2. Table of Contents
Introduc)on 1 .............................................................................................................
Part One 3 ..................................................................................................................
The “Old Days” Of Digital Media Buying 3 .....................................................................................
What A Difference $3.1 Billion Makes! 4 .......................................................................................
Part Two 6 ..................................................................................................................
ProgrammaEc Media + ArEficial Intelligence = Arbitrage Profits 6 ................................................
Why We’re All Being “Followed” ... 7 ........................................................................................
Enter The “Open RTB Project” … the NEW Way Of Media Buying 9 .........................................
Part Three 11 ..............................................................................................................
The Supply and Demand Rule 11 ...................................................................................................
How Great Is The Demand? 13 ..................................................................................................
How Abundant Is The Supply? 16 ..............................................................................................
ProgrammaEc Media Buying As A Business … Is It Worth Your ConsideraEon? 17 ...................
Centralizing And AutomaEng The Power Of ProgrammaEc 18 .................................................
An Example Of Ad Arbitrage Profits 19 .....................................................................................
Part Four 20 ................................................................................................................
The #1 Problem With ProgrammaEc AdverEsing … Yeah … THAT Guy! 20 ....................................
People Run Systems … Systems Run Businesses 22 ..................................................................
Step One: How To Aeract The Right Clients For Your Business 23 .................................................
Social Network MarkeEng 23 ....................................................................................................
Paid AdverEsing 24 ....................................................................................................................
Sample Text Ads For Pay Per Click 25 ........................................................................................
Real-Time Bidding Marketplace 26 ...........................................................................................
Organic MarkeEng 27 ................................................................................................................
Nielsen DMA™ Business SolicitaEons 27 ...................................................................................
Agencies – Resellers – Referrals 27 ...........................................................................................
The “Sales PresentaEon” That Works … Or Not 28 ...................................................................
Offering A Free Trial … Or Not 29 ..............................................................................................
Step Two: How To Setup Your Lead GeneraEon System 30 ...........................................................
Your Sales Funnel 30 .................................................................................................................
Landing Page For Data CollecEon 30 .........................................................................................
Opt-In or Campaign Setup Method 31 ......................................................................................
Step Three: Sekng Up A ProgrammaEc Campaign 33 ..................................................................
The Campaign Setup Process 33 ...............................................................................................
CreaEve Design 36 .....................................................................................................................
Client SaEsfacEon Process 37 ....................................................................................................
To Recap 38 ...............................................................................................................................
Part Five 40 .................................................................................................................
A Total Turnkey SoluEon 40 ...........................................................................................................
How It All Started… 40 ...............................................................................................................
Module One - Nielsen™ DMA Territory ProtecEon 45 ...................................................................
Exclusivity 45 .............................................................................................................................
Module Two - AdverEsing And MarkeEng 46 ................................................................................
3. Pay Per Click MarkeEng 47 ........................................................................................................
ProgrammaEc AdverEsing 48 ....................................................................................................
Call Center OperaEons 49 .........................................................................................................
Organic MarkeEng 49 ................................................................................................................
Module Three - White Label ProgrammaEc Demand-Side Plamorm 50 .......................................
White Label CustomizaEon 50 ...................................................................................................
TargeEng OpEons 52 .................................................................................................................
Branded Technology Partners 53 ...............................................................................................
Module Four - Client SaEsfacEon & Fulfillment System 62 ...........................................................
Summary 63 ...................................................................................................................................
Glossary 65.................................................................................................................
4. Introduction
In a study performed by The Boston Consulting Group, “The
Internet Economy in the G20 - The $4 Trillion Growth
Opportunity”, if the Internet Economy were part of the G20, it
would rank in the World’s Top Five, only exceeded by:
• United States
• China
• Japan
• India
With around 40% of the World's population connected to the
Internet, it's clear that People Fuel The Web. And at the root of
what makes the Internet work, is “The Invisible Business That
Funds The Web”, as described in TheAtlantic.com's article, “I’m
Being Followed …How Google and 104 Other Companies - Are
Tracking Me On The Web”. A similar article was published by
Fortune.com ; “Web Advertising's Master Auctioneers”.
If you’re not buying something online, you are the product being sold
Thanks to a $3.1 Billion purchase by Google™, of a company that
pioneered a Nasdaq-like exchange for the real-time bidding of
Internet users in an auction-based marketplace, an amazing
opportunity exists for virtually anyone seeking a professional
business or income opportunity.
This book describes how you can generate automated Arbitrage
profits through the Programmatic Buying, Selling and Ad
Arbitrage of the World’s Most Valuable Commodity…You and I.
You and I represent value every time we connect to the Internet. And
based on what we may be searching for, reading about, comparing or
buying at that moment, our value increases or decreases based on
individuals and companies that have products or services to sell us,
announcements to make, etc .
This pioneering technology allows you to participate in a Real-
Time Bidding Marketplace where transactions for targeted
Internet Audiences are completed in 4/10th of a second precision.
1
5.
All you’ll need to participate and profit in this marketplace, is a
software platform that conforms to “OpenRTB™” software
protocols initiated by Google™, and now published at the
Interactive Advertising Bureau … the “IAB™” (links will be included
for your review and research).
If setup correctly, a Demand-Side Platform can automatically
execute transactions that generate from pennies to dollars in
profits to you, every minute of the day.
So let’s dive right into a short course of Programmatic Media
Buying, Selling and Ad Arbitrage, where profits can be generated
using “Artificial Intelligence”.
We’ll help you implement our system in three ways:
• Do It Yourself – DIY. We’ll give you everything you’ll need to
build or find a compatible system, and give you general
details on how to execute what’s in this book.
• DSHS – Do Some Hire Some – You’ll handle what you can
and what you can’t, you’ll outsource.
• Total Turnkey Solution – You Own or Manage Businesses
and Investments …but others perform the tasks for you.
Reference:
https://www.iab.com/guidelines/real-time-bidding-rtb-project/
https://www.bcg.com/documents/file100409.pdf
http://www.internetlivestats.com/internet-users/
http://fortune.com/2012/01/05/web-advertisings-master-
auctioneers/
http://www.theatlantic.com/technology/archive/2012/02/im-
b e i n g - f o l l o w e d - h o w - g o o g l e -1 5 1 - a n d -1 0 4 - o t h e r -
companies-151-are-tracking-me-on-the-web/253758/#-new
https://www.bloomberg.com/news/articles/2014-11-07/high-
speed-ad-traders-profit-by-arbitraging-your-eyeballs
We’ve included a Glossary to define some of the industry terms
we used in this book, as well as articles for your review and
research.
2
6. Part One
The “Old Days” Of Digital Media Buying
In the “old days” of Digital Advertising, Advertisers or their
Representatives experienced scenarios like the one below, when
attempting to plan Media Buys to promote a product or service:
• Hours to weeks go by in the planning and selection of publishers or
networks that supply the Audiences most relevant for the
Advertiser’s product or service.
• After the selection of publishers are made, there’s the process of
determining the publisher’s minimum CPM rates, sorting through the
available inventory/impressions, and negotiating any final terms or
conditions.
• Finally, there may be an Insertion Order process that outlines the
transaction, the payment terms for the ad buy … then the Advertiser
waits for campaign approval and ad placement.
This process could get extremely complicated, time-consuming and did
not allow for any transparency, accountability or negotiation.
Publisher and Network Advertising Rates and processes were often
hidden from advertisers, and markups were high …but the system
worked and “Ad Guys” got rich.
This inefficient Ad Buying process left up to 70% of available Ad
Inventory unsold (called “Fill Rate”). And if you didn’t have the right
contacts, getting a desirable ad placement with some Publishers or
Networks, was virtually out of the question.
By modernizing the Digital Ad Buying process, not only would these
transactions be more efficient, faster and improve Fill Rates, they would
be even more profitable and scalable for a broader range of
participants … and bring about amazing innovation.
3
7. What A Difference $3.1 Billion Makes!
Read full article below
http://www.nytimes.com/2007/04/14/technology/14DoubleClick.html?_r=0
In 2007, Google™ made a phenomenal investment of $3.1 billion in
cash to purchase another media company … called DoubleClick™. At
the time, this figure was nearly double the price Google™ paid for
YouTube™.
