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A STATE OF BUSINESS IN PROGRAMMATIC
ADVERTISING WITH ADFORM & NAPOLEON GAMES
Presented by Dax Vercauteren, Commercial Director Belgium & Gianni Museeuw,
Digital Marketing Manager
COMMERCIAL
DIRECTOR BENELUX
✓ Programmatic expert since 2013
✓ Managed operations for Adform in the
Netherlands, Belgium & France
✓ 100% focus on Belgium since 2015
✓ 10+ years in online marketing (Search,
Affiliate, Display, RTB)DAX VERCAUTEREN
MARKET STATUSADOPTION OF PROGRAMMATIC ADVERTISING IS SOARING IN
BELGIUM
STATE OF BUSINESS 2017
LOCAL INVENTORY INTERNATIONAL INVENTORY NOT IN RTB
27 B impressions are available on RTB landscape, 8B are .be inventories
(30%)
+ more
STATE OF BUSINESS 2016 - 2017CPM TRENDS ON OPEN EXCHANGE IN BELGIUM
2016 was a record year for programmatic, 2017 starting off slower than years
before
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jan feb mrt apr mei jun jul aug sep okt nov dec
2014 2015 2016
STATE OF BUSINESS 2016 - 2017CPM TRENDS PER CHANNEL IN BELGIUM ON OPEN EXCHANGE
Native Mobile Display RTB avg. High Impact Video
Native CPMs (Facebook exit), mobile CPMs exceeding desktop pricing
in 2017
Complete and total data ownership. Your data, your rules
Fully Open
Lack of transparency, lack of
control, lack of learnings, lack
of trust
Walled
gardens
Searchdata
Mobiledata
Advertisingdata
Advertisingdata
ADVERTISER
EDGE
CROSS-
DEVICE
MobileDesktop Video DOOHPrint TV
Trading Base
Demand Side Platform
(DSP)
Audience Base
Data Management Platform
(DMP)
AdServer
(TPAS)
Creative Base
Creative Site Platform
(CSP)
Audio Native
Rich Media – Site tracking - HTML5
Studio - Dynamics / Rotators - Dynamic
Creative Optimization (DCO) - Creative
Library
Direct (AG/ IO) - RTB - PMP/ Deal
Management - Real-Time Forecasting
- viewability - CPC, CPM, CPA
Audience Builder - Audience
Extension - High-Reach 3rd Party
Data - Taxonomy Builder
Integrations - API -
Exposure rate:
DMP 100%
AdServer 75%
DSP 75%e
Intuitive UI –
Simple workflows
across platforms
DATA CREATIVITY TRADING
Cross-Device - Client-Side Encryption of Identifiers (PII) - Probabilistic + Deterministic Data
Social
CROSS-DEVICE DATA ATTRIBUTIONTRACKIN
GSUPPLY
+ many
more + many more
Our creative intelligence
platform empowers you to
create compelling brand
experiences across devices
based on consumer &
campaign data
1:1 Storytelling
The right creative
execution at the
right timeCreativity is crucial for doing
effective advertising. No
other platform connect data,
creativity and trading in real
time
ALL TRADING METHODSAutomated Guaranteed, RTB, PMP
ALL SCREENSAndroid, iOS, mobile
web, in-app
ALL FORMATSRich media, standard,
high impact, video,
native, responsive
ALL DEVICESDesktop, mobile,
outdoor, TV
ALL METRICSCustom reporting, CTR,
CPA, attribution, engagement
rate,
video play time, viewability
ALL TAG MANAGEMENT,
TRACKING, ANALYTICSPath to conversion, attribution,
frequency
ALL DATASocial, mobile, search, POS,
CRM, 1st, 2nd and 3rd party,
niche segments
FULL STACK PROPOSITION
ALL SAFEVerification, viewable,
brand safety
ALL INTEGRATIONSBrand safety, data, social,
search, CRM
APPROACHING THE STACK
WITHOUT OFFERING SILOED PRODUCTS
TRADING
• Open RTB
• Private Exchanges & Deals
• Automated Guaranteed
• Programmatic Guaranteed
• Direct IO
• Unified reporting across all
types of buys and campaigns
DAT
A• Data Management Platform
• Cross device & 360* view on
customer user journey
• NHT, brand protection, ad
verification & ad viewability
• Global WL / BL control
• Full support for custom
buying models
• Tag Management
CREATIVI
TY
• All screens
• High impact, & video
• Dynamic Creative Optimization
• Creative Studio
• Production team
• Heat map reporting and analytics
• EU privacy law compliance,
physical data centers in the EU
• ISO 27001 certified
EU DATA PROTECTION & PRIVACY
Fully compliant with international privacy laws
Data is never collected without user consent
Only non-PII information for probabilistic cookie matching
All profiles based on Cookies & Device IDs
All user-relevant data is one-way encrypted before stored on Adform
system
Annual Deloitte audits and security penetration tests
Retain protection, control and management of all 1st, 2nd and 3rd party
data as well as ROI and ROAS associated with your campaigns from
one single UI. Our data centres have the most stringent security
processes.
PROTECTIO
N
OWNERSHIP CONTROL
________________________________________________________________ CONFIDENTIAL
EDAA Certification Report
May 27, 2014