Choosing the Right Trading Desk for Your Display Programmatic Buying

Our Speaker

Maria ColettaDirector of the Acquisio Trading Desk

• The webinar is recorded and will be made available by email

• The slides will also be available by email

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

Housekeeping

Poll Question

Are you currently using a trading desk for display?

a) Yesb) Noc) I’m Looking

32%

11%

11%10%

9%

7%

6%

4%

3%

Other: AdmetaAdscaleAdskomBeanstock MediaCCICentro Exchange

Falk Real TimeGumGumImprove DigitalXaxis MarketplaceZedo

ATD ACCESSES EVERY MAJOR AD EXCHANGE

• ATD has access to every major exchange and SSP including the Facebook Exchange (FBX)

• 2 MILLION QPS- Query per Second with strong Bidding Centers

• Scale in 150+ countries

If you are running only on the Google Display Network (GDN), you are accessing a tiny portion of the DoubleClick Ad Exchange, rendering Retargeting more difficult & far less efficient

ATD OFFERS ACCESS TO A LARGE VIDEO FOOTPRINT

• Don’t limit your video campaigns to one slice of the universe

• A large video footprint allows for a plethora of inventory coupled with lower cost

• Running only ‘You Tube’ video is limiting as the REAL focus should be to connect with your audience no matter where they are!

One Single Network is Not Enough!

ATD’s GRANULAR TARGETING CAPABILITIES

Targeting by Ad Group

Time of Day &Day of Week

Radial Targeting

Targeting by ad format &Targeting by creative

Targeting by Language &Data element targeting

Site Category Targeting &Targeting by supply vendor

Targeting by browser &Targeting by operating system

Device targeting

Targeting by mobile device, make or model

Recency TargetingFrequency Targeting

Placement on Page targeting

CLIENT REPORTS – HIGH DEFINITION REPORTING

Ad Group Performance Fold

Video Site – Category

Frequency Site

Ad Format Supply Vendor

Creative Time of Day

Day of Week Browser

Device Recency

Data Element Language

What is included in the HD reports?

ATD’s SAMPLE HD REPORT

ATD’s ATTRIBUTION CAPABILITIES

Refreshing your Cookie Pool through Prospecting is Key to Performance

Prospecting Strategy

View/Click Ad Redirected to Client Site & Cookied

User Retargeted User Converts

Conversion Details Report

Prospecting Strategy Converted

ATD’s NEW CROSS CHANNEL ATTRIBUTION CAPABILITIES

Coming Soon! ATD’s Unique Search

Attribution directly from the Acquisio Centralized

Reporting Platform

Identify what Device the search click-converted retargeted impression actually derived from

Pinpoint the Search Query Position of the original first party data

Report on the actual Search Provider the first party search data originated from (Adwords, Bings Ads, etc)

Retargeting directly from BBM filtered search campaigns will garner premium results

The cookie pool is purely from Search & not outside sources (ie: Social) and will lead to clear and adequate insights.

OPTIMIZING TOWARD CAMPAIGN PERFORMANCE

POPULATE DATAPULL LEVERS VIEW INSIGHTS

ATD is set up so that for every targetable variable, buyers can TAKE CONTROL when needed or AUTOMATE when appropriateSome Desks offer a purely Automated solution leaning heavily on algorithms as turnkey solutions. Issues with this: • Algorithms can handle most of the quantitative analysis, but not the qualitative• The algorithmic “learn mode” is long and expensive or short and

ineffective/volatile• Traders can streamline this time frame by making experienced and intuitive

decisions• Marketing is a social science that requires context• A machine crunching numbers without context may be heading down a wormhole

(optimizing towards click bots, etc.)

Machines offer no reporting or insights into attribution, conversion details, or targetable factors. Without access to insights, performance is NOT repeatable. ATD takes control on every targetable variable when needed or automate when appropriate.

Campaign Managers can use Man and Machine to properly optimize campaigns. ATD differs from the competitors in that we don't rely solely on Machine, as algorithms can handle most of the quantitative analysis, but not the qualitative.

The algorithmic mode can either be long and expensive or short & ineffective. Managers streamline this time frame by making experienced and intuitive decisions.

MERGING MAN AND MACHINE

ATD CPM RANGES PER STRATEGY

Compare ATD's eCPM Price Ranges per Strategy with other Vendors to determine if your campaigns are being gauged! ATD has found the overall sweet spot CPM for strategies:

Contextual Targeting $0.75-$1.50 CPM

Contextual Targeting Audience/Behavioral Data Alliance Targeting

$1.00-$1.50 CPM

Contextual Targeting Audience/Behavioral Audience/Behavioral Targeting on a Fixed CPM

$2.00-$4.00 CPM

Video PreRoll $11.00-$14.00 CPM

Video Event Retargeting $9.00-$14.00 CPM

In- App Mobile Targeting $0.45–$1.00 CPM

Channel Targeting $0.30-$1.25 CPM

Look Alike Modeling, Keyword Search & Yahoo Targeting $1.00-$3.00 CPM

Outlook Targeting & Predictive Audience $1.00-$2.00 CPM

FBX Retargeting & Household Extension Retargeting. $0.50- $2.00 CPM

Outlook, Yahoo & YouTube Retargeting $0.50-$1.00 CPM

Retargeting & Prospecting eCPM

BRANDING/CTR CASE STUDY

Client Type: Car Dealership for HondaCampaign ran in the United States

Campaign BreakdownGoal: 0.07 CTR & $1.00 CPC• Overall CPM: $1.24• Overall CPC: $0.79• Overall CTR: 0.14%