And what was so special to warrant a $3.1 billion investment in
DoubleClick™? Scroll down about five paragraphs in the above New
York Times article and you'll read:
“DoubleClick™ has also recently introduced a Nasdaq-like
exchange for online ads that analysts say could be lucrative for
Google”.
Today, this Nasdaq-like exchange is called “Real-Time Bidding” …
and it makes Programmatic Media Buying (and Ad Arbitrage) the
fastest growing segment of Digital Advertising. It is by far the most
4
8. efficient way to buy, sell and trade the most valuable commodity on
the Internet; YOU and I.
The Real-Time Bidding Marketplace now includes all of the major
Advertising Networks, Transactional, Behavioral, Digital Media, Analytics and
Big Data Companies Worldwide.
This level of real-time access to vast pools of Internet Users and User Data in
real-time, gives you the ability to help solve the Number One problem
experienced by businesses, marketers and entrepreneurs.
… and by adding “Artificial Intelligence”, or “Programmatic Algorithms” to the
Buy/Sell process, we’ll show you how a small client base can equal steady
and consistent Arbitrage profits.
So let’s investigate how profits are made for every Impression, every
Click and every Action that transacts within a Programmatic
Demand-Side Platform.
We’ll show you a system that makes the entire Digital Ad Buy/Sell
process automated, giving you preset or variable Arbitrage Profits.
And you don’t have to purchase our system to do it … although we
feel that our Turnkey Solution is one of the best you’ll find.
We’ve included a Glossary to define some of the industry terms we
used in this book, as well as articles for your review and research.
5
9. Part Two
Programmatic Media + Artificial Intelligence =
Arbitrage Profits
Getting more traffic, conversions, and sales, will always be the
Number One priority and problem for small to mid-sized businesses,
marketers and entrepreneurs.
Rarely, if ever you’ll find a businessperson, Internet marketer or
entrepreneur that will tell you; “no, I have all the traffic and sales I
can handle … go away!”
Search the topic, ask the questions, or attend a business class, and
you’ll get the same answer … you’ll find that one of the requirements
of operating a profitable business, is effective advertising.
With effective advertising, businesses succeed … and without it, it is
a 100% certainty that a business will die.
Needless to say, offering a solution that delivers traffic-on-demand,
that converts into more leads, conversions and sales, will always be
met with an open ear.
We’ll show you a plan of getting all the leads you’ll need, later on. For
now, let’s break down the technology that makes sustainable and
repeatable arbitrage profits.
6
10.
Why We’re All Being “Followed” ...
Consider this … if you were genuinely interested at this very moment,
in a Business or Income Opportunity ... then your reading this book
has infinitely more value to us than someone who simply likes to
collect Books.
And if you owned a Retail Store, someone actively searching,
comparison shopping, or reading about the exact products that you
sell, has infinitely more value to you than someone who just likes
surfing the web, or clicking on links ... for fun.
So, to help us explain the effect of this technology and it’s profit
potential to you, take a look at this article by The Atlantic, called:
“I’m Being Followed: How Google - and 104 Other Companies -
Are Tracking Me On The Web”
7
11. http://www.theatlantic.com/technology/archive/2012/02/im-being-followed-
how-google-151-and-104-other-companies-151-are-tracking-me-on-the-web/
253758/ - -new
The subtitle asks:
“Who are these companies and what do they want from me? A
voyage into the invisible business that funds the web.”
Virtually every move, mouse click, search, site visit or transaction we
make online, is being tracked and maintained by over 100
companies.
These companies track your Online Behavior, Reading, Surfing,
Buying and Paying Habits and Patterns, the Sites you visit, your IP
Address and Geographical location, the Devices you use, the
Transactions you execute … virtually everything except personally
identifiable details about you.
As you use the 'Net, you create a “Digital Footprint” of your habits
and preferences. The more you’re online, the larger your Digital
Footprint database grows, and the more defined your Digital
Footprint becomes. Advertisers LOVE this kind of precision, and
they’ll pay a premium for it!
To better understand how this technology works, please view this
CNN™ video:
https://www.youtube.com/watch?v=SVb3-CqLyK0
8
12. Does this give you an idea of the value this targeting technology
represents to business owners, marketers and entrepreneurs … even
non-profits?
Real-Time Viewers, Leads, Prospects and Buyers, are the most
sought after commodities by companies and individuals that have
ideas, announcements, products or services, to promote.
Marketing and Advertising are “must-have” expenses, and are the
most easily understood essentials for profitability and growth.
“A man who stops advertising to save money is like a man who stops a
clock to save time.” – Henry Ford
… so how can you profit in this ever-growing industry, without the
risks, confusion or steep learning curve? How do you participate in
the fastest growing segment of Digital Advertising?
Enter The “Open RTB Project” … the NEW Way Of Media Buying
When Google™ purchased DoubleClick™ for $3.1 Billion, they
proclaimed on their Official Blog that:
“An exciting time ahead“
“We’re unapologetically optimistic about the future of display
advertising for online publishers. There’s great innovation taking
place in this area that will make the current landscape look primitive
within a few years.” (emphasis added)
And what followed was the creation and adoption of guidelines that
allowed for openness and transparency across the Digital
Advertising Ecosystem. Real-Time Bidding was created, and if you
have a compatible software platform, you have access to the most
vital ingredient to online and offline success. Targeting and
9
13. Identifying the exact Audience at the exact time for an Advertiser is
no illusion … it’s a profitable reality for you.
The OpenRTB Project was started as a way to develop programming
protocols for Ad Networks, Exchanges, Big Data Providers and
Specialty Audience Targeting firms, to share data and work together
in split-second precision. And in order to participate in this
marketplace, you had to follow the guidelines below:
https://code.google.com/archive/p/openrtb/
Additional details are found here:
https://www.iab.com/guidelines/real-time-bidding-rtb-project/
Operating an OpenRTB-Compatible software platform opens a
portal to unlimited income opportunities… and there is NO END IN
SIGHT.
What started with a $3.1 Billion investment is now an entirely new
Marketplace where an Advertiser can pinpoint the exact desired
Audience … all in real-time.
Every time you help someone find the right Audience, not only do you
feel the pride and satisfaction of genuinely helping them, you’re
generating automated profits for as long as they use your system.
10
14.
Part Three
The Supply and Demand Rule
Supply and Demand … the amount of a commodity, product, or service
available and the desire of buyers for it, considered as factors
regulating its price.
The basic principle of our business is one of Supply and Demand. Your
profits are earned using the oldest and most profitable Internet Business
Model to date.
Just take a look at these Top Internet Companies:
https://en.wikipedia.org/wiki/List_of_largest_Internet_companies
Regardless of the names on that list, or their Business Titles or Types,
they are all monetized through the process of connecting those that want
“it”, with those that have “it”.
11
15. Please read this excerpt from TheAtlantic.com “I'm Being Followed….”. It
explains how profits are made in the milliseconds it takes an Internet user
to click from one site, to another:
Complete Article:
http://www.theatlantic.com/technology/archive/2012/02/im-being-
followed-how-google-151-and-104-other-companies-151-are-tracking-
me-on-the-web/253758/
12
16. How Great Is The Demand?
About 72,952,311 times a month … Someone, somewhere is looking for
more traffic that results in bottom-line sales, leads, or better conversions.
That's nearly two and a half million times a day … over 1,700 times a
minute.
The Number One problem for virtually every business, is getting more
traffic that converts into sales. In fact, Hubspot’s “State Of Inbound 2016”
Report confirms this fact:
Full Report Can Be Obtained Here:
http://blog.hubspot.com/marketing/state-of-inbound-2016#sm.
0001hqpq6bmdkdkur8a20qidvy1sf
13
17. With thousands of new businesses starting every day, and with thousands
of businesses growing or failing every day, the Number One factor that
determines success or failure, is growing enough leads, enough customers,
and enough sales.
One of the easiest things understood by anyone with a product, service, idea, or
message, is that you must have the right audience, at the right
time, in order to be successful.
The demand for advertising will maintain it’s place as one of the vital
ingredients to online or offline success. And the demand for advertising
that targets a specific audience at the precise moment they are in a
“buying mode”, is a premium to Advertisers.
