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By Nepenthes (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via Wikimedia Commons
I speak to a lot of advertisers and there is a lot of chat about RTB but most people don’t seem to REALLY understand what RTB means and how it works.
Banner ads can be pretty terrible.
RTB – hype because it has been thought of as the thing that is going to save the banner ad
1 – ad exchange DSP SSP
DSPs will have a different focus.
Criteo - focused
Time is actually really important, will get into that later.
Based on browsing history, when they last opened the app…
Ad networks / agencies rebranding as DSPs Manual versus programmatic
The magic of programmatic buying
Cross device is next
Still early days for targeting outside of facebook.
Think about retargeting when integrating your tracking sdk Timing, retargeting from day 1
The future of ads – 99% are static but dynamic is coming
For Native mobile apps: What it is and Why it matters - Adrienne Gauldie
FOR NATIVE MOBILE APPS: WHAT IT IS AND WHY IT MATTERS
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
Mobile Advertising at Criteo
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
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
RTB – Desktop vs Mobile
UDID, Mac Address, Open UDID,
Why does it matter?
Make display perform
At the right timeTo the right userThe right ad
Tracking and Transparency
◦ Attribution of Value
◦ Shady deals – where is your inventory coming from?
◦ Native apps = No cookies!
◦ RTB requires tracking and some standardisation
Exchanges / SSPs
Mopub – mostly in-app, acquired by Twitter
Nexage – moving more and more to in-app
Rubicon – Desktop, moving to mobile
What can you do in theory?
Demographic and behavioural targeting
Cross device audience extension
What is possible today?
Test and see what works.
Product recommendation & prediction
2 core technologies :
CTR + Engagement increase
Most of the uplift/value probably
comes from the prediction engine
Chose the right users / advertiser /
publisher to display
Chose the right content to display
The Criteo In-App Retargeting Experience
All of our in app campaigns are post-click ROI positive
Gaming: CPCs start from $0.1
ROI: 2:1 to 4:1
MOBILE ADVERTISING, CRITEO