The Ad Network Model Aggregate and automated media buying across websites AD AD AD AD AD AD AD AD Advertising agency Advertiser Ad Exchanges are open and transparent marketplaces that facilitate the buying and selling of online advertising using a Real Time Bidding RTB ID: 359442
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Slide1
Pre-Programmatic automated buying model
The Ad Network Model
Aggregate and automated media buying across websites
AD
AD
AD
AD
AD
AD
AD
AD
Advertising agency
AdvertiserSlide2
Ad
Exchanges
are open and transparent marketplaces that facilitate the buying and selling of online advertising using a Real Time Bidding (RTB) model and automation
(programmatic). Sample exchanges:
Migration towards Programmatic & “Real-Time Bidding”
$.90
$3
$.50
$.25
$2
$1
$.75
$2
$2
$3
$1
$.85Slide3
In 20 milliseconds,
programmatic excellence was deployed to serve this
Pampers ad on Boston.com …
What is “Programmatic?” (Brief Demo)
NOTE: This is a mock up for illustration purposes only. Slide4
00:00:00.00What is Programmatic? A “20 millisecond demo” …
Boston.com determines that this ad was not sold through their direct sales channel
Publisher sends a request to ad exchange(s) (in this example, we will focus on
OpenX
) for an ad of with a particular specification (e.g. 300x250 banner)
AD REQUESTSlide5
00:00
:00
.04
“300x250 Ad unit available on Boston.com, in Boston, using Firefox browser…”
OpenX sends bid request to our Platform and several other programmatic buyers, (e.g.- DSP, Ad Networks) and makes available the details of the inventory: domain, unit size, browser type, etc.
BID REQUEST
NADPSlide6
00:00
:00
.12
“user has browsed Pampers product page on CVS.com”
“user is in
bluekai
‘parent’ segment”“user visited
HuffPosts Parents”
“user is in Boston, MA.”
The Platform supplements the opportunity with 1
st
party data (in the form of anonymous user IDS, typically “cookies”) in addition to other massive amounts of data. After filtering on all active campaigns to find the most eligible advertisers,
Pamper’s
Swaddler
campaign was chosen as the best one for this impression opportunity.
DATA OVERLAY
NADPSlide7
00:00:00.16
Our Platform assesses the opportunity and decides whether to bid for inventory:
How much do we like this opportunity for Pampers?
What price do we believe the inventory will clear at?
Based on #1 and #2 – should we make a bid and if so, at what price?
Bid: $1.8
Bid: $.90
Bid: $1.5
Bid: $1.2
BID RESPONSE
NADP
Bid: $1.2Slide8
Price: $1.5
00:00:00.18
WINNER
OpenX selects the winning bid based a number of factors (price being just one factor). Actual price of the inventory is adjusted to 2
nd
highest bid, and OpenX sends corresponding creative to the publisher website
BID WINNER
Bid: $1.8
NADPSlide9
00:00:00.20
The Pampers ad is rendered on the website and this user, who had previously viewed a Pampers page on CVS.com, now views
Swaddlers
ad on Boston.com
AD SERVED