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Real-Time Banter: Adelphic and BrightRoll Discuss Mobile Marketing

May 19, 2016 in Blog

This edition of Real-Time Banter features a conversation about mobile marketing with Dan Mosher, VP & GM of BrightRoll Exchange at Yahoo. Dan was interviewed by Jennifer Lum, Chief Strategy Officer for Adelphic.

dan-mosher

Jennifer: What is BrightRoll Exchange?

Dan: The BrightRoll Exchange seamlessly connects large pools of inventory with all of our top buyers which includes DSPs, brands and agency trading desks. The exchange connects more than 100 DSPs to some of our highest quality inventory sources across video, display and native, where we bring in not only Yahoo owned an operated inventory, but other high quality inventory sources.

Is Yahoo O&O inventory already available in the exchange?

It’s already in the exchange. That was one of the key tenets of the deal when we signed it more than a year ago, and when we closed it, we made the Yahoo video inventory available in the exchange instantaneously. Yahoo display inventory has been available in the exchange for years. We have now rebranded the overall exchange, display, video and native, to the BrightRoll Exchange.

What is your role at BrightRoll?

I run the exchange business, which is all of the programmatic buyers on the exchange.

How has the role of the BrightRoll platform evolved since the Yahoo acquisition in 2014?

Well the biggest thing that we formalized after the acquisition was the separation of the BrightRoll DSP business from the BrightRoll Exchange business.. The way that each platform has evolved has been to add Yahoo’s display capabilities into what was core BrightRoll video capabilities. The BrightRoll DSP now provides multichannel access for all of our self service customers – access to all sorts of inventory across different sources using Yahoo data. That was the big evolution of the platform: Yahoo’s data is available for our DSP customers, and that they use on a customized basis for their campaigns. The BrightRoll Exchange has evolved to include display inventory, and now includes native inventory as well. We were able to bring on those high quality sources of inventory that were the Yahoo owned and operated inventory and we continued to upgrade our inventory sources post acquisition as well. The platform has really evolved around those facets, and now we have, on the Exchange side, one team that interacts with our top customers, no matter what type of format they want to buy, via display, native or video..

You mentioned that Yahoo audience data is now available through the BrightRoll DSP. Will Yahoo audience data become available through the BrightRoll Exchange?

Yes, it is available today, however, it’s not available in the same way that its available for our DSP customers, where they can pick, choose and customize the data segments that they want to use. Instead, we expose specific segments through the exchange to our top brand partners buying through a third party DSP via Deal ID. For example, we’ve recently provisioned an “LDA” deal (legal drinking age), where we use Yahoo data to create a segment of customers that is over 21. We know that the Yahoo data is extremely effective and precise, so we’ve had a couple of customers set up deal IDs on the BrightRoll Exchange where they were able to access only legal drinking age customers using the data. So there will be segments like that, specific deal IDs that might be behavioral or intent segments where we may pull in different elements, but its not going to be the broad-based way that it’s available on the DSP.

How has Flurry inventory data been integrated into the BrightRoll Exchange?

Flurry had three parts to its business when it was acquired by Yahoo. One was a display and video mobile inventory piece, a nascent native segment and the rich data that it receives based on having its analytics SDK installed on thousands of apps. We’ve integrated the Flurry mobile video inventory into the BrightRoll Exchange, so Flurry inventory is now available to any of our mobile video customers who are buying on the BrightRoll Exchange. The next step will be to include some of the native inventory that was previously available via Flurry, in the BrightRoll Exchange as well. Those are the pieces we’re most focused on. Flurry has its powerful SDK on thousands and thousands of apps, which gives our DSP buyers some interesting data insights but this is not available on the exchange today. These publishers are seeing the native advertisements perform better, and have better monetization capabilities. We are going to be able to leverage that native inventory in the BrightRoll Exchange in 2016.

Will the Flurry SDK become the unified mobile SDK for the supply side?

The Flurry SDK is where a lot of the development effort is going right now and we will continue to evolve and build it out. Because the third-party inventory and SDK footprint that we have today is quite extensive, the question now is, “How do we build more robust publisher tools that leverage some of the things we have in place?” Because Flurry has a set of publisher tools, BrightRoll on the video side has a set of publisher tools, and Yahoo has its own set of publishers, how do we bring all of those together as a seamless publisher offering? On the mobile side, Flurry and its SDK is clearly the most compelling piece that we have right now and we will double down on that for our supply side business.

How has publishers’ use of programmatic changed since you launched the BrightRoll Exchange?

We launched the BrightRoll Exchange in 2010, and that was really early days in exchanges. I’d say, and I remember this because I was making all of the calls to publishers back then trying to convince them to expose their inventory on our exchange, that they were worried about exchanges in general and thought they might commoditize their inventory. Early on, publishers were reluctant to make their inventory available on the exchange. The views have evolved quite a bit in the last five years. I think most publishers now look at offering their inventory programmatically, through an exchange, as a key facet of how they go to market, and how they monetize. It’s been a method for publishers to lessen the reliance on a direct sales force in some cases, because they can monetize through exchanges. Exchange technology has evolved in a way where a publisher can expose its inventory via private marketplace and have the same level of control that they’ve always had when they were just selling it in-house and didn’t have to adapt or expose it to any exchanges. It’s now a key part of every publisher’s go to market. Some will expose 10 percent of their inventory, whereas some will expose 90 percent of their inventory. It really depends on the publishers themselves, but the views have changed quite a bit, and I think it’s because there is a lot more control and tools they can use to make sure that their inventory is exposed only to the buyers that they deem to be acceptable upfront.

