With the holiday season around the corner, be one step ahead and plan your Retargeting and Branding campaigns NOW. If you struggle with display, RTB, and/or believe that the Google Display Network is all you need for display, we will shatter those notions and arm you with powerful tools GDN does not want you knowing about. What's your strategy and why? We will help unlock the answers to those everpresent questions. Check out Maria Coletta presentation, Acquisio Trading Desk Manager, on as she will discuss how, when and why to use Retargeting strategies to maximize quality conversions and ROAS. She will also speak about when and why to use New User Prospecting strategies with effectiveness and success. You will learn: - Defining key prospecting and retargeting strategies - When to specifically use Prospecting and Retargeting strategies successfully - How to manage and optimize retargeting campaigns to exceed your CPA and ROAS goals

1. Retargeting & Prospecting:
What’s your strategy for the Holiday
Season?
Retargeting & Prospecting

2. Webinar Housekeeping
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• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at
any time
• The slide will be made available by email
• The webinar is recorded and will be made
available by email

3. Speaker
Maria Coletta
Acquisio Trading Desk Manager
• Seasoned display expert with over 12 years
experience in the display
• Thought leader with a poised and dynamic presence
who inspires a passion and excitement for all that is
display.
• Expertise lies within the Real Time Bidding space,
navigating new users and experts alike through the
sometimes challenging waters of branding and
retargeting strategies.
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4. Digital Advertising Trends
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5. Digital Advertising Trends – Spending Forecast
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6. Ad Exchange Accessibility
ATD Accesses All the Major Ad Exchanges Under One Centralized Reporting System
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7. When to Use Prospecting Strategies
• When a Campaign’s Goal is to Create Brand Awareness
• When a Client’s Site has fewer than 20,000 Estimated Uniques per
month. Prospecting New Users helps build the Retargeting Pool via
Targeted Traffic
• When Client’s KPI’s focus mainly on CTR and eCPC, Branding is a
Key Element
• When a Campaign’s Measurement is CPM focused
• When a Campaign Requires a plethora of Clicks to the Site
• When a Campaign Requires very Specific Audiences ie: Targeting
HHI, Age, Gender, Edu, etc.
• When a Campaign Requires a Specific Site/White List
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8. ATD New Prospecting Strategies
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•Crawlers scan the content of sites and based on relevant keywords and/or customizable
categories, displays ads on the sites that are a fit. This is a Page-level keyword and contextual
strategy
Contextual &
Keyword Targeting
• Matching the client’s keyword with a user searching for that same term via all search engines
Keyword Search
Targeting
•Running Pre-Mid or Post-Roll Video on Targeted Sites with Video Video Completion Rates Visibility
•Displaying ads to users who appear on specific verticals ie: Fashion, Education, Automotive etc
Channel/Vertical
Targeting
•Outlook users migrated from Hotmail & view ads while on their Outlook Webmail. Exclusive
inventory that allows only one advertiser on page & garners strong CTR's. Yahoo allows larger
300x600 ads and tends to yield higher CTR
Outlook & Yahoo
Targeting
•The Look-Alike Modeling strategy uses the DMP to ID the most valuable first-party data traffic
and matches the DMP data to the first-party data. Need at least 50K Cookies for this strategy to
be viable
Look-A-Like
Modeling
•The algorithm selects data segments with a high likelihood of driving campaign performance &
automatically adjusts audiences as the campaign progresses. The Algos deactivate/activate
underperforming & higher performing segments. CTR goals can average 3-6x improvement
Predictive Audience
•IP and Zip Code Targeting to connect with users in specific IP and/or Zip Code areas. Targets
can be supplied by client or created by ATD based on Campaign Demo
IP & Zip Code
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9. When To Use Retargeting Strategies:
• When a client’s site has in excess of at least 20,000 estimated Unique Visitors
per Month. ATD requires a robust cookie pool in order to achieve successful
Retargeting campaign results. Only 7-10% of the Uniques can be used toward a
Monthly Retargeting budget
• Performance Driven Campaigns demanding specific CPA and ROAS Goals
• CPM, CPC & CTR Rates take on less importance as Conversions and Revenue
drive the KPIs. Retargeting strategies force higher CPM's and CPC's and tend to
draw a lower CTR, mainly because we are forced to bid higher on limited
retargeted cookies
• No focus on the Geo as we only want to capture users who have shown intent
when they initially visited the client’s site
• Retargeting can also be used as a Branding Strategy as users are delivered
multiple retargeting ads, ensuring that the Brand is top of mind
• Retargeting is key for Cross-Selling campaigns
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10. ATD Leverages All Major Retargeting Strategies
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• Retarget Users anywhere on the internet. ATD has access to all the
exchanges and can thereby cast a very large net in order to reach your
valued customer.
Site Wide Retargeting
• Retargets users while they appear on their Outlook/Yahoo Webmail.
Outlook is a highly coveted group as they migrated as previous Hotmail
users. Yahoo uses a larger ad unit 300x600
Outlook & Yahoo
Retargeting
• Retargets users while on their Facebook page. The ad will appear on
the RHR and/or Newsfeed sections of FB
FBX RHR (Right Hand
Rail) and Newsfeed
Retargeting
• Retargets users while they appear on the You Tube. The use of Video
and Free Companion Ads for this strategy
You Tube Retargeting
• Connecting client’s CRM data to Liveramp’s massive database,
matching email addresses, physical addresses, etc to first party data.
No emails need to be deployed via this method
Live Ramp Email
Retargeting
• Retargets users via their IP address. Connect with all family members
across all devices. Ie: Tablet, Smartphone, Laptop, etc
Household Extension
Retargeting
• Specifically retarget users who didn’t fully complete the conversion
funnel. One of the most effective performance driven strategies
Shop Cart Abandoner
Retargeting

