May 13, 2015
How Direct Can You Be? Increasing sophistication of the
response generation
Dora Michail
Senior Manager, DR Marketplace Management & Data
Strategy EMEA
Start with the
top of the
funnel
Why use DR? Example of a campaign
Travel
Registration & Interest Data
1
Harness user
intent data
Specific insight as
they traverse the
Yahoo! DR network
Why use DR? Example of a campaign
Flights
to NY
User Journey & User Intent
Data
2
1 Start with the top of the funnel Registration & Interest Data Travel
Why use DR? Example of a campaign
Brand
interest
Advertiser Data
1 Start with the top of the funnel Registration & Interest Data Travel
2 Harness user intent data User Journey & User Intent Data Flights to NY
Re-targeting to
‘close’
Specific insight as
they traverse the
Y! DR network
3
Re-targeting
It’s a complex market....
DSP DMP
SSP
RTB
TPAS
AMP
ATD
SRT
DRMP
As an industry,
we thrive on hype…
But...
… the core principles
of Direct Response
remain the same.
Reach
Data
People
Target audience
DR
Technology
Size matters
But so does data....
Significant uplift in
conversions using
additional data to
drive targeting
Co
nve
rsio
n
150%
Uplift
240%
Uplift
Using ad
re-targeting
RON Interest Data Advertiser Data Intent Data
CASE STUDY
Campaign uplift using
Yahoo! Direct Response vs
untargeted run-of-network (RON)
Intent data:
Search retargeting from
Yahoo! and Partners
Interest data: Contextual
KW scraping
Demographic
Targeting
Registration –
declared interests
Behavioural
Targeting
Price comparison
sites
Lookalike
modeling
Classified pages
AD SERVING &
OPTIMIZATION
ALGORITHM
EXCLUSIVE &
NON-EXCLUSIVE
INVENTORY & DATA Real Time Bidding
on Targeted Supply
Real Time
Bidding on
Targeted Supply Demographic &
Behavioural
Targeting
Predictive
Campaign
Optimization
And you need the machinery....
Global
Frequency
Management
...to address the whole funnel
11/14/2011 13 Yahoo! Presentation, Confidential
! Critical to address the whole funnel
Scalable performance advertising:
Interest
Target users with the right demographics and interests.
SOLD
Intent
Overlays intent data, cherry-picking those ready to buy.
Decision Intensify once key buying
signal has been given, retarget with the right
message and frequency
Man Machine
Combining…
100+ data providers,
including Yahoo! 6,000+ data segments
The Challenge
Create something unique and
unduplicated for advertisers…
Combining…
1
2
3
First party data, e.g. advertiser retargeting pixels
Proprietary demographic and behavioral data
Third party data
Reach
Relevant audiences at scale
Engage
Users as individuals
A machine learning based
methodology to combine multiple
sources of data into unduplicated and
unique audiences.
Each Pre-Targeting segment is a
group of users that have similar
online interests and a distinct
propensity to buy certain products
(e.g. travel, telco…).
This propensity to purchase is the
first of the many targeting tools
Yahoo! DR uses
Typical data management
Target for Auto and
Finance
Target for Telco and
Dating
Generic
Interest data
Finance
data Autos
data Offline Data
Demo Data Auto
data
Interest
data
Travel
data
Forum
data Finance
data
Gaming
data
Super
Segment
Super
Segment
Pre-Targeting Segments
Advertisers have plenty of options,
so differentiation matters.
Email: [email protected] Phone: 020 7131 1904