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1 actionable big data. maximum roi. INCREASING YOUR ROI WHILE DIMINISHING WASTE

2 Why read this paper? While advertisers spend more than ever before in digital, many of them lack the transparency and control required to maximize their digital investments. As digital grows in importance, it becomes more vital for advertisers to bridge these gaps. While a survey of 300 network media agencies and international advertisers by BSBMedia and The Vision Networks, clearly demonstrates that digital is growing in importance, it also shows that advertisers: Remain uncertain of the ROI of digital only 35% of those surveyed believe that digital media is proved to provide ROI; and 40% of them indicated that they haven t found a good way to determine digital media ROI. Lack detailed insight on digital media budget allocation nearly twothirds, reported either no insight at all or only receiving high level reports from their agencies. Underestimate costs associated with fees and media arbitrage for most advertisers, digital advertising involves a complex collection of partners and middlemen, each taking a fee for their part in the process. A Boston Consulting Group estimated that digital campaigns often involve over 20 middlemen, each carrying their own fees and labor. Believe that transparency is key to minimizing waste 40% of advertisers believe that the most effective way to manage digital waste is to use a tool that improves transparency into their digital spend. 2

3 Advertisers Still Unsure Of Efficacy Of Digital As stated before, a large number of respondents have yet to find a good way to determine the ROI of digital media. And many advertisers lack the data they need to truly assess the value of digital media. While more sophisticated measurement methodologies have helped some advertisers better understand digital media s value, the majority lack even the basic cost details needed to quantify and optimize it. And only a third of those surveyed said they receive full transparency into the reporting of costs. Advertisers Underestimate The Full Costs Of Digital Media Many advertisers do not really grasp how much of their budget goes to non-working media. And these fees undermine the true calculation of ROI. These costs can easily add up and account for over half of an advertiser s budget. The types of fees that comprise this include: Agency fees which are transparent and allow the advertiser to assess the value of their agency s services Network arbitrage and trading desk fees ad networks purchase media publicly available on ad exchanges and resell the inventory to advertisers, often at a 40-60% markup. While some of the trading desks make their fees transparent, many do not. Data and other technology fees in addition to service fees or markedup media fees, advertisers may also incur other costs associated with the acquisition of audience data for optimization or the use of technologies like demand side platforms for campaign execution. 3

4 Transparency Means More Control The Adaptive Audience platform addresses the measurement struggles advertisers, agencies and publishers face in aligning key data and increasing marketing ROI. We provide you with more control over the data needed to make critical media selection, placement and creative decisions. Rather than limiting your measurement to just audience reached, you can now incorporate brand, behavioral and sales impact data as inputs into your optimization decisions. This new capability brings increased transparency to media planning and performance, enabling wellinformed changes in real time and ultimately brand and sales lifts the key drivers of marketing ROI. Adaptive Audience: Actionable Big Data. Maximized ROI. Adaptive Audience bridges the gap that exists between advertising technology and digital marketers. By integrating the industry s bestof-breed technologies in planning, analysis, buying, testing and data-driven multi-touch attribution into a highly targeted audiencedriven methodology, we help you increase digital ad efficiency, eliminate waste and produce maximum ROI. We address your marketing challenges with enterprise-wide solutions fortified by research and data-driven insights and technology. By leveraging leading edge proprietary and opensource technology, we provide a seamless, cohesive and integrated approach that delivers: significant increase in ROI across all digital platforms and media types; a single, user-controlled dashboard view of both the media marketplace and your customers; precision targeting across the entire digital landscape; and optimized results in every phase of the customer purchase cycle. 4

5 We re dedicated to ensuring that we engage your brand s audience on any channel, any time, in a programmatic fashion. We provide a suite of upper funnel solutions that offer compelling rich media, brand research, and premium inventory across mobile, video and display channels. And we leverage the information you have aggregated about your offline customers to further engage them online with display, video, social and search advertising. Our proprietary data management platform collects and syncs your customers first-party data with third-party data segments for audience insights, verification and analysis. What really sets us apart is our data-driven, real-time bidding technology coupled with our analyst and trader optimization that ensure you get the most from your ad spend. All of our traders and analysts are platform experts who source real-time, auction-based media to exercise full control over the buying process. All of this adds up to a comprehensive solution that integrates data from online and offline initiatives into a single platform so you have the real-time actionable insights, audience segmentation and media activation you need to make informed decisions fast. 5

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