Selling Display to Your SMB Clients

BRIGHT IDEAS
START HERE.
2015 SUMMIT MONTREAL | JULY
29+30
Selling Display to Your SMB Clients

BRIGHT IDEAS
START HERE.
©2015 All rights reserved 2ACQUISIO 2015 SUMMIT MONTREAL – JULY 29+30 #ACQsummit
MEET THE SPEAKER
Maria Coletta
Director, Acquisio Trading Desk,
Acquisio

BRIGHT IDEAS
START HERE.
ATD Accesses Every Major Ad Exchange
A Single Network is Not Enough
 Access to every major exchange and SSP including
the Facebook Exchange (FBX) and News Feed
 2 MILLION QPS
 12 IAB Standard Units, including high impact
 Scale in 150+ countries
32%
11%
11%
10%
9%
7%
6%
4%
3%
2% 2% 1%
1%
3%
OTHER
Other:
Admeta
Adscale
Adskom
Beanstock
Media
CCI
Centro
Exchange
Falk Real Time
GumGum
Improve
Digital
Xaxis
Marketplace
Zedo

BRIGHT IDEAS
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When To Use Retargeting Strategies
 When a client’s site has in excess of at least 20,000 estimated Unique Visitors per Month.
ATD requires a robust cookie pool in order to achieve successful Retargeting campaign
results. Only 7-10% of the Uniques can be used toward a Monthly Retargeting budget
 Performance Driven Campaigns demanding specific CPA and ROAS Goals
 CPM, CPC & CTR Rates take on less importance as Conversions and Revenue drive the
KPIs. Retargeting strategies force higher CPM's and CPC's and tend to draw a lower CTR,
mainly because we are forced to bid higher on limited retargeted cookies
 No focus on the Geo as we only want to capture users who have shown intent when
they initially visited the client’s site
 Retargeting can also be used as a Branding Strategy as users are delivered multiple
retargeting ads, ensuring that the Brand is top of mind
 Retargeting is key for Cross-Selling campaigns

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Cross-Ad or Campaign Bid Adjustments
•Retarget Users anywhere on the internet. ATD has access to all the exchanges and can thereby cast a very large net in order to reach
your valued customer.Site Wide Retargeting
•Retargets users while they appear on their Outlook/Yahoo Webmail. Outlook is a highly coveted group as they migrated as previous
Hotmail users. Yahoo uses a larger ad unit 300x600Outlook & Yahoo Retargeting
•Retargets users while on their Facebook page. The ad will appear on the RHR and/or Newsfeed sections of FB
FBX RHR (Right Hand Rail) and
Newsfeed Retargeting
•Retargets users while they appear on the You Tube. The use of Video and/or Free Companion Ads for this strategyYou Tube Retargeting
•Connecting client’s CRM data to Liveramp’s massive database, matching email addresses, physical addresses, etc to first party data. No
emails need to be deployed via this methodLive Ramp Email Retargeting
•Retargets users via their IP address. Connect with all family members across all devices. Ie: Tablet, Smartphone, Laptop, etcHousehold Extension Retargeting
•Specifically retarget users who didn’t fully complete the conversion funnel. One of the most effective performance driven strategiesShop Cart Abandoner Retargeting
•Retargeting users while they appear on Premium Inventory relevant to the client's demo specifically via the Private Market Place
universe
Private Market Place (PMP)
Retargeting
• Specifically retarget users who didn’t fully complete the conversion funnel. One of the most effective performance driven strategies. Bidding
specifically and more aggressively on cookies born within the first 12 hours of being captured, as they tend to be the most coveted and reflective of best
ROI
First Bucket Retargeting

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When To Use Prospecting Strategies
 When a Campaign’s Goal is to Create Brand Awareness
 When a Client’s Site has fewer than 20,000 Estimated Uniques per month. Prospecting
New Users helps build the Retargeting Pool via Targeted Traffic
 When Client’s KPI’s focus mainly on CTR and eCPC, Branding is a Key Element
 When a Campaign’s Measurement is CPM focused
 When a Campaign Requires a plethora of Clicks to the Site
 When a Campaign Requires very Specific Audiences ie: Targeting HHI, Age, Gender, Edu,
etc.
 When a Campaign Requires a Specific Site/White List