Because of the precision of Real-Time Targeting and Retargeting, we’ve
identified 15 Industries that are ideal for Real-Time Programmatic Media…
here are a few of them:
• Retail – Real-Time Shoppers
o In-The-Market Shoppers
o Seasonal-Holiday Shoppers
o Comparison and Brand Shopping
o Search Engine Queries
o From Arts & Collectibles to Video Games
• Automotive; In-The Market for
o New and Used Cars Shoppers From an Abarth to a Yugo
o Auto and Truck Parts and Accessories
o Truck/SUV Shoppers
o Motorcycle Shoppers
o Shoppers By Class of Vehicle
• Travel/Lodging
o Air Travel
o Hotels and Lodging
o Flight Comparisons
o Destination Types
o Resorts
14
18.
• Big Data
o Virtually Unlimited Demographics
o Profiles Can Be Tailored To Suit Virtually Any Request
o Over 40,000 variables, include/exclude rules, to pinpoint the
exact Audience
• Financial/Banking/investments
o Credit Products
o Banking
o Financial Services
o Insurance
o Retirement Planning
o Loans
o Investing
o Payroll and Payment Services
• Education Searchers
o By Discipline
o For Scholarships and Financial Aid
o By Schools
o Based Careers
o From Accredited Education to Undergraduate
• Business to Business Profiles
o Decision Makers
o Company Size
o Industry
o Custom Profiles
• Legal
o Real-Time Search Engine Queries For Various Legal Services
o Nielsen™ DMA Audience Targeting
o Contextual Audience Targeting
o Behavioral Audience Targeting
The list above only scratches the surface … but it demonstrates the
level and extent of Audience Targeting that’s available. Chances are,
if there’s an Internet Audience that matches the needs of your client,
you’ll be able to deliver.
15
19. How Abundant Is The Supply?
This ever-growing Internet Ecosystem comprises over 98% of available
Digital Advertising inventory, representing billions of impressions per day.
For you, this means Real-Time Arbitrage Opportunities, helping solve the Number
One stumbling block for most businesses, marketers and entrepreneurs.
Nearly 300 Technology Partners In The Digital Marketplace
So far, we've covered the history and the basics of Real-Time Bidding, and
Programmatic Media Arbitrage. In the next Sections, we'll show you how you
can generate preset profits, in Real-Time.
This form of Advertising is ideal for Businesses, Marketers, Entrepreneurs,
and other For-Profit or Non-Profit entities. It defines the best Audience
for an Advertiser across the entire Internet …not just a few brands or
networks.
16
20. Programmatic Media Buying As A Business … Is It Worth
Your Consideration?
Before considering any Business or Income Opportunity, some of the
things you must consider are; the viability of that opportunity, the
degree of difficulty for you to generate profits, and whether you are
able or qualified to carry out the tasks needed to make the
opportunity profitable.
A Few Facts About Programmatic Media Buying in the Real-Time
Bidding Marketplace
• Programmatic is predicted to rise to over $22 Billion by the
end of the year. An almost 40% Increase from last year
• Programmatic represents 73% of Display Ad Spending
• Programmatic will grow over 26% in the U.S. alone next year
• Facebook takes in over $11 Billion in profits with Programmatic
• Programmatic will continue to grow by double-digits for the
next several years
• Programmatic combined with Audience Retargeting has
increased advertising ROI by as much as 1100%
What Makes Programmatic Media Buying So Effective?
• It’s technology that pinpoints a precise audience across the
Net … in Real-Time, using multiple targeting criteria.
• It’s On-Demand Scalable traffic, and as “Artificial Intelligence”
continues to improve an ad campaign, it becomes a “Must-
Have” component of your clients’ Advertising and Marketing
strategy.
• It allows you to engage and re-engage interested visitors
across the Web, through Audience Targeting and Retargeting.
• It builds a “virtual mailing list” that brands businesses and
sells more products and services at a lower cost.
17
21. Centralizing And Automating The Power Of Programmatic
Logging into 300 Ad Exchanges and Networks, sifting through inventories
of over 80 Billion daily impressions, mixing, matching and creating
Audience Targeting profiles, would be a near-impossible task.
The most efficient way to accomplish these tasks and manage access, is
to centralize this power under one roof … a Programmatic Demand-Side
Platform.
A Programmatic Demand-Side Platform facilitates the buying, selling, trading
and management of Digital Advertising through multiple Ad Exchanges, Data
Exchanges and Networks.
18
22. An Example Of Ad Arbitrage Profits
Ad Arbitrage Profits are generated automatically with the buy and
sell of traffic, in real-time. Your profits are derived from this
simultaneous purchase and sale, generated from the difference in
the Buy/Sell price of the requested Audience.
*Your Profit Per Transaction May Be Higher or Lower Than This Illustration
19
23. Part Four
The #1 Problem With Programmatic Advertising … Yeah
… THAT Guy!
So far we’ve told you how GREAT Programmatic Media Buying is …
and why it’s a total win-win for you as well as your clients. It creates
guaranteed profit opportunities and is a profession that you can be
supremely proud to represent.
Just look at the advantages:
• Contextual Targeting
• Behavioral Targeting
• Transaction Targeting
• Predictive Targeting
• Keyword Targeting
• Site Targeting
• Big Data Profiling …and a LOT more, in Real-Time
With nearly 300 Ad Exchanges and Networks to choose from … an
over 80 Billion Daily Impression Inventory … unlimited Big Data
Demographics … there’s virtually no client you can’t serve.
20
24.
And let’s not forget about YOU … with the ability to provide a for-
profit or non-profit business, marketer, organization, entrepreneur,
etc., with a solution to the Number One problem they encounter … it’s
the proverbial “Slam-Dunk”, or you would think … right?
But the same reasons that make Programmatic Media so successful are the
reasons up to 73% of those that need it, don’t use it.
Our System changes that.
The #1 Problem with operating a Programmatic Demand-Side
Platform as an owner, or as an Advertiser, is this…
IT’S TOO &*^$&$!! CONFUSING TO NAVIGATE THE REAL-TIME
PROGRAMMATIC ADVERTISING LANDSCAPE!
The biggest problem surrounds setting the criteria that targets and
identifies your client’s Audience in real-time. This process requires
the creation of instructions that must be provided to your Demand-
Side Platform.
We call these instructions, “Programmatic Algorithms” or “Artificial
Intelligence”.
These algorithms are a set of Processes, Directions, Rules, Inclusions
and Exclusions, that precisely defines an Audience. Programmatic
Algorithms may include settings with just two criteria … or they may
include thousands.
When setup correctly, this “Artificial Intelligence” replaces humans
throughout the Buying/Selling/Arbitrage process
… all in 4/10th of a second.
This industry has no end in sight, and with as little as 25 clients, you
can build a consistently profitable business and income generator…
in as little as 45 to 120 days.
21
25. People Run Systems … Systems Run Businesses
What we’re about to outline will help you profit in this extremely
lucrative profession of Programmatic Media and Ad Arbitrage. You’ll
profit faster with fewer mistakes, and you’ll have a roadmap that has
been tested, re-tested, and improved upon over the years.
You’re getting the result of 4 major iterations of our system, and its
evolution will detail why our TurnkeyDSP™ Solution has no equal.
You’ll avoid the landmines and you’ll experience financial satisfaction
a lot faster.
In order to make this venture profitable and scalable, you’ll need
these things:
• A combination of Technology Partners that deliver superior
Audience Targeting
• A Demand-Side Platform that allows you to grow as
technology expands
• A Sales Funnel that automates the lead generation process
• A Conversion Process that cultivates a lead into a paying
client
• A Client Care process that retains and increases the value of,
and to, a paying client
In the beginning of this book, we promised that:
“We’ll help you implement this system in three ways:
• Do It Yourself – DIY. We’ll give you everything you’ll need to build
or find a compatible system, and give you general details on how
to execute what’s in this book.
• DSHS – Do Some Hire Some – You’ll handle what you can and
what you can’t, you’ll outsource.
• Total Turnkey Solution – You own or manage Businesses and
Investments, you make the decisions, but others perform the tasks.”
You’ll be able to Do-It-Yourself or DSHS, by following the steps below.
But our hope is that you’ll consider our White Label Total Turnkey
Solution … it includes just about everything you’ll need.
