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What will we learn right now?1. Evolution of Display Advertising2. Retail, Ad Networks, Exchanges3. Logistics of Ad Serving4. How does retargeting work?5. What are some options for budgets
under $50K a month?
First: Who is Tony?Serial EntrepreneurCEO of Firetoss (formerly PoleVault)
Marketing ProfessorEccles School of BusinessU of U Graduate
Ad Networks• What is an Ad Network?– An Ad Network is a network of ad inventory
or display spots on a group of sites.– Typically the network has a specific focus
like sports or financial products.
Example: Dean Media – Chicago – They are an agency that secures ad buys on a variety of financial sites and sells the inventory to clients throughout the year.
Google Display Network (GDN)• Demand Side Platform (DSP) with
Real time bidding (RTB)– Adwords
• Supply Side Platform (SSP)– Adsense
• Network consists of MILLIONS of sites
Facebook Exchange (FBX)• Facebook has so many
unused impressions that they went straight to their own exchange.
• Billions of impressions every day.
• Consumers are on Facebook more than any other site.
Retargeting is Driven by Bids
• Images are pre-saved to an ad server• Once you are “seen” on the site, a bid
is automatically placed for you to see the retargeting and the ad is served when and where the criteria is met.
• Because the ad is specific to the user, most people will bid MORE. That is why the majority of ads you see are retargeting now.
Budgets under $50K a month
• Retargeting is a must!• Pixel Relationships– retargeting people that go to another
website but fit your profile– Typically trade or pay to place pixel
• Facebook– Custom Audiences
• You use other data you have to advertise against– 3rd party data and look alike campaign on
Facebbook
Continued• Display against your data– You need to have a large data set such as
email list or database of clients• 3rd party data– Your data gets matched to other “non-
customer” data• Data profiling on your site– Place tracking pixel– Multiply the data set against larger data sets– Advertise against that data