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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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:
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