How does BrightRoll address fraudulent traffic?

We have recently launched a partnership with White Ops, which is one of the top anti-fraud companies in the video space. We now have White Ops technology running on every request that we see from any publisher. We’ve deployed that across all of our video impressions and to make sure that no impressions or very few impressions are delivered against invalid traffic. We also have our own internal tools that we’ve been developing for years to assess invalid traffic. We have our internal tools because no one tool is a panacea, but White Ops is one of the top vendors we could’ve worked with. That augments the tools that we already had in-house, but we feel like that puts us in a good position to really assess and make sure we’re limiting and reducing dramatically the amount of invalid traffic that buyers are seeing.

Have you found that different tactics are required to address fraud in mobile versus desktop?

Yes, definitely. The technology is very different in mobile. The way that fraud manifests itself in mobile is different in terms of the type of things that fraudsters do. Third-party vendors aren’t necessarily up to speed on mobile yet, so I think it’s like any technology we’ve looked at. We looked at viewability early on. If we looked at Nielsen and comScore assessments of different traffic, mobile was always a follower on a lot of those things, and I think in the fraud side it seems to be as well, where the third-party vendors aren’t as strong. Our internal publisher team has a lot of really good tools at its disposal to evaluate mobile traffic and look for any inconsistencies that we might deem to be evidence of fraud. We are using all of our internal tools to evaluate mobile traffic. We are evaluating third-party vendors to see when there will be one where we can layer on mobile like we’ve done with desktop.

What is the split in demand that you’re seeing between open exchange, private marketplace and programmatic direct, specifically with mobile demand?

We’ve seen quite an evolution over the last couple of years. We’ve just launched a private marketplace, in earnest, on the video side of our exchange over the last couple of months, and that’s for both mobile and desktop. We’ve seen already that programmatic direct and private marketplaces are 20-30 percent of exchange revenue so it’s gone from zero to 20-30 percent over the last couple of months, which is a large increase. Some of the buyers that we work with who have been doing private marketplaces for a while say they took it up to 40 percent, in some cases. So, we think right now we’re at 25 percent private marketplace. I think that can continue to take up at least up to a third of the business as buyers are more and more interested accessing specific pools of inventory where they know more up front about the inventory than when just buying it in the open exchange. In some cases they’ve done a specific deal with the publisher and we are just instrumenting that deal through our exchange, or more likely, they are accessing curated packages of inventory that provides a specific type of function and/or a specific purpose within a campaign.

PMPs and programmatic direct represent a different control mechanism, not only to control but to lock in inventory during a period of high demand and also influence consistency around pricing.

Right. One of the big promises of PMP and programmatic direct is the ability to negotiate the price up front, within a certain range. We still have programmatic direct relationships where there could be multiple bidders and there’s some type of bidding happening, but within a specific range and they have a sense up front of what the pricing is that they’re going to try to achieve. In some cases to get that privilege they have to pay up higher than what they would have otherwise in the open exchange but they trade that for visibility and comfort that their campaigns will deliver.

Two more questions, they’re both personal and fun. First question, do you use an iPhone or an Android?

I use an iPhone. I used to be an Android user. Tod Sacerdoti, the CEO and founder of BrightRoll, is an avid Apple fan boy and gave me a lot of crap about my Android phone. I think I finally succumbed sometime in 2012, when the iPhone 5 rolled out and I had to try it.

 Does the entire BrightRoll management team use iPhones?

Most of the BrightRoll management team uses an iPhone, I would postulate. I think a couple of the holdouts were told to get on the bus! But Yahoo as a company really encourages iPhones as well because of the prevalence of our apps. iOS is still a better monetization platform from what we understand on a per-user basis, and so I think most of the people around here, from my assessment, seem to have iPhone versus Androids.

What is the first app you open everyday?

Well it has to be the Yahoo! Mail app yahoo-mailbecause that’s certainly the app that I check most frequently, not only first thing in the morning, but also during the day. It has gone through a lot of evolutions over even the last 16 months that we’ve been here, it’s been upgraded significantly. But really I’m just checking to see what my numbers were the day before, and I get a good email every morning bright and early so that’s the first thing I check when I wake up. “How did we do revenue-wise yesterday?”

 Thank you very much Dan, it was really great speaking with you.

 

 

The post Real-Time Banter: Adelphic and BrightRoll Discuss Mobile Marketing appeared first on Adelphic.

Real-Time Banter: Adelphic and Neustar Discuss Mobile Marketing

April 18, 2016 in Blog

This edition of Real-Time Banter features a conversation about mobile marketing with Jayne Babine, VP of Media & Advertising, Neustar Marketing Services for Neustar Inc. Jayne was interviewed by Jennifer Lum, Chief Strategy Officer for Adelphic.

mobile marketing

Jennifer: What is Neustar?

Jayne: Neustar is an industry leader in information services. We provide real-time, cloud-based solutions in three areas: Data, Security, and Marketing.

What is your role at Neustar?

