Presented May 13th 2015 during the "Digital Day 2015" in Belgrade, Serbia ( http://www.digitalday.rs/ )

1. Digital Advertising Technologies
building blocks for a Death Star or virtuous path to harnessing The Force?

2. Things we’ll discuss today…
›Setting the Stage
› Show me the Money dimensions
› The faces of Performance – the 3 Rs
› Digital Advertising Technologies Stack Overview– it’s a complex world
›The Dark side vs The Force
› Programmatic
› Data
› Rich Media
› Advanced Metrics (Viewability, engagement)
›Things to do
›Things to avoid
›Final thoughts

3. SHOW ME THE MONEY!!!
There are four sides in each coin!!!

4. Dimensions of Value Creation
›Increase Revenues
›Reduce Costs
›Improve Client Satisfaction
›Help your Client deliver better services to their clients

5. What are we trying to accomplish?
Performance has many faces…

6. The 3 Rs Framework
Reach x Resonance = Results
Brand
Performance
ROI
…
Interaction
Engagement
CTR
Dwell time
…
Impressions
UUs/ UBs
Viewability
…

7. Digital Advertising Technology Stack
It’s complicated…

8. The
Acronyms
Bomb!

10. Digital
Advertising
Market

11. 1st Party
(Publisher)
AdServer
3rd Party
(Advertiser)
AdServer
Data Management Platform (DMP)
Demand Side
Platform
(DSP)
Supply Side
Platform
(SSP)
Ad Exchange
3rd Party Apps & Tools
Dynamic Creative Optimization
Yield Management
Native Advertising
Media & Asset Management Systems
Verification
Attribution

12. Programmatic
Automate you must!!!

14. Programmatic – The Dark Side
DEMAND
The Open Exchange environments are
vulnerable to
› Fraud
› No transparency – no way to ensure brand
safety
› Low Viewability
› Low price – Low Results
SUPPLY
› Use only remnant / open exchange
monetization
› Treat programmatic monetization as a purely
automatic process (no people required)
› Absence of commercial rules / cannibalization
of direct sales

15. Programmatic – The Force
DEMAND
› Use private marketplaces to ensure safe /
transparent environment
› Build & actively use & enhance your own data layer
› Utilize Data to decide When & How much to bid.
Programmatic trading transfers trading control to
the buyer.
› Optimize, Optimize, Optimize using a combination
of machine & human intelligence
SUPPLY
› Use all available programmatic trading models
› Direct / Deals
› Private Marketplace (PMP)
› Open Exchange
› Unite to compete with the global media giants
› Create commercial & quality rules to protect your
property
› Optimize, Optimize, Optimize using a combination
of machine & human intelligence

16. Data
Harness their power…

17. Clifford Stoll

18. Data – The Dark Side
DEMAND
›Fragmented & uncoordinated
creation & usage of data
segments
›Use & then forget data on a per
campaign basis
SUPPLY
›Data Leakage
›Simply replicate contextual
information in a data layer
Ignorance of the applicable Data Privacy Legislation & Business Ethics!

19. Data – The Force
DEMAND
›Create a structure that suits your
needs – think in terms of a
framework that’s compatible with
your goals & strategy
›Use data in an always on fashion
›Monitor & review results – utilize
insights to enhance your Data Set
SUPPLY
›Learn thy audience!!!
›Interact with your viewers to
collect up to date and accurate
data
›Create custom audiences to meet
your clients needs

20. Big Data creates the necessity for new ways to visualize / read
information & generate knowledge & wisdom

21. Traditional Digital
Campaign Campaign
Programmatic & Data in action!

22. Rich Media
Unleash the full cast…

23. Advertiser / Agency
PublisherCreative

24. Rich Media – The Dark Side
DEMAND
› Pick a new format for every campaign
› Creative training & delivery times
› Publisher certification
› It’s just a new format – business as usual
› I’m getting higher CTR than plain banners
– I’m doing great!
› Rich Media = Flash
SUPPLY
› Assume that rich media is just another
incoming creative – no need for me to do
anything
› Certification process is a burden

25. Rich Media – The Force
DEMAND
› Create a strategy – pick a few formats as
baseline templates, then work on
producing engaging content/creative.
› Involve your creative resources
› Collaborate closely with your Advertiser
AdServer support team in a few key
projects per year to establish that
everything is implemented smoothly
› Use benchmarks to measure & compare
your success
› Start using HTML5
SUPPLY
› Review your site structure vs popular Rich
Media / high impact formats
› Package & sell Rich Media certified
placements separately
› Certification is the gateway to increased
revenues

27. Advanced Metrics
Viewability & Engagement – friend or foe?

28. Advanced Metrics– The Dark Side
DEMAND
›Data Overflow – Death by numbers
– is there any connection between
them & the overall goals?
›With these new metrics I’ll
immediately demand a change in
the existing partnerships /
collaborations
SUPPLY
›Viewability doesn’t concern me
›Engagement is solely connected to
the quality of the creative

29. Advanced Metrics– The Force
DEMAND
›Pick the right metric for the right
job – correlate with goals
achievement
›Start measuring – Verify Results –
Talk with your partners to address
any issues identified
SUPPLY
›Audit your site for Viewability!!!
›Understand the results of the audit
and make changes accordingly
›Monitor the performance of
campaigns from your clients /
compare against the industry
benchmarks

30. Source: Google – The Importance of being seen

31. Things to do
Best Practices

32. Select the right partner(s)
Merely selecting the “right” technology is not enough + you can’t do everything inhouse…

34. The path to Data Enlightenment
It’s a path you need to start travelling & a skillset (knowledge & tools) you need to attain…

35. Be Sophisticated – Don’t be complex
Just because the underlying technologies are complex doesn’t mean the solutions should be too…

36. Things to avoid
Once you start down the dark path, forever will it dominate your destiny, consume you it will.

37. The “stormtrooper” approach
Changing, testing everything at once is not a recipe for success… More isn’t always better!!!

38. It’s just technology
It’s a paradigm shift & requires transition in technology, organization & skillsets…

39. Don’t get stuck in the current modus operandi
Research, Discuss, Read, Learn, Experiment and use the Force in your own way!

40. Final Thoughts
› Digital Advertising Technologies create a complex environment, however they exist in
order to facilitate the basic rules of the game!
› Value can be created across several dimensions
› The Digital Advertising Technology stack can become The Force powering our endeavors
› In order to do so, we need to understand the key concepts driving results, establish a
strategy & deliver valuable solutions using a combination of in-house skills & expert
partners.
› Don’t get lost in the acronyms, jargon & technology complexity!

41. Elias Gagas
Managing Director
eliasg@tailwindemea.net