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Rtb errores y buenas prácticas
1.
RTB Compra Programática errores, buenas prácticas y
futuro 10 de Abril de 2014 Mikel Lekaroz @mlekaroz © 2014 the Valley Digital Business School www.thevalley.es 1
2.
Me presento © 2014
The Valley Digital Business School www.thevalley.es 2 1988 Licenciatura en Empresariales, Deusto (SS) 1990 Msc Marketing, Strathclyde BS (Glasgow) 1991 PricewaterhouseCoopers (SS) 1995 Facilnet (SS) 1999 Easynet (Paris/Londres/Madrid) 2004 e-Consulting & Development (Madrid) 2006 Hi-media Spain (Madrid) 2012 IAB Spain (Madrid) 2012 Director e-Consulting&Development 2012 Coordinador Media The Valley DBS @mlekaroz
3.
Publicidad online es
Tecnología
4.
© 2014 the
Valley Digital Business School www.thevalley.es 4
5.
Liquidez de Google •
Oferta: 100.000.000.000 De Consultas al mes • Demanda: © 2014 the Valley Digital Business School www.thevalley.es 5 • Ingresos: 59.519M$ • Beneficios: 12.920M$ • Cash incluyendo realizable: 58.717M$
6.
Google. Ingresos por
trimestre © 2014 the Valley Digital Business School www.thevalley.es 6Fuente: Google Annual Report 2013. Google.com
7.
© 2014 the
Valley Digital Business School www.thevalley.es 7
8.
RTB Estimaciones
9.
© 2014 the
Valley Digital Business School www.thevalley.es
10.
Cifras en España ©
2014 the Valley Digital Business School www.thevalley.es 10 Fuente: IAB Spain, Estudio Inversión 2013
11.
Ad Exchange: Actores DSP Demand
side platforms Sales House/ Adnetworks DEMAND SUPPLYAUTOMATISATION TECHNOLOGY SSP Supply side platforms EditeursAdvertisers Agencies / Trading desks Publishers AdExchanges Data Exchanges DMPs
12.
© 2014 the
Valley Digital Business School www.thevalley.es 12 Large Sites Sites El Modelo Ad Exchange
13.
© 2014 the
Valley Digital Business School www.thevalley.es 13
14.
© 2014 the
Valley Digital Business School www.thevalley.es 14 PUBLISHERS ANUNCIANTES
15.
Cabeceras Vs Audiencia Audiencia
no identificada Audiencia identificada
16.
Medición de audiencias
mediante panel © 2014 the Valley Digital Business School www.thevalley.es
17.
Cabeceras Vs Audiencia Audiencia
no identificada Audiencia identificada
18.
Publishers: Ingresos poco
satisfactorios © 2014 the Valley Digital Business School www.thevalley.es 18 Premium Invendido
19.
Anunciantes: Poca conversión ©
2014 the Valley Digital Business School www.thevalley.es 19
20.
Seleccionar audiencias © 2014
the Valley Digital Business School www.thevalley.es 20
21.
© 2014 the
Valley Digital Business School www.thevalley.es 21
22.
La clave: Cualificar
Audiencias © 2014 the Valley Digital Business School www.thevalley.es 22 Hombre Entre 40 y 50 años Profesional, Renta alta Interés de compra de un coche de semilujo
23.
23 Cookies
24.
Data Management Platforms
and Data Exchanges
25.
Origen del 1sr
party Data • Website data (83%) • CRM /registration data (79%) • Mail data (72%) • Digital campaign data (67%) • Search data (45%) • Mobile site or app data (28%) © 2014 the Valley Digital Business School www.thevalley.es 25 Fuente: Exploring trends and impacts of data driven marketing", BlueKai 2013
26.
26 Data Providers. Tipos
de datos • Datos Sociodemográficos Edad, Sexo, Código Postal, etc • Datos de comportamiento Amantes de los Coches, Viajes, Deportes, Cultura, etc • Datos de Intenciones de compra En búsqueda activa de Coche, Casa, Ocio, etc © 2014 the Valley Digital Business School www.thevalley.es
27.
Private Exchanges © 2014
the Valley Digital Business School www.thevalley.es 27
28.
© 2014 the
Valley Digital Business School www.thevalley.es 28 Fuente: DataXu, 4 Techniques for efficiente Media Buying. 2013 Modelos Programáticos
29.
Private Exchange. Francia ©
2014 The Valley Digital Business School www.thevalley.es 29
30.
Audience Square: Francia ©
2014 The Valley Digital Business School www.thevalley.es 30
31.
Audience Square. Capa
de Datos © 2014 The Valley Digital Business School www.thevalley.es 31 60M de Perfiles Actualizados Detallados Anónimos Diferentes Criterios A medida
32.
Compartiendo Datos © 2014
The Valley Digital Business School www.thevalley.es 32
33.
Segmentos de Audiencia ©
2014 The Valley Digital Business School www.thevalley.es 33 Segmento 1 Segmento 4 Segmento 6 Segmento 3 Segmento 5 Segmento 2
34.
Elección de un
Segmento © 2014 The Valley Digital Business School www.thevalley.es 34 Segmento 3
35.
Sociomantic. Tecnología y
Datos RTB DCO MultiDispositivo Segmentación Facebook EX CRM Cliente
36.
Sociomantic. Tecnología y
Datos CRM Cliente CPO CPO
37.
Comprado por Dunnhumby ©
2014 the Valley Digital Business School www.thevalley.es 37
38.
El Futuro? © 2014
the Valley Digital Business School www.thevalley.es 38
39.
El futuro… © 2013The
Valley Digital Business School www.thevalley.es 39 Inventario Publicitario Premium Invendido Private Exchange ? DATA Progr. Premium
40.
Programmatic Premium. Qué
es? © 2014 the Valley Digital Business School www.thevalley.es 40
41.
Programmatic Premium. Expandibles ©
2014 the Valley Digital Business School www.thevalley.es 41
42.
© 2014 the
Valley Digital Business School www.thevalley.es 42 Programmatic Premium. Expandibles
43.
Smart Skins © 2014
the Valley Digital Business School www.thevalley.es 43
44.
Push Down © 2014
the Valley Digital Business School www.thevalley.es 44
45.
© 2014 the
Valley Digital Business School www.thevalley.es 45 Mikel@e-cdo.net @mlekaroz mlekaroz
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