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LIVErtising 15.7
Display
DigitalMobile
VR
Display
Socialmedia
Display
=
banner advertising
CTR
The adserver
User visits webpage
Impression counted & visit
recorded
ANALYTICS
tag
User visits webpage
Impression counted & visit
recorded
Criteria are checked
A
D
S
E
R
V
E
R
Ad is selected
Ad is “served”
Ad impression is
recorded
Page (re)loads
with the ad
tag
User visits webpage
Impression counted & visit
recorded
Criteria are checked
A
D
S
E
R
V
E
R
Ad is selected
Ad is “served”
Ad impression is
recorded
Page (re)loads
with the ad
Criteria are checked
https://youtu.be/Y9Y4Efyxmk4?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
TARGETING:
• CONTEXTUAL• BEHAVIOURAL
Does this
sound familiar?
REmarketing
REtargeting
http://www.example-site.com
http://www.example-site.com/sports
http://www.example-site.com/sports/basketball
http://www.example-site.com/sports/football
List name: ”Category Sports"
List definition: "URL contains sports”
http://www.example-site.com/?category_id=23&product_id=456
List name: “Category electronics”
List definition: URL contains category_id=23
TARGETING:
• CONTEXTUAL• BEHAVIOURAL• RETARGETING• DAYTIME
TARGETING• GEOLOCATION
Ad Exchange
Programmaticmedia/adv/mktg
RTB
The term Programmatic media
(a.k.a. programmatic marketing or
programmatic advertising)
encompasses an array of
technologies that automate the
buying, placement and
optimisation of media inventory, in
turn replacing human-based
methods.
The term Programmatic media (a.k.a.
programmatic marketing or programmatic advertising)
encompasses an array of
technologies that automate the
buying, placement and
optimisation of media inventory, in
turn replacing human-based
methods.
The term Programmatic media (a.k.a.
programmatic marketing or programmatic advertising)
encompasses an array of
technologies that automate the
buying, placement and
optimisation of media inventory, in
turn replacing human-based
methods.
https://youtu.be/1C0n_9DOlwE?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ
InventoryImpressions
CPM
40%
56%
http://www.iabuk.net/resources/handbooks/iab-future-of-display-trading-guide
Why?
http://www.mediapost.com/publications/article/190896/real-time-trading-emerges-as-second-fastest-ad-sec.html
