You’ve heard the terms RTB, DSP, SSP, AMP, and DCO. It’s a mouthful of digital alphabet soup. But it doesn’t have to be. Go into the kitchen with PointRoll’s SVP of Strategy Cat Spurway-Hepler during this 30 minute webinar to get the recipe for success using the latest digital “ingredients” to find, target, and serve the best creative to your target audience.

1. AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ in the New Media Marketplace Cat Spurway-HeplerSVP Strategy & Marketing, PointRollcspurway@pointroll.com #DigitalSoup

2. Let’s get interactive… Ask Questions! Follow @PointRoll Tweet along! #DigitalSoup

3. AMP, DCO, RTB...Oh, My! Digital Marketing’s Alphabet Soup and ‘Winning’ inthe New Media Marketplace What we’ll cover: Key Concepts and Terms to Know The Landscape: Putting it All Together Where PointRoll Fits and Early Data on Effectiveness #DigitalSoup

4. Key Concept to New Media Models

6. Sites, Exchanges, Networks

7. Display, Mobile, Video

8. Standard or Rich Media

9. Maximize Yield/$$

10. Audience

11. Advertisers/Agencies

12. Digital Ad Campaigns – Display, Mobile, Video

13. Automated, Targeted, Auto-Optimized

15. CHEAPMEDIA

16. ‘Winning’ = Value

17. Key Terms in the New Media Marketplace

19. RTB: Real Time Bidding Demographics Geo What you need to know: A lot like trading Each ad impression is sold off to the highest bidder in real-time, as a user’s browser loads an ad unit Ad buyers can be more selective and specific about which ad impressions they want to buy For publishers, the promise is higher CPMs and “Yield Optimization” No longer just remnant AND MORE! Behavior Interest #DigitalSoup

22. Ad Exchanges function much like an SSP

23. Optimize the price of available audience/inventory, get the best CPM for each impression; selling inventory via RTB to the highest bidder

24. Rate is driven by potential audience; premium content that attracts desirable viewers can generate higher rates

25. SSPs coordinate online consumer tracking across their inventory with demand-side platforms through cookie-synching; enables targeting/retargeting#DigitalSoup

27. DSP: Demand Side Platform What you need to know A "demand-side" platform is a dashboard/technology for ad buying, including real-time bidding Audience is key Includes targeting, optimization and reporting capabilities designed to provide greater control over pricing, targeting, and campaign management Eliminate some inefficiencies of traditional buying via automation and advanced analytics About optimizing and driving value out of every impression Win-win relationship based on how the advertiser/agency value the impression #DigitalSoup

29. AMP & DMP: Audience/Data Management Platform What you need to know Gathering, managing and leveraging first and third party data Creating audience data pools and segments, micro-segments Site buy using that publishers data singularly; with each campaign you are starting back at square 1 Data stays “alive” and evolves with each campaign AMP/DMP allows you to find your audience across publishers and continue learning about your audience with each campaign and ad served #DigitalSoup

31. Campaigns perform

32. Limits cross-site reporting; no sharing of data across pubs

33. Lose track of user

34. Frequency layers make it more difficult to:

35. Message and control across devices

37. You own the data and can leverage across campaigns, publishers and providers

38. Central Reporting

39. Longer term strategy

41. DCO: Dynamic Creative Optimization What you need to know Delivering the right ad to the right user at the right time Each impression’s creative/message needs to be relevantto each audience segment No point in having dataavailable and not tailoringthe message Can deliver and optimize creative based: Audience Media performance Interactivity/action Key metric/performance Ad serving/sequencing

42. The Landscape: Bringing It All Together

45. Extension of the agency/part of the holding company focused on more effective, efficient buying and optimization

46. Take advantage of the “open” RTB marketplace

47. Proprietary interface; amass and analyze data, spending, campaign management may even have a DMP/AMP or DSP as part of Trading Desk platform

48. Provide a service layer; understand the landscape, third party data, algorithms, and analysis, create strategies and buy

50. Where Does PointRoll Fit? AMP/DMP Data Providers Agencies / Advertisers (Demand) Publishers (Supply) Ad Exchanges DSPs SSPs R T B Audience/ Pay What Imp is Worth Manage Yield/ Monetize Inventory Trading Desks Standard, Rich Media Ad-Serving and Dynamic Creative Optimization

52. Advanced flash

53. Interactive non-expandables

54. Interactive expandables

56. Photo galleries

57. Hot spotting

59. Winning in the New Media Marketplace New media marketplace is about value; don’t think of it as cheap media Doesn’t eliminate publisher direct buying, or other methods of reach Data strengthens your campaign – creative and performance Right Message, Right User, Right Time, at the Right Price Keys for advertisers/agencies: Delivery at scale Automation, efficiencies Verification Optimization Reporting Performance and enhanced ROI #DigitalSoup

60. Distribution Audience Creative The Big Picture – 5 Key Ingredients to Digital Success Performance Data Optimization Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More Evaluate ROI Insights Future Decisions Reporting/ Analysis Audience Understanding & Knowledge, Finding More Targets Media Allocation/ Metrics/KPIs

61. Questions? Comments? Favorite Recipes?

62. Learn More! Just ask! – Contact your rep or info@pointroll.com PointRoll Blog: blog.pointroll.com Facebook: www.facebook.com/PointRoll Twitter: @PointRoll Thank you!