Types of TV advertising

What are the different types of TV advertising?

Advanced TV includes all types of Non-traditional formats of TV viewing. 

For e.g. Interactive TV, Connected TV, Smart TV & OTT (Over the top). The most common term is OTT, which comprises of:

Streaming devices - Apple TV, Android Tv, etc.

HDMI sticks - Chromecast, Roku, Fire stick

Smart TVs - TVs with Netflix or HBO Go.

Game consoles

DVR set-top boxes

Smart Blue-ray/DVD players

Advertising on these internet-enabled devices is more targeted.  

Programmatic TV- Advanced TV with Ads purchased programmatically. Either thru streaming provider or Ad-network.

Addressable TV- More targetted ads shown to different households for the same program. Targeting on OTT is mostly done on a household level.

Models used for targeting:

High-index modeling- Ads decided based on viewership data for a particular show.

CrossDevice graph - Data from different devices in a household to create identifiers & target audience. 

a) Probabilistic: Device type, location, time of day. The probability is benchmarked to get expected accuracy. 

b) Deterministic: Login data for the consumer across devices 

c) Look-alike modeling for finding a similar audience to build scale

Revenue models for Video

SVOD - Subscription video on demand. Access to an entire library for a small recurring fee. Netflix, Hulu, HBO.  

TVOD - Transactional video on demand. Pay-per-view basis. Charged per video. Google play or iTunes. 

AVOD - Ad-based-video on demand. Here the content is free. Youtube.

Video Advertising Formats

What are the different types of Video advertising formats?

Video advertising is to show ads either within, before or after the video. They are known as Mid-roll, pre-roll or post-roll ads. All these three types of ads come under Linear ads. 

So they are like normal ads but they play either before the video or in between the video (so the video one is watching is stopped for that duration) or after the video is completed.

Non-Linear Ads run along with the video so the users see the Ad while seeing the video. 

Companion ads: Run on the side and do not disturb the viewing experience. It can be in the form of an image, text or video. 

  

Bid Shading - First price auctions

What is Bid Shading?

A technique in first-party auctions to optimize the bid price without reducing the chance of winning. So basically an algorithm that arrives at a price optimization strategy considering factors like pricing, website, exchange in place as well as a competitive environment.

The shift started happening after Google's announcement of moving to first-party auction model.

Done by DSPs or Exchanges since they moved to first-price auctions. DSPs are in the best position to do Bid-shading as they have a complete picture of the bid data.

Hence taking away any advantage that Publishers had in the short term. 

They look at the holistic view of the competitive environment to arrive at the price for an advertiser while bidding for an impression. So there is a trade-off here, as you loose quality impressions in case you cannot win at the right price. 

Google: Optimize fixed CPM bidding

Rubicon Project: EMR or Estimated market rate 

Pubmatic: Intelligent bidding

Trade desk: KOA

Bid shading has reduced CPMs for publishers and there is more downside in the future as algorithms improve. 

More transparency is required to show the delta in value in cases where Bid shading was applied. 

Types of Targeting in Advertising

What are the different types of Targeting in advertising?

Behavior- If we segment customers basis their behavior on the website like previous purchases, pages visited, searches done, etc. We then group of customers who have similar behavior and then show them targeted messages/ads.

Context- Targeting users based on the page content or site category. So showing ads basis the content on the website as well depending on the category the website belongs to. IAB has a list of categories for websites. Native is a form of contextual advertising.

Time & Event-based- Ads run at certain time and occurrence of a specific event. Gold jewelry ads around Diwali in India.

Demographic- Basis a person Age, Sex, Income, Ethnicity users can be targeted. When behavior segments are layered on top of demographic the targeting can be more valuable.

Geolocation- Targeting basis a person's location or hyper location (geofencing) which is more precise. So if a person is near a certain store h/she can be shown ads or given vouchers for the same retailer.

Device- More relevant to Mobile ads and serving local ads or coupons. This is again similar to contextual targeting in certain ways. Also, affect the type of creative is served. iPhone users with a 5G connection might see very different ads for someone having a 3G connection.

Site Retargeting- Also known as Retargeting, serving ads to users who came to your website and didn't convert. So these users know about your brand hence higher is the probability for them to convert. 

Search Retargeting- Ads served to users basis their search behavior or keyword data. It is intent-based and exchanges help do this kind of targeting.

Predictive Targeting- Using data from different targeting methods predictive targeting comes up with a probability of purchase for users.

First party data acquisitions by holding companies in advertising

Why are holding companies buying Data companies?

