Auction Dynamics and the Prisoner’s Dilemma

June 12, 2018 — by Travis Barnes0


A hypothetical scenario:

Two criminals from the same gang are arrested and imprisoned without the ability to communicate with each other. The prosecutor lacks the evidence to convict either one of the primary crime, so is holding each one on a lesser crime, which has a one-year prison sentence. Each prisoner is asked to betray the other, in which case one will go free and the other will serve a two-year sentence.

If you recognized the classic Prisoner’s Dilemma that has existed as a principal problem in game theory since 1950, then you probably know that rational actors always betray each other in the end, no matter how many scenarios you act out, because good faith cooperation is not rewarded in situations in which two players are not transparently communicating. What the heck does this have to do with digital marketing? A lot more than we usually care to admit, it turns out.

No transparency means no trust

In the world of online advertising auctions, there is almost no direct communication between buyers and sellers—it’s mediated by an exchange. Buyers and sellers are forced to anticipate what the other will do and, just like in the Prisoner’s Dilemma, they are incentivized to dime out each other.

Historically, RTB auctions have been conducted as second- price, or “Vickrey”, auctions, in which the highest bidder pays $0.01 more than the second highest bid or any floor set by the publisher. Second-price auctions incentivize each participant to bid exactly what the impression is worth to him or her. If you would be willing to pay up to $5.00 CPM for a certain impression, you can bid $5.00 in a second-price format and be confident that you’ll never overpay.

Although almost all exchanges nominally operated as Vickrey auctions in which every participant understood the rules of engagement, they really operated more as hybrids of first- and second-price auctions, using mechanisms such as “dynamic floors” to cause the impression to clear higher than it would in a true second-price format.

Advertisers have understood that they are not seeing the full picture about where and why their bids cleared when they did and, therefore, have no reason to believe that a $5 bid that cleared at $3.01 did so because of another $3 bid or an invisible price floor.

Hence, the Prisoner’s Dilemma: since neither the buy side nor sell side knew fully what the true price of the impression should be or what an advertiser was willing to bid, both were incentivized to overcorrect—resulting in less efficient outcomes for both the buy-side and the sell-side transaction participants. Buy-side players are unable to get the best ROI for marketers on media because they are unable to optimize to the true dynamics of a given auction. Sell-side participants, meanwhile, end up blindly raising and lowering floors to try to find the right balance for selling the most inventory at the highest CPM.

First-price auctions encourage transparent cooperation

Advertisers are justifiably suspicious of first-price auctions. But if implemented between the buy side and sell side cooperatively, they can restore some degree of transparency between both parties. First-price auctions provide this transparency by removing the opportunity to dynamically adjust floors on the sell side without letting the buy side know. Some exchanges have announced plans to fully migrate towards a 100-percent first-price format, both for their own interests and to implement the only truly “transparent” auction model available. Vickrey auctions would be more transparent, but in a world without a mechanism for verifying that a true-second price auction has occurred, it is the closest thing marketers can get to price transparency, and they’ll be able to adjust their methodologies for evaluating bids accordingly.

Read more about MediaMath’s study of the trends driving exchanges towards first-price auctions and the impact it is having on advertisers in our whitepaper HERE.


Identity and Measurement: What is Next for Mobile and Omnichannel Advertising?

June 5, 2018 — by Floriana Nicastro0


No matter how many times an advertiser hears that they must run on mobile to reach their audiences, if they can’t measure the output of their investment, it’s a lost cause. In fact, many advertisers are refusing to invest another dime in mobile until the industry finds a common ground to solve for mobile measurement at scale to help quantify real mobile ROI.

The gap between advertiser spend and user time spent

More than 62 percent of user time online is spent on mobile. But a big part of that time seems unable to be monetized; the gap between advertising investment and user behavior still represents a $7 billion opportunity according to Mary Meeker’s latest Internet Trends report. Advertisers don’t have the right tools to quantify mobile impact and justify investment due to several issues:

  • Accuracy vs scale: the cross-device solution conundrum

As we started discussing last year, with user identity being fragmented between cookies and device IDs. It is hard for advertisers to have a holistic view of customers and execute on a real omnichannel strategy. It is still a real challenge to offer both accuracy and scale. Only 14 percent of marketers can track cross-channel and act on data, according to a report by L2inc.

  • Higher walls in a fragmented identity ecosystem

The online identity ecosystem is highly dependent on Apple and Google, with US mobile browser share of voice a split between 51 percent Safari and 42 percent Chrome, and app browsers split 45 percent iOS and 53 percent Android. These challenges come by way of limited tracking ability to understand how users are engaging in these environments and other channels.