22
26. Step One: How To Attract The Right Clients For Your
Business
The methods outlined below will supply you with qualified leads. They
are scalable to meet or exceed your requirements:
Social Network Marketing
• Social Network Marketing – the two most successful social
networking venues for qualified leads, are LinkedIn™ and
Facebook™. You’ll want to target small business owners in one
or more industries that your Technology Partners cater to.
For instance, a company like Expedia™ may provide Audiences
looking for travel destinations or bargains, exotic getaways,
tours, etc.
Companies like Proximic™ may identify Internet users that are
evaluating, reading or talking about general or specific
products, services or interests.
BlueKai™ may offer Big Data that lets you offer highly
personalized targeting for Retail Stores, Professional Services,
B2B Marketing, Financial, Medical, Education, and Legal
Industries.
23
27.
The point is, partner with sources that offer “ready-made”,
established Audiences for a specific industry, product or
service, and then market to potential clients who need that
specific Audience.
There are Big Data Providers, Ad Exchanges and Networks in
the Real-Time Bidding Marketplace, that offer highly targeted
traffic for specific businesses and industries.
Paid Advertising
• Pay Per Click – A list of keywords or phrases used by potential
clients that search for ways to get more exposure, more
targeted traffic and increased sales.
• Google™ and Bing™ are the sources to use here. However, you’ll
need a keyword or key phrase list to reduce or eliminate trial-
and-error advertising where a click could be useless.
We have a keyword list that has generated tens of thousands
of clicks and we’ll help you get started. Or based on your need,
we may refer you to our Google™ Campaign Specialist. Use
keyword tools and start with terms like this:
o increase traffic, or, how to increase site traffic
o get more site visits, or, how to get more sales
o retargeting, or, real-time bidding
o website traffic, or, how to get more leads
• Alternatively, some keyword tools also allow you to find
keywords used by companies that provide advertising:
o Google
o Outbrain
o Taboola
o Yahoo
Good Third Parties Keyword Tools are Spyfu and Keyword Spy
• Facebook™ Ads - As with Google™ Advertising, we utilize the
help from Facebook™ Ad Specialists. We’ll consult with you if
you wish to use these two sources for attracting new clients.
24
28. Sample Text Ads For Pay Per Click
We have run extensive tests using Google Adwords™ … both on their
Search Network and their Display Network. Our best results were
obtained by creating text ads. Here are a few examples:
Google™ often offers to match your new account funding … we’ve
seen offers as high as $150.00.
The above ads prompted potential clients to call us. We were geo-
targeting at the time. However, a change to an interactive form
proved more effective and eliminated the need for phone calls to
collect account setup details.
Please remember to tweak your ads. We’ll give you basic assistance,
and based on your Ad Budget or circumstances, we may refer you to
a Google™ Campaign Specialist.
You’ll also need a Lead Generation method, and a way to follow up
with your leads and new clients. We’ll cover these things in later
sections.
25
29. Real-Time Bidding Marketplace
We subscribe to the “Eat Our Own Dog Food” method. Using your
Programmatic Demand-Side Platform to target potential clients, will
produce clicks, conversions, and sales for your business.
Campaigns should be setup with the same care and diligence that
should be used for your clients. Here are sample ads that produce
leads:
26
30. Organic Marketing
Organic Marketing – Sometimes defined as “free” advertising … but
we disagree that Organic is “free”, unless you place no value on your
time.
• Search Listings – any business that matches the description
we gave earlier, i.e. find an Ad Exchange, Network or Big Data
partner that offers an Audience for a specific industry, product
or service, then target potential clients accordingly.
• Forum, Blog, and Social Media Participation – Not the
spammy type, but constructive answers, tips and ideas, etc.
Don’t forget to add signatures or descriptors that “brand” your
business or what you do.
Groups catering to Internet Marketing, Starting a Business,
Making Money Online, Affiliate and Network Marketing, are
good starting points.
Nielsen DMA™ Business Solicitations
A brief sales script and 50 to 250 calls a day to local businesses will
produce a huge result for getting leads that already know the
importance of Advertising and Targeting.
• Yellow Page Listings - A list of potential clients that match
specific professions or industries catered to by Big Data, Ad
Exchanges or Networks.
• Salespersons – Personal contact with local businesses by
professional salespeople, or companies that may offer your
services to augment theirs.
Agencies – Resellers – Referrals
Web Designers, SEO Firms, Social Media Marketers, Business
Associations and Business Referrals, are excellent sources of
networking to get new clients.
27
31. This method allows you to network with others that may already
have clients who need your service. Contacts like these, do not have
the time, nor desire, to become a Programmatic Media Expert ☺ …
they simply want measurable results for their clients.
The “Sales Presentation” That Works … Or Not
The beauty about some things in life, boil down to a “yes” or “no”
decision.
Our testing revealed that your offer, whether by email, phone call,
paid ads, in-person … it doesn’t matter… your introduction should
flow like this script:
=================================================
“My name is Richard and I'm calling on behalf of Touchtone Media.
We’re a local (Audience Targeting, Real-Time Audience Tracking,
Advertising) firm here in Miami.
We perform Real-Time tracking and monitoring of Internet users in
your Nielsen™ market, who are shopping online for makes and models
that you sell.
=================================================
We’re offering our services to 25 Auto Dealerships in your Nielsen™
Market. We’ll track and monitor car shoppers in your market, and
when we find a match, we’ll display your store to them, in real-time.
=================================================
Of course, a full blown script may be more customized, or cover a bit
more than the above. It flows to a logical question, and a “Yes” or
“No” reply. If the prospective client is interested, you’ll input a few
campaign setup details in your Data Collection Site … and if there is
no interest, then thank them and move on.
We use three sales scripts that prevailed over about 15 others …
never stop testing.
28
32. The offer should be limited to a small group in any specific
profession, industry or niche, and it must be a part of your Sales
Presentation ( exclusivity is factual, and helps to close the deal).
We feel that by offering high value to a relatively small client base
allows you to provide the highest level of service and care to your
clients. You will retain more clients over longer periods of time … and
that is the name of the game. It is far cheaper to retain a client, than
look for new ones.
Offering A Free Trial … Or Not
You should consider one of two ways of offering your services:
• Offering A Free Trial - A trial of your services to qualified
leads or potential clients, is a way to ease fear. It boosts your
credibility, and gives your new client the satisfaction of no-
risk. You can afford to spend a few bucks for the trial … the
clients you up-sell from this process, should offset your
expense.
• Offering A Free Managed Account - Many companies that
offer Programmatic, will have a minimum Ad Spend before
they’ll even look your way. By offering to setup, manage and
optimize a new client’s account regardless of Ad Spend, is an
offer some businesses won’t refuse.
29
33. Step Two: How To Setup Your Lead Generation System
Your Sales Funnel
A Sales Funnel should automate the process of collecting your
Leads, and then instructing them, or guiding them through the
Conversion process. So once you start advertising, you’ll need a
method of automatically collecting leads:
Landing Page For Data Collec)on
Your Landing Page should provide either a method for new leads to
opt-in with their name and/or email address for future followup, or a
30
34. more complete data collection process that collects the basic details
needed to setup a Programmatic Advertising Campaign.
Because they have proven-to-convert Landing Page designs, we
recommend Instapage™ or Leadpages™. Both are excellent, and we
use Instapage™ … but we know of others that use Leadpages™ and
wouldn’t trade it for Instapage™.
There are also web-based and free Landing Page creators. The
choice boils down to your personal preferences (we’ve told you ours).
Just make sure that you have a method that collects basic contact
or campaign setup details from your leads.
Opt-In or Campaign Setup Method
If you are using a method of collecting just the basics or if you’re
using a method of collecting complete campaign setup details, there
may be a slight variation in how you communicate with your new
leads:
Basic Contact;
• Collect Lead’s Name and/or Email Address
• Redirect Lead To Thank You Message, or
• Lead Data Is Entered Into Your Autoresponder or CRM
For this step, you’ll need an Autoresponder system capable of sending out
timed email sequences. For this task, Aweber™ and GetResponse™ are the
winners … we use GetResponse™.
A good Landing Page setup should provide opt-in form integration with
these two email Autoresponder services.
