can bid on each individual impression
  21. Demand Side Platform (DSP) - A Demand-Side Platforms enable an advertiser to access ad exchanges to bid on it, it has real-time bidding capabilities & other global control like frequency capping across all the inventory within the ad exchanges - & Demand-Side Platform evaluates & bids on each individual impression through real-time bidding based on what is known about that users, so once that bid request comes from ad exchange, the demand-side platform evaluate all the data that’s known about the user & then determine the right price to bid for that individual user impression
  22. Here’s some more feature of Demand-Side Platform - So again it has Real-time bidding capability for audience buying - Has centralized campaign management across all those the ad inventory within the ad exchanges that its integrated with - Has global controls like frequency capping, creative management, budget phasing - Has unified campaign tracking & reporting across all the real-time bided ad inventory - & Typically has optimization to meet the advertiser’s objective
  23. Here’s are little bit more detail & how the real-time bidding process works - So a publisher makes their ad inventory available in the ad exchange - The ad exchange holds an auction for each impression - A bid request is sent to each DSP by the ad exchange, who will then place a bid on behalf of the advertisers - The DSP evaluates each impression, each impressions determines bid amount based on its value to the advertiser - The ad exchange de-terms the winning bid & ad is shown on the publisher site - & this all happen with in milliseconds
  24. So again, one of the key benefits of the demand-side platform is, it enable the advertiser to reach a high value high intent audiences across all the ad inventory within the ad exchange & it can reach them with using real-time bidding in auction environment These are a couple the common types of audiences & advertiser or purchase So if you look at the lower funnel of retargeting, this usually use for the conversion or acquisition objectives it’s the foundation of building out a display program with a DSP, these are users that have shown high intent by coming to the advertisers website & have engage website by entering shopping cart or going to product page for example, they typically convert at high rate audiences & they perform very well for advertisers
  25. & if the objectives are to acquire new customers or for brand awareness & positioning, change perception, favorability & engagement Advertiser can use prospecting, they can for example do category targeting through DSP they can target 3rd party audiences or do a look alike targeting
  26. Data-management platform mengumpulkan data audience dari berbagai sumber, kemudian mengolah data tersebut agar dapat di bidding ke berbagai marketing channel, DMP dapat menyerap data dari pihak pertama, kedua atau ketiga, kemudian data tersebut dinormalisasi & distandarisasi, kemudian advertiser dapat membuat segmen audience, setelah segmen audience dibuat, mereka dapat melakukan sindikasi ke external ad targeting & content delivery platform
  27. Data-management platform dapat menyesuaikan semua data ini dengan menormalisasi & menstandarisasi, sehingga advertiser memiliki satu gambaran terhadap audience mereka
  28. Here’s a quick overview some of these key terms