Further, Apple’s Limit Ad Tracking (iOS 10),  Intelligent Tracking Prevention (iOS 11) and SDK app networks and now the ITP update for social and fingerprinting (ios 12) are adding additional restrictions that advertisers need to navigate through to measure the impact of their advertising spend.

  • Attribution models

Thirty-four percent of B2B marketers have no attribution model, and it’s easy to see why. Attribution models and technology are complex. Numerous internal “organizational roadblocks” can make it very hard to convince senior executives of the long-term gains of attribution over the short-term high costs.

Mobile is a key point on your users’ road to conversion, but it is not necessarily the last signpost they hit. You need a multi-touch attribution model to account for all touchpoints before a user converts. Multi-touch attribution is a more ideal model than last-touch because it enables you to better understand true marketing impact. By letting you see exactly what led a customer to convert at all points—both online and off—on the path to purchase, you can immediately act upon what’s working and what’s not and give appropriate credit to advertising partners.

There are steps you can take to shift your business’s mindset on attribution and justify the ROI against the investment in cost, time and expertise. Read our attribution playbook for specific tactics on how to get there.

 What’s next?

If measurement is a market challenge, then the ad tech industry is poised to develop new tools that provide the solution. MediaMath is leading the charge by prioritizing the following areas:

  • Enriched identity

We believe that for advertisers to identify their best customers at scale, they need a neutral, shared device namespace that enables global reach and proprietary value-add. We believe DigiTrust represents this opportunity, which is why we joined their consortium late last quarter.

This neutral, standardized device ID will improve consumer experience by supporting privacy, reducing page load time, increasing the relevance of marketing messages and enabling the diverse ecosystem of publishers and online platforms on which they rely. We also have our own proprietary cross-device and cookieless identity solution, ConnectedID, for which we have long been sourcing deterministic signal directly from advertisers, and will start working with our industry partners to further activate.

  • Cross-device analytics reporting

It is crucial for advertisers to be armed with knowledge related to cross-device multitouch measurement and understand the impact of mobile on their omnichannel outcomes. Demonstrating mobile performance for your campaigns has often been a challenge in digital marketing. MediaMath has been developing several new reports to provide marketers with concrete data and help them with their investment decisions. As trusted advisors for our clients, we wanted this data approach to be consultative and incorporate our analytics service to benefit our clients—we know you still need a human touch.


Greetings from the Front Lines of the Marketing Revolution!

June 4, 2018 — by Joe Zawadzki0


It has been more than 100 years since the marketing pioneer John Wanamaker said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  For almost a century, that statement defined marketing as a profession.

Things have changed.  Now, with programmatic marketing and a mobile computer in your pocket, marketing and the technology it uses to connect people to messages is a force so effective and powerful that the public, policymakers, and regulators have taken an intensified interest in what we do and how we do it.  That’s an opportunity.  It requires us to come together to accelerate our maturation in the industry—providing more and more control, transparency, and accountability in our practices even as we continue to innovate in pursuit of outcomes.

MediaMath has come a long way since the birth of the category more than a decade ago.  The vision was to create a single software layer, with data and insights mixed in to make high-quality marketing decisions—which ad to buy, how much to pay for it, what to show people. And then if we could bring in AI, the math part of media, and machine learning to bear to automate those high-quality marketing decisions in real time, in runtime, we could make marketing better for everyone involved.  And we did it.

Here we are, 11 years later, having made digital marketing and programmatic a reality, one in which a CMO can sit in an office anywhere in the world, push a button, and, like magic, immediately change how his or her message and brand are displayed on billions of screens. It’s amazing. And there is so much more to come as we ask this machinery to drive more sophisticated goals, as we infuse creativity and storytelling (back) into platforms.

The moment has arrived for the industry to mature beyond its gangly adolescence, to focus on the consumer experience and respect for digital dignity, to match strength for strength. The stakes are high. In Europe, regulators have adopted data protection and privacy regulation intended to give control over personal data back to citizens. Elsewhere, regulators and legislators are considering whether and how to address these issues. Without the right guardrails on use, we’ve seen marketing technology weaponized to inflame schisms in society, swing elections, reshape economic and trading blocks. This is our opportunity to meet the rising expectations of the society we live and work in to ensure that the engine of the digital economy, data-driven marketing, runs smoothly and takes us to a place we all want to go.

