Smarter Advertising (Glenn Fishback)

#monetatesummit

Glenn Fishback, Head of Global Display Ebay Enterprise

Smarter AdvertisingTurn discovered segments into targeted ad buys

MOBILE

LOCAL

DATA

GLOBAL

By 2015, Display Media Spending Exceeds Search

By 2016, Mobile Ad Spending Exceeds Desktops/Laptops

Programmatic and Real Time Bidding (RTB) is the new emerging standard

Campaign Reach

Expert Targeting

CapabilitiesQuality

Inventory

Access to in-market shoppers

Data

ScienceTrue

Partnership

WHAT IT TAKES FOR A MARKETER TO WIN:

Targeting Data is the New Oil

BIG*DATA

PRIVACY

DATA*SCIENCE

ACTIONABLE*TARGETING*SEGMENTS

The Value of Data

User-Level Targeting

Key Takeaways• The “Right” person, context, message

– Leverage your own CRM data to activate your demand generation targeting.

– User level RTB targeting creates unique efficiencies. Each ad impression should be dynamically valued differently based on the true lifetime value of the user.

– Measure incrementality (file match, test/control)