After extensive testing, we found that if we were offering a Free Trial, it was
best to collect the details needed to create a Programmatic Campaign
right away.
31
35. Keep in mind that whether you are generating leads on your own, paying
someone to make calls for you, using PPC, using your DSP for advertising,
etc., you’ll always want the client’s details entered into your Landing Page
Data Collection site.
Your leads are always redirected to your Landing Page Data Collection
site. Leads from you, your salespeople, your callers, your paid advertising …
all of it goes through this central site so that you collect the needed data.
• After the data has been collected, your lead gets a Thank You
message followed by your first sequenced e-mail from your
Autoresponder.
• GetResponse™ integration is used for our email sequence, that
consists of up to 12 personalized emails that either prompts the lead
to try our service, or emails that keep our new client informed and
educated about our process.
• You’ll want to send personal emails as well to your leads, to keep
them updated on tasks you performed, or plan to perform, for your
client.
• After you have collected sufficient details from your lead, it’s now
time to setup your client’s Programmatic Advertising campaign.
32
36. Step Three: Setting Up A Programmatic Campaign
The Campaign Setup Process
Because of the exhaustive combinations available through
Programmatic Advertising, we suggested that you:
…find an Ad Exchange or Network that offers an Audience for a
specific industry, product or service, and market to potential clients
who need that Audience.
Based on your selection of Demand-Side Platform provider, and the
assistance and support they offer, you’ll want to become expert in
setting up campaigns for specific business types.
Let’s take a look inside of one of our White Label DSP’s, to give you
an example. Let’s assume that you wish to target Retails Stores, and
you want to identify an Audience seeking, in real-time, products that
are sold by your client.
Here are sample screen shots of the opportunities you have:
33
37. In the previous screenshot, we selected “In-Market”, then “Retail”.
The selections start with real-time Audiences, searching for Art &
Collectibles, with over 20 Sub-categories:
We even have Categories of Sub-Categories:
34
38. The selections range from “Arts & Collectibles”, down to “Video
Games”, and just about everything in between…
These opportunities go on and on. There’s virtually every type of
Audience, Interest Level, In-Market Buyer, Predictive Buyer, etc., that
you can imagine…
35
39. So, using the Sales Script we wrote above, and:
• Targeting the Sales Script to match your potential client
• Telling them that you have Real-Time buyers for his/her product
…just how many potential clients do you feel are going to say, NO!
Give that service to my competitor!
There are three components to setting up a Programmatic Ad
Campaign … (1) the Campaign Details, (2) the Targeting Details and
(3) the Creative … compelling Display Ads.
Creative Design
Your clients must have Display Ads designed to meet Real-Time
Bidding compliance rules, and your Technology Partners’
requirements.
Many clients will have their own Display Ads … but many will not have
them, or will not have enough.
Display Ads that will get the most attention and impressions should
be designed, and generally, Display Ads should have a theme similar
to your clients’ Landing Page. They should also include your clients’
URL and Business Name, Logo and/or Slogan.
The most popular pixel sizes are:
300x250
728x90
160x600
468x60
336x280
120x600
There is a host of web-based Display Ad creators, like Bannersnack,
Bannercloud, Fotor and Canva.
36
40. There are banner designers found on Freelancer, Designpax, and
Elance, while some DSP Providers give you “in-house” services.
With Display Ads, the general idea is to design:
• The 6 top sizes in terms of daily volume and inventory
• At least two unique sets of 6, so that you can A/B, or Split
Test ads continuously, until you get the very best converting
display ads for your clients
• NEVER stop testing. We’ve seen ads that make us want to
throw up … but they converted HUGE … and we’ve seen
expensive ads that flopped!
Client Satisfaction Process
Ideally, you’ll want a system that provides your clients with periodic
updates, campaign optimizations and up-sell opportunities.
Client Satisfaction is a broad term, but simply means that your
clients should stay updated by you periodically. A personal email in
conjunction with your automated email sequence should help you
manage your growing client base.
Your questions and objectives should be:
“How Do I Provide My Clients With The Best Campaign Possible?”
“Does My Client Need Something In Addition To Programmatic?”
“Are There Other Services That May Help My Client’s Business … In
addition to, or instead of, Programmatic?”
By keeping your clients’ needs in the forefront of your thinking,
profits will naturally follow, and will ensure that you retain a
profitable client base.
Your clients should know:
• When you receive their Free Trial, or Free Managed Account
Request
37
41. • When you need additional details to complete your client’s request
• When you have received or processed ANYTHING on your client’s
behalf
• When their Free Trial or Managed Account is setup
• When their Free Trial campaign is submitted and approved, as well
as when traffic starts
• If offering a Free Trial, when the trial is about to end, or, has ended
• When you have finished the Trial or Account Setup, and have
recommendations of what you feel that you can do. With a Free
Trial, you will have an idea of the amount of traffic, targeting and
retargeting you will be able to provide to your client.
To Recap
So far, you should have the basics of operating a business that has
extreme value to those you serve. It is a profession to be proud of,
one that is easily understood. It can generate a consistent and very
scalable income for years to come.
What we have shown you so far, can be applied to the two methods
we outlined earlier in this book:
DIY Method– You’ll learn at your own pace and your earnings will
reflect your growth
DSHS Method – You’ll do what you can, and outsource the tasks you
cannot perform. Based on your Demand-Side Platform provider,
there may be a minimum Ad Spend requirement before you receive
personal assistance.
Should you require assistance with any portion of this book, we’ll give
you 2 free consultations.
38
42. Our requirement is simple … eSign our Confidentiality Agreement
first. We’ll give you honest and open answers, we’ll name names, who
we are, our industry experience, etc. … without reservation.
Our goal is to introduce you to a market that could make you
wealthy, and to do that, you’ll need to work ….or you’ll need:
A Total Turnkey Solution – From Advertising and Marketing, to Lead
Generation, to Campaign Setup, Optimization, and Client Care …all
major tasks done for you, all White Labeled.
We’ll use our proven advertising methods to promote your business.
Artificial Intelligence - Programmatic Algorithms, will be created by
trained staff who are expert at setting up campaigns from the simple
to the highly complex. We’ll even assist you by offering Free Trials to
some of your clients!
39
43. Part Five
A Total Turnkey Solution
How It All Started…
When it comes to a virtually hands-off operation of a Programmatic
Demand-Side Platform, that can generate scalable profits for you,
our system has no piers.
But Why? …Well, the simple answer is ….
For most people, just having a product, service or idea that has the
potential of making money, is not enough. There must be a clear and
tested plan, that shows how to use the product, service or idea, for
maximum financial benefit.
Additionally, that plan must account for people who are serious
about generating profits, but cannot devote the hours needed to
implement the plan … no matter how good the system might be..
We learned this lesson … the “hard” way. And as we explain the
Modules we’ve assembled, and the Software Updates that made our
system turnkey, we feel you’ll agree that our Programmatic
Demand-Side Platform is truly, Turnkey.
The First Valuable Lesson Learned
The whole idea for the Turnkey Solution started with our desire to
transform our experience in Software Design, and what we learned in
the manual processes of Digital Ad Arbitrage into the newly
emerging industry of Programmatic Buying and Real-Time Bidding.
The setting was perfect (or so we thought) … We had sold a
successful Digital Ad Buying, Selling and Trading business previously,
but after about a year or so, the new owners nearly ruined the
business … Opening the door for us to buy it back.
40
44. So after nearly $100,000 in development costs, we had one of the
slickest interfaces imaginable. Our small group of owners were
ecstatic when we rolled out the software.
The software platform was revolutionary … the first of its kind, and
designed from the ground up for entrepreneurs who wanted to serve
a hungry and needy sector of the small business community.
But as soon as we actually used the system for Audience Targeting
and Traffic, our sources were total and complete CRAP!
Needless to say, the best advice that we can give you if you're going
to do this alone, is to make sure that you are connected to the right
Ad Exchanges, Networks and Technology Partners.
Unless your proposed Technology Partners are directly or indirectly
connected to partners or members of the IAB … RUN!
Without being able to offer the most exhaustive Audience Targeting
selections to your clients, your clients will be ill-served, and the
profits you generate, if any, will be minuscule by comparison to what
you could achieve with full Real-Time Bidding Marketplace access.
