FROM DATA TO VALUETRADING PLACES

ALAIN LEVY – CEO WEBORAMAATS PARIS – OCTOBER 27, 2011

AGENCIES

ADVERTISERS

THE NEW ECO-SYSTEM

PUBLISHERSAD SERVERS

TRADING DESKS

DSP SSP

AD SERVERS

DSP

DSP SSP

SSPReal TimeReal TimeBiddingBidding

AD EXCHANGES

DATA

ATS PARIS – OCTOBER 27, 2011

THE MARKETER’S DREAM

« We can target not just demographic segments but individual households.

If a family has a newborn baby, we can make sure they get a Pampers commercial »

ATS PARIS – OCTOBER 27, 2011

DATA IS

CENTRAL

Cluster

Clusters

Combination of clusters

FROM DATA TO VALUE

PARTITION

CLUSTER

USER

Family of words

SEARCH + SURF

To users within a partition

AD IMPRESSIONS

ATS PARIS – OCTOBER 27, 2011

BRIEF

PROPOSAL

STEP 1: Tag advertiser network, define behaviorSTEP 2: Identify best clusters STEP 3: Clones et Retargeting

Format: 250x300, SlideInTM

Clusters: Clusters Info, Auto intenders, enterprise, my finances, good deals 

Network: Weborama

OUTCOME*

GOAL: Performance

TARGET: Qualified audience of UUs who visited the website and did not convert

*Source : Weborama

CTR: 0,15%-0,33%

CPA: 6 times inferior to client’s expectations

CASE STUDY

BRIEF

PROPOSAL

Format: Rich Media (FloorAd, 300x250, 728x90)

Clusters: 30-44, high income, clusters Tourism, Info

Network: Weborama ad hoc

Volume: 12 million impressions

OUTCOME*

GOAL: Brand awareness, traffic

Cible: 30-44, high income, interest in Trips and Tourism

BRANDING2,9 millions UUs1 min 4 s average exposureRenewal of the campaign

*Source : Weborama powered by Adrime, Exposition calculée à partir de 50% de l’affichage du format durant 5 secondes.

CASE STUDY

BRIEF

PROPOSAL

Performed Custom Profiling using Adperf tags

Build custom cluster:High income, 25 to 49 years oldInterested in computer & electronics (Internet access, computer & peripherals) and home & lifestyle (moving, furniture, energy & utilities)

OUTCOME*

Leverage 1st party data knowledge Identify core Numericable targetTransfer to AOD trading desk for targeting

Transfered Custom Profile to Audience On Demand platformGenerated 36% of conversions

*Source : Weborama powered by Adrime, Exposition calculée à partir de 50% de l’affichage du format durant 5 secondes.

CASE STUDY

IT’S ALL ABOUT EXECUTION

Trading data

Inter connection Measurability: beyond the GRP ATAWAD Privacy

ATS PARIS – OCTOBER 27, 2011

TRADING DATA

ATS PARIS – OCTOBER 27, 2011

TRADING DATA

HUB FORUM – OCTOBER 7, 2011

TRADING PORK BELLIES

Trading Unit

Frozen Pork Belly Futures: 40,000 pounds of frozenpork bellies cut and trimmed

Frozen Pork Bellies Options: One Frozen

Pork Belly Futures Contract: Chicago MEX

ATS PARIS – OCTOBER 27, 2011

TRADING ORANGE JUICE

Trading Unit - 15,000 lbs. of orange solids (3% more or less).

Basis Grade - U.S. Grade A with a Brix value of not less than 62.5 degrees.

Delivery Points - Exchange licensed warehouses in Florida, New Jersey, Delaware and California.

Delivery Methods - Drums or tanks, at the seller's option.

Chicago MEX

ATS PARIS – OCTOBER 27, 2011

TRADING RAW SUGAR

Trading Unit - 112,000 lbs. (50 Long tons)

Grade - Raw centrifugal cane sugar based on 96 degrees average polarization.

Delivery Points - A port in the country of origin or in the case of landlocked countries, at a berth or anchorage in the customary port of export. Subject to minimum standards established by the Exchange's rules (NY #11)

ATS PARIS – OCTOBER 27, 2011

TRADING WHITE SUGAR

Trading Unit - 112,000 lbs. (50 Long tons)

Quality - White beet, cane crystal sugar or refined sugar of the crop current at the time of delivery, free running of regular grain size and fair average of the quality of deliveries made from the declared origin from such crop, with minimum polarisation 99.8 degrees, moisture maximum 0.06% and colour of a maximum 45 units ICUMSA attenuation index, all at time of delivery to vessel at the port.

Refined Sugar Association of London (1891)

ATS PARIS – OCTOBER 27, 2011

TRADING SUGAR

ATS PARIS – OCTOBER 27, 2011

TRADING SUGAR

ATS PARIS – OCTOBER 27, 2011

TRADING DATA

Definition - Raw data? Refined data?

Trading Unit - Cookie? Cluster? Intender? Demographics?

Quality - Recency? Retargeting? Rareness?

Price - CPM? CPC? CPA? Subscribtion?

Delivery condition - Ex Warehouse (My server)? FOB (Adex)? C&F (Agency server)?

ATS PARIS – OCTOBER 27, 2011

ARTICLE 12:

No one shall be subjected to arbitrary interference with his privacy, family, home or correspondence, nor to attacks upon his honour and reputation. Everyone has the right to the protection of the law against such interference or attacks.

“If the bee disappears from the surface of the earth, man would have no more than four years to live”

A NEW AGE OF GLORY

«The advertising business may be heading for trouble. Or it might be heading for a new age of glory. Believe it or not, the direction, up or down, is in our hands.»

Edwin Artzt, May 12, 1994American Association of Advertising Agencies

ATS PARIS – OCTOBER 27, 2011