As the world of digital marketing continues to evolve, more and more companies are turning to the maturing mobile sphere to market their products. Learn about key categories and category leaders in mobile ad tech, ow mobile ad tech is different from online ad tech, and how money flows across the landscape. Slides taken from a class taught by Jennifer Lum, cofounder of Adelphic Mobile. Learn more from the experts at http://intelligent.ly/learn

1. presents
Everything You Need to
Know About Mobile Ad Tech
JENNIFER LUM
@lum

2. My mobile background
2
Boston mobile companies
Boston mobile investments

3. What we are going to cover
3
•How mobile ad tech is different from online ad tech
•Key categories and category leaders in mobile ad tech
•How money flows across the landscape
•Where to start as an advertiser, a publisher or app developer

4. What we are not going to cover
4
•Industry stats and trends
•Categories not-core to buying and selling ads
•Mobile ad campaign tactics or strategies

5. Key players
5
Advertiser Publisher

6. Key players
5
Advertiser Publisher
Essentials
•Understand the profile of target customers and their media consumption patterns
•Know how to target customers and the price of the inventory
•Be able to measure campaign effectiveness
•Generate positive ROI on paid ads

7. Videos
6
Did you do your homework?
quick video

8. Mobile vs Online
What’s the difference?
7
Online Mobile
Identifier Cookies No standard ID
Media Browser Browser & App
Data
Individual &
Household
Device
Interactivity &
Screen Size
Good Average
Commerce Yes Limited

9. No cookies, now what?
8
•Cookies - not supported in apps, mobile safari browser
•Device identifiers - IDFA, Android ID
•Fingerprinting

10. No cookies, now what?
8
•Cookies - not supported in apps, mobile safari browser
•Device identifiers - IDFA, Android ID
•Fingerprinting

11. Data - how to apply?
9
-Male
-25-34
-Home owner
-Shops at Macy’s
-Drinks Starbucks
-In market - Auto
-Purchased TV >1yr

12. Landscape
10

13. Landscape
10
P
U
B
L
I
S
H
E
R

14. Key Metrics
11
Advertiser Publisher
Pricing models
•Sponsorship/take-over/SOV
•CPM - cost per 1k impressions
•CPC - cost per click
•CPA - cost per action
Key Metrics
•Revenue
•eCPM - Revenue/(Impressions/1000)
•Fill rate - Impressions/Ad requests
Key Metrics
•Sales
•Delivery - Daily budget
•Engagement - CTR, CR

15. Sellers
12
•Who: Publishers, App Developers
•Goal: To monetize their audience efficiently to drive maximum revenue
•Tech requirements:
•Mobile website and/or app - ad inventory
•Analytics - understand your audience
•Platform - Ad server/SSP

16. Buyers
13
•Who: Advertisers, Agencies & Trading desks
•Goal: To reach their target customers efficiently and at scale
•Tech requirements:
•Creative/Rich media
•Ad server/campaign management
•Tracking, measurement
•DSP

17. Intermediaries/Aggregators
14
Networks Exchanges
Aggregate inventory Yes Yes
Source of ads Direct sales DSPs
Pricing model Guaranteed price Real-time bidding (RTB)
Companies

18. Did we forget anyone?
15

19. Did we forget anyone?
15

20. Google
16
DoubleClick is the ad technology foundation to
create, transact, and manage digital advertising for
the world's buyers, creators and sellers.
•AdWords
•AdSense
•AdMob
•AdMeld
•AdX
•DFP
•DFA
•Bid manager
•Rich Media
•Sales/Audience management

21. Did we forget anyone else?
17

22. How money flows
18
Publishers
Advertisers/
Agencies
DSP
SSP/
Mediators/
Exchanges
Ad Networks
10-20%
margin
10-20% rev share
20%-40% rev share
60%-80% rev share
Ad IO
Ad IO
Ad IO
User
Ads
Ads
Ad IO

23. Where to start: Advertisers
19
•Budget
•Campaign objectives
•Existing platforms
•Campaign and vendor management - inhouse vs outsource
•Buying - Guaranteed or RTB

24. Where to start: Publishers and App Developers
20
•Mobile website and/or app
•Ad Placement
•Content and Audience
•Existing platforms
•Campaign and vendor management - inhouse vs outsource
•Sales - direct vs rep
•Selling - Guaranteed vs RTB

25. Reference
21
•Industry associations: IAB, MMA, MITX
•Trade publications: Mobile Marketer, AdExchanger, MediaPost, AdWeek
•Conferences: IAB, MMA, MITX, Mobile Media Summit, Appnation
•Boston mobile ad companies:

26. Course Title
Course Title
INSTRUCTOR NAME