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.

Using Artificial Intelligence To Generate Real Time Profits

745 vues

Publié le

  • New Resesrch Shows 74% Of Men Are More Attracted To Women Who Do This One Thing, Click Here ◆◆◆ http://ishbv.com/hissecret/pdf
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • Soyez le premier à aimer ceci

Using Artificial Intelligence To Generate Real Time Profits

  1. 1. Copyright 2016 © Turnkey Demand-Side Platforms, LLC 
 - All Rights Reserved - No part of this book may be used or reproduced in any manner whatsoever without the written permission of the Publisher.
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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 58
  62. 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 59
  63. 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 60
  64. 64. VisualDNA - Psychographic Audience Targeting Data Webbula - Audience Targeting - Demographic - Occupation Targeting 61
  65. 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. 62
  66. 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 63
  67. 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 64
  68. 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. 65
  69. 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 66
  70. 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. 67
  71. 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. 68
  72. 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 69
  73. 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. 70

×