I currently run our media and advertising sales team, which is part of Neustar Marketing Services. My team is primarily focused on advertising agencies and relationships on the buy-side, as well as sell-side relationships with media and ad-technology companies, and newly emerging media platforms.

What are the sources of Neustar’s data?

I like to break it down into two areas. The first is our offline repository of authoritative identity data. What that means is we have the ability to link offline U.S. individuals and household information at the name, address, phone number, mobile phone number, email and IP address level. Over the years, we’ve been able to connect this offline data to online and mobile identifiers. Other sources of data that feed – at least in Marketing Services– our analytics and segmentation solutions are derived from acquiring offline sources, such as market research data (households that have been surveyed), retail purchase behaviors (information aggregated from catalogue, loyalty and gift card programs) and national panel data. This really helps us augment and corroborate attributes about individuals and consumer behavior around core demographics, psychographics, and other behavior attributes that our clients are looking to understand about their customers.

Neustar acquired Aggregate Knowledge in 2013. Can you tell us how Aggregate Knowledge has been integrated into the overall PlatformOne™?

If you take a step back even further before Neustar’s acquisition of Aggregate Knowledge, the company expanded into Marketing Services in 2011 with the acquisition of TARGUSinfo. With this acquisition, Neustar was able to expand its marketing analytics capabilities to include segmentation, audience targeting and CRM data activation. Prior to Neustar’s acquisition of Aggregate Knowledge in 2013, it was a leading campaign analytics and neutral data management platform for advertising agencies and brand marketers, combining media and audience measurement into a single view. The combination of Neustar’s offline and online marketing capabilities and Aggregate Knowledge’s media intelligence platform provides agencies and marketers the ability to plan, target, engage and measure cross-channel online and offline campaigns more effectively in real-time and with a single view.

Today, Neustar PlatformOne™ is a leading Marketing cloud solution for customer insights and business information. In combination, the media intelligence capabilities from Aggregate Knowledge and the marketing analytics assets from TARGUSinfo augment Neustar’s campaign measurement capabilities, and offer agencies and marketers a single view in one seamless user interface.

You joined Neustar through the acquisition of TARGUSinfo, is that right?

That’s correct, four years ago.

You’ve seen the entire evolution of PlatformOne.

I’ve seen it before, during and after, and the roadmap of what it will look like as we go forward, yes.

In your opinion, what is the current state of audience buying?

I think for a buyer it’s very confusing. It’s a very crowded space and media is a big part of how buyers allocate their budgets. The ecosystem is made up of providers coming into the market from all angles, including the offline data world, as well as marketers who want to activate their own CRM data as part of their audience buying strategies.

We’re also seeing increasing interest from publishers trying to apply first party data to their monetization strategies, as well as brands and marketers being savvier about audience buying. All of this is certainly adding to a very crowded space as it relates to audience buying, and choosing which audiences to go after for a particular campaign requirement or marketing strategy.

Do you have any recommendations for marketers on how to evaluate data partners?

I do. Within our measurement capabilities, we have the ability to look at audience data overlapped on media and make recommendations of which segments or which data providers may be higher performing than others, which they may or may not be actively targeting. So that is certainly something that is built into our measurement capabilities today.

How much growth and demand for Neustar data have you seen from mobile programmatic platforms over the past year?

The past year has been one of significant growth. We’re actually seeing a lot of our agency and advertising clients asking for the audience they’re used to buying – the sort of typical, desktop online cookie-enabled audience fashion – but in the mobile environment. I expect this growth to continue in the future. I also think we will continue to see our clients demanding a consistent audience that they’re going after across multiple channels.

That’s great. From the mobile platforms that you’re working with, are you seeing greater demand from demand-side platforms or from supply-side platforms?

Definitely, from demand-side platforms. We recently partnered with one of our first mobile supply-side platforms. It’s still early, but we’re very excited to see how some of the supply-side is getting involved when it comes to supporting audience buying for publishers and inventory providers. But to date, the demand has really been driven by the demand-side.

Did you see the same trend in the desktop space where DSPs were partnering and integrating with data partners ahead of, or earlier, than supply-side platforms?

Yes, absolutely. We tried to work with the leading supply-side platforms out there, and some of the challenges ended up being that we were already plugging in audience data for advertisers and agencies in demand-side platforms. So, this is where significant growth was coming from and where the market was going to apply data as part of a media buying decision – very similar to the desktop environment.

Which data products, and, are there any data products that are being underused by marketers in mobile?

For us, I think it’s really the activation of CRM data. I definitely have seen CRM data activation being widely adopted in the traditional, online desktop environment. We really haven’t seen that extend as aggressively into mobile. Neustar can easily support this through our mobile partners, but really it’s just a matter of marketers understanding that mobile too, can be a channel for CRM data activation.


“Mobile advertising has been a huge boost in some of the new measurement capabilities, particularly around location and in-store foot traffic management. It’s great to see advertisers moving beyond just a click or an app-install as part of their campaign metrics that they’re using for their KPIs.”


Absolutely. Are there any new and emerging use cases for data in mobile advertising?

Good question. I think the ability to stay connected to consumers as they navigate seamlessly between the desktop and mobile environment; that is something that we have been hearing more of a need for, especially from publishers who operate businesses and content in both environments and are struggling to make that connection with their distinct technology. So, that is an area we’re looking to address for the industry. In addition, mobile advertising has been a huge boost in some of the new measurement capabilities, particularly around location and in-store foot traffic management. It’s great to see advertisers moving beyond just a click or an app-install as part of their campaign metrics that they’re using for their KPIs.