• Internal data offerings have become a must-have in major brand media account pitches 

• Holding companies are investing heavily in those businesses because they expect them to become more powerful tools to win creative reviews

• Use case - Media-mix modelling, multitouch attribution, online marketplaces or first-party data services

If we talk about Epsilon- It gives Publicis access to first-party data and core expertise in managing client's first-party data through CRM databases & loyalty programs. Epsilon does not generate that data but gets it when people give their data to public records etc. They have been aggregating this data for years in the US.  

In-fact this is not something exclusive that they have as these datasets are available everywhere. However, the people working with these datasets can be a USP. How to apply to media for clients can be powerful.  

So agencies are trying to change their capabilities to meet client's needs. Basically, making sense of the client's data. 

As a downside, these acquisitions put them at risk of regulatory issues. Plus applying these segments globally is not that easy as the datasets are mostly from US data. 

Also, in the case of Publicis their history of acquisitions has been questioned. Even Sapient was an overpay and integrations are a challenge. But if it works the price tag of $4.4b will be justified. 

Breaking DMP & CDP

What is the difference between a DMP & a CDP?

• They are different by design.

• CDP: Mainly developed with the goal to achieve a 360-degree view of the customer, where multiple first-party data sources are combined to match IDs for segmentation purposes.

• DMP: Usually work with Third parties with profiles based on cookies activated in DSP or Ad-networks. Many vendors have started blending first-party data into these DMPs as well.

DMPs are more anonymous in nature as they work with cookies, which makes them more reliant on probabilistic identifiers. Also data needs to be matched before coming into a DMP in the case of Offline and Online data.

CDPs are more specific in nature as they work with first-party data. No form of matching is required to ingest data into a CDP.

Use cases for CDP: Newsletters, Email-automation, AdWords / Criteo custom audiences, Facebook custom audiences, Personalization onsite, Vouchers etc.

Use cases for DMP: Targeted Advertising, Lookalike modelling. 

Breaking - Discrepancies in Impression Tracking

How does impression tracking work?


If you want to understand the Ad-tech ecosystem first, you can read about it here.

There is the advertiser side of things and the Publisher side of things.

Advertiser Side

The advertiser runs the Ads through a demand-side platform or DSP. However, the Tag is created using an Ad-server and then served using a DSP.

DFA and Sizmek are advertiser end tools that are used to generate a tag out of a creative. These tags will be sent to the DSP for trafficking.

The impression is tracked in DSP, as the ad is called from DSP. DSP will count the impressions and DFA will also count the impressions.

Publisher side

The publishers take Ads from the advertisers to run ads on their website. They will be using DFP's services to do this.

Both DFA & DFP do the same thing but one is an advertiser end tool and another is a publisher end tool.

Since there are multiple players involved there is bound to be a discrepancy in the way they count impressions. Main reasons why a discrepancy occurs:

1. Third parties like DFA count an impression when a page fully loads. Whereas the ad-serving platforms count clicks when the user clicks a banner.

2. Vendors might give reports in different time zones which causes a lot of reporting discrepancies.

3. Sometimes the page might not load due to network issues hence causing the discrepancy.

There can be many other reasons for such discrepancies as standards for measuring impressions, caches, etc.

Handy Terms

DCM - Formerly known as DFA
DBM - Google's DSP
DFP- Double click for Publishers
DFA - Double click for Advertisers

Tracking cookies and the likes

What are the different tracking methods in advertising? 

While reading about ad-tech you cannot miss hearing about terms like cookie, first-party, third-party and the likes. I have tried to explain them below:

Cookie - I store information on you in your own browser.

First-party cookie - You visited my website so I know about you.

Third-party cookie - You visited a website where I placed my ad so I know about you.

Persistent cookie: As the name suggests i store information about your preferences and make your access convenient for future visits. They can stay for a long as two years hence can give information on the user path as well.

Retargeting - You came to my website. Left before completing an action (Purchase, form fill, etc.) so I follow you wherever you go on the web.

Link decoration - Adding extra information to the URL in a link that a person clicks on. (Piggybacking)

Fingerprinting - I know about your device (or browser) based on its specific or unique config. I don't store this info on your browser but on a server in a database.

Cookie respawning: Cookie respawning is the process of recreating browser cookies from information that has been deleted. With cookie respawning, companies take information stored in flash cookies and use it to recreate a cookie in the browser.

Flash cookie: A Flash cookie, is a text file that is sent by a server to the client when the user's browser requests content supported by Adobe Flash, a popular plug-in. They are not stored in the browser and have to be separately deleted through Adobe flash player settings.

