The programmatic - DSP - công nghệ tương lai của công nghiệp quảng cáo Digital

1. Intelligence asset and property © AdPlus 2015 all right reserved
Presented by:
1. DUNG QUY HOANG | DIGITAL SOLUTION DIRECTOR
2. TRINH MINH TIEN | HEAD OF PROGRAMMATIC MEDIA

2. Intelligence asset and property © AdPlus 2015 all right reserved
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3. Intelligence asset and property © AdPlus 2015 all right reserved
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4. Intelligence asset and property © AdPlus 2015 all right reserved
the evolution of
Display
Advertising

5. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Publisher
Advertiser / Agency buys
directly from Publisher’s sales
team
HOW DISPLAY BOUGHT & SOLD
DURATION BASE BUYING



PREMIUM PUBLISHERS

6. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Publisher
How about long tile sites? How
can advertiser access this giant
inventory?
HOW DISPLAY BOUGHT & SOLD
DURATION BASE BUYING



LONG TAIL PUBLISHERS
PREMIUM PUBLISHERS
Anninhthudo.vn
baohay.vn
baohomnay.com
baotintuc.vn
vov.vn
vtc.vn
yan.vn
danviet.vn
docbao.com.vn
docbao.vn
vietpress.vn
Violet.vn
doisong.vn
doisongphapluat.com
khatvongtuoitre.com
kienthuc.net.vn
petrotimes.vn
thanhnien.com.vn
tienphong.vn
tinbaochi.com
tinmoi.vn
Tuoitre.vn
vietgiaitri.com

7. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Publisher
Advertiser / Agency buys
directly from Publisher’s sales
team
HOW DISPLAY BOUGHT & SOLD
Advertiser
Agency
Publisher
Ad
Network
Advertiser / Agency buys from
Ad Network Buying method:
• CPM
• CPC
• CPV
• CPA
LONG TAIL PUBLISHERS
Anninhthudo.vn
baohay.vn
baohomnay.com
baotintuc.vn
vov.vn
vtc.vn
yan.vn
danviet.vn
docbao.com.vn
docbao.vn
vietpress.vn
Violet.vn
doisong.vn
doisongphapluat.com
khatvongtuoitre.com
kienthuc.net.vn
petrotimes.vn
thanhnien.com.vn
tienphong.vn
tinbaochi.com
tinmoi.vn
Tuoitre.vn
vietgiaitri.com

8. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Publisher
Ad
Network
Advertiser / Agency buys from
Ad Network
Ad
Exchange
Advertiser
Agency
Publisher
Advertiser / Agency buys
directly from Publisher’s sales
team
Note:
Increasingly, Publishers & Ad Networks are using
Real-Time Bidding (RTB) & Ad Exchanges
• Sell premium inventory through private exchanges
• Augment their inventory to fill demand
HOW DISPLAY BOUGHT & SOLD

9. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser
spends on
marketing to
grow revenue,
Agencies
helps them
manage ad
buying &
creative
process &
budget
allocation
Run online
business
website or
create website
content that
generates user
traffic, ad
inventory sold
based on
traffic volume
Publisher
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era

10. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser
spends on
marketing to
grow revenue,
Agencies
helps them
manage ad
buying &
creative
process &
budget
allocation
Aggregator of
publisher ad
inventory,
packaged to
sell by channel
or category,
targeting with
CPM, CPC &,
CPA buying
option
Run online
business
website or
create website
content that
generates user
traffic, ad
inventory sold
based on
traffic volume
Publisher
Ad
Network
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era

11. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser
spends on
marketing to
grow revenue,
Agencies
helps them
manage ad
buying &
creative
process &
budget
allocation
Ad
marketplace
for buying &
selling of ads.
Publisher
inventory is
sold in auction
to advertisers
or agencies
Aggregator of
publisher ad
inventory,
packaged to
sell by channel
or category,
targeting with
CPM, CPC &,
CPA buying
option
Run online
business
website or
create website
content that
generates user
traffic, ad
inventory sold
based on
traffic volume
Ad
Exchange
Publisher
Ad
Network
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era

12. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser
spends on
marketing to
grow revenue,
Agencies
helps them
manage ad
buying &
creative
process &
budget
allocation
Platform that
enable media
& audience
buying in real
time on ad
exchange
Ad
marketplace
for buying &
selling of ads.
Publisher
inventory is
sold in auction
to advertisers
or agencies
Aggregator of
publisher ad
inventory,
packaged to
sell by channel
or category,
targeting with
CPM, CPC &,
CPA buying
option
Run online
business
website or
create website
content that
generates user
traffic, ad
inventory sold
based on
traffic volume
Demand
Side
Platform
Ad
Exchange
Publisher
Ad
Network
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era

13. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser
spends on
marketing to
grow revenue,
Agencies
helps them
manage ad
buying &
creative
process &
budget
allocation
Platform that
enable media
& audience
buying in real
time on ad
exchange
Ad
marketplace
for buying &
selling of ads.
Publisher
inventory is
sold in auction
to advertisers
or agencies
Platform for
publishers to
manage yield
of ad inventory
& enables
routing to ad
exchanges
Aggregator of
publisher ad
inventory,
packaged to
sell by channel
or category,
targeting with
CPM, CPC &,
CPA buying
option
Run online
business
website or
create website
content that
generates user
traffic, ad
inventory sold
based on
traffic volume
Demand
Side
Platform
Ad
Exchange
Publisher
Ad
Network
Supply
Side
Platform
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era

14. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser
spends on
marketing to
grow revenue,
Agencies
helps them
manage ad
buying &
creative
process &
budget
allocation
Platform that
enable media
& audience
buying in real
time on ad
exchange
Ad
marketplace
for buying &
selling of ads.
Publisher
inventory is
sold in auction
to advertisers
or agencies
Platform for
publishers to
manage yield
of ad inventory
& enables
routing to ad
exchanges
Aggregator of
publisher ad
inventory,
packaged to
sell by channel
or category,
targeting with
CPM, CPC &,
CPA buying
option
Run online
business
website or
create website
content that
generates user
traffic, ad
inventory sold
based on
traffic volume
Agency
Trading
Desk
Demand
Side
Platform
Ad
Exchange
Publisher
Ad
Network
Supply
Side
Platform
A platform that
uses data &
technology to
help
advertisers
more
effectively
purchase
audiences at
scale across
digital media
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era

15. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser
spends on
marketing to
grow revenue,
Agencies
helps them
manage ad
buying &
creative
process &
budget
allocation
Platform that
enable media
& audience
buying in real
time on ad
exchange
Ad
marketplace
for buying &
selling of ads.
Publisher
inventory is
sold in auction
to advertisers
or agencies
Platform for
publishers to
manage yield
of ad inventory
& enables
routing to ad
exchanges
Aggregator of
publisher ad
inventory,
packaged to
sell by channel
or category,
targeting with
CPM, CPC &,
CPA buying
option
Run online
business
website or
create website
content that
generates user
traffic, ad
inventory sold
based on
traffic volume
Agency
Trading
Desk
Demand
Side
Platform
Ad
Exchange
Publisher
Ad
Network
Supply
Side
Platform
Ad
Server
Cross
publisher ad
serving with
centralized
creative
management,
campaign
management
& reporting
A platform that
uses data &
technology to
help
advertisers
more
effectively
purchase
audiences at
scale across
digital media
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era

16. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser
spends on
marketing to
grow revenue,
Agencies
helps them
manage ad
buying &
creative
process &
budget
allocation
Platform that
enable media
& audience
buying in real
time on ad
exchange
Ad
marketplace
for buying &
selling of ads.
Publisher
inventory is
sold in auction
to advertisers
or agencies
Platform for
publishers to
manage yield
of ad inventory
& enables
routing to ad
exchanges
Provide the
publisher & ad
network with
central location
where they
can manage
their
campaigns,
creative &
reporting
Aggregator of
publisher ad
inventory,
packaged to
sell by channel
or category,
targeting with
CPM, CPC &,
CPA buying
option
Run online
business
website or
create website
content that
generates user
traffic, ad
inventory sold
based on
traffic volume
Agency
Trading
Desk
Demand
Side
Platform
Ad
Exchange
Publisher
Ad
Network
Ad
Server
Supply
Side
Platform
Ad
Server
Cross
publisher ad
serving with
centralized
creative
management,
campaign
management
& reporting
A platform that
uses data &
technology to
help
advertisers
more
effectively
purchase
audiences at
scale across
digital media
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era

17. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser
spends on
marketing to
grow revenue,
Agencies
helps them
manage ad
buying &
creative
process &
budget
allocation
Platform that
enable media
& audience
buying in real
time on ad
exchange
Ad
marketplace
for buying &
selling of ads.
Publisher
inventory is
sold in auction
to advertisers
or agencies
Platform for
publishers to
manage yield
of ad inventory
& enables
routing to ad
exchanges
Provide the
publisher & ad
network with
central location
where they
can manage
their
campaigns,
creative &
reporting
Aggregator of
publisher ad
inventory,
packaged to
sell by channel
or category,
targeting with
CPM, CPC &,
CPA buying
option
Run online
business
website or
create website
content that
generates user
traffic, ad
inventory sold
based on
traffic volume
Providers of compiled data for display
audience targeting & analysis, may
specialize in consumer, business or
offline-online data
Agency
Trading
Desk
Demand
Side
Platform
Ad
Exchange
Publisher
Ad
Network
Ad
Server
Supply
Side
Platform
3rd Data Provider
Ad
Server
Cross
publisher ad
serving with
centralized
creative
management,
campaign
management
& reporting
A platform that
uses data &
technology to
help
advertisers
more
effectively
purchase
audiences at
scale across
digital media
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era

18. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser
spends on
marketing to
grow revenue,
Agencies
helps them
manage ad
buying &
creative
process &
budget
allocation
Platform that
enable media
& audience
buying in real
time on ad
exchange
Ad
marketplace
for buying &
selling of ads.
Publisher
inventory is
sold in auction
to advertisers
or agencies
Platform for
publishers to
manage yield
of ad inventory
& enables
routing to ad
exchanges
Provide the
publisher & ad
network with
central location
where they
can manage
their
campaigns,
creative &
reporting
Aggregator of
publisher ad
inventory,
packaged to
sell by channel
or category,
targeting with
CPM, CPC &,
CPA buying
option
Run online
business
website or
create website
content that
generates user
traffic, ad
inventory sold
based on
traffic volume
Audience management consolidates
audience data from various sources to
help advertisers manage their
audience communications & marketing
program more efficiently
Providers of compiled data for display
audience targeting & analysis, may
specialize in consumer, business or
offline-online data
Agency
Trading
Desk
Demand
Side
Platform
Ad
Exchange
Publisher
Ad
Network
Ad
Server
Supply
Side
Platform
Data Management Platform 3rd Data Provider
Ad
Server
Cross
publisher ad
serving with
centralized
creative
management,
campaign
management
& reporting
A platform that
uses data &
technology to
help
advertisers
more
effectively
purchase
audiences at
scale across
digital media
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era

19. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Advertiser
spends on
marketing to
grow revenue,
Agencies
helps them
manage ad
buying &
creative
process &
budget
allocation
Platform that
enable media
& audience
buying in real
time on ad
exchange
Ad
marketplace
for buying &
selling of ads.
Publisher
inventory is
sold in auction
to advertisers
or agencies
Platform for
publishers to
manage yield
of ad inventory
& enables
routing to ad
exchanges
Provide the
publisher & ad
network with
central location
where they
can manage
their
campaigns,
creative &
reporting
Aggregator of
publisher ad
inventory,
packaged to
sell by channel
or category,
targeting with
CPM, CPC &,
CPA buying
option
Run online
business
website or
create website
content that
generates user
traffic, ad
inventory sold
based on
traffic volume
Audience management consolidates
audience data from various sources to
help advertisers manage their
audience communications & marketing
program more efficiently
Providers of compiled data for display
audience targeting & analysis, may
specialize in consumer, business or
offline-online data
Agency
Trading
Desk
Demand
Side
Platform
Ad
Exchange
Publisher
Ad
Network
Ad
Server
Supply
Side
Platform
Data Management Platform 3rd Data Provider
Ad
Server
Cross
publisher ad
serving with
centralized
creative
management,
campaign
management
& reporting
A platform that
uses data &
technology to
help
advertisers
more
effectively
purchase
audiences at
scale across
digital media
HOW DISPLAY BOUGHT & SOLD
The Programmatic Era

20. Intelligence asset and property © AdPlus 2015 all right reserved
The evolution of Display Advertising: https://www.youtube.com/watch?v=1C0n_9DOlwE

23. Intelligence asset and property © AdPlus 2015 all right reserved
Source: marketingland

25. Intelligence asset and property © AdPlus 2015 all right reserved
PROGRAMMATIC USP’s
Advertiser can
access audiences
from premium, long
tail publishers & ad
exchange
Providing creative
production solution
& services
Advertiser can
manage their
campaign across all
ad inventory in one
place
Dedicated team who
is responsible for
setting up,
monitoring &
optimizing campaign
Ensure your ads
appear alongside
the appropriate
content Designed to work on
any platform
Cross-publisher,
network & exchange
Creative solution &
management
Centralized
reporting for all
display campaigns
Account
management
Brand safe delivery
Cross platform

26. Data-driven
marketing

27. Intelligence asset and property © AdPlus 2015 all right reservedIntelligence asset and property © AdPlus 2015 all right reserved
“Data Management Platform compiles
audience data from various sources &
makes it actionable for cross channel
marketing”
It can ingest disparate data sources including first,
second & third party data & it’s where the data is
normalized & standardized & audience segments are
created for syndication to external ad targeting &
content delivery platforms

28. Intelligence asset and property © AdPlus 2015 all right reserved
Online site
behavior
Offline
Databases
(CRM, call center)
Partner
Data
3rd Party
Data
ADVERTISERS CHALLENGE
Data is in silos & difficult to act upon
Data adjustment

29. Intelligence asset and property © AdPlus 2015 all right reserved
Audience Data Ingestion Identify & Segment Multi-Channel Delivery
THE POWER OF AUDIENCE TARGETING
1st Party Data
• Online & offline data
• Site visitors / web
analytics
• CRM
2nd Party Data
• Partner data
3rd Party Data
• Data partner
integrations
Display ad Website
Search Social
Video Mobile
• Identify & segment high-
value audiences
• Syndicate to targeting
platforms
• Look-alike modeling
• One view of marketing
effectiveness

30. Intelligence asset and property © AdPlus 2015 all right reserved
DIGITAL CRM

31. Intelligence asset and property © AdPlus 2015 all right reserved
HOW TO DO DATA DRIVEN MARKETING ?
DATA MANAGEMENT
PLATFORM
DITAL CRM
MULTICHANNEL
MARKETING

33. Intelligence asset and property © AdPlus 2015 all right reserved
Advertiser
Agency
Agency
Trading
Desk
Demand
Side
Platform
Ad
Exchange
Publisher
Ad
Network
Ad
Server
Sell Side
Platform
Ad
Server
RECAP & KEYWORDS

34. THANK
YOU!