Instant Ads

Real time Marketing on Exchanges

Group Member

 Ahmed JAVED FA18-BBA-024

 Ammar Shafique FA18-BBA-007
 Ch Usman Ali FA18-BBA-035
 Kumail Khan FA18-BBA-055
 Introduction

The holy grail of advertising and marketing is to deliver the right message to the
right person at the right time. If this were possible, no one would receive ads they
did not want to see, and then no advertising dollars would be wasted, reducing the
costs to end users and increasing the efficiency of each ad dollar. In the physical
world, only a very rough approximation of this ideal is possible
 Index

 Mass Advertising
 Real Time Advertising
 Business, Society , Technology
 Internet

 Internet advertiser could target individuals based on

personal characteristics, interests, and click stream
behavior
 BUT unsuccessful, e.g. banner had a click-through rate
of 0.03%
 Beacons, Web bugs, Cookie, Flash cookies
Tracking software
 Biggest trackers: Google, Microsoft, Yahoo
 Capture what people are typing on a website, what they are
doing, which
 sites they are liking, etc.
 Personal cookie profile grows and grows with the information
 Profiles are sold to advertisers
 Real-Time Advertising

Is a concept where online-advertising- space is auctioned in

real-time
 Advertiser can now act on the behavior of
 Internet user in real time
 This adds value and relevance to the advertisement
Behavioral Targeting

 Behavioral targeting is a technique used in online advertising and

publishing, where data from visitor browsing habits (e.g., search
terms, sites visited, purchases) is used to display relevant ads and
offers and improve campaign effectiveness.
 Behavioral targeting allows advertisers and publishers to target
customers based on their behaviors across different websites. For
example, if someone browses Amazon for cooking knives without
making a purchase, Amazon’s advertising network can show this
visitor more ads for knives on other websites, increasing the eventual
likelihood of a purchase
Tracking Software

 Tracking of online behavior have begun to improve the situation for display advertisers by
expanding the scope, breadth, and depth of personal information, making it possible for
advertisers to fine-tune their display ads and to develop a much finer-grained, digital
image of individual customers—real people, not just profiles. Using beacons, Web bugs,
cookies, and Flash cookies, almost all the top Web sites now install tracking software onto
visitor computers
 Biggest tracking Companies?
1. Google
2. Microsoft
3. Yahoo
 Data Exchange Firm

 A profile of the individual user is developed by data exchange firms

such as BlueKai Inc. and eXelate Media as well as the three big
players. Exultate claims to have anonymous data on more than 400
million unique users who visit more than 500 of the most popular
Web sites. The information and the individual profiles are sold to
advertisers usually for around 10 cents a piece
 Largest Exchange is
Google Double Click Ad Exchange
 Ad Exchange Offer

 Ad exchange and analytics firm offer more than just

auction or helps advertisers make over 50 billion
advertising decisions, analyzes over 1.5 trillion customer
attributes, and provides instant access to billions of digital
advertising impressions. The system is cloud-based, and
clients pay fees for accessing the infrastructure, and are not
required to purchase software or equipment.
 Data Exchange Ad Space

 There are two players here: the often small-fry data collection firms (the third-party owners of cookies and
beacons) and the large players. Both are developing data exchanges where advertisers can purchase all the
individual-level data available. The second part of the change is the really large Web advertisers like Google,
Microsoft, Facebook, and Yahoo who have each developed real-time ad exchanges that permit advertisers to
bid for ad spaces in the few milliseconds between a user entering a Web address
 Facebook

 Facebook has one of the largest and most intensely engaged

audiences on the Internet. Interestingly, Facebook pages cannot
be searched by search engines, and Facebook controls access to
all Facebook pages because you need an account to see other
pages. This situation gives Facebook an extraordinary
opportunity to sell access to its users
Facebook Exchange (FBX) demand side
platforms
 Facebook Exchange (FBX) allows ad technology companies called “demand side
platforms,” which gather pools of targeted audiences, to sell these audiences to advertisers
through automated systems that allow buyers to bid for targeted audiences. For instance, an
airline with extra seats for flights from New York to Los Angeles could target an ad on
Facebook to people who had searched for a Los Angeles flight but didn’t buy a ticket, or
an ad for a Los Angeles hotel for someone who booked a flight but not a hotel room
Business

New opportunity to advertise

 Online-marketing gets more important
 Competition gets more intense
Example:
 Real-Time Advertising is also in use at non-profit organization like
Red Cross
RTB:

 Advertisers will spend an estimated $3.3 billion in the United States on RTB
advertising in 2013, more than three times the level of 2011. Roughly 19% of
total display ad spending is now arranged through automated buying systems.
These ad exchanges have moved closer to the ideal Web advertising environment
by allowing advertisers to decide where to place their ads on the fly, based on
fairly solid data on the people most likely to see the ad. This is far different from
the traditional ad placement process, which placed ads weeks and months in
advance of the ad being displayed.
 Ghost Websites Example
 Ghost web sites, sites that have no real audience or following, can offer pages
that no one visits and receive payments from ad exchanges
 When advertisers buy a 6 p.m. local news slot for a 60-second ad, a variety of
audience measuring firms from Nielsen to comScore will verify the ads were
actually delivered. But with instant ad selection and delivery, there is no direct
way to ensure the target audience actually received the ads. Several firms have
stepped into this market with tools for proving the intended audience really did
receive the ads