The story of CPEx Audience and the results as presented on Adform Publisher Advisory Board in Copenhagen, June 2015.

1. CPEX AUDIENCE

2. 100+
WEB SITES
80%
reach

4. CPEX AUDIENCE
BACKGROUND

5. Audience Targeting Options
• Different data sources
• Wide reach
• Great for both branding and
direct response
• Unavailable on our market
just few months ago
3rd Party DataRetargeting
• High quality data
• Low reach
• Unsuitable for prospecting
• The driver of RTB on our
market from the very
beginning

6. Audience Targeting Works.
Source: ComScore

7. The Beginning
• Media coop makes a lot of sense.
• The technology is quite an expense.
• There is a huge opportunity in DR campaigns.
• Ongoing campaigns can be interesting even if the
spend is not huge.
• Only a few campaigns will bring the ROI for us.

8. Expectations
• Launch expenses: tens of thousands €
• Ongoing costs: thousands € monthly
• Positive ROI: 10 campaigns with thousand €
monthly spend

9. THE PRODUCT

10. DMP Adobe Audience Manager

11. Data from 100+ Web Sites, 80+ % Reach

12. Segmentation
√ Declared
√ Inferred
√ Modeled
Foto Nicolas Nova

13. Foto Diogo Martins
CPEx Approach:
Tailor-made Audiences

14. Foto Andrew Magill
Woman 25–30
sociodemography
Snowboarder
interests
In market for vacation
purchase intent
Looking for mortgage loan
purchase intent

15. Availability of Audiences
• Available on CPEx inventory
• All DSPs
• Sold by CPEx
• Price floor, no extra price
for data
Deals
• Available for buys all over
the internet
• Selected DSPs – Adform,
eTarget
• CPM fee (€0.2 ~ 0.75)
DSP Integration

16. THE VALUE FOR
ADVERTISERS

18. Goods for Toddlers
0.00
0.25
0.50
0.75
1.00
G
oods
forToddlers
Adform
–
Seznam
G
oods
forToddlers
Adform
–
O
thers
Brands
C
PEx
PM
P
G
oods
forToddlers
C
PEx
PM
P
Placem
ents
Broad
(C
PC
)
Conversion Rate
eCPA
CPEx Audience

20. 0.00
0.25
0.50
0.75
1.00
Direct premium
– floating
Direct standard
– floating
RTB
– relevant content
Behavioral CPEx Audience
Impressions eCPM Conversions eCPA

21. 0.00
0.25
0.50
0.75
1.00
CPEx Audience
– LaL
CPEx Audience
– PI cars
CPEx Audience
– PI leasing
Impressions eCPM Conversions eCPA

22. THE RESULTS FOR CPEX

23. Most of the Value
Comes from Deals.
26%
74%
Deals DSP Integration

24. Purchase Intent Brings
Most Revenue in Deals.
32%
24% 7%
22%
15%
Custom
Interest
Sociodemography
Purchase Intent – Services
Purchase Intent – Goods

25. Interest Are Most Bought in Adform.
18%
8%
7%
65%
1%
Custom
Interest
Sociodemography
Purchase Intent – Services
Purchase Intent – Goods

26. 200
ADVERTISERS
25
AGENCIES
ALMOST
SINCE OCTOBER 2014

27. eCPMs
Open
Market
Standard
deals
Audience
deals

28. Audience Brings 20 % of CPEx Revenues
81%
19%
Audience Other Revenues

29. The Challenges
• Multi device targeting
• Better look alike modelling
• Custom integrations

30. Lessons Learned
• Audience works for DR / performance
• Not always (loans, travel insurance)
• Look alike modelling works surprisingly well
• Less ongoing campaigns then expected
• Selling data through DSPs brings interesting
revenues

31. Czech Publisher Exchange
www.cpex.cz
Matěj Novák
matej at cpex.cz
http://linkedin.com/in/matejnovak