"OMMA SXSW: Data Pricing and Transparency" David Danziger, VP Enterprise Partnerships - The Trade Desk

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Information about "OMMA SXSW: Data Pricing and Transparency" David Danziger, VP Enterprise...
Technology

Published on March 8, 2014

Author: TheTradeDesk

Source: slideshare.net

Description

The Trade Desk's VP of Enterprise Partnerships, David Danziger, explores why third-party data pricing has to change for adoption and performance to strengthen and grow.

The Trade Desk doesn’t compete with buyers.

The Trade Desk doesn’t WE POWER THEM. compete with buyers.

Programmatic Direct Brand Safety & Viewability Cross Channel Attribution Best in Class Reporting Hyper-Granular Targeting Multi-Channel RTB Massive Scale Data Management Platform Data Marketplace Predictive Audience Learning

In a world… •  Where sophistication reigns •  Where RTB is growing by leaps and bounds •  Where data exhaust is being thrown off at an accelerating pace Where, theoretically, we have almost infinite information to define a target audience.

THIRD PARTY DATA TOUCHES LESS THAN 20% OF ALL RTB IMPRESSIONS

Which Means… We’re not using everything we can to hit the mark. As an industry, we still stink at this.

All prospects aren’t equal

80% OF THE TIME, THE PERFORMANCE DOESN’T JUSTIFY THE COST OF THIRD PARTY DATA. WE ASKED 25 BUYERS A QUESTION: IF THIRD PARTY DATA WAS ONE-THIRD THE PRICE, WOULD IT WORK ON YOUR CAMPAIGNS? I’M NOT SURE

CPM  

•  Pricing as percentage of media cost •  Audience data from top data providers •  Typical audience data cost of 10-25% •  Scales up / down relative to cost of media to drive effectiveness

Report and optimize bidding strategies based on: Frequency Ad Format Site Category Website Creative Day of Week Time of Day Position on Page Ad Exchange Geography Browser Type Device Type Operating System

To a world of… •  More sophisticated use of data •  Better, more targeted media buys •  Clear reporting and expressive bidding •  Virtuous cycle of learning and improvement •  Effective advertising at scale in all channels

To a world of…

sales@thetradedesk.com  

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