The Second Valuable Lesson Learned
Some things simply can’t be rushed … learning the in’s and out’s of
Programmatic Media and Ad Arbitrage, is no different. In our instant
gratification world, you may be tempted to rush into the “business
end” of Programmatic Advertising. This will lead to bad experiences
and frustration.
After our second software upgrade, we finally had direct and
indirect access to the best Ad Exchanges, Networks and Technology
41
45. Partners. The upgrade didn't come cheap though, because we had to
completely rebuild and redesign our software platform.
Now that we had the right partners and the right access, we could
start implementing and automating the rest of our system, which
made for a total turnkey solution.
Our second upgrade also revealed a flaw in our definition and
interpretation of “work” versus the definition of “work” as
defined by some of our DSP owners.
Even though we created countless hours of video instructions,
seven-days per week personalized support and handholding, these
resources were still not enough for most owners to competently
navigate the Programmatic Media and Real-Time Bidding
marketplace.
The targeting selections were overwhelming, and the include/
exclude, audience-defining, Big Data rules for the Artificial
Intelligence, Programmatic Algorithms, were too confusing for
“beginners” and those that could not devote full-time to learn.
Although some of our client demands were a bit much … like asking
for our software to magically open, as they watched money start
pouring in … we also had clients with legitimate questions that
required software improvements and the elimination of bottlenecks.
So the quest for a system as near-perfect as we could create,
continued. The “epiphany” hit us, when we realized that there were
two distinct DSP owner mindsets:
The Self-Employed Mindset … our definition of “DIY” (Do It
Yourself) or “DSHS” (Do Some, Hire Some). Although it sounds
great to be the cook, bottle washer and the waiter, and even
farming out some of the work … it becomes very time-intensive
42
46. … and a management nightmare.
The Business Owner Mindset … making business-related
decisions, while others perform the tasks, or run the systems
that make the business work.
So the point is, unless you have time to properly serve your clients
on an ongoing basis, anything less than a Total Turnkey Solution, or
availing yourself to expert assistance in the beginning, is impractical.
These conflicting mindsets forced us to make the decision to sever
relationships with some of our DIY clients, and build a better
mousetrap … our quest for a Total Turnkey Solution.
Instead of expecting DIY and DSHS Platform Owners to become
expert in Programmatic Media and Ad Arbitrage, the best DSP
Owner experience, as well as the best Advertiser experience, would
come from a Dedicated Team of trained experts, performing tasks
and working on behalf of DSP Owners, and their Advertiser clients..
The Third Valuable Lesson Learned
The third brutal lesson we learned as a result of the decision to
redirect our focus … “breaking up can sometimes be really hard to
do…”
There was just no easy way to tell some of our DIY owners that our
model had to change … and some of them were more than happy to
let us know of their displeasure with that decision!
We were attacked, hacked and pummeled by some of our DIY clients
… dragged through the mud, slandered … it was brutal, but it also
made the system more bulletproof, and our staff even more
committed. We continued to upgrade our software and tweak our
system … the quest went on.
43
47. Our development continued until we designed a system that
provided everything a success-oriented person could utilize for
maximum profit. Automation would be used whenever possible, and
trained team members would be utilized when Automation did not
apply.
Client feedback can have a liberating effect if acted upon… Client
feedback and complaints, if acted upon, can change the world!
We feel that previous iterations of this system were lacking because
they did not include the components that we are about to describe
to you … a Totally Turnkey Solution that addresses every possible
obstacle you’d meet on the path of extracting profits from
Programmatic Media Buying, and Ad Arbitrage.
The Fourth Valuable Lesson Learned
6 times fall down, 7 times, get up. The Third Valuable Lesson didn't
make us pick up our marbles from the playground to go home …
Instead, we took nearly a year of research, trial and error,
implementing, and applying the principles that you are about to
read. “The fourth times a charm” :-)
We’ll explain the components of our system, using four “Modules”:
44
48.
Module One - Nielsen™ DMA Territory Protection
Exclusivity
The map above represents states and cities broken down into what
The Nielsen Company defines as Designated Market Area(s) or
Nielsen™ DMA.
Nielsen is a global information, data and measurement company,
and their DMA is a geographic area that represents and measures
specific media markets.
Nielsen™ has separated the DMA’s into 210 markets which can be
viewed using this link:
Locate Your Nielsen™ DMA
45
49. Our Marketing and Advertising system was designed to focus on 15
specific business-types in each of these 210 Nielsen DMA’s. And to
ensure profitability, lessen competition, and ensure the continuity of
your brand, we will assign no more than five White Label
TurnkeyDSP™ owners to each Nielsen™ DMA.
In the event that a Nielsen™ area is fully subscribed, any additional
requests for DSP ownership from your Nielsen™ territory, would be
treated as Agency or Reseller requests. These Agencies and
Resellers would be assigned to you, and you’ll earn a profit from
each transaction they execute.
By controlling and protecting the DMA territories this way, we ensure
that all leads and inquiries from that Designated Market Area, is
equally distributed among TurnkeyDSP™ owners, and it ensures a
virtually unlimited number of Internet and Brick and Mortar business
leads.
Our system and projections assume that we can secure a minimum
of 25 recurring payment clients to each TurnkeyDSP™ owner,
representing a profit of between $400.00 to $5000.00 per client,
per month.
Module Two - Advertising And Marketing
Now that you have an established and protected territory that's
overflowing with potential clients, you must effectively promote your
services.
After all, over 70% of those businesses and individuals that would
best benefit from Programmatic Media Buying, are those businesses
and individuals that avoid Programmatic because of the
complexities and the relatively steep learning curve.
46
50. Our next objective was to create a system of promoting and
advertising our TurnkeyDSP™ owners’ services to local,
as well as Internet-based, businesses.
So Module Two includes tested marketing and advertising methods
that will generate leads that convert into sales.
Pay Per Click Marketing
One of the most successful methods we’ve used to attract more
clients who are looking for more traffic, sales and conversions, is Pay
Per Click.
Over the years, we've used Google AdWords as our “go to” source for
paid advertising (similar campaigns can also be run on Bing™).
We have tested Google™ over the long haul, we’ve made numerous
mistakes, wasted advertising dollars, and we’ve tweaked our entire
selling process. But we now have a proven strategy.
All told, we spent a little over $60,919.70, starting with a budget of
around $10 per day, and eventually working it up to several hundred
dollars per day.
With PPC sales and residual income alone, our promotions have
earned us approximately:
$1,865,434.65
We have a keyword and a key phrase list that is pure gold to us, and
it is something that we only share with our TurnkeyDSP™ owners.
In order to make sure that our list was controlled, yet providing our
TurnkeyDSP™ owners with maximum financial benefit, we have
47
51. enlisted the services of trained Google™ Online Strategists, and
Google™ Campaign Specialists.
We’ve established an Advertising and Marketing Co-Op, where
TurnkeyDSP™ owners are assured that their business receives it’s
share of local Nielsen™ DMA leads, as well as qualified Internet leads.
Your leads will be based on Co-Op Funding contributions, and can
be subscribed at levels most effective for your area, and your ad
budget.
Programmatic Advertising
A very successful and accurate method of getting local Nielsen
leads, as well as Internet leads, is by using your own DSP.
The reasons are simple. You have virtually every targeting option
available … from selecting business Decision-Makers, to audiences
interested in Advertising, Internet Marketing, Lead Generation, or
reading Industry-specific websites, blogs, and forums, for ways to
increase traffic, leads, and sales.
However, the problem still remains … it is impractical to expect a
DSP owner to quickly and successfully navigate the Real-Time
Bidding marketplace to get leads.
To resolve this issue, your Marketing and Advertising Co-Op includes
promoting your TurnkeyDSP™ services using Programmatic Media.
We will design your display ads in the sizes for the best ad
placements and traffic volumes. And to ensure the highest click-thru
rates, we’ll continue designing display ads and Landing Pages, for A/
B testing. We want to make sure that our TurnkeyDSP™ owners get
the highest click thru rates as well as the best conversions.
48
52. Call Center Operations
One of the best methods of securing new leads and new clients, will
come by way of personal contact. There's nothing like a personal call
from a local business, to another local business, offering to help.