So now a couple of fun, personal questions for you: What was your first mobile phone?

In Spring of 2001, I got my first blue Nokia 3310 with the carrier formerly known as Cingular. All my friends in college struggled to get a hold of me because I just didn’t have a cell phone until after I left college.

mobile marketing

 

Did you have a pager?

I had a pager, but was definitely late to the mobile party, which is kind of ironic looking back now.

Did you have any ringtones on your phone?

Oh yes, I was an avid buyer of ringtones. One of my first ringtones was—and you’d appreciate this, Jennifer—a Darude song. You know which song I’m talking about?

I think I do.

Sandstorm! Darude’s sandstorm, I had to look up the name of it.

Currently, do you have a favorite app?

My favorite app today is Bandsintown. mobile marketing But I don’t use it every day unless I’m in a new city. But, the ones I use the most – which I guess you could say is a favorite because I’m using it daily –would be a messaging app like WhatsApp. Ironically, my mom prefers WhatsApp and my dad prefers LINE. For social, my favorite apps are Facebook and Instagram, and for music, anything from Spotify to Pandora to Tidal. For food, it would be Seamless or Yelp. I will say, currently being used but will be going away are the Bump and What to Expect apps.

Is that the contact app?

They’re for expecting moms. It’s been really, really insightful. (Note: Congratulations to Jayne on the birth of her baby since the time of this interview.)

Is that an app that you use daily or you use multiple times a day?

I use it weekly because every week you hit a new milestone. So I swap between the Bump and What to Expect. It has videos, articles, and tips. It’s really cool!

Well thank you for taking the time to participate in this interview and for being a great partner!

 

Be sure to check out the rest of Adelphic’s Real-Time Banter series, here.

 

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Case Study: Adelphic’s Native Programmatic Advertising Increases Visits to Major Automotive Brand

March 8, 2016 in Blog

Cadreon partnered with Adelphic to increase awareness of and visits to a major automotive brand with native programmatic advertising. What follows is a case study illustrating how Adelphic’s platform, with insights and attribution from data partner Placed, using MoPub’s native inventory, was leveraged to increase foot traffic to automotive dealerships.

native programmatic advertising

 

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Time to Be An Internet of Things Innovator

February 18, 2016 in Blog

internet of thingsOver the next few years, entertainment marketers are poised to be leaders in leveraging the Internet of Things (IoT). The growing tsunami of data and insights generated by consumers’ connected devices will change the marketing landscape. Mobile phones are quickly becoming conduits to a host of devices and services that deliver information about our physical presence and how we live our daily lives.

Our phones today are already enabling brands to push us relevant information via beacons, such as nearby movie theaters and screening times followed by payment options for tickets via Apple Pay or Android Pay. And this is just the beginning.

The infrastructure required to instantly deliver personalized content, advertising, and customer service to consumers across screens is becoming a reality. But IoT is going to require a more subtle approach to marketing and sophisticated infrastructure that can deliver context-aware consumer experiences. Successful brands will make use of connected devices, apps and data to deliver real-time value to consumers, increasingly without their active involvement. Smart technologies will usher in new consumer behaviors, and it’s important for marketers to understand how and when to best connect to them.

Apps already employ beacons to deliver timely experiences and these will evolve through the plethora of devices that are coming online. At home, your IoT connected lightbulbs might be set to automatically “rise” where they light your room at a time of your choosing and your digital speaker system will share your schedule for the day and any important messages while you prepare for the day. You are reminded that it’s your niece’s birthday the next day so you voice-activate a retailer’s app and order a birthday gift. On your commute to work, you make a pit stop at your normal Starbucks and the barista shares your favorite coffee order when you drive up. Notice that in this scenario you haven’t looked at your phone once since you left the house.

Media and entertainment marketers are actually poised to take the lead in capturing the attention of the today and tomorrow’s connected consumer. As an industry, they are among the fastest adopters of sophisticated data sets, masters of storytelling, and they constantly experiment with creating immersive experiences. In order to capitalize on the IoT opportunity, there are three simple questions to consider:

What are the new consumer experiences that you want to power: Entertainment marketers will need to determine whether they can truly provide brand utility and how they can best utilize the additional data collected to engage their audience, moving from big data to smart data, before diving in. A prime example is Disney’s MagicBand. While it’s not the right solution for all Entertainment brands, it provides Disney’s visitors with information and perks that lend to their experience, while the company receives data about their activities in return.

What consumer input do you need: Consumers will demand more control in this new environment and will want to guide and shape the way they engage with brands across their devices. Brands have an opportunity to connect to a consumer’s entire physical life, throughout their waking day, to create meaningful experiences. In order to create successful engagements, brands will need to thoughtfully empower the very users they are targeting.

What partnerships do you need to enable: The majority of IoT marketing thus far has centered on collecting consumer insights, rather than creating moments of consumer engagement. For entertainment marketers in particular, early dialogue between content providers, marketers, designers and platform partners will help create cohesive infrastructure that will enable new brand experiences. Sketch out what your future consumer experiences should to look like so that you can determine the elements you’ll need to add to your existing marketing infrastructure.

