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#monetatesummit
Glenn Fishback, Head of Global Display Ebay Enterprise
Smarter AdvertisingTurn discovered segments into targeted ad buys
Campaign Reach
Expert Targeting
CapabilitiesQuality
Inventory
Access to in-market shoppers
Data
ScienceTrue
Partnership
WHAT IT TAKES FOR A MARKETER TO WIN:
Key Takeaways• The “Right” person, context, message
– Leverage your own CRM data to activate your demand generation targeting.
– User level RTB targeting creates unique efficiencies. Each ad impression should be dynamically valued differently based on the true lifetime value of the user.
– Measure incrementality (file match, test/control)