Campaign Overview

Goal:• The client was solely focused on obtaining the lowest CPC possible. They also wanted to build brand awareness

and drive qualified traffic to its site – specifically, prospective customers who are currently in market for a new car. The CTR Goal was 0.07 CTR & the CPC Goal was $1.50

Solution:• In order to achieve the campaign goal, we focused on prospecting . All the Ads were delivered in contextually

relevant sites

Results Achieved:• The campaign achieved a CTR of 0.14%, or 100% above the goal of 0.07% and a CPC of $0.79 or 21% below the

client’s goal of $1.00

ROAS/ROI DRIVEN CAMPAIGN– CASE STUDY

Client Type: Online Fragrance E-Commerce CompanyCampaign ran in North America

Campaign Breakdown:

• Campaign Scope: 3 months• Goal: 300% ROAS and a $15 CPA• Overall CPA: $5.28• Overall CPM: $1.20• Overall ROAS: 1208%

Campaign Results:

• Based on the $15 CPA and 300% ROAS objectives, campaign performance was:• 65% lower than the set CPA goal• 403% improvement over the set ROAS goal

ATD TRANSPARENCY - SITE LISTS

ATD UNIQUELY OPTIMIZES RETARGETING CAMPAIGNS

Building Customizable Recency Schedules

Bidding higher/lower for recent/older prospects

Recency Flexibility Recency capping: Avoid

displaying ads to users 30+ days after they visit your website

Frequency Capping Controls how many Retargeted

Impressions are being delivered to the User in a Specific Time Period

HOW ATD USES FIRST BUCKET RECENCY

Retargeting: First Bucket Strategy

This is one of the most effective performance driven strategies. Bidding specifically and more aggressively on cookies born within the first 12 hours of being captured, as they tend to be the most coveted and reflective of best ROI

2nd Adgroup: Retargeting

1st Ad Group: First Bucket Retargeting

No threat of double bidding

ATD OFFERS A WIDE ARRAY OF EXCHANGES WITH FREQUENT ADDITIONS TO THE CURRENT CATALOGUE

KEY ATD INTEGRATIONS – DMP, CONTEXTUAL, DCO,

Quality Alliance™

MOBILE INVENTORY INTEGRATIONS

PIPELINE INTEGRATIONS

EXISTING PARTNERS

ONGOING INTEGRATIONS

For the first time, you can execute guaranteed Premium

buys and launch it Programmatically.

For example, if buying CNN.com inventory

through the PMP, ATD will optimize the campaign with all levers available

through RTB buys. Ie: Day of Week, Time of Day, etc.

It is not possible to granularly optimize this way directly through the

Publisher.

PRIVATE MARKETPLACE (PMP) OR DEAL ID

Despite growing measures towards ensuring RTB quality traffic, the universe is so vast that it’s sometimes risky to only run with a Global Block List.

The Global Block List is updated by continually removing any offending IP Addresses or URL’s, yet when your Brand’s reputation is on the line, it is highly

recommended to incorporate additional premium traffic filter measures Brand Safety Features, Viewability and Suspicious Activity.

New Brand Safety Features does not allow any Adult,

Alcohol, Drug, Hate Speech, Illegal Download or Offensive

Language Content to come into contact with your client’s Brand

Viewability targets the Top 10-75% of

Impressions most likely to be viewed for the longest time

Suspicious Activity Blocks Very High Risk sites above

and beyond the ATD’s daily updated Block Lists which are

already in place.

DISPLAY VIEWABILITY, BRAND SAFETY AND SUSPICIOUS ACTIVITY

FREQUENCY TRANSPARENCY

Display Strategies

Baseline F-Caps

FBX RIGHT HAND SIDE 1/2

CONTEXTUAL (NATIONWIDE) 1/24

CONTEXTUAL (NARROW GEO) 1/12

RETARGETING (SMALL USER POOL)

1/1

RETARGETING (LARGE USER POOL)

1/2

ROE – BROAD GEO 1/48

ROE – NARROW GEO 1/24

ROE – NATIONWIDE 1/72

• Target your users without being intrusive or annoying

• Don’t bombard your audience with aggressive Frequency Caps

• Advertisers require vendor Frequency Transparency in order to protect their client’s brands!

HOW ATD DIFFERS FROM ITS COMPETITORS

ATD Offers No Extra Cost for:

3rd Party Data Alliance Price

ModelTransparency Unique Recency

Data

High Definition Reporting

48 Hour Out Clause & Low Commitment IOs

White LabellingStorage of 1st Party dataUse of DMPAlgorithmsAudience Insight ReportingReporting

Poll Question

Are you interested in learning more?

a) Yesb) No

Questions?

Faster. Smarter. Better.

Questions?