Cookie poisoning: It is a method adopted by an unauthorized person to access and control the data in a cookie, to steal someone’s identity or financial information

Third Party Ad Tags in Ad Serving

What are Third-Party Ad Tags?

An advertiser places their creatives (Or Tags) in a third party server like Sizmek, Double click, Flashtalking to serve ads to users instead of serving it directly from their server. 

These third parties have better tracking, reporting, re-targeting and optimization capabilities. Also have reports like, path to conversion, reach & frequency reports. 

The same ad tag can be placed on multiple ad inventory space on different websites and apps. Hence easy to make creative changes in one place, do A/B tests, track Viewability and engagement. 

Header Bidding for publishers

What is Header Bidding?

It allows publishers to offer inventory to multiple ad-exchanges simultaneously before an ad-call is made.

Why do we need Header bidding?

Created to increase the yield for publishers. In the Waterfall method inventory was left unsold.

The Long Story

Originally programmatic was taken as a way to monetize remnant inventory in a pyramid inventory structure (waterfall method), with premium inventory reserved for direct-sold campaigns. Once the Premium inventory got exhausted and the visitor has not completed the frequency cap is when RTB kicks-in.

It is like selling the same thing to multiple people and lowering the price every time.

P R E M I U M    I N V E N T O R Y 

P R I V A T E    M A R K E T P L A C E 

O P E N  (R T B) 

Initially, less time was spent on revenue related tasks and most on admin related work. Google’s DFP  came to the rescue by introducing Header bidding which replaced Google’s “waterfall” method of connected demand sources.

Header bidding is also known as pre-bidding, where multiple exchanges can now bid for publishers' inventory. More bidders mean more demand for inventory and better prices. Publishers can control which sources can participate in the process.  

Header bidding is a resource-intensive option and also increases latency for the end-user and prone to malvertising attacks. But the opportunity was so great that it was accepted.

Google Tech Stack - Simplified

What is Google's Ad-tech ecosystem?

Google Re-branded its products and as always Google is great with products and courses, but when it comes to naming products - its a different story :) 

So let's try and unpack the Google ecosystem below: [Starting from buy-side and moving towards sell side]

DoubleClick Campaign Manager is the third-party ad server that allows you to plan, execute and measure your display campaigns through DoubleClick. It is where advertisers make ad placements, create floodlight tags and push to Google Tag Manager (GTM), and complete trafficking tasks.

DoubleClick Bid Manager (DBM) is the demand-side-platform (DSP) that allows you to reach your customers when and where it matters. The programmatic buying platform gives access to display inventory across ad exchanges to accurately bid, precisely target and effectively optimize your digital marketing campaigns. 

Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center in a single product.

DV 360 combines DCM + DBM 
DCM was formerly known as DFA 

DoubleClick advertiser products (Buy side) and the Google Analytics 360 Suite under one brand: Google Marketing Platform.

Google Ads is the new name for Google AdWords 

Google Ads is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content and generate mobile application installs within the Google ad network to web users. 

[Coming to the sell side now]

AdSense is Google individual Ad-network. Mainly for small & medium publishers. Ad-exchange is a bigger animal with thousands of networks. 

Google Ad Manager includes Google Ad server/SSP (formerly DFP) & their premium Ad exchange (previously AdX). Mainly for large publishers. 

• Double click for Publishers (DFP)
• Google Ad exchange

Ad Tech Marketplace | Landscape | Ecosysytem

Which are the main players in the Ad-tech ecosystem?

Please note: I have tried to list some of the prominent names in the Ad-tech landscape. This list is a very small representation of the multiple players in each domain.

AGENCIES

WPP	OMNICOM	PUBLICIS
IPG	DENTSU	HAVAS
MERKEL	MDCXPARTNERS	AEGIS

AD SERVERS (BUY SIDE)

