1. RTB
Compra
Programática
errores, buenas
prácticas y futuro
10 de Abril de 2014
Mikel Lekaroz
@mlekaroz
© 2014 the Valley Digital Business School www.thevalley.es 1

2. Me presento
© 2014 The Valley Digital Business School www.thevalley.es 2
1988 Licenciatura en Empresariales, Deusto (SS)
1990 Msc Marketing, Strathclyde BS (Glasgow)
1991 PricewaterhouseCoopers (SS)
1995 Facilnet (SS)
1999 Easynet (Paris/Londres/Madrid)
2004 e-Consulting & Development (Madrid)
2006 Hi-media Spain (Madrid)
2012 IAB Spain (Madrid)
2012 Director e-Consulting&Development
2012 Coordinador Media The Valley DBS
@mlekaroz

3. Publicidad online es Tecnología

4. © 2014 the Valley Digital Business School www.thevalley.es 4

5. Liquidez de Google
• Oferta: 100.000.000.000 De Consultas al mes
• Demanda:
© 2014 the Valley Digital Business School www.thevalley.es 5
• Ingresos: 59.519M$
• Beneficios: 12.920M$
• Cash incluyendo realizable: 58.717M$

6. Google. Ingresos por trimestre
© 2014 the Valley Digital Business School www.thevalley.es 6Fuente: Google Annual Report 2013. Google.com

7. © 2014 the Valley Digital Business School www.thevalley.es 7

8. RTB Estimaciones

9. © 2014 the Valley Digital Business School www.thevalley.es

10. Cifras en España
© 2014 the Valley Digital Business School www.thevalley.es 10
Fuente: IAB Spain, Estudio Inversión 2013

11. Ad Exchange: Actores
DSP
Demand side
platforms
Sales
House/
Adnetworks
DEMAND SUPPLYAUTOMATISATION TECHNOLOGY
SSP
Supply side
platforms
EditeursAdvertisers
Agencies
/
Trading
desks
Publishers
AdExchanges
Data Exchanges DMPs

12. © 2014 the Valley Digital Business School www.thevalley.es 12
Large Sites
Sites
El Modelo Ad Exchange

13. © 2014 the Valley Digital Business School
www.thevalley.es
13

14. © 2014 the Valley Digital Business School www.thevalley.es 14
PUBLISHERS
ANUNCIANTES

15. Cabeceras Vs Audiencia
Audiencia no identificada Audiencia identificada

16. Medición de audiencias mediante panel
© 2014 the Valley Digital Business School www.thevalley.es

17. Cabeceras Vs Audiencia
Audiencia no identificada Audiencia identificada

18. Publishers: Ingresos poco satisfactorios
© 2014 the Valley Digital Business School www.thevalley.es 18
Premium
Invendido

19. Anunciantes: Poca conversión
© 2014 the Valley Digital Business School www.thevalley.es 19

20. Seleccionar audiencias
© 2014 the Valley Digital Business School www.thevalley.es 20

21. © 2014 the Valley Digital Business School www.thevalley.es 21

22. La clave: Cualificar Audiencias
© 2014 the Valley Digital Business School www.thevalley.es 22
Hombre
Entre 40 y 50 años
Profesional, Renta alta
Interés de compra de un coche
de semilujo

23. 23
Cookies

24. Data Management Platforms and Data Exchanges

25. Origen del 1sr party Data
• Website data (83%)
• CRM /registration data (79%)
• Mail data (72%)
• Digital campaign data (67%)
• Search data (45%)
• Mobile site or app data (28%)
© 2014 the Valley Digital Business School www.thevalley.es 25
Fuente: Exploring trends and impacts of data driven marketing", BlueKai 2013

26. 26
Data Providers. Tipos de datos
• Datos Sociodemográficos
Edad, Sexo, Código Postal, etc
• Datos de comportamiento
Amantes de los Coches, Viajes, Deportes, Cultura,
etc
• Datos de Intenciones de compra
En búsqueda activa de Coche, Casa, Ocio, etc
© 2014 the Valley Digital Business School www.thevalley.es

27. Private Exchanges
© 2014 the Valley Digital Business School www.thevalley.es 27

28. © 2014 the Valley Digital Business School www.thevalley.es 28
Fuente: DataXu, 4 Techniques for efficiente Media Buying. 2013
Modelos Programáticos

29. Private Exchange. Francia
© 2014 The Valley Digital Business School www.thevalley.es 29

30. Audience Square: Francia
© 2014 The Valley Digital Business School www.thevalley.es 30

31. Audience Square. Capa de Datos
© 2014 The Valley Digital Business School www.thevalley.es 31
60M de Perfiles
Actualizados
Detallados
Anónimos
Diferentes Criterios
A medida

32. Compartiendo Datos
© 2014 The Valley Digital Business School www.thevalley.es 32

33. Segmentos de Audiencia
© 2014 The Valley Digital Business School www.thevalley.es 33
Segmento 1
Segmento 4 Segmento 6
Segmento 3
Segmento 5
Segmento 2

34. Elección de un Segmento
© 2014 The Valley Digital Business School www.thevalley.es 34
Segmento 3

35. Sociomantic. Tecnología y Datos
RTB DCO MultiDispositivo Segmentación Facebook EX
CRM Cliente

36. Sociomantic. Tecnología y Datos
CRM Cliente
CPO CPO

37. Comprado por Dunnhumby
© 2014 the Valley Digital Business School www.thevalley.es 37

38. El Futuro?
© 2014 the Valley Digital Business School www.thevalley.es 38

39. El futuro…
© 2013The Valley Digital Business School www.thevalley.es 39
Inventario Publicitario
Premium
Invendido
Private Exchange
?
DATA
Progr. Premium

40. Programmatic Premium. Qué es?
© 2014 the Valley Digital Business School www.thevalley.es 40

41. Programmatic Premium. Expandibles
© 2014 the Valley Digital Business School www.thevalley.es 41

42. © 2014 the Valley Digital Business School www.thevalley.es 42
Programmatic Premium. Expandibles

43. Smart Skins
© 2014 the Valley Digital Business School www.thevalley.es 43

44. Push Down
© 2014 the Valley Digital Business School www.thevalley.es 44

45. © 2014 the Valley Digital Business School www.thevalley.es 45
Mikel@e-cdo.net
@mlekaroz
mlekaroz