rtb & programmatic advertising italiano
TRANSCRIPT
© 2014 DataXu, Inc. All rights reserved.
Programmatic ecosystem
Display echosystem
Programmatic Ecosystems
Market players
AdNetworks
Online Media Agencies
Demand – Side – Platforms e.g.
Supply – Side – Platforms e.g.
AdExchanges e.g.
Re-Targeter e.g Criteo
Data-Provider e.g. Bluekai, Profile Data Exchange, Quantcast
Ad Server which master Real-Time-Bidding e.g. AdForm, MediaMind, Mediaplex
ADVERTISER
PUBLISHER
Agency Trading Desks
Online advertising aggregato, prenotato, lanciato, analizzato e ottimizzato via demand side software ed algoritmi.
Implica l’utilizzo di multi-sourced data per il targeting, l’ottimizzazione ed in generale per tutte le decisioni, perciò parliamo di Data-driven advertising
La maggior parte dell’inventory disponibile è “non garantito”, exchange-traded e venduto in RTB
Può essere applicato anche al media “garantito” infatti vediamo crescere sempre più i c.d .private marketplace, dove inventory 'premium‘ viene comprato e venduto in maniera programmatica
Programmatic buying
© 2012 DataXu, Inc. All rights reserved.
RTB: cos’è e come funziona
online-marketplaces & technology suppliers gestiscono le offerte in real-time per acquisire gli spazi banner con una logica
“second price auction” (1 cent in più della seconda miglior offerta)
Donna, 30 anni Behaviours: fitness, travel, cooking
DSPs, SSPs, AdExchanges 1st look, 2nd look
bid # 1 €0.50*
bid # 2 €1.25*
bid # 3 €0.90*
bid # 4 €0.75*
bid # 2 vince
a €0.91*
Real-Time-Bidding: cos‘è
70 - 500 millisecondi
*calculated CPM
*calculated CPM
Pricing models: il modello ad arbitraggio (acquisto dinamico, vendita a cpm/cpc fisso)
60% 50%
CPM del Cliente
dynCPM Fornitore
Prezzo (€)
Giorni
Tutto il margine è del fornitore
Pricing models: RTB trasparente (acquisto e vendita a cpm dinamico)
Max. CPM Cliente
Prezzo d’asta
Giorni
Minor costo per il cliente
Prezzo (€)
CPM massimo: 1,5€ – Rappresenta il bid massimo, quindi il volume minimo garantito
(1500€ per 1.000.000 di imps)
– L’algoritmo ottimizza l’acquisto facendo efficienza, e garantendo un overdelivery (di solito oltre il 50%) facendo diminuire il cpm effettivo a consuntivo (ad es. 1500€ per 1.500.000 imps;ecpm =1€)
Il modello d-cpm
Pricing models
0
20
40
60
80
100 Fixed CPM
0
20
40
60
80
100 dCPM to CPC
0
20
40
60
80
100 dCPM to CPA
Pricing models
0
20
40
60
80
100 Fixed CPM
0
20
40
60
80
100 dCPM to CPC
0
20
40
60
80
100 dCPM to CPA
Targeting Options
13
Carrier 3, Tim, Vodafone, Wind
Operating System iOs, RIM, Android, S40, Windows, etc.
Handset Marca & Modello Tablet vs. Smartphone, 180 Marche, 2,900 modelli
Contextual Geography, content, daypart, ad-exchange, app/m-site/mobile web
Demo & Data Age, Gender, 3rd Party Data Segments
NEW
Programmatic Buying Options Private Exchanges
Direct w/ Programmatic
Exchange Media
Exchange cleared with special prioritization.
Open Exchange Media Buying
Guaranteed Direct Publisher Contracts
What are they?
Who can participate?
How is it accessed?
How is it priced?
Who do you pay?
Advertisers with direct contracts
Advertisers approved by publisher
Advertisers approved by exchange
Via ad server tags Via an exchange Via an exchange
What inventory is typical?
Direct publisher inventory
Prioritized publisher inventory
Exchange inventory
Fixed price. Determined by IO
Auction with floor or Fixed Price. First look option
Auction priced
Advertiser pays publisher for media and DX tech fees
Advertiser pays DataXu for media and any tech fees
Advertiser pays DataXu for media and any tech fees
© 2014 DataXu, Inc. All rights reserved.
Programmatic Ad-spend Overview
Europe and Italy
European Online Display Spending
© 2013 DataXu, Inc. All rights reserved. | 16
Display Value by Country
Source: 2012 IAB AdEx Benchmark
RTB in Europe 2010-2015
Sou
rce:
App
Nex
us P
ropr
ieta
ry R
epor
ting
(Nov
. 20
12)
+ 2452,77%
+ 4209,72%
RTB requests EU5 (in bn)
RTB requests (in bn.) Italy vs. other EU countries
Sou
rce:
App
Nex
us P
ropr
ieta
ry R
epor
ting
(Jul
e 2
012)