11. The Data Alliance & FBX
Just recently, Data Alliance agreed to change its price model from CPM to Revenue Share in order to accelerate 3rd party
data performance. Data Alliance is used to successfully grow Client’s Limited Cookie Pool as ATD couples it with
inexpensive FBX Inventory – This Successful Strategy is unique to ATD as the Data Alliance exclusively sells on a Rev
Share Price Model through ATD alone.
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o In the past, layering 3rd party audience data on top of FBX CPMs was too costly
o FBX CPMs are typically between $0.20 - $1, and 3rd Party Audience Targeting can add another $1-
$3, hurting efficiency
o The Data Alliance revolutionized 3rd Party Audience Pricing by charging a % of CPM, instead of a
flat fee
Example Campaign Targeting Females:
Data Alliance: Fee of 12% For Targeting Females
 On FBX, if the CPM is $0.30, the additional cost for Data Alliance is only 12%,
or $0.03, making your total CPM cost about $0.33
 Compare this to typical 3rd party data pricing where targeting Females costs a
flat $0.75. $0.75 for data + $0.30 CPM fee = $1.05 (3X higher than
targeting with The Data Alliance)

12. Outlook New User Prospecting Strategy
• Outlook Offers Two creative sizes:
• 100x72, static only, <40kb
• 160x600, static only, <40kb
• Only ONE advertisement per page and ATD has exclusive access to this CTR Driven Strategy!
Example of Outlook 100x72 Ad Format:
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13. FBX Newsfeed & Right Hand Rail New Ad Format
The Facebook Exchange has recently introduced new ad sizes featuring the same ad unit dimensions for both
RHR and Newsfeed section. The 1200x627 will accommodate both sections yet the RHR will be reduced in
size on the page.
FBX has also increased the Frequency cap to 2/24 from the previously set 1/24 and additionally, if a user ‘likes’ the
a Newsfeed or Advertiser page, ATD is able to serve that user 4 ads within a 24 hour period, allowing for more
targeted volume
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14. ATD Contextual & Keyword Targeting
Enhance Fancy Feast Contextual Targeting with Keyword and Contextual Page-Level Targeting Technology. Create
Custom Semantic Categories with lists of Keywords & Phrases and Leveraging Existing Categories.
Example Custom Keywords:
• Cat Food
• Cat
• Fancy Feast
Existing Categories:
• Pet Lovers
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15. ATD Keyword Search Targeting
Target Users who have Searched for Relevant Keywords using Custom Search Targeting Data
These keywords are NOT Page-Level but were initiated by the user via their Search Query Box
Example Search Keywords:
• Cat Food
• Cat
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Example: Fancy Feast

