Google's vision on how technology is reshaping the display industry: Pascal Laere, Google's display responsible in Belgium, will explain Google positioning in display advertising today as well as share a vision of the business development in the next couple of years. He will explain how it all fits in the actual display landscape and will go through the challenges to achieve Google's objectives in the future.
10. Towards a more user centric approach
What if we could target an individual on an
impression-by-impression basis ?
11. What is real time bidding ?
Real Time Bidding is a dynamic auction process where
each impression is bid for in real time versus a static
auction where the impressions are typically bundled in
groups.
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13. Demystifying real time bidding
Callout
T Impression shared
with bidders including
Impression info geo, ad slot, content
passed through and user parameters
Real-time
bidders Additional information
Agency is added: site vertical Publishers
+ buy side
and seller declared
data restrictions
Bid submitted
in real-time
Seller determines
whether site name or
cookies are made
available to bidders
Auction
Real-Time bids Offer to publisher
compete with all contains winner’s ad
other bids in the tag, winner’s second
auction price CPM, and
winner’s declarations
14. Google in this new display ecosystem
User
Sites
AD
Network User
adexchanges
Sites
User
platforms
DSP/RTB
AD
Advertiser Agency Network
User
Sites
AD
Network User
Sites
User
15. Real time bidding
Advantages
• Targeting individuals instead of inventory
• Cost efficiency
• Higher performance
• Greater granularity with targeting and
measurement
17. Dynamic creative optimization
Technologies that can tailor display creatives to user
profiles
Ads are dynamically assembled when a publisher page
loads according to user profile, media placement,
behavioral targeting or remarketing
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