We are in the early days of truly leveraging IoT in powerful ways for marketing. In the end this will be a marathon, not a sprint, and many lessons will be learned. However marketers that focus on early trials will be more apt to experience the benefits from the IoT surge sooner.

To view the article in its entirety, visit MediaPost.

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Real-Time Banter: Adelphic and VivaKi Discuss Mobile Programmatic Advertising

February 3, 2016 in Blog

This edition of Real-Time Banter features a conversation about mobile programmatic advertising with Marco Bertozzi, CEO of Global Performance Marketing for Starcom Mediavest Group, previously President, Global Clients at VivaKi. Marco was interviewed by Jennifer Lum, Chief Strategy Officer for Adelphic. [Note: This interview was conducted prior to Marco’s promotion.]

mobile programmatic advertising

Jennifer: What is VivaKi?

Marco: The way we look at VivaKi’s role in the group is we’re really there to help our agency brands scale in the areas of paid media, ad tech and data sophistication infrastructure, with the view to accelerating adoption by taking areas of innovation and building on and expanding them across the groupe. Our aim is to be an engine for all the work that goes on around ad tech and programmatic. Agencies have so much on their plate in terms of focusing on strategy, planning and client services as well as their own product development. So, within the programmatic data and technology space, we’re there to really help do certain roles and just do them once, with the view to then letting any of the agencies tap into it.

What was your role at VivaKi?

As president of global clients, I worked with the structures that Publicis Groupe agencies, including Starcom MediaVest and ZenithOptimedia, have around their global clients. They both have teams of people that are focused on making sure they’re really delivering for their biggest clients. Of particular interest to me were the global ones, and really working on programmatic strategy with those guys. I had the luxury of really being able to focus on this one particular area and work with them on pushing things forward and designing for the future, particularly the programmatic future that we are in.

You’ve touched on this a little bit, but how does VivaKi work with media agencies such as SMG, ZenithOptimedia and Digitas?

Last year we decentralized our trading desk so that the planning and buying function now sits within the agencies. Prior to doing that, you could describe VivaKi as a product and service business very much focused on the programmatic space, and data and technology more broadly. Post-decentralisation, that service element has moved back into the agencies and sits very much closer to clients. We now operate as a hub and spoke model, working closely with the agencies to build out solutions for clients that can be accessed across the groupe.

Within VivaKi we have two divisions— VivaKi Exchange (VX) and VivaKi Operating System (VOS). The VX encompasses all of the group trading functions, i.e., the aggregation of spend that we work with media partners on and enables partners to engage with one, unified voice while providing the agencies the framework to partner individually where necessary.

The VOS has a number of functions that help gather and accelerate the agencies in the programmatic space. We aggregate all the data from all of our programmatic activities. In addition, we continue to build on and expand VivaKi Verified, which is our verification process across media, technology and data, and building tools off that. The way I look at it is we’re trying to solve for some of the big topics in programmatic. So, if you think about the debates on fraud and viewability and so on, we’ve taken a stance with a proprietary tool called Quality Index where we’ve built a platform that allows us to aggregate data from multiple verification companies, append it to all the URLs that we have in our warehouse and create a planning tool based on whatever KPIs the agency is looking for around viewability, fraud and so on. That then allows the agency to upload URL lists into the DSPs to act upon.

You have one choice where you can just do a deal and run with it, but our view is that you have to look at some of these big topics and go deeper and create a little bit more sophistication for the agencies to be able to play with. That’s now our VOS platform which the agencies can log into and get help with their planning of programmatic campaigns. We also manage and centralize the ad tech partnerships, so again, we’re always working on behalf of the agencies but it’s just a way of having a single relationship in regard to contracts and product roadmaps and making sure we’re giving good feedback to all of our tech and media partners. It’s what I would describe as infrastructure and management which we do just once in the centre and everyone plugs into. It creates efficiencies and powers a better programmatic offering for Publicis Groupe.

VivaKi’s structure does streamline activity and creates a center of excellence for the media agencies. We’ve found it much easier to work with the Publicis agencies by being able to understand that there is that one point of contact at VivaKi for us to work with on product-related initiatives and then from there, with their help and in partnership, branch out into the media agencies. I think it’s a structure that works quite well.

It’s a good combination. Obviously we wanted people to be able to talk and the point of the changes we made is to enable conversation directly with the agencies, but then as a part of it, VivaKi helps to streamline things that you don’t want to be going to an agency for. So I think it’s a good combination and approach.


“I think 2015 was a more positive year….advertiser conversations were a lot more productive and positive, and many companies are now starting to appoint people to lead these practices….with that continues incredible growth for the whole industry.” – Marco Bertozzi, VivaKi


In your opinion, what is the state of audience-based buying today?

If you look at it from an overall industry perspective, I think 2015 was a more positive year tonality-wise, in terms of what people were saying and what the headlines were. 2014 was a bit of a lost year to headlines around transparency and the like, which is a shame in a way because to some extent it was a distraction. Where advertisers could have been having pretty straightforward conversations, there was this feeling that all the questions were about that topic and less about strategically what you can do within programmatic.

In contrast, 2015 felt a bit calmer. Advertiser conversations were a lot more productive and positive and many companies are now starting to appoint people to lead these practices, and that gives them a chance to scope out the marketplace and ask all the right questions and understand what was true and what was false in all the rhetoric. So in that respect, that’s really positive and with that continues incredible growth for the whole industry.

