Growth Hacker's Toolbox | Display Media

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TASTE

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GROWTH: DIGITAL MARKETING | DISPLAY

Challenges

render rates

low render rates in mobile

Ads aren't serving?

brand safety

quality of ad inventory

session depth is not visible via DSPs

use DSPs w/ header bidding capability

AdTech

Ad Serving Stack

RTBs

characteristics

data-driven targeting

complete automation

cheaper and available to everyone

non-guaranteed inventory

eCPM based

unsold inventory

lowest priority

private marketplaces

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

programmatic direct

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

direct orders

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

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

Players

FB

Microsoft LinkedIn

Google Ad Manager

Google Display Ad Planner

DoubleClick Ad Exchange

DoubleClick for Publishers

ATT

HBO

Oath

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

Amazon

Programmatic Buying

how to dominate in 2019

Google Marketing Platform

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.

Ad Experiences

Lacoste

Creatives

Best Practices

Google Rich Media Gallery

Nespresso

Desigual Banner

IAB

Dynamic Creative Optimization

Ad Creative Cloud by Adobe

Studio by Google

Google Web Designer

HTML5 banners

Opportunities

Grow with Google

Training

Market Stats 2017 report by IAB

Programmatic in Email

Opportunity

LiveIntent

DSPs

DataXu

AppNexus

MediaMath

Google

Newsletters

high quality content and experience

Brand safe Fraud free environment

Highly Engaged Audience

Deterministic CustomerID

Scale

Leverage DMP, DCO, DSP, AdServer together

Insights

Header bidding

opportunity to get the best quality inventory via programmatic

how to find publishers offering Header Bidding

chrome extension

Server side - header bidding next big thing

Measurement

offline attribution for CPG companies

NCS

cross-channel attribution

visualIQ

viewability

MRC Viewability Standard

ActiveView Metrics

guaranteed

Google POV

Youtube|Adwords

3rd party verification

DoubleVerify

Moat

Moat Analytics

Ad Science

financial transparency/ fraud

ad.txt

provides transparency

Tag Certified

P&G

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.

in-store attribution

Placed

Audiences

DMP Opportunities

2nd party data audiences

1st party data of other brands

1st party data audiences

most valuable but scarce

win-back customers

MVP customers

3rd party audiences

most scalable but less valuable

intent data marketplace

look-a-like audiences

derived 3rd party audiences based on 1st party data

scalability