GROWTH: DIGITAL
MARKETING | DISPLAY

Audiences

DMP
Opportunities

look-a-like
audiences

derived 3rd party audiences
based on 1st party data

scalability

3rd party
audiences

intent data
marketplace

most scalable but
less valuable

1st party data
audiences

MVP
customers

win-back
customers

most valuable
but scarce

2nd party
data audiences

1st party data
of other brands

Measurement

in-store attribution

Placed

financial
transparency/
fraud

P&G

P&G isn’t going to give digital a free pass anymore.P&G doesn’t want to buy fraudulent ads anymore. After a White Ops audit turned up fraud, the company realized that the criminals were better than P&G would ever be.That led to a new demand: “Any entity touching digital media must get TAG-certified during 2017 to help ensure they are free from fraud,” Pritchard said.Its agencies, ad tech partners and publishers must enable viewability and third-party measurement and root out fraud. Contracts must be transparent.

Tag Certified

ad.txt

provides
transparency

viewability

3rd party
verification

Ad Science

Moat

Moat Analytics

DoubleVerify

ActiveView
Metrics

Youtube|Adwords

Google POV

guaranteed

MRC
Viewability
Standard

cross-channel
attribution

visualIQ

offline attribution
for CPG companies

NCS

Opportunities

Header bidding

Server side - header bidding
next big thing

opportunity to get the best
quality inventory via programmatic

how to find
publishers offering
Header Bidding

chrome
extension

Insights

Leverage DMP, DCO,
DSP, AdServer together

Programmatic
in Email

Opportunity

Newsletters

Scale

Deterministic
CustomerID

Highly Engaged
Audience

Brand safe
Fraud free
environment

high quality
content and
experience

LiveIntent

DSPs

Google

MediaMath

AppNexus

DataXu

Market Stats
2017 report by IAB

Grow with
Google

Training

Ad Experiences

Creatives

Dynamic
Creative Optimization

Studio
by Google

Google
Web Designer

HTML5
banners

Ad Creative
Cloud by Adobe

IAB

Best Practices

Google
Rich Media
Gallery

Desigual
Banner

Nespresso

Best Practices

Lacoste

AdTech

Players

Google
Marketing
Platform

Display &
Video 360

Display & Video 360 brings together features from our display advertising products: DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center. Display & Video 360 allows you to execute ad campaigns end-to-end in one place, creating efficiency in how you work and helping your teams do more together.

Livestream

Amazon

Programmatic
Buying

how to dominate
in 2019

Oath

Media

AOL

HufPost

Programmatic
Partners

Samsung
Bixby Home

Oath Ad
Platforms Native

Ad Experiences

Augmented reality (AR)
mobile ad unit

Pottery Barn

Oath recently developed an augmented reality (AR) mobile ad unit available through our native marketplace. Pottery Barn used the ad in a recent campaign to help create a seamless path from inspiration to purchase, allowing users to view a variety of home furnishings within their actual home environment. The experience drove an average time spent of 2.4 minutes within the ad, as well as an 8.9 percent clickthrough rate.

5 trends
in AdTech

New emerging
channels

quality CTV

audio

out-of-home inventory

AppNexus

ATT

Media

HBO

MediaMath

Google
Ad Manager

DoubleClick
for Publishers

DoubleClick
Ad Exchange

Google Display
Ad Planner

Microsoft
LinkedIn

Ad Serving Stack

header
bidding

Header bidding is a new, unified auction conducted by publishers outside of their primary ad server, which allows advertisers to cherry-pick impressions at the highest priority using programmatic ad platforms.

programmatic way
for premium inventory

highest priority

most expensive

integrate with DSPs

how to find
Publishers

WashPost

Zeus
Performance

header-bidding
wrapper
ad-rendering engine

benefits

page
performance

ad
viewability

direct
orders

insertion
orders

example:
Pepsi taking over
all ESPN page

For example, Pepsi might negotiate a homepage takeover on ESPN.com, where the whole site would appear Pepsi-branded. This type of campaign would be executed using direct ad serving technology, and would generally appeal to a large brand that wants to promote a new product to a specific target audience, by proxy of a relevant publisher.

Ad Serving
Priority

Guaranteed
Inventory

Custom
Creative

programmatic
direct

40% of all
programmatic

Automated
Process

Better
targeting

Guaranteed
inventory

higher CPM
(fixed)

Ad serving
priority

still happening
in Publisher's
ad server

isolated
platforms

video

mobile

attribution
challenge

frequency
capping
issue

private
marketplaces

28%

advantages

fixed CPM

premium inventory

first look

non-guaranteed

integrated buying

same reporting
as RTB

advanced
targeting

private auction

multiple bidders
invite only

preferred deal

single buyer

RTBs

characteristics

unsold
inventory

lowest
priority

eCPM based

non-guaranteed
inventory

cheaper and
available to everyone

complete
automation

data-driven
targeting

Challenges

viewability

3rd party
verification

Ad Science

Moat

Moat Analytics

DoubleVerify

ActiveView
Metrics

Youtube|Adwords

Google POV

guaranteed

MRC
Viewability
Standard

quality of
ad inventory

session depth
is not visible via DSPs

use DSPs w/
header bidding
capability

financial
transparency/
fraud

P&G

Tag Certified

ad.txt

provides
transparency

brand safety

render rates

Ads aren't
serving?

low render
rates in mobile

GROWTH: DIGITAL MARKETING | DISPLAY

Audiences

Measurement

Opportunities

Ad Experiences

AdTech

Challenges

GROWTH: DIGITAL
MARKETING | DISPLAY