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ATD New Prospecting Strategies
•Crawlers scan the content of sites and based on relevant keywords and/or customizable categories, displays ads on the sites that are a
fit. This is a Page-level keyword and contextual strategy. ATD is integrated with four different Contextual networks, often isolating the
best performers
Contextual & Keyword Targeting
•Matching the client’s keyword with a user searching for that same term via all search enginesCross Pixel Keyword Search Targeting
•Running Pre-Mid or Post-Roll Video on Targeted Sites with Video Completion Rates VisibilityVideo
•Displaying ads to users who appear on specific verticals ie: Fashion, Education, Automotive etcChannel/Vertical Targeting
•Outlook users migrated from Hotmail & view ads while on their Outlook Webmail. Exclusive inventory that allows only one advertiser
on page & garners strong CTR's. Yahoo allows larger 300x600 ads and tends to yield higher CTR
Outlook & Yahoo Targeting
•The Look-Alike Modeling strategy uses the DMP to ID the most valuable first-party data traffic and matches the DMP data to the first-
party data. Need at least 30K Cookies for this strategy to be viableLook-A-Like Modeling
•Bidding on Third Party Cookies targeting Gender, Age, HHI and Special Interests. ATD uniquely leverages Data Alliance 3rd Party data
which is offered on a Rev Share model and not a fixed CPM rate
Data Alliance Behavioral Targeting
•The algorithm selects data segments with a high likelihood of driving campaign performance & automatically adjusts audiences as the
campaign progresses. The Algos deactivate/activate underperforming & higher performing segments. CTR goals can average 3-6x
improvement
Predictive Audience
•Targeting users while on their mobile devices, within specific apps relevant to the client’s demoMobile In-App Targeting

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ATD Case Study – Retargeting Alongside New User Prospecting
Client Type: E-Commerce
Campaign Performance before and after implementing a Prospecting campaign that ran alongside our Retargeting campaign:
Retargeting Before Prospecting:
Goal: 400% ROAS
Spend: $12k
PC Conversions: 127
PV Conversions: 1,918
CTR: 0.07%
ROAS: 839%
Retargeting After Prospecting:
Goal: 400% ROAS
Spend: $11k
PC Conversions: 109
PV Conversions: 2,120
CTR: 0.12%
ROAS: 919%
Campaign Results:
 Based on the 400% ROAS objective, campaign performance was 130% higher than the set ROAS goal, with a very considerable CTR lift. This
significant boost for the After Prospecting Campaign came in despite having $1k less in budget.
 In addition to boosting the results of our Retargeting campaign, the Prospecting campaign helped grow the cookie pool at rate of approximately 4000
cookies a day – More than 31,000 cookies within 9 days.

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How ATD Uniquely Optimizes Retargeting Campaigns
Building Customizable Recency
Schedules
Bidding higher/lower for recent/older
prospects
Recency Flexibility
Recency capping: Avoid displaying ads to
users 30+ days after they visit your
website
Frequency Capping
Controls how many Retargeted
Impressions are being delivered to the
User in a Specific Time Period

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MOBILE
Maximize mobile
performance utilizing
The Trade Desk’s
powerful bid factoring
Engage customers across mobile channels and reach your
intended audience with advanced targeting.
Scale in
150+
countries
ATD has access to
700+Billion
in-app impressions per
month
MASTER MOBILE WITH THE ACQUISIO TRADING DESK
Leverage the ATD platform to achieve your mobile KPIs. Bid factor by device type, operating
system, target users based on geo, serve ads across in-app, mobile-optimized web and
mobile web inventory.
ATD Mobile Offering

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MOBILE INVENTORY
EXISTING PARTNERS
PIPELINE INTEGRATIONS

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In-App Targeting: MoPub & Google AdExchange
 200B in-app impressions per month globally
 700 MM global mobile impressions per day
 74 MM mobile impressions per day in the U.S. alone
 400B monthly in-app impressions globally
 1.25B unique devices/month
 20K+ applications
 15K+ publisher partners
 14K+ publishers
ATD is integrated with two leading providers of in-app inventory: Google AdExchange and
MoPub, accounting for two-thirds of all in-app inventory.

