An internal presentation to share knowledge with the sales team on the many aspects of targeted online advertising.

1. Knowledge Sharing
Targeting in online advertising

2. Display advertising

3. Some facts to start with:
10% of our time we spend on searching websites, the other 90 % is spend on browsing.
33 % of the marketing budget will be spent on Display ads in 2017

4. Story out of my life…

8. Direct Media : Display advertising 1.0.
Business: Coffeemachine
Lifestyle: Washing machine

9. Step 1:
Captivating web experiences
Preferences
Language
Shopping basket
Log-in information
First Party Cookies

10. First Party Cookies
=
First Party Cookies

11. Step 2:
Right Ads to the right people
Preferences
Language
Basket value
Log-in information
Personalised content / Ads /
Offers
PROMO !!
Anonymous
profile
First Party Cookies

12. From anonymous to a real identification
Cookie ID
Client/prospect
Type of customer
Purchase history
Searches
Pages
Visits
Entry/Exit point
Bounces
Products viewed
Time of day
Frequency
Time on site
…
Open quotes
Bisnode data
...
Client info
Cookie ID

13. Existing case : Nuon
First Party Cookies

14. Existing case : Nuon
First Party Cookies

15. Direct Media : advertising via Ad networks
Context website + cookies
Ad network

16. Step 2:
Right Ads to the right people
Personalised content / Ads /
Offers
PROMO !!
Anonymous
profile
based upon
multiple
website
behavior
Third Party Cookies

17. Third Party Cookies
=
Third Party Cookies

18. Programmatic advertising: Real-Time Bidding
Ad Exchange
DSP SSP

19. How Real Time Bidding works

20. Limitations of cookies
• Browser-specific
• Cross-channel impossible
• Some cookies don’t work on mobile
• Doesn’t allow in-app advertisements

21. What’s next ?
ID targeting with Facebook, Twitter
• Identification via Social Media
• Based on ID’s rather then cookies
• (Sign in with Facebook)
• Device independent
• Combining profile data with behavior data.

22. ID Targeting
Twitter ID
Facebook ID
First + Third party Cookies
personalized
newsletter /
offering by mail
Contact information

23. Making all the data useable for
better targeting Thanks to DMP

24. Data Management Platform
First Party
Cookies +
Analytics
Third Party
Cookie Data
360° view on
customer data
CRM
Ad exchange
Email Triggers
Ad Networks
Site/Landing pages
Aggregated
Behavior data

25. Questions?