DOUBLE CLICK	ATLAS	MEDIAPLEX
SIZMEK	ADGEAR	FLASHTALKING
ADFORM	MEDIAMIND	TRUEEFFECT

AGENCY TRADING DESKS

XAXIS	ACCUEN	VIVAKI (RUN)
CADREON	AMNET (ACCORDANT MEDIA)	AFFIPERF
IMPACT	VARICKMEDIA

DSPs

GOOGLE	AMAZON	THE TRADE DESK
MEDIA MATH	TURN	DATAXU
EFFICIENT FRONTIER	CHANGO	SIMPLIFI

APPNEXUS (DSP & SSP) Both

AD EXCHANGES

DOUBLE CLICK	RIGHT MEDIA	FACEBOOK
AD ECN	OPEN X	INDEX EXCHANGE
RHYTHM ONE	PULSE POINT	DISTRICT M

DMP’S & DATA AGGREGATORS

BLUEKAI	LOTAME	QUANTCAST
SIGNAL	EYEOTA	AUDIENCESCIENCE
KRUX	DATONICS	LIVERAMP

DATA SUPPLIERS

EXPERIAN	ACXIOM	DATALOGIX
EPSILON	TARGUS INFO	TRU SIGNAL
MASTERCARD	WHERE	DATALINE

SSP’s

ADMELD	RUBICON	PUBMATIC
LIFTONA	BEANSTOCK	REVINET
ALTITUDE	SONOBI

AD SERVERS (SELL SIDE)

DOUBLE CLICK	24/7 MEDIA	APT
LIVEINTENT	ADGEAR	ADTECH
SMART	ZEDO	OPENX

The Programmatic Waterfall

What are the components of the Programmatic waterfall?

Reserved Inventory is advertising space on a publisher’s site that is put aside for a specific advertiser for an agreed price.

Fixed Price is any arrangement where the buyer & seller agree on a flat price that the buyer pays rather than the highest bidder in an auction environment.

Automated Guaranteed: More like a direct sale. Inventory & pricing all decided and runs very similar to direct. Trafficking and RFP are automated.

Unreserved Fixed-Rate: This is biddable, yet at a fixed price for a more predictable inventory to help the advertiser. 

Invitation Only: Open for selected advertisers and the Publisher might choose to offer more value by way of transparency.

Open Auction: Open for all but the Publisher can create roadblocks by way of price floors and blocklist.

AD Network | AD Exchange | AD Server | Trading Desk

Which are the main platforms in the Ad-tech ecosystem? 

Ad Network

Emerged to solve the remnant inventory problem. They sold unsold inventory by bundling it into packages and made available to agencies at a discount. So basically companies that aggregate publisher ad space and sell it to advertisers.

Ad Exchange

Emerged to allow the advertiser to buy individual impressions (Not just remnant inventory)  in the auction-based market place. Customers could be targeted like never before.

Ad Server

Emerged as a technology to manage and run online advertising.

Trading desks

Sprung up to help advertisers navigate the complex programmatic media buying process. Specialists teams at agencies operate sophisticated DSPs, to help advertisers get their ads in front of the right customers, at the right time.

DSPs (Demand-side platforms)

Built for advertisers & agencies to plan & execute buys across several exchanges at once.

SSPs (Supply-side platforms)

Built for publishers to manage their advertising impression inventory and maximize revenue.

DMPs (Data management platforms)

Built as a data warehouse to store information on the audience and form segments.


A DSP is primarily used for programmatic buying, which means that there is no negotiation in pricing, but a real-time auction happens. DSP automates this process and it is easier to get started for small advertisers. 

Understanding Programmatic Advertising

What is Programmatic Advertising?

Programmatic advertising is basically purchasing relevant ads thru software.

Why do we need it?

All this while Ads were bought by Advertisers/Agencies interacting with publishers. With the advent of digital every small-time blogger, website & publisher now had space to fill for ads.

This created a lot of unsold inventory which could be now bought directly using the software. Supply of Ad-space became greater than demand and a lot of publisher inventory was left unsold. Hence the rise of programmatic.

Impact

By 2020, 65% of all digital ad revenue will come from Programmatic.

The Long Story

Using technology to buy & sell ads in an automated manner can be called Programmatic advertising. Generally used in the context of digital advertising and with terms like real-time bidding, open auctions and remnant inventory.

Whenever there is advertising there is an advertiser and there is a Publisher. The advertiser wants to show his ads to consumers and the Publisher has space to show these ads on his website. Every Publisher has a certain kind of audience visiting their website. So the advertiser could choose which Publishers had the right audience for their brands. 

Media agencies tried helping advertisers find the right Publishers. Ad-networks bundled Publishers together and sold inventory to advertisers. This created Premium and Remnant inventory. The premium was sold directly to advertisers and remnant got sold thru ad-networks.

Now Publishers had the problem of multiple parties vying for their inventory. Hence the SSP can into the picture which helped Publishers maximize their revenue and manage the delivery. (SSP- Supply-side platform)

For advertisers, a similar problem of finding and managing relationships with Publishers was tackled by DSP (DSP- Demand-side platform). The infrastructure for both DSP & SSP evolved into an integrated platform know as RTB (Real-time bidding).