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Apple iAd Partnership
Gain access to some of the most sought-after app inventory on the market with the flexibility and
scale of the industry-leading buyer’s platform.
Exact Targeting Using iTunes Purchase Data
Activate iTunes download and purchase data to accurately
target valuable audience segments
Build your target audience based on key targeting
parameters including:
 Age
 Device
 Frequency cap
 Gender
 iTunes Store preferences
 Scheduling

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Recent Release:
Mobile Device Make and Model Targeting
A person’s phone often says a lot about them –
capitalize on the insights available to reach desired
segment of users.
• Tech enthusiasts
• Early adopters
• Late adopters
• Apple users
• Android users
Target users based on the make and model of their mobile device

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Recent Release:
BlueKai Mobile Integration
Audience targeting is now fully available on mobile in-app inventory,
using 1st or 3rd party data segments from BlueKai.
 Access and target mobile data segments
available through BlueKai via The Acquisio
Trading Desk DMP
 Target 3rd Party segments based on device ID
 Upload 1st Party segments based on device ID

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ATD Offers Access to a Large Video Footprint
A Single Video Ad Network is not enough.
Don’t limit your video campaigns to one
slice of the universe
Video networks are also taking large,
non-transparent fees
From public financial statements
 Tremor: 41% average fee
 TubeMogul: 72% average fee

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ATD Provides In-Depth Video Engagement Metrics
Like Video Starts, Quartile Completions and Completion Rates
• View performance for video
and display in one single
report
• Same granularity as display
reporting, which is more
detailed than any other DSP

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Private MarketPlace (PMP) or Deal ID
For the first time, you can execute guaranteed Premium buys and launch it Programmatically.
Use audience data to reach your target demo at scale on premium sites.
Application of global frequency cap across all channels and publishers
Transparency, data and ability to optimize placements afforded by a DSP
See how premium publishers falls into the larger attribution picture
Benefits of Deal IDs
1
2
3
4
For example, if buying CNN.com
inventory through the PMP, ATD
will optimize the campaign with all
levers available through RTB buys.
Ie: Day of Week, Time of Day, etc.
It is not possible to granularly
optimize this way directly through
the Publisher

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Private MarketPlace - PMP
Additional Advantages to using the PMP:
 Simplifying the direct Publisher buying process by eliminating need for multiple buys. Ie: No longer needing to buy
inventory directly through Travelocity, Orbitz and Expedia separately. Take advantage of efficient and quick
inventory purchasing by buying directly to those Publishers all through one purchase point, the ATD Private Market
Place
 When buying direct to Pub, there is little to no control over the inventory. You cannot control when the inventory is
being served, yet through the PMP, we are able to day and time part the inventory
 ATD also boasts PMP Retargeting where retargeting directly on these Premium sites is now a reality. Most Premium
sites do not directly allow Retargeting, another benefit of the PMP

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Native Ads GumGum and ATD connect photos and data to drive viewability and engagement for brands.
ADVERTISERBENEFITS CAPTURECONTEXT WITH IN-IMAGEADS
75%
Viewability
0.84%
CTR
37%
BrandLift
ADSTHATSTICK
GumGum and the Acquisio Trading Desk have
partnered to make custom in-image and in-
screen ad units available programmatically for
the first time, giving buyers a powerful new
branding tool.
 Viewable placement within content and images
 Accessto photos of major events
 Custom static or rich media creative
 IAB728x90 creative also supported
GumGum's patented In-Image Ads appear in-line with
premium editorial content where user attention is
actively engaged.
The result is consistently higher performance in
key metrics like viewability, engagement and
brand lift.

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GumGum Custom Ad Units

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Live Ramp CRM Retargeting
THE SOLUTION:
Send your Data Securely
to LiveRamp. No Set Up
Fee. Email Data
Matched to Live Ramp’s
User Name Database
LiveRamp matches data
to Online Browsers. Only
Pay for the Data that
Matches with LiveRamp
1st Party Data
LiveRamp Syncs your
Data Directly to ATD.
Cost of CPM added as
Revenue Share
Percentage.
THE PROBLEM:
Marketing organizations today have a wealth of transactional and CRM data tied to
email and postal addresses. But this data is siloed from their online marketing initiatives
and can only be used to personalize email and direct mail campaigns

