DSPs and Dynamic Creative
AdTech SF 2012
Emily Scott – Director, Marketing KAYAK
DSP + Dynamic Creative = AWESOME
Using a DSP (in our case MediaMath) with integrated dynamic creative technology we can:
Buy impressions in an efficient manner
Manage 1st and 3rd party data sources
Pass relevant information into our
creative
Have a unified view of conversions
across all display buys
When Ads Deliver Relevant Content – They Aren’t Annoying
So Much Data, What to Use?
• Various types of data and information can feed into an ad to make it more relevant and valuable to a potential customer:
• Behavioral• Contextual• Search query
• DSPs can help to streamline both 1st and 3rd Party data and seamlessly integrate it into campaigns
Creepy vs. Not Creepy?
• Just because you “can” doesn’t mean you “should”
• It is a fine line between being relevant, and freaking people out
• Try to be relevant and helpful, but not make customers feel like you are looking over their shoulder
X
Thank you!