3. cacaFly Milestones
2006
Founded
in NCTU
funP.com
-the
leading
Social
Media
2009
cacaFly -
the first
company
providing
social media
marketing
service in
Taiwan.
2011
cacaFly has
partnered with
Facebook to be
the only
authorized
advertisement
reseller in
Taiwan
2012
cacaFly started
a new division
to manage
small and
medium
businesses in
Taiwanese
market.
2013
cacaFly
become the
excusive
advertisement
reseller of
Microsoft in
Taiwan
3
4. Roles in Advertisement
Advertiser
• Brand Name
• Government
• Individuals
Advertiser
Agency
Media Agency Media /
Publisher
• Television
• Radio
• Newspaper
• Magazine
• Outdoor
• Web Site
• App
Buy Side Sell Side
4
7. Advertisement Steps
Action
Sales, Install, Fans,
Click
User click the
banner
Impression
Ad is shown on
banner
Click Through Rate (CTR)
= Clicks / Impressions
Conversion Rate (CR)
= Actions/ Clicks
7
8. Pricing Model
§ Cost Per Milli (thousand) impression - CPM
§ Cost per Click - CPC
§ Cost per Action - CPA
8
9. How to measure the performance?
Advertiser
ROI
Publisher
Profit
Effective CPC (eCPC)
= Total Cost / Clicks
Effective CPA (eCPA)
= Total Cost / Actions
Effective CPM(eCPM)
= Total Earn / Thousand Impression
9
12. Web SiteAdvertiser Web Site
Web Site
Publisher
Advertiser
Advertiser
Advertiser
Advertiser
Publisher
Contact with every websites?
Approach to each advertiser?
12
16. Ad Exchange
§ SSP delegate ad exchange to sell ad
§ DSP bid ad from exchange
§ Behave like the stock exchange
§ Bidding Mechanism
• Bulk buy by target
• Real-Time Bidding
16
17. Real-Time Bidding
§ Bid for every single impression
§ Second Price Auction
§ Response in 100ms or less.
17
18. Real-Time Bidding
Ad Exchange DSP AdvertiserSSP
1. Ad Request
2. Request Ad
exchange 3. Send to all
DSPs
4. Bid or no bid
If bid, response the
ad data and price
5. Response the
ad data
6. Render
the ad
8. Send the impression pixel
9. User click
10. Link to the click URL
11. Redirect to the landing page
7. Notice win and win price
18
19. Second Price Auction
Ad Exchange
$0.2
DSP 1
No
Bid
DSP 2
$0.3
DSP 3
$0.25
DSP 4
No
Bid
DSP 5
Ad Exchange
$0.3
$0.25
DSP 3
19
21. Targeting
§ Target the Ads to the effective audience group.
§ By demographics, geographic, devices, behavior
§ How to know about customer?
• Contextual Targeting
• Behavioral Targeting
21
23. Targeting
• Analyze the keyword or attributes
of the web page.
• Keyword Ads.
Contextual
Targeting
• Track the audience behavior.
• Use cookieBehavioral
Targeting
23
26. Retargeting
§ Remarketing
§ A type of behavioral targeting
§ Basic idea is
§ The users have once visit your website have more chance to revisit
your website again.
§ The consumers have once navigate one product have more
chance to buy this product.
26
28. Retargeting by Ad Network
EC site
(Adverstiser
Ad Network
pop-travel.com
pop-ad.com
1. Visit your site
3. Request tag
5. Set cookie
(domain: pop-ad.com)
Cookie
Table
2. Render
retargeting
tag
4. Store cookie
for this tag
Tracking an user
28
29. Retargeting by Ad Network
EC site
(Adverstiser
Ad Network
pop-travel.com
pop-ad.com
6. User revisit
to your site
3. Request Ad
with cookie
5. Render the ad
for this campaign
Cookie
Table
Other site
(Publisher)
pop-forum.com
1. Visit another site
2. Render ad
network tag
4. Find retargeting
campaign matching
this user.
Retarget an user
29
30. Retargeting
§ What’s the problem?
§ Supply, Supply Supply
§ Solution is?
§ Ad Exchange with RTB
§ Another problem is how about cookie domain?
§ Cookie Matching
§ Who provides this solution?
30
31. Cookie Matching (Track an user)
Ad Exchange
(pop-ex.com)
DSP
(pop-dsp.com)
Advertiser
(pop-travel.com)
1. Visit your website
2. Return web page with
DSP retargeting tag
5. Set cookie and redirect to ad exhange
3. Request retargeting tag
(http://pop-dsp.com/cm?seg=27)
4. Store the cookie id for
this tag
set-cookie: id=abc
8. 1x1 invisible pixel
6. Redirected by DSP
(http://pop-ex.com/cm?dspid=pop&id=abc)
7. Store the cookie id for
this tag
set-cookie: pop-id=abc
31
33. Cookie Matching (Retarget an User)
Ad Exchange
(pop-ex.com)
DSP
(pop-dsp.com)
Publisher
(xyz.com)
1. Visit other website
2. Return web
page with
AdExchange ad
7. Render my retargeting ad
3. Request Ad 4. Bid Request
with id=abc
5. Look up ‘abc’ from the
database and find there is
a retargeting ad matches.
6. Bid with high price
Advertiser
(pop-travel.com)
8. Link to my site
33
34. Recap
§ Buy side to sell side
§ Online advertisement
§ Pricing model and measurement
§ AdServer, AdNetwork, AdExchange
§ Real-Time Bidding
§ Targeting
§ Contextual targeting
§ Behavioral targeting
§ Retargeting
§ Retargeting using RTB
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