16. What Is Predictive How?
Audience and Look
Alike Modeling?
Predictive Audience Targeting
applies algorithmic learning to 3rd
party data to build an audience
comprised of users who matter
for achieving an ad group’s
configured goals
The Targeting Algorithm uses Pixels (Retargeting or
Conversion) placed on an advertiser’s site and Utilizes
Look-alike Modeling to find 3rd party data Segments to
Build Audience comprised of High-Value Users
Data Pool Filter
The algorithm also deactivates underperforming segments and
constantly adjusts the predicted model to reach the most
valuable audience
Added to Targeting
Discarded

17. LiveRamp Data Onboarding
Send your Data Securely to
LiveRamp. No Set Up Fee.
Email Data Matched to Live
Ramp’s User Name Database
LiveRamp matches data to
Online Browsers. Only Pay for
the Data that Matches with
LiveRamp 1st Party Data
LiveRamp Syncs your Data
Directly to ATD. Cost of CPM
added as Revenue Share
Percentage.
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Email Address LifetimeValue Purchased in last 6months
alex@gmail.com 123 Main St. $2,000 No
anne@gmail.com 1757 Elm St. $30,000 No
joe@hotmail.com 667 Mission St. $500 Yes
lisa@hotmail.com 20 Maiden Ln. $1500 No
gina@gmail.com 375 George St. $20,000 Yes
mark@gmail.com 598 Howard St. $100,000 Yes
THE PROBLEM:
Marketing organizations today have a wealth of transactional and CRM data tied to email and postal addresses. But this data is
siloed from their online marketing initiatives and can only be used to personalize email and direct mail campaigns
THE SOLUTION:

18. ATD Offers Access to a Large Video Footprint
• A Single Video Ad Network is not enough. Don’t limit your
video campaigns to one slice of the universe
• Video networks are also taking large, non-transparent fees
• From public financial statements
• Tremor: 41% average fee
• TubeMogul: 72% average fee
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19. Advanced Video RTB Reporting
ATD Provides In-Depth Video Engagement Metrics, like Video starts,
Quartile Completions and Completion Rates
• View performance for
video and display in one
single report
• Same granularity as
display reporting, which
is more detailed than any
other DSP
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20. Targeting 1st Party Audiences across ALL Household Devices By Leveraging IP Targeting.
Reach Same User Across All Devices in Conjunction with Targeting All Members of Household Across All Devices
Wife visits website to look for
promotions and gets retargeted
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Ad also reaches
husband on laptop
Ad reaches daughter
(influencer) on phone
Ad reaches
grandmother
(influencer) on tablet
Household Extension Retargeting

21. ATD High Definition (HD) Reporting
ATD Boasts the Most Comprehensive Display Reporting in the Industry through its High
Definition (HD) Report
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22. High Definition Reporting Granularity
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•Great for viewing general stats by day and by ad group/campaign
1. Ad Group
Performance
•For viewing video 2. Video stat performance by creative
3. Frequency •For viewing performance across frequency. Great for click based optimization campaigns
4. Ad Format •For viewing performance across ad format
5. Creative •For viewing performance by creative. Pull in ad format to help organize
6. Fold •For viewing performance by fold placement, Above/Below Fold
7. Site - Category • If running on a whitelist or running contextual targeting, see performance for every site on this tab
8. Site •Go here for any site optimizations – Blacklisting sites that are not performing
9. Supply Vendor •For viewing performance by supply vendor
10. Time of Day •Reporting in the user’s time of day – really powerful for optimizing and story telling
11. Day of Week •Reporting in the user’s day of week – look at performance of weekends against weekdays
12. Browser •Performance by browser – pull in device type or operating system
13. Device Type •Performance by device type – pull in browser or operating system
•Really powerful tab for optimizing retargeting ad groups as we increase/lower bids on specific
cookies
14. Recency
15. Data Elements •Reporting at the data element level inside of an audience. Really great for BT campaigns!
16. Language •For viewing performance across the languages used in the browser

