1. 1. Unsere RTA Strategie
2. 2. Wo wir im Programmatischen Universum stehen
3. 3. 2012 2013 2014 FEASIBLITY STUDIES Bundling vs Targeting Audience vs Outcomes EXPERIMENT Tech Platformen Programmatic Premium Programmatic abseits von Direct Response WEITERENTWICKLUNG Private Transactions Messung & Attribuierung Fraud & Viewablity 2015 CONSOLIDATE & STREAMLINE Streamling Tools, Tech & Services Comprehensive Targeting Format & Device Bridging
4. 4. Programmatic wchst weltweit: 3 Grnde Konsument Advertiser Agencies /Pubs
5. 5. Mit unserem Agency Trading Desk sind wir ein globaler Player mit lokaler Strke NORTH AMERICA USA Canada LATAM Mexico Chile- LATAM Hub Brazil APAC Australia Japan China Malaysia - APAC Hub India EMEA UK Netherlands France Germany Belgium Sweden Denmark- Nordics Hub Spain Italy Hungary- CEE & SWE Hub UAE - MENA Hub 1. Trading Desk 1. TV & OOH Angebot 1. mit globalen Kunden ber 450 programmtische Spezialisten ber 21 Cadreon Offices, 5 Hubs
6. 6. Unser operatives Team Programmatic Experten: Interne Trainings & Updates alle Kundenbetreuer sind fit Hub in Budapest fr Kampagnensetup, Reporting, Optimierung Team: Head of Cadreon |Account Director | Account Manager | Account Engineer | Account Executive | Campaign Managers | Data Scientists
7. 7. Wir agieren offen in mehrerlei Hinsicht Offene Architektur & Technologie- agnostisch Offen fr neue Partnerschaften: Kein one-size- fits-all Ansatz Offen fr neue Partnerschaften: Kein one-size- fits-all Ansatz Kein Re-Selling von bereits gekauftem Inventar & Kein Spend Commitment Transparenz & Brand Safety: Execution Exellence
8. 8. MEDIA TECHNOLOGY DATA+ + MEASUREMENT, INSIGHTS & AUDIENCE INTELLIGENCE Ad Exchanges Sell-side platforms (SSPs) Private Marketplaces Channels: Display, Video, Mobile, Social Multiple DSPs Brand Safety Analytics engines Attribution engines TOTALDMP (data management) TotalTag & other 1st party (from client site and other sources e.g. CRM databases) 3rd party (from brokers and aggregators)
9. 9. Globale + lokale Partnerschaften: Private Marketplaces ber 190 globale Partnerschaften Rund 10 lokale Partnerschaften
10. 10. Globale + lokale Partnerschaften: Technologie-Partner Unser Partner Management Prozess
11. 11. Globale + lokale Partnerschaften: Technologie-Partner Qualitatives Assessment
12. 12. Globale + lokale Partnerschaften: Technologie-Partner Quantitatives Assessment
13. 13. Kampagnen-Setup Behavioral Targeting1 Contextual Categories2 Whitelists 3 Re- Targeting4 Local PMPs 5 Global PMPs6 Look a like Targeting7 Semantic Targeting / Keywords 8 Above the Fold, etc..9
14. 14. Kampagnen Reporting
15. 15. Next Stage: Total DMP | Data Management Platform
16. 16. Next Stage: Programmatic fr Digital OOH
17. 17. Dankeschn Mag.(FH) Barbara Klinser-Kammerzelt xing.com/profile/Barbara_KlinserKammerzelt at.linkedin.com/in/barbaraklinser barbara.klinser@fastbridge.at