La Dirección hacia el Programmatic: La Automación en la Publicidad

Transcripción

1 Leading the Automation of Advertising La Dirección hacia el Programmatic: La Automación en la Publicidad Patrizio Zanatta, Managing

2 Automatizar la Compra & Venta de la Publicidad

3 Una Empresa Global Comscore 100 Publishers (UK) Nielsen 250 (France) 50% Comscore 500 (USA) 59% 42% Approximately 800MM Users Globally 54% Audiweb 50 (Italy) 45% Comscore 100 (Australia) Note: Market shares exclude publishers without advertising Los Angeles San Francisco Seattle Chicago New York Paris Hamburg Berlin London Milan Tokyo Singapore Sydney Miami Sao Paulo 3

4 Un año especial para Rubicon Project Una Plataforma Unificada + +88% Two key acquisitions

5 Leading the Automation of Advertising Como la Automación está cambiando el Mundo?

6 Financia, Viajes y Tintorerias?

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8 Antes Después

9 Antés Después

10 Antes Después

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12 Desde Uber hasta Airbnb, el Efecto de las Plataformas Tecnologica Scale Connectivity Liquidity Growth Improved UX

13 Porqué la industria Digital necesita Automacion? S E L L E R Source: internal and customer data SPREADSHEET PHONE Reserved media sales take 40 steps to complete that s 40 opportunities for something to go wrong. B U Y E R

14 Una Pregunta Cuál tecnología gestiona el 80% de la compra digital?

15 Excel!

16 Nuestra Industria se basa sobre Excel y s SELLERS Call potential buyers Setup meeting Check inventory avails Negotiate price Fax insertion order Receive campaign flight in excel Receive ad creatives Setup campaign in ad server Test campaign Get adjustments from buyer Adjust campaign settings Send invoices Reconcile adjustments Follow up on collections Repeat BUYERS Research sites to buy Call the seller Setup meeting Assess opportunity Negotiate price Fax insertion order Create campaign flight in excel excel file & creatives Test campaign Login to get reports Adjust campaign settings Receive invoice Reconcile adjustments Send check Repeat

17 42 Pasajes Ineficientes

18 1960 1Ad por Familia de 5 personas Device Mismo Mensaje Entregado a Milliones de Personas Planificado Meses De Antemano 18

19 hoy en día 5Ads por Familia de 5 personas Devices Ads targetizados por Individuo Entregados en TIEMPO-REAL 19

20 LOS ANUNCIANTES QUIEREN USUARIOS EN TIEMPO REAL 80ms

21 Un Mercado Muy Complexo 40B+ paginas Web Fortune 500 Advertisers 2.6B Usuarios Internet Globál 1.4B smartphones 4.7 trillion + impressions al año (US) Inventario vence en ~ 80 millisegundos $50B + display ad spend al año (Global) Agency Trading Desks DSPs Ad Networks Self Serve Advertisers Agencies 268M tablets Otros Advertisers 1M +

22 Otra Pregunta Qué pasaria si se podría comprar publicidad tan fácil como reservar un vuelo o comprar acciones?

23 Mecánica Subasta RTB 300 Decisiones por Transaccion 100s de Bidders User Visits Website or Application Finance Ad 6. Place Winning Ad on Website SELLER 1. Identify User and Impression Data Allowed Buyer? HISTORICAL AND REAL-TIME DATA 4. Check Selling & Quality Rules No 2. Price the Impression 3. Run Real- Time Unified Auction Buyers Sync to RP User Data BUYERS Cloud Sends Bid Requests Direct Order $1.67 Direct Order $9.20 Real Time Bid $2.15 Static Bid $0.85 Advertiser 7 Agency 2 DSP 8 Ad Network 3 Medical Ad News Ad Auto Ad Travel Ad Tiempo Trascurrido: 80ms (2.5 Million Times/Second) Ad Quality? Block List? Price Floor? All OK Competitive Ad Blocked Travel Ad Blocked 5. Scan for Malware & Security Real Time Bid $5.89 DSP 4 Finance Ad

24 RTB 1.0: Automación en Adversing hasta al 2012 CPM Premium Guaranteed RTB Networks Non-Guaranteed

25 Non-Guaranteed Guaranteed RTB 2.0: Mercados Privados Premium Premium Privado Preferred/Audience Private Marketplaces Real-Time bidding Networks

26 RTB 3.0: Programmatic Guranteed 26 Audience/ Inventory Representative ecpms Home Page Takeover Reserved Order Automation $ st Data/ Sports/ 34-40/Male Category/S ports ATF ROS ATF/ BTF Direct Order Automation with Data Layer Direct Order Automation & Preferred Price Floors Auctions $12 - $6 $6 - $3 $4 - $2

27 Posibilidades con la Automatización Gestión de la audiencia Optimización holística Disponibilidad y velocidad Datos 1st party

28 Leading the Automation of Advertising El Mercado

29 Procter & Gamble wants to buy 70% to 75% of its U.S. digital media programmatically by the end of this year, according to people briefed on the company's plans. -AdAge, June 4, 2014 "American Express would like to transform their Display Media Channel to become 100% programmatic, the document said. American Express spent $128.5 million on online display ads in 2013, making it the ninth-largest online display advertiser in the U.S. - AdAge, May 6, 2014

30 "Digital buying of media is done by machines, as if you're standing on the floor of the NASDAQ as opposed to traditional media shop. I hold the long-term belief that eventually traditional media, or a lot of traditional media, will get purchased that way. John Wren, Omnicom CEO Speaking in July 2013

31 LATAM Programmatic Display Market (IDC 2015) $M

32 La Automación crece en todo el mundo

33 Automación en LATAM

34 Trends

35 APEX

36 Gigantes Digitales

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39 Automación está llegando a todos los medios: Radio

40 Automación está llegando a todos los medios: TV

41 Automación está llegando a todos los medios: Print

42 Automación está llegando a todos los medios: Outdoor

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44 Como Evoluciona la Automación AUTOMATION (FINANCE) (TRAVEL) (RETAIL) (ADVERTISING) High Value Inventory $$$$ PREMIUM ORDERS Mid Market $$ Low Value Inventory $ REMNANT AUCTIONS

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46 Leading the Automation of Advertising Muchas Gracias!