La Dirección hacia el Programmatic: La Automación en la Publicidad

Leading the Automation of Advertising
La Dirección hacia el Programmatic: La
Automación en la Publicidad
Patrizio Zanatta, Managing Director LatAm
@rubiconproject.com | @patzan5
Automatizar la Compra
& Venta de la Publicidad
Una Empresa Global
Comscore 100
Publishers (UK)
Nielsen 250
(France)
42%
Comscore 500
(USA)
59%
50%
54%
Approximately
45%
800MM
Audiweb 50 (Italy)
Users Globally
Comscore 100
(Australia)
Note: Market shares exclude publishers without
advertising
Los Angeles | San Francisco | Seattle | Chicago | New York | Paris | Hamburg | Berlin | London | Milan | Tokyo | Singapore | Sydney | Miami | Sao
Paulo
3
Un año especial para Rubicon Project
Una Plataforma Unificada
+
Two key
acquisitions
+88%
Leading the Automation of Advertising
Como la Automación está
cambiando el Mundo?
Financia, Viajes y…Tintorerias?
Antes
Después
Antés
Después
Antes
Después
Desde Uber hasta Airbnb, el Efecto de las Plataformas Tecnologica
Connectivity
Scale
Growth
Liquidity
Improved UX
Porqué la industria Digital necesita Automacion?
S
B
E
L
L
SPREADSHEET
PHONE
EMAIL
U
Y
E
E
R
R
Reserved media sales take 40 steps to complete…
that’s 40 opportunities for something to go wrong.
Source: internal and customer data
Una Pregunta…
Cuál tecnología gestiona el 80%
de la compra digital?
Excel!
Nuestra Industria se basa sobre Excel y Emails
SELLERS
Call potential buyers
Setup meeting
Check inventory avails
Negotiate price
Fax insertion order
Receive campaign flight in excel
Receive ad creatives
Setup campaign in ad server
Test campaign
Get adjustments from buyer
Adjust campaign settings
Send invoices
Reconcile adjustments
Follow up on collections
Repeat
BUYERS
Research sites to buy
Call the seller
Setup meeting
Assess opportunity
Negotiate price
Fax insertion order
Create campaign flight in excel
Email excel file & creatives
Test campaign
Login to get reports
Adjust campaign settings
Receive invoice
Reconcile adjustments
Send check
Repeat
42 Pasajes Ineficientes
1960…
Ad por Familia de
5 personas
1
Device
Mismo Mensaje
Entregado a
Milliones de
Personas
Planificado
Meses
De Antemano
18
…hoy en día
5
Ads por Familia de 5 personas
Devices
Ads targetizados por Individuo
Entregados en
TIEMPO-REAL
19
LOS ANUNCIANTES QUIEREN USUARIOS EN TIEMPO REAL
80ms
Un Mercado Muy Complexo
Fortune 500
Advertisers
40B+
paginas Web
Agency Trading
Desks
2.6B
Usuarios
Internet Globál
1.4B
smartphones
4.7 trillion +
impressions
al año
(US)
Inventario
vence en
~ 80
millisegundos
$50B +
display ad
spend al
año
(Global)
DSPs
Ad Networks
Self Serve Advertisers
Agencies
268M
tablets
Otros
Advertisers
1M +
Otra Pregunta…
¿Qué pasaria si se podría
comprar publicidad tan fácil
como reservar un vuelo o
comprar acciones?
Mecánica Subasta RTB
100s de Bidders
300 Decisiones por Transaccion
1.
Identify User
and Impression
Data
User Visits
Website
or Application
2.
Price the
Impression
HISTORICAL AND
REAL-TIME DATA
SELLER
★ Finance Ad
6. Place Winning
Ad on Website
Tiempo Trascurrido:
80ms
(2.5 Million Times/Second)
4. Check Selling & Quality Rules
Allowed Buyer?
 No
Ad Quality?
 All OK
Block List?
 Competitive Ad Blocked
Price Floor?
 Travel Ad Blocked
5. Scan for Malware & Security
Direct Order
$1.67
3.
Run RealTime
Unified
Auction
Buyers
Sync
to RP
User Data
BUYERS
Cloud
Sends
Bid
Requests
Direct Order
$9.20
Real Time Bid
$2.15
Static Bid
$0.85
Real Time Bid
$5.89
Advertiser
7
Medical Ad
Agency
2
News Ad
DSP
8
Auto Ad
Ad Network
3
Travel Ad
DSP
4
Finance Ad


RTB 1.0: Automación en Adversing hasta al 2012
CPM
Premium
Guaranteed
RTB
Networks
Non-Guaranteed
Guaranteed
RTB 2.0: Mercados Privados
Premium
Premium
Non-Guaranteed
Privado
Preferred/Audience
Real-Time bidding
Networks
Private
Marketplaces
RTB 3.0: Programmatic Guranteed
Audience/
Inventory
Representative
eCPMs
Home Page
Takeover
Reserved Order Automation
$12 +
1st Data/
Sports/ 3440/Male
Direct Order Automation
with Data Layer
$12 - $6
Direct Order Automation
& Preferred
Price Floors
$6 - $3
Category/S
ports ATF
Auctions
ROS ATF/
BTF
$4 - $2
26
Posibilidades con la Automatización
Gestión de la
audiencia
Disponibilidad
y velocidad
Optimización
holística
Datos “1st party”
Leading the Automation of Advertising
El Mercado
"American Express ‘would like to transform their
Display Media Channel to become 100%
programmatic,’ the document said. American Express
spent $128.5 million on online display ads in 2013,
making it the ninth-largest online display advertiser in
the U.S.”
- AdAge, May 6, 2014
“Procter & Gamble wants to buy
70% to 75% of its U.S. digital
media programmatically by the
end of this year, according to
people briefed on the company's
plans.”
-AdAge, June 4, 2014
"Digital buying of media is done by machines,
as if you're standing on the floor of the
NASDAQ as opposed to traditional media
shop.
I hold the long-term belief that eventually
traditional media, or a lot of traditional
media, will get purchased that way.“
John Wren, Omnicom CEO
Speaking in July 2013
LATAM Programmatic Display Market (IDC 2015)
2000
1795.9
1500
$M
1286.2
1000
865.8
502
500
0
21.9
73.6
2012
2013
162.1
2014
282.6
2015
2016
2017
2018
2019
La Automación crece en todo el mundo
Automación en LATAM
Trends
APEX
Gigantes Digitales
Automación está llegando a todos los medios: Radio
Automación está llegando a todos los medios: TV
Automación está llegando a todos los medios: Print
Automación está llegando a todos los medios: Outdoor
Como Evoluciona la Automación
AUTOMATION
(FINANCE)
High Value
Inventory
$$$$
(TRAVEL)
(RETAIL)
(ADVERTISING)
PREMIUM
ORDERS
Mid Market
$$
Low Value
Inventory
$
REMNANT
AUCTIONS
Leading the Automation of Advertising
Muchas Gracias!