I think we’re starting to get to the point of mass adoption, which means there’s still a lot of relatively straightforward programmatic buying such as using a bit of third-party data, doing a bit of retargeting and so on. Again, we are seeing a selection of clients that are now starting to branch out to see how an enterprise DMP can help them, or even just how an audience DMP can help them become more sophisticated about what they’re doing. And that’s always exciting because once you go down that road, advertisers tend to get really involved and I think that’s always a good place to be when you’re working side-by-side with them.

So I feel really good about the industry and I think it’s only going to get better and I think that the sophistication level will come as advertisers invest more and more in the space. And from our own group perspective, we hope now that with the integration of so many experts into businesses plus the experts they already have, we will see the agency landscape evolve into a much more data-driven, programmatic one as well.

As you have been working with global brands and global clients across the agencies, how are you seeing them factor programmatic into their new processes?

I think, at the moment, a lot of people are trying to work out if they’ve got that sort of readiness in their major markets. They’re trying to understand the basics first in terms of what we are doing at the moment, what platforms we’re using and what we are doing with data. It started there and that’s still probably the primary thing that they’re taking their time with but then at the same time, advertisers are expecting their agencies to come back with ideas that are very much data-driven first rather than some of the previous methods using more survey-based planning. So the advertiser expectation is that data and real-time buying should feature in a lot more of their activities, which is a good place to start. And then of course with the clients and the agencies—there is a big and never-ending education and training job to be done. I think both advertisers and agencies are looking to find ways to really build the skillset into the wider group. Both SMG and ZenithOptimedia have great training programs which they have developed in collaboration with VivaKi. All of this adds up and overtime will ensure that the use of data for planning and buying is part and parcel of what everyone does.

What’s working well in mobile programmatic?

I think this question and some of the other questions about challenges are linked. The mobile side of things has always been on paper something that makes sense and everyone completely acknowledges that there’s a big shift of usage onto mobile, so the question has been around how do we take advantage of that? We all know it is happening and we all know people spend on their phones and tablets, but how do we make the most of it? As more companies have dedicated themselves to answering the big challenges—which still exist around cross-device, cross-channel and all of the other things that people continue to have a problem with—I think some of those are being answered slowly and as they are, that allows us to start talking more confidently about what advertisers can do with mobile and the geo-location nature of it, where and how it fits into our lives as we go through the day. These are all the things that advertisers want to make use of. We still need the right technology to give them the confidence that what we’re telling them is true and it’s doing what they want. Most companies are working on that, so there’s no doubt that we’ll definitely be able to make the most of what’s being offered in a pretty short period of time.

You just mentioned some challenges, but are there any other notable challenges with respect to programmatic?

I’d really like to see some robust work around brand building. I’m sure that pockets of it exist. I think there is a slight confidence gap with advertisers that mobile advertising generally can contribute to branding. One could argue that as a whole there are still some question marks over it, but I think for mobile in particular, we can set some really clear KPIs that help advertisers feel confident in investing bigger sums. They’re all comfortable investing in mobile; it’s just how you get them to sign off on the big ticket campaigns on an ongoing basis.

We still have the industry display issue generally, and we still have the tracking issues that are being solved but don’t go away in the minds of advertisers because they’re incredibly complex in that they’ll speak to one company that says this is all solved, and then they’ll reload the headlines or go to a conference that says it’s not actually being solved. That kind of stuff does make it a bit unnerving for them. But there have been such big strides in terms of companies solving for these issues and I think we will see for the first time a real shift away from cookies. I think that’s where, if mobile can be the driver of that with device IDs and so on, then that puts them in a strong position for a future cookie-less world.


“I think everyone knows that the mobile element probably plays a part in almost everything.” – Mario Bertozzi, VivaKi


That’s right, and enabling the development of more holistic, behavioral profiles capturing mobile behavior plus behavior on other connected devices. I think that’s a huge opportunity. To your other points, the two are really tied. If the industry overall is able to push forward with developments and progress in measurability and attribution that should naturally raise the level of confidence for marketers in understanding how to measure the impact and the ROI of their marketing initiatives from branding, anywhere down the funnel to other more performance focused initiatives.

I think everyone knows that the mobile element probably plays a part in almost everything. It’s just being clear about where it is most important. I know I’ve seen presentations from people like Yahoo! where a person starts on the phone, ends up on the tablet or the desktop and vice versa. Advertisers like seeing that stuff, because it makes sense to them and it gives them some confidence even if it’s not yet what you would describe as a true planning tool or attribution model, it starts to give them confidence that these campaigns are really making the difference.

Are there any emerging formats that you are particularly excited about?

I’m starting to see more and more of the formats that are really linked to your behaviour on the page, the ones where you’re reading an article and they expand out or you click to expand the article. I think that those ads are making an effort to keep you—let’s say uninterrupted. They have good visibility and impact, just from a personal perspective. I’ve always been a firm believer in fewer but bigger ads, and I think a lot of these formats are trying to play to that and it makes sense. I think generally speaking we’ve got to find a way of avoiding the interruption because no one’s ever going to wish that back. It doesn’t mean it’s wrong to find a way of having a big message without interrupting.

In the next 12 months, what percentage of Publicis’ spends will be in programmatic and then in 36 months, do you have an estimate?

