Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Parallelsessie Kelly - De evolutie van Display Advertising
1. De evolutie van Display Advertising
Parallelsessie - Kelly Siemons
20–05-2015
De evolutie van Display Advertising
Parallelsessie - Kelly Siemons
20–05-2015
De evolutie van Display Advertising
Parallelsessie - Kelly Siemons
20–05-2015
De evolutie van Display Advertising
Parallelsessie - Kelly Siemons
20–05-2015
2. Even voorstellen
‣ Kelly Siemons
‣ MSc in Marketing @ VU
‣ + 1,5 jaar werkzaam bij OrangeValley
‣ SEA & Display Consultant
9. Ad exchange
Advertentienetwerk
Agency trading desk
Algoritme AuctionAuction priority
Audience
Audience extension
Audience network
Audience profile targeting
Audience profiling
Audience targeting
Automated trading
Block list
Category
Channel conflict
Contextual targeting
Cookie Attribution Rate (CAR)
Cookie Dropping Rate (CDR)
CPX/CPA
Data – behavioural interest
Data – behavioural intent
Data – client data
Data – demographic
Data – ecommerce
Data exchange
Data – geographic Data leakage
Data – registration
Data – server
Data supplier
Data – technographic
Datamanagementplatform
Demand partner
Demand Side Platform (DSP)
eCPM
Fill rateFirst bid
First party data
Floor Price
Frequency
Frequency cap
Inventory
Liquidity
Kannibalisatie Monetisation & yield strategy
Placement/position
Premium sales
Reach
Real Time Bidding (RTB)
Remnant Inventory
Retargeting
Revenue share
Sales house
Second highest bid
Sell-Side Platform (SSP)
Targeting
Third party data
Trading desk
Unique user
Upfront bidding (Tag based buying)
Vertical network
White list
Yield
Yield management
Complex
18. Keep in mind…
‣ Bepaal van te voren je doel, de doelstellingen en de KPI’s
‣ Kies de juiste tooling
‣ Kwaliteit belangrijker dan kwantiteit
‣ Streef naar transparantie
‣ Analyseer & leer - data!
‣ Optimalisatie