Successful Programmatic Trading: Data!! lejo duivenvoorde country manager

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1 1 Successful Programmatic Trading: Data!! lejo duivenvoorde country manager

2 We were the first... Delta Projects Evolving technology for online advertising 2006 The 1st company in Sweden to execute a Retargeting Campaign Delta s going European Brings the 1st Ad Server to the Swedish market 2013 Currently the largest RTB buyer in the Nordics Founded in 2002 Delta Projects was founded in Stockholm by John Lilja. John is still the driving force of the company. He is head of development and a true visionary. The entire company is permeated with his drive to find the best way to utilize the full potentional of Internet and to create relevance to both advertisers and readers st Behavioral Targeting and Retargeting Technology in Sweden 2011 The 1st DSP & DMP in the Nordics

3 3 We are where you are Sweden Norway Denmark Netherlands Germany

4 What s our mission? We focus on finding your customers, not a website they might visit. It s about connecting the Advertiser with the right User. Better campaigns for the Advertiser, relevant content for the User.

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6 Delta Projects Evolving technology Delta for online Projects advertising Evolving technology for online advertising 6 There are millions of browsers out there!

7 7 These browsers are active on over websites each month!

8 Smaato Global RTB report Q1 2014

9 9 Data will identify your customers! Who? Select Target Group Retargeting Profiles/ Twins Demographics Location based Analysis How? Set buying strategy Frequency Optimization Time/ day Execution Where? Display Mobile Video Delivery Premium Brand Safe White list Open

10 Delta Projects Evolving technology for online advertising First-Party Data Party Second-Party Data Party Third-Party Data Party

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13 Blue Summit RTB Report 2014 Delta Projects Evolving technology for online advertising

14 14 Data Driven Marketing Visitors d Twins/ Retargeting Buyers Profiles Analytics Event-driven

15 Twins/Retargeting Visitors Dynamic creatives/ (optimize your offering) Start tracking the traffic on the website... d..analyse whos visting the site and who are actually buying.....advertise towards other surfers who display the same behaviour... Control your frequencies over different sites and media The ones who re buying your products Don t forget to add retargeting in your video pre-roll campaigns!!

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17 17 Delta Projects Evolving technology for online advertising Case Profiles/Twins The client wanted to compare the branding effect between Delta Projects and two other media investments (1 site and 1 ad network). The metrics used where: TOTAL ONLINE PERFORMANCE SCORE - MEDIA Cost measurement score Cost per inscreen Cost per click Cost per interaction Audience measurement score Share of audiance score Affinity score The total campaign was then evaluated on a combination of the cost and audience measurement score. Client: Emirates Media Agency: Starcom Campaign type: Profiles/Twins Market: Denmark Campaign period: 4 weeks Main objectives: Branding Network Site X Since Deltaprojects both had the best audience measurement score and cost measurement score, it comes out with the best total score.

18 18 Profiles Our profiles are built by looking at browsing behavior on over webistes that have been manully catagorized into 238 content categories. This is the basis for our 25 behavior profiles. No one else can match that! Our 25 profile categories Arts & Entertainment Autos & Vehicles Beauty & Fitness Books & Literature Business Games Health Hobbies & Leisure Home & Garden Internet & Telecom Jobs & Education Law & Government News OnlineCommunities People & Society Pets & Animals RealEstate Reference Science Shopping Sports Travel Pets & Animals With our profiles you can reach people interested in sports all over the Internet!!

19 19 Case - Opel Industry - Autos Inventory: Apps and mobile sites Campaign goal: ecpc 0,25 Result: ecpc 0,20 CTR: 0,32 % Reach: Client: Opel Media Agency: Aegis Campaign type: Profiles Market: Holland Campaign period: 4 weeks Main objectives: Response Creatives

20 20 This was our first programmatic branding campaign and apart from producing impressive results Delta Projects also provided a very good service with many valuable insights during the whole campaign period Michael Paluszkiewicz, Unitleiter Media, redblue Marketing Agency: redblue Marketing Client: redcoon Market: Germany Campaign: Display, large formats Goal: Branding & Awareness Tactic: Delta s Profile, Agof-Sitepool, PMP Period: November 2013 Solution: targeting user in high responsive and brand safe inventory and control frequency and price for the optimal effect Result: over 4,2 million Unique User over 5,4 million Impression average clickrate of 0,23 % average CPM of 2,34 4,2 Mio Unique User 0,23 CTR

21 21 Analytics Implement tracking at the website.....collect your visitors and customers... categorize & track them optimize your campaign!

22 22 Media Channels Your Ad Your Ad Display Mobile Video TV/Radio/ OOH/Print

23 23 Display Premium Brand Safe White List Big formats on large local publishers with high Brand Value National and international sites with high reach. White listed inventory a variety of national and international websites with comercial and non comercial content. ca 100 Websites ca 200 Websites over Websites Open All inventory available through all media channels. over 1 million Websites Twins - Identify your target customers! Profiles - Reach your audience! Retargeting Control frequency and eliminate waste Dynamic ads based on data/profile Don t forget that you can always handpick your media!!

24 Mobile Your Ad Twins - Identify your target customers! Profiles - Reach your audience! Retargeting Control frequency and eliminate waste Your Ad 30% of online traffic comes from mobile devices!

25 Delta Projects Evolving technology for online advertising Video Twins/Retargeting/Profiles! In video targeted advertising Content/Profile/Tgt-based Advertising Control frequency and eliminate waste Personalized Content!! Online video is rapidly replacing replacing TV TV as as the the #1 channel channel for for moving content content!! 25

26 let s get started!!! IAB report on Programmatic trading The Netherlands

27 please integrate your DMP and DSP, because.. Independent studies have shown there s anywhere from a 20% to 40% churn if you have different DSP and DMP vendor, he said. Demas also pointed out having a separate DMP and DSP provider keeps clients from collecting any information in advertising bids they lost. Bill Demas, Turn on January The Great DMP Debate

28 Hope to see you again soon! +31-(0)

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