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A4U Marco Kloots, CEO 161MEDIA / Platform161

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Page 1: The Real-time Landscape: Zero-delay Advertising - Marco Kloots. Click District

A4U

Marco Kloots, CEO 161MEDIA / Platform161

Page 2: The Real-time Landscape: Zero-delay Advertising - Marco Kloots. Click District

205.06.2013 KUNDE | THEMA

Topics

o Backgroundo Part 1 - De Marketo Part 2 – Programmatic Buying

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Background

o MBA, Erasmus University, Rotterdam

o Reddion, Universal Media, Zenith Optimedia, Mediacom, KLM, Belcompany, Martinair

o Founder en CEO, ClickDistrict

o Netherlands, Germany, Spain, Nordics, Russia

o Custom DSP: Platform161

Page 4: The Real-time Landscape: Zero-delay Advertising - Marco Kloots. Click District

Part IThe Market

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The Market in 2005

Page 6: The Real-time Landscape: Zero-delay Advertising - Marco Kloots. Click District

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Advertiser

Agency

Network

Publisher

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Now

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Network

Publisher

Trading Desk/DSP

Advertiser

AgencyData

Verifi

catio

n

SSP

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A Summary

o Increased Complexiteito New technologyo Real Time Biddingo Data Nieuwe Business Modelleno DSP’s, SSP’so New Metricso Conversion attribution

Page 10: The Real-time Landscape: Zero-delay Advertising - Marco Kloots. Click District

PART 2 – Programmatic buying

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1105.06.2013 KUNDE | THEMA

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1205.06.2013 KUNDE | THEMA

Page 13: The Real-time Landscape: Zero-delay Advertising - Marco Kloots. Click District

Programmatic BuyingReal Time Bidding

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Programmatic Buying

o Automated process proceso Digitaal mediumo Groot volume van transactionso CPM-basedo Overcapaciteit

o Second price auction

Real Time Bidding

Page 15: The Real-time Landscape: Zero-delay Advertising - Marco Kloots. Click District

1505.06.2013 KUNDE | THEMA

DSP SSP

The Players

Page 16: The Real-time Landscape: Zero-delay Advertising - Marco Kloots. Click District

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The auction

SS

P

Cnn.com

Above the fold

468x60

23:40

DS

P

Interest in carMaleSunday

One Impression

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What does technology do?

o Make decisionso Automate processeso Beslissingen nemen (CPC naar

CPM)o Buy Efficient

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Page 19: The Real-time Landscape: Zero-delay Advertising - Marco Kloots. Click District

Questions?


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