I think—and I’m talking about all spend, that 8 cents on the dollar will be programmatic. That will probably double in 36 months. But that is, to be clear, all spend. If you’re talking about percentage of digital display or about metrics closer to home, those tend to be higher.

Do you have a percentage for digital display?

This year you’re probably looking at 40% and I would expect that in another 18 months it would comfortably be into the 60%.

The next two questions are personal questions but I think they are fun facts for people to learn about. What was your first mobile phone?

So my first mobile phone—I researched it because I couldn’t remember it clearly—was something called a Motorola N300, which was in the UK and it came with unlimited calls after 6 o’clock and on the weekends, which at that time was a big deal, because in those days you paid for all your calls. It was one of those semi-flip phones where you pulled the speaking bit down, and I think it was in the early 90s. They got rid of that contract very quickly, so anyone who had retained the contract was selling it in various ways for good money years later.

mobile programmatic

It looks like it would’ve been a pretty slick form factor for that time, especially because it was a flip.

Yeah, it was definitely considered—well any phone was because no one really had mobile phones—and I’m pretty sure I was in university so it must have been somewhere in the early to mid-90s.

Final question, what is your favorite mobile app?

I’m going to have to say twitter mobile programmatic since I’m such an avid user of it. I use it for all my information sources. If it wasn’t twitter, it would have to be a map app. One can actually read the world and the other gets me around it.

Is there one mobile mapping app that you prefer?

If I’m allowed to say Google Maps, I would probably say Google Maps. mobile programmatic

Of course you are! This was great and we appreciate you sharing your thoughts and your insights on both VivaKi but also the programmatic landscape. Thank you Marco, we really appreciate your time.

 

Check out the other editions of Real-Time Banter, featuring interviews with Amnet, MoPub, Cadreon, Rubicon Project and Factual.

The post Real-Time Banter: Adelphic and VivaKi Discuss Mobile Programmatic Advertising appeared first on Adelphic.

Case Study: Adelphic, Cadreon and Factual Drive 26.5% Lift in BMW Dealership Visits through Mobile Advertising

January 25, 2016 in Blog

mobile advertisingBMW wanted to use mobile advertising to drive more potential consumers to dealerships to push greater sales. Their target consumers were identified as being people in a high income bracket and in the market for a luxury vehicle. To see the full case study illustrating how Cadreon used Adelphic’s platform, with insights from Factual, to increase foot traffic to BMW dealerships by 26.5% with mobile advertising, visit Factual.

The post Case Study: Adelphic, Cadreon and Factual Drive 26.5% Lift in BMW Dealership Visits through Mobile Advertising appeared first on Adelphic.

Real-Time Banter: Adelphic Discusses Mobile Advertising Data with Factual

January 13, 2016 in Blog

This edition of Real-Time Banter features a discussion about mobile advertising data with Gil Elbaz, founder and CEO of Factual. Gil was interviewed by Jennifer Lum, Chief Strategy Officer for Adelphic. 

mobile advertising

Jennfer: What is Factual?

Gil: Factual is a neutral data company. Our job is to make data accessible to other companies, and to help them innovate and be more productive. We have this real focus on neutrality. For example, we will never build a consumer app because we want to be absolutely aligned with our customers, providing the highest quality data to make their jobs easier. We specialize in mobile and location. We found that this is a massive and interesting opportunity to provide data about the entire world, about every spot on the world. We think there are a tremendous number of opportunities to provide value by focusing on location data.

You are the founder and CEO of Factual, can you share Factual’s founding stories with us?

I have been addicted to data since I was a little kid. I was in love with the reference section of the library – from dictionaries to the Guinness World Records – and anything that was structured. I turned this into a career and my first company, Applied Semantics, started out with a focus on building ontology. Ontology is the organization of the world’s information: every word and phrase that you can find anywhere in language. We realized that this is the basis for natural language understanding technology, which then became the basis for AdSense. Applied Semantics was acquired by Google in 2003, and so I spent a few years with Google. Factual represents taking knowledge and structuring it to the next level. The goal of Factual is to make this data accessible; to make structured data, high-quality data accessible because there is such an opportunity to be neutral, to power all other innovations. We are not going to innovate across every industry; we can never hope to do that. But by being a provider, we get to work with companies across many different industries and create value across the landscape.

Are there any important lessons you learned in building Applied Semantics that you are now applying to how you build your business and your company at Factual?

When you have a big vison, there are certain elements where there are long secular trends and things don’t change overnight. So at Applied Semantics, we pioneered contextual ads. For a couple years, our AdSense revenues were exactly zero because the supply partnerships just weren’t interested in this form of ads. The standard ways of doing things had been targeting on demographics. And then it started to work…we were patient. As it started to work, it felt like the large companies at the time – Google and Yahoo – had their eye on us, and it seemed like we had to get acquired and they were going to win. While it was exciting to get acquired by Google, I learned a tremendous amount. It was interesting to learn that it wasn’t the last opportunity to create an independent company in the space. Actually, several other companies launched after we were acquired and were very, very successful in contextual ads. So, actually when a trend emerges, there are going to be plenty of opportunities for many companies within that space for years to come. So I think that there are going to be tremendous opportunities to build great data companies for many, many years. And I will be committed to this new industry.


 

“I think that there are going to be tremendous opportunities to build great data companies for many, many years.

