Turn discovered segments into targeted display ad buys.

1. #monetatesummit
GlennFishback, HeadofGlobalDisplay
EbayEnterprise
SmarterAdvertising
Turndiscoveredsegmentsinto targetedadbuys

2. MOBILE
LOCAL
DATA
GLOBAL

3. By 2015, Display
Media Spending
Exceeds Search

4. By 2016, Mobile Ad
Spending Exceeds
Desktops/Laptops

5. Programmatic and
Real Time Bidding
(RTB) is the new
emerging standard

6. Campaign
Reach
Expert Targeting
Capabilities
Quality
Inventory
Access to
in-market shoppers
Data
Science
True
Partnership
WHAT IT TAKES FOR A MARKETER TO WIN:

7. Targeting Data is the New Oil

8. BIG*DATA
PRIVACY
DATA*SCIENCE
ACTIONABLE*
TARGETING*
SEGMENTS
The Value of Data

9. User-Level Targeting

10. Key Takeaways
• The “Right” person, context, message
– Leverage your own CRM data to activate your demand
generation targeting.
– User level RTB targeting creates unique efficiencies.
Each ad impression should be dynamically valued
differently based on the true lifetime value of the user.
– Measure incrementality (file match, test/control)