Display Advertising Technology Tony Passey
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Display Advertising Technology
Tony Passey
What will we learn right now?1. Evolution of Display Advertising2. Retail, Ad Networks, Exchanges3. Logistics of Ad Serving4. How does retargeting work?5. What are some options for budgets
under $50K a month?
First: Who is Tony?Serial EntrepreneurCEO of Firetoss (formerly PoleVault)
Marketing ProfessorEccles School of BusinessU of U Graduate
The Old Way
The Digital Way
Display Landscape
Ad Networks• What is an Ad Network?– An Ad Network is a network of ad inventory
or display spots on a group of sites.– Typically the network has a specific focus
like sports or financial products.
Example: Dean Media – Chicago – They are an agency that secures ad buys on a variety of financial sites and sells the inventory to clients throughout the year.
Google Display Network (GDN)• Demand Side Platform (DSP) with
Real time bidding (RTB)– Adwords
• Supply Side Platform (SSP)– Adsense
• Network consists of MILLIONS of sites
Ad Exchanges
Facebook Exchange (FBX)• Facebook has so many
unused impressions that they went straight to their own exchange.
• Billions of impressions every day.
• Consumers are on Facebook more than any other site.
How Ads are served
Retargeting
Moment later you see Ads
Retargeting is Driven by Bids
• Images are pre-saved to an ad server• Once you are “seen” on the site, a bid
is automatically placed for you to see the retargeting and the ad is served when and where the criteria is met.
• Because the ad is specific to the user, most people will bid MORE. That is why the majority of ads you see are retargeting now.
Budgets under $50K a month
• Retargeting is a must!• Pixel Relationships– retargeting people that go to another
website but fit your profile– Typically trade or pay to place pixel
• Facebook– Custom Audiences
• You use other data you have to advertise against– 3rd party data and look alike campaign on
Facebbook
Continued• Display against your data– You need to have a large data set such as
email list or database of clients• 3rd party data– Your data gets matched to other “non-
customer” data• Data profiling on your site– Place tracking pixel– Multiply the data set against larger data sets– Advertise against that data
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