Knowledge sharing : Targeting in online advertising

Knowledge SharingTargeting in online advertising

Display advertising

Some facts to start with:

10% of our time we spend on searching websites, the other 90 % is spend on browsing.33 % of the marketing budget will be spent on Display ads in 2017

Story out of my life…

Direct Media : Display advertising 1.0.

Business: CoffeemachineLifestyle: Washing machine

Step 1: Captivating web experiences

PreferencesLanguageShopping basketLog-in information

First Party Cookies

First Party Cookies

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First Party Cookies

Step 2: Right Ads to the right people

PreferencesLanguageBasket valueLog-in information

Personalised content / Ads / Offers

PROMO !!

Anonymous profile

First Party Cookies

From anonymous to a real identification

Cookie ID

Client/prospectType of customerPurchase history

SearchesPagesVisits

Entry/Exit pointBounces

Products viewedTime of dayFrequency

Time on site…

Open quotesBisnode data

...

Client infoCookie ID

Existing case : NuonFirst Party Cookies

Existing case : NuonFirst Party Cookies

Direct Media : advertising via Ad networks

Context website + cookies

Ad network

Step 2: Right Ads to the right people

Personalised content / Ads / Offers

PROMO !!

Anonymous profile

based upon multiple website

behavior

Third Party Cookies

Third Party Cookies

=

Third Party Cookies

Programmatic advertising: Real-Time Bidding

Ad Exchange

DSP SSP

How Real Time Bidding works

Limitations of cookies

• Browser-specific• Cross-channel impossible• Some cookies don’t work on mobile• Doesn’t allow in-app advertisements

What’s next ?

ID targeting with Facebook, Twitter• Identification via Social Media• Based on ID’s rather then cookies • (Sign in with Facebook)• Device independent• Combining profile data with behavior data.

ID Targeting

Twitter ID

Facebook ID

First + Third party Cookies

personalized newsletter / offering by mail

Contact information

Making all the data useable for better targeting Thanks to DMP

Data Management Platform

First Party Cookies + Analytics

Third Party Cookie Data

360° view on customer data CRM

Ad exchange

Email Triggers

Ad Networks

Site/Landing pagesAggregated

Behavior data

Questions?