23. How ATD Uniquely Optimizes Retargeting Campaigns
Building Customizable Recency
Schedules
Bidding higher/lower for
recent/older prospects
Recency Flexibility
Recency capping: Avoid displaying
ads to users 30+ days after they
visit your website
Frequency Capping
Controls how many Retargeted
Impressions are being delivered to
the User in a Specific Time Period
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24. Display Viewability, Brand Safety and
Suspicious Activity
• Despite growing measures toward ensuring RTB quality traffic, the universe is so vast that it’s sometimes risky to only
run with a Global Block List.
• The Global Block List is updated by continually removing any offending IP Addresses or URL’s, yet when your Brand’s
reputation is on the line, it is highly recommend to incorporate additional premium traffic filter measures including Brand
Safety Features, Viewability and Suspicious Activity.
New Brand Safety Features does not allow any
Adult, Alcohol, Drug, Hate Speech, Illegal
Download or Offensive Language Content to come
into contact with your client’s Brand
Viewability targets the Top 10-75% of Impressions
most likely to be viewed for the longest time
Suspicious Activity Blocks Very High Risk sites
above and beyond the ATD’s daily updated Block
Lists which are already in place.
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25. Cross Channel Attribution, from Branding to DR
Mercedes + agency target new dads
looking for safe sedans
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Dad sees video ad on TopGear online
episode
Visits Mercedes site,
looks at safety pages
Retargeted with display ad
listing safety features on FBX and
YahooMail
2 weeks later, targeted with display
ad for local dealer & pricing info on
phone
Targeted with 3 more video ads
about Mercedes racing
Visits dealer for test drive and gives
email. Email is mapped to cookie
LiveRamp.
Target audience is converted:
Dad purchases
1 2 3 4
5 6 7 8

26. How ATD Differs From Its Competitors
ATD is a Direct
Publisher
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ATD is NOT an Ad Network. When you're not dealing direct, you will likely incur
additional 'middleman' fees. ATD has access to a large digital marketing footprint as it
connects with all the major ad exchanges including the Facebook Exchange
ATD is
Frequency
Transparent
ATD is unique in its ability to optimize Frequency. We are not a black box outfit, but one
that is transparent and sets realistic frequency caps. Black box frequency capping can
easily result in ad fatigue or worse, user annoyance!
ATD’s Unique
Recency Data
Recency is data uniquely reflected in our reporting. We can bid on cookies that are more
valuable as they convert and lower bid multipliers on those that don’t. This decreases
CPA and increases performance as we maximize budget potential
ATD’s High
Definition
Reporting
ATD HD reports are the most comprehensive in the industry with over 16 tabs of data.
The data is used to optimize campaigns on a granular level and includes Ad Group,
Frequency, Site Vertical, Site List, Creative, Fold, Exchange, Time of Day, Day of Week,
etc
ATD Offers a 48 HR
OutClause & Low
Commitment IO’s
ATD is confident in showing results pretty quickly. Media Buyers are very attracted by this
low risk element. ATD can work on a month to month basis and doesn’t require a large
dedicated spend. Retargeting Only = $5k/Mth and Channel + Retargeting = $10k/Mth
ATD’s Unique
Data Alliance
Rev Share
Model
ATD uniquely offers Data Alliance 3rd Party Data on a Revenue Share basis. The CPM
drops from $5-6 down to below $1-$1.50 CPM, greatly increasing the odds of
successful performance. DA also allows the growing of small cookie pools without
solely relying on New User Prospecting

27. Special Offers for Webinar Attendees
Offers - would you be interested in:
1. Scheduling a discovery call with the ATD team
2. Receiving more information about Acquisio Trading Desk
3. All of the Above
4. None of the Above
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28. Live Q&A
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