rtb update 3 - rupert staines, rediumone
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Enterprise Platform Helping You Grow and Win new Business
Rupert Staines, MD EMEA
November 19, 2013
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Your audience is everywhere
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RadiumOne builds intelligent software that automates media buying, making big data actionable for marketers, and connects them to their next customer.
RadiumOne What we do.
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〉 We tap Tens of billions of real-time impressions each day across the Web, video, social and mobile to reach consumers in real-time no matter where they are.
〉 Our tools and methodologies
increase the relevance and personalisation of ads through sophisticated algorithms that find valuable characteristics, gauge consumer behaviours, and target ads with laser focus to the right audiences.
Programmatic Everything We believe:
In 5 years, 95% of digital marketing will be automated by software.
〉 Our software uses artificial intelligence to agg rega te , book , flight, analyse and optimise all forms of digital media
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What about the world is changing that makes innovation necessary?
Data is complex Buying is difficult Value is hard to understand
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Every marketer is now a publisher Every publisher is now a marketer Every consumer is now both
CONVERSATION ECONOMY!
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Big Data is Social: Socialization of Information
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Known
Unknown
⏏
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Leaking Data…..?
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AUDIENCE IS EVERYWHERE
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Big Data Building the seed from 1st party data
Mobile targeting cross-platform
Users searching for & sharing relevant terms
Users Interacting with Shortened Po.st URL from FB, TW, or Posted Content
#SUV #sedan, #superbowlcommercials, #innova7on, #midsizecar
@Hyundai @Sonata
@Pickyourteam
#HashTag & @Handle Targeting
Defined Demo Data
Advanced link shortener
Aggregated sharing tool for publishers
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LATENCY
1st vs. 3rd PARTY DATA!
Relevance, Right Time, Right Place….
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The Importance of Fresh Data
Although less than 5% of impressions were served on the first day, these impressions accounted for more than 40% of all conversions. Source: RadiumOne, 2013
Overall Conversion Rate
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89
Cumula7ve % of all impressions Cumula7ve % of all conversions
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Activation…..
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Dynamic Data Identifies Real-Time Interest
Interested Consumers Right Now
connections mobile social
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Social and Mobile are Overlapping
55%+ of a l l shar ing and engagement happens on a mobile device
‘Social’ is by nature ‘mobile’
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Branded Content : Native Ads
Make Advertising Information….. • Built on content experiences
• Informed by proprietary data and insights
• Presented to audiences at scale via brand messages within engaging formats
• Optimised for Social Engagement
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In Summary…..
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Single customer view
Platform Stack
DSP
DMP
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Scale, Precision, Transparency Core Capabilities
Intelligence Big Data: Proprietary, 1st party data
Leverage data from all consumer touchpoints
Ac7va7on Ar7ficial Intelligence: Decision-‐making Amplifica7on Program management
Brand ac7va7on Content distribu7on Adver7sing
Insights Mone7sa7on Applica7ons: Ac7onable consumer behaviour tracking
Understand, segment and amplify audiences
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#thanks
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〉 The integrity and security of a Client’s data is paramount to us
〉 All cookie matching is anonymous
〉 Audience Data(ShareGraph) modeling or any other approved use case is strictly segregated
〉 Unavailable to anyone else for any other purpose
〉 Accessible only to users approved by Client
〉 Transparency
〉 Clients are welcome to audit our operations upon demand
〉 We uphold strict data protection standards
〉 We do not use Personally Identifiable Information (PII) in ad targeting
〉 We are certified by the NAI, IAB, PrivacyChoice, EDAA
〉 We are one of only a select number of partners asked to work with Facebook (FBX)
Private & Confiden7al -‐ 22
Protecting Data
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Similar Products for different use cases
R1 DSP-‐DMP 360’ View of Customer
Display RTB
Mobile RTB
Video RTB Push Email Social Site Call
Center
SDKs Po.st 3rd Party
Marke7ng (PII) Ad (Non PII)
Data Inges7on & Cleansing
Audience Crea7on & Ac7va7on
Planning
Insights
FBX
3rd Party POS Internal
Anonymiser
De-‐Anonymiser
Customer Data Store Anonymous Digital Persona Data Store
R1 DSP-DMP & Customer 360
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〉 Minimise internal development and integration risk from data to delivery 〉 Realise significant time-to-market benefits 〉 Leverage a state-of-the-art integrated ad tech stack
R1 DMP
R1 DSP
R1 PAI*
INTELLIGENCE INSIGHT ACTIVATION
Managed Service: Join the Dots…
〉 *Predictive Algorithmic Insight
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〉 White label solution
Help Clients, their Agencies, and Publishers to drive new business
〉 Data
Protect both publisher and brand audience data
〉 Minimise integration risk and hidden costs
Increase speed-to-market
〉 Performance
Generate performance based on in-market customers
〉 Integration
Offer tightly integrated DSP capabilities, enabling a significant increase in transparency, frequency, amplification and audience extension leading to engagement and conversion
〉 Insights
Provide ‘Actionable’ commercial insight around audience
Roadmap to Success