presents

Everything You Need to Know About Mobile Ad Tech

JENNIFER LUM

@lum

My mobile background

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Boston mobile companies

Boston mobile investments

What we are going to cover

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•How mobile ad tech is different from online ad tech

•Key categories and category leaders in mobile ad tech

•How money flows across the landscape 

•Where to start as an advertiser, a publisher or app developer 

What we are not going to cover

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•Industry stats and trends

•Categories not-core to buying and selling ads

•Mobile ad campaign tactics or strategies

Key players

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Advertiser Publisher

Key players

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Advertiser Publisher

Essentials•Understand the profile of target customers and their media consumption patterns•Know how to target customers and the price of the inventory•Be able to measure campaign effectiveness•Generate positive ROI on paid ads

Videos

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Did you do your homework?

quick video

Mobile vs OnlineWhat’s the difference?

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Online Mobile

Identifier Cookies No standard ID

Media Browser Browser & App

Data Individual & Household Device

Interactivity & Screen Size Good Average

Commerce Yes Limited

No cookies, now what?

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•Cookies - not supported in apps, mobile safari browser

•Device identifiers - IDFA, Android ID

•Fingerprinting

No cookies, now what?

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•Cookies - not supported in apps, mobile safari browser

•Device identifiers - IDFA, Android ID

•Fingerprinting

Data - how to apply?

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-Male-25-34-Home owner-Shops at Macy’s-Drinks Starbucks-In market - Auto-Purchased TV >1yr

Landscape

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Landscape

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PUBLISHER

Key Metrics

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Advertiser Publisher

Pricing models•Sponsorship/take-over/SOV•CPM - cost per 1k impressions•CPC - cost per click•CPA - cost per action

Key Metrics•Revenue•eCPM - Revenue/(Impressions/1000)•Fill rate - Impressions/Ad requests

Key Metrics•Sales•Delivery - Daily budget•Engagement - CTR, CR

Sellers

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•Who: Publishers, App Developers

•Goal: To monetize their audience efficiently to drive maximum revenue

•Tech requirements:•Mobile website and/or app - ad inventory

•Analytics - understand your audience

•Platform - Ad server/SSP

Buyers

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•Who: Advertisers, Agencies & Trading desks

•Goal: To reach their target customers efficiently and at scale

•Tech requirements:•Creative/Rich media

•Ad server/campaign management

•Tracking, measurement

•DSP

Intermediaries/Aggregators

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Networks Exchanges

Aggregate inventory Yes Yes

Source of ads Direct sales DSPs

Pricing model Guaranteed price Real-time bidding (RTB)

Companies

Did we forget anyone?

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Did we forget anyone?

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Google

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DoubleClick is the ad technology foundation to create, transact, and manage digital advertising for the world's buyers, creators and sellers.

•AdWords•AdSense•AdMob•AdMeld•AdX•DFP•DFA•Bid manager•Rich Media•Sales/Audience management

Did we forget anyone else?

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How money flows

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Publishers

Advertisers/ Agencies

DSP SSP/

Mediators/ Exchanges

Ad Networks

10-20% margin

10-20% rev share

20%-40% rev share

60%-80% rev share

Ad IO

Ad IO

Ad IO

User

Ads

Ads

Ad IO

Where to start: Advertisers

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•Budget•Campaign objectives•Existing platforms•Campaign and vendor management - inhouse vs outsource•Buying - Guaranteed or RTB

Where to start: Publishers and App Developers

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•Mobile website and/or app•Ad Placement•Content and Audience•Existing platforms•Campaign and vendor management - inhouse vs outsource•Sales - direct vs rep•Selling - Guaranteed vs RTB

Reference

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•Industry associations: IAB, MMA, MITX

•Trade publications: Mobile Marketer, AdExchanger, MediaPost, AdWeek

•Conferences: IAB, MMA, MITX, Mobile Media Summit, Appnation

•Boston mobile ad companies:

Course TitleCourse TitleINSTRUCTOR NAME