Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
RTB
FOR NATIVE MOBILE APPS: WHAT IT IS AND WHY IT MATTERS
Session Roadmap
 Who am I?
 Quick RTB Background
 What is RTB?
 Why does it matter?
Who am I?
Background in mobile marketing
◦ Supplier side
◦ Publisher side
◦ Agency / DSP
◦ Data
Mobile Advertising at Crit...
State of RTB
‘More publishers are participating in programmatic trading, and certainly in private
marketplaces, which in 2...
Basics
RTB – Desktop vs Mobile
 Tracking issue
 Cookies?
 UDID, Mac Address, Open UDID,
 IDFA
8
Why does it matter?
Make display perform
At the right timeTo the right userThe right ad
Optimized
for sales
Tracking and Transparency
◦ Transparency:
◦ Cost
◦ Quality
◦ Attribution of Value
◦ Shady deals – where is your inventory ...
Exchanges / SSPs
 Mopub – mostly in-app, acquired by Twitter
 Nexage – moving more and more to in-app
 Google AdEx
 Ru...
DSPs…
Adfonic (Madison)
AdBrain
Amobee
AppNexus
Blu Trumpet
DataXu
Everyscreen Media
Fiksu
Go2mobi
GrowMobile
InviteMedia
...
What can you do in theory?
 Retargeting
 Negative targeting
 Geo targeting
 Demographic and behavioural targeting
 Cr...
What is possible today?
 Retargeting
 Test and see what works.
Product recommendation & prediction
14
2 core technologies :
CTR + Engagement increase
Prediction engine
Most of the uplif...
The Criteo In-App Retargeting Experience
So far…
All of our in app campaigns are post-click ROI positive
including games
...
Adrienne Gauldie
MOBILE ADVERTISING, CRITEO
07760 276331
A.GAULDIE@CRITEO.COM
For Native mobile apps: What it is and Why it matters - Adrienne Gauldie
Prochain SlideShare
Chargement dans…5
×

For Native mobile apps: What it is and Why it matters - Adrienne Gauldie

495 vues

Publié le

For Native mobile apps: What it is and Why it matters

Publié dans : Mobile
  • Soyez le premier à commenter

For Native mobile apps: What it is and Why it matters - Adrienne Gauldie

  1. 1. RTB FOR NATIVE MOBILE APPS: WHAT IT IS AND WHY IT MATTERS
  2. 2. Session Roadmap  Who am I?  Quick RTB Background  What is RTB?  Why does it matter?
  3. 3. Who am I? Background in mobile marketing ◦ Supplier side ◦ Publisher side ◦ Agency / DSP ◦ Data Mobile Advertising at Criteo Adrienne Gauldie A.Gauldie@criteo.com 07760 276331
  4. 4. State of RTB ‘More publishers are participating in programmatic trading, and certainly in private marketplaces, which in 2Q14 accounted for 27% of total programmatic ad spend. Programmatic rich media grew an astounding 559%, and now accounts for 10% of media traded across the continent. Not surprisingly, programmatic mobile saw impressive gains from Q213 to Q214 with spending for smartphone inventory leaping by 894%, and tablets by 973%. Today, mobile and tablet account for 25.69% of total programmatic ad spend. It’s worth noting that ad spend targeting tablets (13.75%) exceeds that of smartphones (11.94%).’ Adform RTB trend report 2014 Q2 Read more at http://www.iabuk.net/research/library/adform-rtb-trend-report-2014-q2#Dhr3W4PgSjuoIrJr.99
  5. 5. Basics
  6. 6. RTB – Desktop vs Mobile  Tracking issue  Cookies?  UDID, Mac Address, Open UDID,  IDFA
  7. 7. 8 Why does it matter? Make display perform At the right timeTo the right userThe right ad Optimized for sales
  8. 8. Tracking and Transparency ◦ Transparency: ◦ Cost ◦ Quality ◦ Attribution of Value ◦ Shady deals – where is your inventory coming from? ◦ Native apps = No cookies! ◦ RTB requires tracking and some standardisation ◦ IDFA
  9. 9. Exchanges / SSPs  Mopub – mostly in-app, acquired by Twitter  Nexage – moving more and more to in-app  Google AdEx  Rubicon – Desktop, moving to mobile  Smaato  Inneractive
  10. 10. DSPs… Adfonic (Madison) AdBrain Amobee AppNexus Blu Trumpet DataXu Everyscreen Media Fiksu Go2mobi GrowMobile InviteMedia iPinYou LiquidM MdotM MediaMath MetaResolver Plethora Mobile PocketMath Splicky StrikeAd Tapad TapHeaven TapTica Trademob Turn
  11. 11. What can you do in theory?  Retargeting  Negative targeting  Geo targeting  Demographic and behavioural targeting  Cross device audience extension
  12. 12. What is possible today?  Retargeting  Test and see what works.
  13. 13. Product recommendation & prediction 14 2 core technologies : CTR + Engagement increase Prediction engine Most of the uplift/value probably comes from the prediction engine Chose the right users / advertiser / publisher to display Recommendation engine Chose the right content to display
  14. 14. The Criteo In-App Retargeting Experience So far… All of our in app campaigns are post-click ROI positive including games Gaming: CPCs start from $0.1 1-2% CTR ROI: 2:1 to 4:1
  15. 15. Adrienne Gauldie MOBILE ADVERTISING, CRITEO 07760 276331 A.GAULDIE@CRITEO.COM

×