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Ad also reaches
husband on laptop
Ad reaches daughter
(influencer) on phone
Ad reaches
grandmother
(influencer) on tablet
Household Extension Retargeting
Targeting 1st Party Audiences across ALL Household
Devices By Leveraging IP Targeting.
Reach Same User Across All Devices in Conjunction with
Targeting All Members of Household Across All Devices
Wife visits
website to look
for promotions
and gets
retargeted

BRIGHT IDEAS
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ATD High Definition (HD) Reporting
ATD Boasts the Most Comprehensive Display Reporting in the Industry through its High Definition (HD) Report

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High Definition Reporting Granularity
• Great for viewing general stats by day and by ad group/campaign1. Ad Group Performance
• For viewing video stat performance by creative2. Video
• For viewing performance across frequency. Great for click based optimization campaigns3. Frequency
• For viewing performance across ad format4. Ad Format
• For viewing performance by creative. Pull in ad format to help organize5. Creative
• For viewing performance by fold placement, Above/Below Fold6. Fold
• If running on a whitelist or running contextual targeting, see performance for every site on this tab7. Site - Category
• Go here for any site optimizations – Blacklisting sites that are not performing8. Site
• For viewing performance by supply vendor9. Supply Vendor
• Reporting in the user’s time of day – really powerful for optimizing and story telling10. Time of Day
• Reporting in the user’s day of week – look at performance of weekends against weekdays11. Day of Week
• Performance by browser – pull in device type or operating system12. Browser
• Performance by device type – pull in browser or operating system13. Device Type
• Really powerful tab for optimizing retargeting ad groups as we increase/lower bids on specific cookies14. Recency
• Reporting at the data element level inside of an audience. Really great for BT campaigns!15. Data Elements
• For viewing performance across the languages used in the browser16. Language

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Display Viewability, Brand Safety and Suspicious Activity
 Despite growing measures toward ensuring RTB quality traffic, the universe is so vast that it’s sometimes risky to only run with a
Global Block List.
 The Global Block List is updated by continually removing any offending IP Addresses or URL’s, yet when your Brand’s reputation is
on the line, it is highly recommend to incorporate additional premium traffic filter measures including Brand Safety Features,
Viewability and Suspicious Activity.
New Brand Safety Features does not allow any Adult, Alcohol,
Drug, Hate Speech, Illegal Download or Offensive Language
Content to come into contact with your client’s Brand
Viewability targets the Top 10-75% of Impressions most likely
to be viewed for the longest time
Suspicious Activity Blocks Very High Risk sites above and
beyond the ATD’s daily updated Block Lists which are already
in place.

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How ATD Differs From Its Competitors
ATD is a Direct Publisher
ATD is NOT an Ad Network. When you're not dealing direct, you will likely incur additional
'middleman' fees. ATD has access to a large digital marketing footprint as it connects with all
the major ad exchanges including the Facebook Exchange
ATD is Frequency Transparent
ATD is unique in its ability to optimize Frequency. We are not a black box outfit, but one that is
transparent and sets realistic frequency caps. Black box frequency capping can easily result in ad
fatigue or worse, user annoyance!
ATD’s Unique Recency Data
Recency is data uniquely reflected in our reporting. We can bid on cookies that are more
valuable as they convert and lower bid multipliers on those that don’t. This decreases CPA and
increases performance as we maximize budget potential
ATD’s High Definition Reporting
ATD HD reports are the most comprehensive in the industry with over 16 tabs of data. The data
is used to optimize campaigns on a granular level and includes Ad Group, Frequency, Site
Vertical, Site List, Creative, Fold, Exchange, Time of Day, Day of Week, etc
ATD Offers a 48 HR OutClause &
Low Commitment IO’s
ATD is confident in showing results pretty quickly. Media Buyers are very attracted by this low
risk element. ATD can work on a month to month basis and doesn’t require a large dedicated
spend. Retargeting Only = $5k/Mth and Channel + Retargeting = $10k/Mth
ATD’s Unique Data Alliance Rev
Share Model
ATD uniquely offers Data Alliance 3rd Party Data on a Revenue Share basis. The CPM drops from
$5-6 down to below $1-$1.50 CPM, greatly increasing the odds of successful performance. DA
also allows the growing of small cookie pools without solely relying on New User Prospecting

BRIGHT IDEAS
START HERE.
2015 SUMMIT MONTREAL | JULY
29+30
Thank You!

Selling Display to Your SMB Clients

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