Digital Advertising Technology 101
Brian Lesser, Media Innovation Group
20 Digital Marketing Ecosystem
Demand Yield Agencies Aggregation and ‘DSPs’ Ad Networks Ad Exchanges Optimization PP Optimization UU AA BB DD The Trading Desk LL VV II EE SS RR HH TT EE II RR SS SS EE SEM Technology Platforms Search Engines Shopping Feeds RR SS Digital Advertising Technologies
Demand- Publisher Agency Search Web side Ad Serving Ad Serving Marketing Analytics Platforms (DSPs)
Maximizes Delivers creative Allows Measures Aggregates inventory to messages and advertisers to audience demand and Definition publishers from measures manage bids and interactions with increases advertising performance report on results websites performance
Players
Managed Business Licensing or % Licensing Licensing Licensing Services (% Media Spend Model Media)
Closest to the Commodity Moving New entrant as Important as a publishers is technology but towards a result of data collection Outlook strategically integral to the Integration with display mechanism relevant ecosystem DSPs efficiencies Search: The ultimate utility
One search box for all questions, many assets for one answer:
Web results (Paid and organic)
Video results (Steve Job’s Stanford speech)
News results (Articles about Steve and Apple)
News archives
Images How to buy search
1. Paid search is sold on an auction basis 2. The auction determines the rank you appear in the listings
Position 1
Position 2 Position 4
Position 3 Position 5
Etc. Organic
24 How Google determines your rank
x x =
CPC CTR QS Ad Rank Cost-per-Click Clikthru Rate = Quality Score Clicks / Impressions
The right bid The right ad text: A well structured strategy compelling and landing page with Higher bid usually relevant relevant text to ad equals higher ranking
25 How to get into organic results
• Un-paid, “natural” listings • Results are merit based • Performance is based on a variety of on-the-page & off-the-page factors • 10 listings per page • Engines follow links and read text
Crawl-ability Ensure no technical limitations
Content Use enough of the right language
Credibility Get connected, Get endorsed 26 What is a Search Marketing tool?
• A technology enabling integrated multi-channel online marketing management
Paid Search Management Search Engine Optimization • Pay per click (PPC) • Site audit and analysis • Paid Inclusion • Keyword and meta data strategy • Mobile paid search • Ongoing consultation
Comprehensive Search Marketing Technology
Feed Management Marketing Integration • Shopping Engines • Integration with display advertising • Other Vertical Feeds • Integration with ad management How Does Display Advertising Work?
Publisher server parses 2 webpage from its database Internet user requests and sends webpage HTML to webpage. URL directs browser 1 browser to source the page from the publisher WEB CONTENT ad server. DATABASE
PWP AD DATABASE
Publisher Ad tag within HTML Ad Server 3 instructs browser to make request for ad, publisher server either delivers ad call or sends call to agency ad server Ad databases can be supplemented by ads from network partners
Display ad is delivered to end 5 user visiting Publisher AD DATABASE website
Agency Ad Agency Ad Server receives Server 4 call if Publisher Ad Server does not host ad What is a Publisher Ad Server? • A technology platform enabling publishers to target, deliver and track display advertising messages to users visiting a website
How does it work? • Publishers…. • Want visitors to see only relevant, interesting ads • Want to manage ad inventory effectively, maximize advertising revenue and minimize operational costs • Do not want to make changes to websites every time a new advertiser is added, a campaign removed, or an advertisement deactivated • Do not want to deal with software installation, security patches, new version upgrades every few months, or the routine of ad operations Publisher Ad Server Handles all of it! What is an Agency Ad Server?
• A technology platform enabling agencies to manage, deliver and track display advertising message creatives that publishers deliver to users visiting websites How does it work? Agency…. • Wants to display and track ads on a variety of sites and • Wants to show tangible successful campaign results to clients • Does not have time or resources to constantly manage the campaign, and all of the sites involved • Wants to run on a variety of validated sites, but doesn’t need to be on any specific sites
Agency Ad Server manages all of it! What is an Ad Exchange?
• A technology platform for buying and selling online ad impressions
Benefits for Sellers Benefits for Buyers (Publishers)
• Immediate access • Manage yield more to inventory that effectively meets campaign goals • Capture additional revenue and • Increased ROI increase overall through: yield on their • Advanced inventory targeting • Maintain control of • Defined bids inventory and budgets • Frequency caps on inventory purchases What is a Demand Side Platform (DSP)?
• A DSP is a technology platform that enables agencies and advertisers to buy media across real-time bidded inventory sources
AdvertiserAdvertiser
AgencyAgency Real-time bidding allows advertisers to: DSPDSP • Buy per impression PublisherPublisher • Target using key advertiser data points Ad Networks Ad Exchanges Yield Optimizers • Map to ROI goals
• Eliminate waste like never before PublisherPublisher PublisherPublisher PublisherPublisher PublisherPublisher
PublisherPublisher PublisherPublisher PublisherPublisher “Web analytics” Provides Insight Into Consumer Interactions with Sites How do Web Analytics work?
Tags on various other sites Information gathered from Web page is gather additional tags is combined to form returned with 2 3 anonymous profile 4 an anonymous user profile content and ad tag 1 information for the user for the user
Data warehouse
34 Sample Reports
KPI’s, Visitors,by Traffic by Source Geography On-SiteVisitors, Conversion by Channel 24/7 Real Media & MIG
• Market leading, multi-channel comprehensive digital marketing platform
Demand Side
Search Marketing Ad Serving Web Analytics
Platforms +
• Market leading • Industry’s most • Industry leading • Unique partnership multi-channel robust publisher media buying and for integration of comprehensive ad management management tool advertising and search marketing platform analytics data platform
36