This task sounds great in theory, but in actual practice, many DSP
owners found it virtually impossible to devote the amount of time
necessary to get consistent leads. Our tests proved that from 30 to
250 calls per day were necessary to build a healthy client base, in a
relatively short period of time.
To resolve this issue, we initially enlisted the help of Professional Call
Centers. These professional callers would contact local businesses,
using one of three scripts.
This process proved invaluable for identifying the biggest problems
facing local businesses. We tested sales call scripts until they were
fine-tuned to the point of getting predictable and scalable local
leads.
Your Marketing and Advertising Co-Op includes call center staff to
make these connections for you … because let's face it, many
TurnkeyDSP™ owners do not have the time, the inclination, or the
skills, to consistently make these business calls.
Organic Marketing
Organic marketing is sometimes confused with “free advertising”.
But that is nothing further from the truth … unless you place no value
on your time.
For our purposes, Organic Marketing includes:
49
53. • posting to blogs
• participating in forums
• contacting search engine listings beyond page two
• networking with Search Engine Optimization firms, Internet
Marketing and Social Media Marketing companies, as well as
recruiting Agencies, Affiliates and Resellers
Your Marketing and Advertising Co-Op includes virtual
assistants that perform these tasks for you.
Module Three - White Label Programmatic Demand-
Side Platform
Your Programmatic Demand-Side Platform should allow for
maximum customization and functionality for you, combined with
maximum marketplace access for the experienced advertiser.
Your platform was designed to allow you to independently build your
business through the recruitment of Agencies, Resellers and
Affiliates, as well as providing Self-Serve platform capability for
advertisers that wish to do things themselves.
We will outline some of the features of your platform below. Keep in
mind that the features we list here, do not represent all of the
features of your White Label Demand-Side Platform. We encourage
you to allow us to setup your DSP, for a thorough walk-thru and
evaluation. There is no obligation.
White Label Customization
Your White Label Programmatic Demand-Side Platform includes,
but is not limited to:
50
54. • The ability to preset profit markups for advertisers as well as
agencies and resellers. This means that as they use your
system, your profits are automatically generated for each
transaction that's executed in your platform.
• The ability to create your own welcome messages, as well as
email sequences for client retention and follow-up.
• The ability to integrate PayPal or FoxyCart Shopping Cart
integration, that allows you to use over 80 different payment
processors.
• The ability to add your own logo, custom links, background
colors, etc.
• Google™ Analytics integration
• PIWIK™ Web Analytics integration
• GetResponse™ autoresponder integration
• Site Transparency, Analytics and Geo-Analytics logs that can
be customized for your clients.
• You can automatically add your profit margins to client logs.
Your profits can be a percentage of the client’s actual Ad
Spend, or a Flat Fee … all built-in.
• A separate Retargeting system that is ideal for Internet
Marketers, CPA marketers, are those clients who are not able
to embed an Audience Targeting or Retargeting pixel to the
pages they are promoting.
51
55. Targeting Options
Your DSP provides access to virtually every type of Audience
Targeting Method available, to include:
• Contextual Targeting
• Time of Day - Date Targeting
• Site Targeting
• Zip Code Targeting
• Nielsen™ DMA Targeting
• Geo-Targeting
• Language Targeting
• Audience Retargeting
• Gender Targeting
• Education/Income/Family Status/Financial, etc Targeting
• Over 41,000 Unique Variables That Helps Fine Tune An
Audience
…but wait … there’s MORE :-)
52
56. Branded Technology Partners
Your White Label Programmatic DSP also gives you access to
“Branded Data” Technology Partners, that provide Industry, Profession or
Business-specific Audience Targeting.
AddThis - Search, Social Look-Alike Audience Targeting.
CustomAudience Capabilities.
Connexity - Competitive Intelligence - Audience Targeting
Oracle/BlueKai - Data Management Platform - Big Data - Audience
Targeting
53
57. Bizo/LinkedIn - B2B Targeting - Professional Audience Targeting
33Across - The largest source of In-View Programmatic Inventory
AcquireWeb - Customer Identity Integration
Acxiom - Consumer Targeting Data
AdAdvisor Neustar - Audience Targeting
Affinity Answers - Predictive Buyers’ Audience Targeting
54
58. ALC - Custom Audience Targeting
Alliant - Consumer Transaction Data - Consumer Purchasing
History
Analytics IQ - Consumer Financial Intelligence - Predictive
Audience Targeting
Acrametrics/MediaMath - Look Alike Audiences - Transactional
Data - Consumer Demographic
Cross Pixel - Data Management Platform - Intent Marketing
Cuebiq - GeoBehavioral Data - Consumer Offline Behavioral Data
55
59.
Datacratic - Predictive Audience Targeting
DataLab - Addressable Marketing
Datalogix - Purchase-Based Audience Targeting
Datamyx - Financial, Automotive and Insurance Industry Related
Audience Targeting
Expedia - Leisure and Business Traveler Audience Targeting
56
60.
Experian - Financial and Lifestyle Audience Targeting
Forbes - Big Data Audience Targeting for Entrepreneurs, Business
Owners, Managers and Investors
I-Behavior - Transactional Data - Consumer Buying Behavior
Profiles
Infogroup, - Big Data and Analytics, Business and Consumer Data
Integral Ad Science - Risk and Fraud Management - get the highest
quality traffic.
IRI - Retail - Healthcare - Beauty Audience Data
57
61. IXI/Equifax - Financial - Consumer Audience Data
Lotame - Data Management Platform - Social Audience Targeting
Madison Logic - Account Based Audience Targeting - B2B
Predictive Audience Targeting
MasterCard - Predictive Audience Targeting - Seasonal Audience
Targeting - Consumer Data Audience Twice As Likely To Purchase
items within next 30 days
Merkle - Financial Data - Real Estate - Investing
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62.
OmniDigital - Legal Services Audience Targeting
Profound - Audience Targeting - Big Data
Proximic/comScore - Contextual Targeting. Proximic matches
complex and unstructured online content to serve the best and
most relevant Audience to advertisers. Targeting Categories are
IAB-Compliant.
PushSpring - Mobile Audience Targeting
Skimlinks - In-Market - “Wants To Buy” Technology Audience
Targeting
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63. TARGUSinfo AdAdvisor - Audience Targeting - Predictive Targeting
TransUnion - Consumer, Business and Company Targeting Data
TruSignal - High Value Audience Targeting - Predictive Audience
Targeting
V12 - Aggregators of purchase history from multiple offline data
sources
Vendigi - Real Estate - Home Improvement Audience Targeting
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65. Module Four - Client Satisfaction & Fulfillment System
In our business, one of the easier things to do, is attracting a new
client. However, one of the harder things to do, is retaining that client
and keeping them satisfied.
Making sure that your clients are satisfied, and that you deliver the
services that they need, can be an overwhelming and time-
consuming task, if done alone.
The larger your client base grows, the more maintaining that base
will tug on your time. It slowly becomes just another glorified 18 to
20 hour-a-day job.
The ideal solution to issues like this, is a combination of machine
automation, and human competency, acting on your behalf to take
care of tasks such as:
• Handling all communications with your clients … By email,
phone or live chat
• Completing campaign set up and configurations, campaign
maintenance and optimizations
• Creating the Artificial Intelligence/Programmatic Algorithms
• Designing and creating Display Ads for split testing,
optimization, and getting the highest possible click-thru and
conversion rates
• Designing and creating Websites, Hosting, Landing Pages,
Lead Generation pages, Opt in forms for your clients, should
they need these services
• Value added services to assist them with Pay Per Click
management, standalone Facebook Advertising, Social Media
marketing, Web Design, Search Engine Optimization and more.
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66. Summary
Whether you perform all of the steps and tasks outlined in this book
on your own, through outsourcing, or opt for our Total Turnkey
Solution, in order to operate a scalable and profitable
Programmatic Media or Ad Arbitrage business, focus on these
things, at a minimum:
o Direct or indirect access to Ad Exchanges, Ad Networks,
and Big Data technology partners, which ensures that you’ll be
able to provide an array of audience targeting methods and
strategies.
You'll be able to offer a superior service to for-profit and
nonprofit businesses, Internet marketers and entrepreneurs.