And I will be committed to this new industry.” – Gil Elbaz, Factual


 

Factual has three core costumer segments: enterprise, developers and mobile advertising. Can you describe Factual’s products that focus on mobile advertising?

We built this core data, and we found that there are use cases across several different categories, including mobile apps and enterprise. There are tremendous use cases for this type of data in the mobile advertising industry as well. What we did is we packaged the data in a way that makes it much easier to integrate and much more actionable for the mobile adtech ecosystem. So the key thing that we’ve done with location data is turn it into audience data. That’s much easier to act upon within this industry. We’ve also built software that a demand-side platform can run on premise. It allows us to continuously push the freshest and most relevant targeting or audience data. It also enables a DSP to acquire the data at blazingly fast speed, so it doesn’t negatively impact its own logic and internal processes. In our packaging of this data, we got very good feedback from across the industry for this type of model.

What are the sources of Factual’s data?

We’ve been building location data for seven years now. We’ve put a tremendous amount of engineering resource on it, and we have a number of partnerships that allow us to build the high quality data that we have. The partnerships come in many different varieties. So we have companies that come to us and push us highly accurate information about their businesses globally. So that is an example where the data is pushed to us. And there is one that is perhaps that key distributor of such location data. We benefit from people coming in and bringing data to us. We also have a write API that allows a developer to push data to us in real-time. We’re also very thankful for a great number of partnerships where companies want to push data, and ensure that any business that wants to be found will be found, because it gets pushed to us. We also have a tremendous number of technologies that are able to validate and verify information using a range of other sources and it helps us keep tabs on what is fresh and accurate.

There has been quite a bit of discussion regarding the quality of location data recently. What does Factual do to ensure data quality?

We put a huge amount of time into this. There is nothing more important to us than data quality. It’s in our name; it’s our goal to continuously raise the bar on quality, especially the data that we distribute. We’ve built a location validation stack that gives us quite a big edge when it comes to ensuring that the device location is representative of where people are, so that’s on the mobile device side. In terms of the core place data, I just discussed with you the tremendous work we do to bring in a variety of sources. We also have a lot of algorithms and machine learning technology that let us sort through millions of sources and automatically pick the best information and rank the best sources. If you don’t do it automatically, it turns out to be a very expensive manual process. We have made a lot of building automatic. If you have a hundred conflicting answers about, let’s say, what kind of food a restaurant serves, how do you automatically figure out the correct information? So this is where more than half of our engineers work.


 

“There seems to have been an inflection in the last 12 months, where advertisers are moving from geo-contextual or location-orientated – something that is experimental – to something that has been proven.” – Gil Elbaz, Factual


 

Are there any new emerging use cases for location data in mobile advertising?

There seems to have been an inflection in the last 12 months, where advertisers are moving from geo-contextual or location-orientated – something that is experimental – to something that has been proven. So there is definitely a transition from insignificant budget relying on this type of targeting to bigger budgets. We are learning all the time, all the different use cases and types of campaigns that can benefit from geo-contextual. There are many interesting ones, so being able to understand patterns of activity – such as people that hike or people that are looking to buy a car – and the types of learning that we can put on that, types of machine learning we can place above that data in order to build very high quality, very personalized, very accurate audience segments. It seems to be gaining a lot of traction.

The way that we would like to think about that is like this: location data generated from a consumer’s mobile device is becoming the most powerful set of contextual data, and marketers and brands can now paint a picture that is the actual consumer journey through out. You can start learning about behaviors, and you have the technology to really find out what it is this person truly does, where they go, and why they go there.

Yeah, I love how you phrase the geo-contextual consumer journey as a physical consumer journey.

Yeah, the consumer journey, the path to purchase. Consumers may start their journey with a retailer’s website, and then they check the price on Google. Maybe they go in-store, or maybe all of their shopping will be done online. But mobile data creates a physical map of what a consumer does on a day-to-day basis and that is powerful.

And that data has been underutilized. There are a lot of apps that collect location signal. But that signal was just a latitude and longitude. It’s a piece of information that doesn’t necessarily – without a layer above it providing context – give you the additional information you need to make real decisions.

Ok, now two personal questions. What was your first mobile phone?

It was that flip phone – the Motorola StarTec. At the time it was just an unbelievably advanced design. It just felt like an absolute leap frog over whatever brick came before it.
mobile advertising

 

It was so sleek…a very cool phone. And then second question, what’s your favorite mobile app at the moment?

I am in love with this vision that apps are going to be predictive, and they are going to know me even better than I know myself. And so we are going to see a ton of innovation there. But the app that stands out right now is Google Now. Google-logo-2015-G-iconIt leap frogs you in terms of guessing what you are going to or should be searching in the moment, and provides all sorts of useful information. For example, letting you know that you are going to be late to your flight because it figured out for itself where you are going, what airline, what flight, the path from where you are right now and then the traffic along the way.

Yes, I completely agree with you. Product people strive to create products that delight the costumer. Google Now is the app that most recently has created moments of surprise and delight for me and it proactively pushes me data that is useful and relevant.

Check out our other editions of Real-Time Banter featuring Amnet, MoPub, Cadreon and Rubicon.

 

The post Real-Time Banter: Adelphic Discusses Mobile Advertising Data with Factual appeared first on Adelphic.

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