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Presented at IAB Canada's X-Series: RTB conference in May 2013 by James Aitken from The Exchange Lab.
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An Inside Look IAB Canada RTB X-Series May 30, 2013
THE INDEPENDENT
PROGRAMMATIC
TRADING SPECIALISTS
We have a platform agnostic approach working
across all of the exchanges, technology and
data providers in market to find the best
performing pools of inventory for our clients
Our applied science approach to advertising is
overseen by one of the most experienced
teams in market with the highest staff to
campaign ratio at an operational level
FACEBOOK EXCHANGE ALLOWS ADVERTISERS TO TARGET AUDIENCES BASED ON EXTERNAL DATA
FACEBOOK EXCHANGE
For the first time in its history Facebook has allowed limited partners to buy audiences within the FB
environment.
BENEFITS
• Track view-based conversions for the first time in FB through impression tracking
URLs
• Re-Message to advertiser’s own audience data in the FB Marketplace
• Drive users either to advertiser’s website/promo page or FB branded page
• Highly efficient eCPMs for extremely relevant audience within a social environment
FBX Integration
PLATFORM eCPA
Invite RET $18.12
TradeDesk RET $9.70
FBX RET $3.20
RETARGETING IN ACTION
eCPA efficiency over
other retargeting
platforms
>3x
Based on Finance client Canadian campaign Q1 2013
RETARGETING IN COMPARISON
Based on Finance client Canadian campaign 12Q4-13Q1
TACTIC TAG eCPC
CASALEX_20121019_CA Casale $2.39
CHANNEL_20121010_CA Channel $2.00
CONTEXTUAL_20121010_CA Contextual $3.76
FBX_20121207_CA Facebookv1_Tracking $1.75
LOOKALIKE_20121108_CA Look-a-Like $3.92
RET_APPPAGE_20130107_CA Retargeting_application page $2.52
RET_LP_20130107_CA Retargeting_landing page $2.44
OLIVE_20121108_CA Olive $1.52
ROE_20121010_CA ROE $1.20
$2.07
CUSTOMISED CUSTOMER JOURNEY
At the Exchange Lab we work in partnership with our clients to reach and engage customers at one or
all stages of the customer’s decision making process
CUSTOMISED TACTICS
Behavioural Targeting
Contextual Targeting
Premium
Reach
Demographic
Re-Targeting
Geo Location
Search
Recency
Viewability
Creative Format
Site List
Device
Frequency
Awareness Viewability
Dwell Time
Brand Recall
Video & Mobile
Evaluation Message Relevance
User Response
CTR
Conversion Sales
Increased Basket
Repeat Business
IT’S ALL ABOUT THE
DATA TO POWER
SMARTER BIDDING
THE EXCHANGE LAB MODEL
As programmatic trading specialist, we have a unique ‘platform agnostic’ approach allowing us to
optimize key DSP’s, SSP’s and online ad exchanges across display, video and mobile through our
proprietary DATALAB technology
Nik Djukic Account Executive
T: 416-944-0800 nik@theexchangelab.ca The Exchange Lab 119 Spadina Avenue Toronto, Ontario M5V 2L1
THE EXCHANGE LAB FORMULA FOR SUCCESS
CUSTOMISED CAMPAIGN INSIGHTS + HISTORICAL DATA + REAL TIME OPTIMISATION
Thierry Bazay General Manager
T: 416-944-0800 Thierry@theexchangelab.ca The Exchange Lab 119 Spadina Avenue Toronto, Ontario M5V 2L1
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