For Real-Time Bidding marketplace access, we use our own
proprietary Programmatic Demand-Side Platform.
o After you have assembled enough technology partners,
you'll need a business presence for Marketing and Lead
Generation.
Ideally, your business presence should include at least one
landing page, an opt in form on the landing page, and a
system or method of collecting information from new leads and
potential clients.
For Landing page creation and management, we use
Instapage.
o In order to manage and cultivate your leads, you should
consider an autoresponder service, and a CRM. We use
GetResponse for our autoresponder, and Insightly or Hubspot.
for our CRM.
o Because of the exhaustive targeting options and
complexities of Programmatic Media, we suggest that you
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67. select Technology Partners based on specific “ready-made”
Audience Targeting services, and that you focus on the clients
that these services cater to. You’ll expand as you get more
experienced.
We’ve tried to address every issue that you may encounter with this
opportunity, by offering a solution that performs just about every
task and function for you … one that puts you on a fast track to
profits.
Finally, if you're serious about joining us, we will set up our entire
TurnkeyDSP™ system for you. That way, you’ll get a clear and
comprehensive understanding of the profit potential and scalability
of our system, and how you can generate virtually “hands-off”
profits.
Please remember that should you have an interest in joining us, our
systems are limited to Nielsen™ Designated Market Areas, and parts
of Canada … so don’t wait too long.
For more details, please use one of the contact methods below:
Turnkey Demand-Side Platforms, LLC
support@turnkeydsp.com
SKYPE ID: turnkeydsp.admin
1-212-845-9638
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68. Glossary
Advertising Arbitrage
Ad Arbitrage is the process of buying and selling ad
impressions on Ad Exchanges with a margin.
With Programmatic Buying and RTB, a single impression is
bought and sold in less than 4/10th of a second.
Ad Arbitragers are looking for underpriced ads and resell
them on the same Ad Exchange, or on another one, or they
buy from one Ad Exchange, and simultaneously deliver to a
Buyer/Advertiser, at a profit.
Arbitrage
The simultaneous purchase and sale of an asset to profit
from a difference in price. It is a trade that profits by
exploiting the price differences of identical or similar
instruments, products or services, on different markets or in
different forms.
Ad (Advertising) or Media Inventory
The space available to advertisers on newspapers, magazines, and
digital platforms.
Advertiser
A person, organization or company that places advertisements in
order to target customers.
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69. Ad Exchange
An ad exchange is a technology platform that facilitates the buying
and selling of media advertising inventory from multiple ad networks.
Prices for the inventory are determined through bidding. The
approach is technology-driven as opposed to the historical
approach of negotiating price on media inventory.
Artificial Intelligence or Programmatic Algorithm
Similar to Software Programming where an automated code that
accepts a number of variables. It represents the rules to place bids
on Media Buying. Algorithms may include rules that define a general
to highly specific Real-Time Audience.
Artificial Intelligence: the creation of systems or machines that
previously required the work or reactions of intelligent humans.
The Programmatic Algorithm is called the “secret sauce” of
Programmatic Advertising.
• Demographics - Audiences targeted based on where they live, via zip
code, I.P. Address, City, State, Country, Nielsen DMA™, as well as the
characteristics of that Audience.
• Age – Select an Audience based on the ages of individuals in a
household
• Gender – Select a Male or Female Audience
• Reading Interest – Select an Audience based on what the are
reading about on websites, blogs, forums or social networks
• Keyword Searches – Select an Audience based on keyword queries
Internet users make on Google™, Bing™ and Yahoo! ™
• Income or Net Worth – Select an Audience based on income levels,
net worth and other factors
• Ethnicity – Select an Audience based on the fact or state of
belonging to a social group that has a common national or cultural
tradition.
• Marital Status – Select an Audience if they are “single”, “married”,
etc.
Family or Housing Structure – Select an Audience based on renters,
home owners, values of residence
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70. • Worth and Credit Worthiness – Select an Audience based on
financial factors, such as net worth, credit status, investments, etc.
• Past Purchases – Select Audiences that have purchased a specific
or general category product or service
• Visits to Competitor’s Sites – Select Audiences based on the sites
they visit
• Comparison Shopping - Select an Audience based on patterns of
comparing the price of products or services from different vendors
before buying.
• In-The-Market Buyers – Select an Audience based on search and
prices for specific product and services
• Device Targeting – Select an Audience based on the device they use
to access that Internet
In addition to the above, there are tens of thousands of variables
that could be included or excluded to target and identify an
Audience most receptive to purchasing or considering the
purchase of a product or service.
Big Data Audience Targeting
Extremely large data sets that may be analyzed computationally to
reveal patterns, trends, and associations, especially relating to
human behavior and interactions.
Browser Cookie or Audience Pixel
A small text file (up to 4KB) created by a Web site that is stored in
the user's computer either temporarily for that session only or
permanently on the hard disk (persistent cookie). Cookies provide a
way for the Web site to recognize you and keep track of your
preferences.
Cost per thousand (CPM)
Marketing term used to denote the price of 1,000 advertisement
impressions on one webpage. If a website publisher charges $2.00
CPM, that means an advertiser must pay $2.00 for every 1,000
impressions of its ad. The "M" in CPM represents the Roman numeral
for 1,000.
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71. Data Broker
A data broker, also called an information broker or information
reseller, is a business that collects personal information about
consumers and sells that information to other organizations. ... Data
brokers may refer to themselves as being database marketers or
consumer data analytics firms.
Data Management Platform
A data management platform (DMP), also called a unified data
management platform (UDMP) is a centralized computing system for
collecting, integrating and managing large sets of structured and
unstructured data from disparate sources.
Demand-Side Platform (DSP)
A system that allows buyers of digital advertising inventory to
manage multiple ad exchanges and data exchanges through one
interface. Real-Time Bidding for displaying online advertising takes
place within the ad exchanges, and by utilizing a DSP, businesses,
marketers or advertisers can manage their bids for the banners and
the pricing for the data that they are layering on to target their
audiences.
Digital Advertising
Refers to marketing media that is digitally displayed. Digital
advertising technology exists on the Internet, on smart phone and
hand-held media devices, and even on automobiles and billboards.
Internet Audience
A user of the Internet, from any location and by any device. For the
purpose of this definition, that Audience member is identified in
Real-Time.
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72. Insertion Order
Is the final step in the ad proposal process; when an insertion order is
signed, it represents a commitment from an advertiser (or their
agency) to run a campaign on a publisher's site(s).
Media Buying
The process of planning, negotiating, managing and buying
advertising placements, whether for TV, Radio, Newspapers or the
Internet.
Programmatic Advertising / Media Buying
Fully automated process of the buying and selling of Digital
Advertising space, in real-time. It allows one to display and ad to the
right person, in the right context, with the right demographic, and at
the right time. Once setup, the Programmatic Media Buying,
traditional human tasks such as audience selection and targeting,
bidding and winning an impression, and presenting an appropriate
offer takes milliseconds vs. hours, days or weeks by Human/Manual
Media Buying.
Publisher
A person or company that uploads, creates, or edits content on Web
pages; one who maintains or manages a website.
Real-Time Bidding (RTB)
Means by which advertising inventory is bought and sold on a per-
impression basis, via programmatic instantaneous auction, similar to
financial markets. With real-time bidding, advertising buyers bid on
an impression and, if the bid is won, the buyer’s ad is instantly
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73. displayed on the publisher’s site. Real-time bidding lets advertisers
manage and optimize ads from multiple ad-networks by granting the
user access to a multitude of different networks, allowing them to
create and launch advertising campaigns, prioritize networks and
allocate percentages of unsold inventory, known as backfill.
Retargeting (also known as behavioral remarketing, or
simply, retargeting)
Form of online-targeted advertising by which online advertising is
targeted to consumers based on their previous Internet actions.
Supply-Side Platform (SSP)
Technology platform to enable web publishers to manage their
advertising space inventory, fills it with ads, and receive revenue.
Turnkey Solution
Of or involving the provision of a complete product or service that is
ready for immediate use and for a specific purpose.
White Label (sometimes Called “Private Label”)
A product or service produced by one company (the producer), that
other companies (the marketers) rebrand to make it appear as if
they had made it.
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