von Burak Ozan Vor 3 Jahren
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use DSPs w/ header bidding capability
characteristics
data-driven targeting
complete automation
cheaper and available to everyone
non-guaranteed inventory
eCPM based
unsold inventory
lowest priority
28%
preferred deal
single buyer
private auction
multiple bidders invite only
advantages
advanced targeting
integrated buying
same reporting as RTB
premium inventory
non-guaranteed
first look
fixed CPM
40% of all programmatic
higher CPM (fixed)
isolated platforms
frequency capping issue
attribution challenge
mobile
video
Ad serving priority
still happening in Publisher's ad server
Guaranteed inventory
Better targeting
Automated Process
insertion orders
example: Pepsi taking over all ESPN page
For example, Pepsi might negotiate a homepage takeover on ESPN.com, where the whole site would appear Pepsi-branded. This type of campaign would be executed using direct ad serving technology, and would generally appeal to a large brand that wants to promote a new product to a specific target audience, by proxy of a relevant publisher.
Custom Creative
Guaranteed Inventory
Ad Serving Priority
Header bidding is a new, unified auction conducted by publishers outside of their primary ad server, which allows advertisers to cherry-pick impressions at the highest priority using programmatic ad platforms.
WashPost
Zeus Performance
header-bidding wrapper ad-rendering engine
benefits
ad viewability
page performance
programmatic way for premium inventory
integrate with DSPs
how to find Publishers
highest priority
most expensive
Google Display Ad Planner
DoubleClick Ad Exchange
DoubleClick for Publishers
ATT
HBO
5 trends in AdTech
New emerging channels
out-of-home inventory
audio
quality CTV
Oath Ad Platforms Native
Augmented reality (AR) mobile ad unit
Pottery Barn
Oath recently developed an augmented reality (AR) mobile ad unit available through our native marketplace. Pottery Barn used the ad in a recent campaign to help create a seamless path from inspiration to purchase, allowing users to view a variety of home furnishings within their actual home environment. The experience drove an average time spent of 2.4 minutes
within the ad, as well as an 8.9 percent clickthrough rate.
Programmatic Partners
Samsung Bixby Home
Media
HufPost
AOL
Programmatic Buying
how to dominate in 2019
Livestream
Display & Video 360
Display & Video 360 brings together features from our display advertising products: DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center. Display & Video 360 allows you to execute ad campaigns end-to-end in one place, creating efficiency in how you work and helping your teams do more together.
Google Rich Media Gallery
Nespresso
Desigual Banner
Ad Creative Cloud by Adobe
Studio by Google
Google Web Designer
HTML5 banners
LiveIntent
DSPs
DataXu
AppNexus
MediaMath
Newsletters
high quality content and experience
Brand safe Fraud free environment
Highly Engaged Audience
Deterministic CustomerID
Scale
how to find publishers offering Header Bidding
chrome extension
guaranteed
Google POV
Youtube|Adwords
DoubleVerify
Moat
Moat Analytics
Ad Science
provides transparency
P&G isn’t going to give digital a free pass anymore.
P&G doesn’t want to buy fraudulent ads anymore. After a White Ops audit turned up fraud, the company realized that the criminals were better than P&G would ever be.
That led to a new demand: “Any entity touching digital media must get TAG-certified during 2017 to help ensure they are free from fraud,” Pritchard said.
Its agencies, ad tech partners and publishers must enable viewability and third-party measurement and root out fraud. Contracts must be transparent.
1st party data of other brands
most valuable but scarce
win-back customers
MVP customers
most scalable but less valuable
intent data marketplace
derived 3rd party audiences based on 1st party data
scalability
