RTB - 8. april - Marcus Kloots, Platform161

General Manager Platform161 & 161MEDIA
MARC VERSCHOOR

Platform161 | www.platform161.com‹#›

Platform161 | www.platform161.com4
APostcard

Not just change,fast change

Platform161 | www.platform161.comPlatform161 | www.platform161.com
Introduction
1

Who we are

HistoryPlatform161and 161MEDIA
Start ClickDistrict as premium response network by Marco Kloots
Investment by eValue (Thomas Falk)
Successful opening of first international office in Düsseldorf
Launch of the European DSP-Technology Platform 161
Opening office in Spain
Opening office in Sweden and Russia
Rebranding in 161MEDIA
2007
2008
2009
2010
2011
2012
2013

Our companyname isbasedon 𝜑 = 1,61 - the idealratio in nature, scienceand art

10
We have offices in over
6 countries
We employ nearly
80 people

Operating inmultiplecountries

Platform161
o Platform161 is the first Pan-European independently built technology for
digital advertisers.
o Custom developed self learning algorithm
o Platform161 has a centralized bidding system to bid on Display, Mobile, Video
en Social Media
o Platform161 of all possibilities in banner sizes.
o Focus on data visualization and intuitive User Interface
o Strong learning because of data storage and processing

Platform161 | www.platform161.com
Automated
Trading2

The differencebetween off- and online(with automated trading)
• No more bulk buying
• Buy every impression/view deliberately
• Spend every euro effectively
• Create concrete KPI’s
• Result are easily measured
• Target audiences can be tested
• Campaigns can easily be adjusted during running period

RTBthe basics
• Digital medium
• Automated process
• Second price auction
• Huge volume of transactions
• CPM-based
• Overcapacity

The auction
SSP
Cnn.com
Above the fold
468x60
23:40
DSP
Interest in carMaleSunday
One Impression

The market in2006
Advertiser
Agency
Network
Publisher
2007

Current market
Publisher
Trading Desk/DSP
Advertiser
Agency
Data
Verification
SSP
Network

Online“Trading”in the past

Present
SSP DSPAd Exchange
Real Time Bidding

Important participants
DSP SSP

Impact of technology
• Take decisions (CPC to CPM)
• Anomaly Clicks (!) filtering
• Efficient buying: frequency VS value
• Data processing

Optimization
• In an open market the quality of Optimization is KEY.
• We process more data faster than any other out-of-the-box technology around.
• We have an optimization engine that learns how and where your users interact
with your inventory
• Industry leading optimization and build loop
• Easily introduce more variables to the prediction model
• Algorithm designed to increase performance and eliminate waste

TheAdvertisers
2

310 Mio.
> 100k €
Less important
Important DSP Optimizations feature
CPM
500 Mio. w/ 28 countries
10 – 50k €
Very important
For Optimization not allowed
CPM/ CPC / CPA
Inhabitants
Average test budget
Data privacy issues
IP - Address
Price calculation models
Share Inventory SSP vs. Managed
Inventory of Publisher 90 % / 10% 30 % / 70% (Water fall)
DifferenceUS and Europeanmarket

KeyDifferentiatorsPlatform 161 vs. out of the box DSP’s
• Technology | Best of breed technology results in 50%
outperformance of leading US DSP’s
• Dedicated bidder | Platform 161 is the only DSP provider in
the world who offers a dedicated RTB bidder.All leading US
DSP providers only offer shared bidder services.
• Data ownership | Platform 161 offers 100% data ownership
for a client.All leading US DSP providers only offer shared data
ownership.
• Custom solution | Platform 161 only offers a custom install.
We don’t believe in ‘one size fits all’.
• Custom development | Platform 161 has in-house
developers who can develop to specific needs of our clients.
• Cookie space | Platform 161 enables clients to serve ads
from their existing cookie domain. This means no data stored
in cookies will be lost.

Audiences
• To create the right profile of your targeting audience and to
find the right users online is KEY
• We have a built in audience builder saving the cost of
behavioral tools.
• Audiences can be built on a wide variety of data points
• External data can be added seamlessly

Audiences
• For us every impression, conversion, click and pixel call is
a data point for buildingAudiences
• We can buildAudiences within the system combining all
data an advertiser collects
• These Audiences are unique and cannot be created
outside the Platform
• We can create combinations of third party data with our
own data
• The audiences are built from the same cookie base as ad-
serving, turning any reporting result into an audience
• The audience builder works with a very intuitive drag and
drop feature

Anomalyclicks
HIGH VOLUMES OF UNUSUAL CLICK ACTIVITY
HIGH CTR AND ECPM
GUIDING CAMPAIGN TOWARDS FRAUDULENT INVENTORY
HIGH CPA

Marketer Challenges
How do I coordinate my messaging?
Multiple media channels
How do I maximize ROI?
Custom KPIs
How do I protect my brand?
Billions of ad impressions
Who are my target audiences?
Big data (individual buying vs bulk buying)

AdvertiserKPI’s
In general there are 3 digital possibilities:
- Branding
- Response (traffic)
- Response (conversions)

BRANDING
Cost Per Mille
CPM options:
- CPM RON
- CPM Audience (1st party data, 3rd party data)
- CPM Channels
On all campaigns added functionality:
- CTR optimization
- CVR optimization

PERFORMANCE(TRAFFIC)
Cost Per Click
• Generating clicks -> CPC
• Preferably no targeting restrictions.
• The campaign will find target audience
• Campaign will deliver quality traffic (blacklisting)

PERFORMANCE(CONVERSIONS)
Cost PerAction
• Generating conversion -> CPA
• Algorithm will find users most likely to convert.
• Conversion attribution
• Retargeting
• Call to action
• Landing page

Retargeting
• Find a user that has visited your website
• Optimized frequency cap
• Dynamic retargeting
• Engagement based pricing

DealID
- Closed “Pre” auction
- Always CPM
- No optimization
- Site section targeting available

DealID
SSP DSP
DEAL ID 123
Telegraph HP
Size
Floor price €5,-
Target 123
Telegraph HP
Size
Bid Price
Open Auction
If no…
Offer

Clients: Advertiser and trading desks
• Self- or Half Service DSP for Display,
Mobile, Video and Social
• Connected to all relevant SSPs
• Direct booking CPM/CPC/CPX
• Optimization not only on SSP-
Inventory, but also on Managed
Inventory
• Transparent Model (no black box)
Clients: Advertiser
• Full Managed Online Media offering
Audience and Performance Services
(Display, Mobile, Video, CPX, Email)
• Audience builder with more than
1.800 target groups
• All invoicing types (CPM, CPC,
CPX)
• Arbitrage business
Other than our major competition:Platform161isa leadingEuropeanDSPservicingboth
AdvertiserandPublisherportfoliois much broader
Clients: Publisher/SSPs
• Optimization Platform
• Increasing eCPM for the Publisher
• Monetarization of their own 1st
party data
• Reach extension possibilities
• Different pricing models

QUESTIONS ?
PLATFORM161
JACOB OBRECHTPLEIN 1B
1071 KS AMSTERDAM
WWW.PLATFORM161.COM

RTB - 8. april - Marcus Kloots, Platform161

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RTB - 8. april - Marcus Kloots, Platform161