MediaMath was there at the beginning, and we intend to lead the next phase with clear intent and direction, focused on our mission—to make marketing everyone loves. Consumers want to understand and control how their data is being used and why, as well as be able to trust the companies that are using it. Marketers want to know exactly who they are reaching and why, and want trusted partners along every step of the value chain. Everyone agrees that, as an industry, we can do better. It all starts with remembering the human being on the other side of the screen.

That’s why in 2018, we will focus on continuing to further build the infrastructure and software that connect consumers with the brands and companies they love in a way that they love.  Our mandate for this year and beyond is continued transformation. Our product offering will evolve along three pillars: supply chain refactoring, next-generation identity / audience capabilities, and augmented AI. For our clients, this work will manifest in better outcomes—marketing dollars spent smarter, with decisioning powered by unique data sets and AI. For consumers, these initiatives will provide a better experience—brands that consumers know and trust, in an environment that respects them, bringing the whole industry toward a more idealized vision of what advertising can and should be.

We appreciate you joining us on this journey. Together, we are going to make marketing everyone loves. We invite you to challenge our ideas, inject your own, and evangelize with us to make this a reality in 2018 and beyond.


How to End the Marketer Paradox of (Too Much) Choice

June 1, 2018 — by Aaron Lassila0


We’ve all likely experienced the paradox of choice in our lives at some point.

Barry Schwartz’s 2004 book, The Paradox of Choice, posits that making decisions has become complex because of all the options we have, from deciding where to eat for dinner to selecting a new primary care physician. The marketing industry has not been immune to this theory. As advertising technologies have proliferated, marketers are now faced with numerous options for choosing how to run campaigns, manage their data, attribute results, manage identity, and more.

This may seem like a good thing, except that according to Schwartz, “choice overload” can make us over-question our decisions, misalign our expectations and cause self-blame for any failures that result. Eliminating choices, on the other hand, can reduce stress and increase satisfaction over our choices. Any Whole Foods loyalist who has spent time exploring a major supermarket knows the pain of having to browse an aisle of options for one food item vs a more limited, highly curated, selection.

I am not digressing. This is stuff is important to marketing, and here’s why. Advertiser Perceptions, a market research firm that surveys hundreds of brands and agencies to get feedback on vendors, recently released its updated DSP and DMP report that surveyed that surveyed 740 advertisers with an average annual digital spend of $20.8 million USD, with a 50/50 breakout of agencies and marketers. MediaMath was excited to be rated #1 in Net Promoter Score (NPS), an index that measures the willingness of customers to recommend a company’s products or services to others, and that is used as a proxy for gauging the customer’s overall satisfaction with a company’s product or service.

This strong NPS score is a leading indicator of future adoption of the MediaMath platform, especially given the 10+ point lead over one of our biggest competitors. But one of the things the Advertiser Perceptions report also highlighted was the average advertiser uses three to four DSPs (up from two to three in the July 2017 report). Marketers are still clearly evolving their sophistication with digital advertising and are gobbling up technologies to navigate a variety of campaign needs, channels and client goals.

It’s hard to think of having to find a single solution to rule them all. And we know that for certain advertisers and campaigns, it can be important. But if you’re really looking to drive outcomes for the long-term, single-channel DSPs and siloed systems are fundamentally not the answer. They might provide immediate gratification in campaign-specific performance upticks, but they won’t move the needle on long-term goals like customer lifetime value. This is why you need to consider consolidating your technologies. Hear me out…

  • You don’t need multiple DSPs to run campaigns in multiple channels. If you do this, you rob yourself of a single source of truth in terms of customer view, budgeting, insights and reporting. A single omnichannel DSP that has capabilities across standard and emerging channels like audio and the ability to ramp budgets up and down and control frequency and sequencing to run omnichannel campaigns gives you the best of both worlds. With a centralized view of performance, you can quickly change tracks in-flight to optimize towards your desired outcomes.
  • An integrated DMP+DSP solution can enable dynamic, granular segmentation, real-time analysis, ingestion of bespoke data and immediate activation of audiences in media. This gives you seamless execution and a feedback loop whereby data informs media and vice versa. Plus, you can still use standalone DMP technology alongside a combined technology to meet your specific business goals.
  • The beauty of a single technology platform—and, yes, one into which you can plug and play other systems via API or integrate other compatible technologies to custom-meet your needs—is that you can go to a single service and support team to address issues, optimize your experience and get consultative advice. You’ll get consistency across how you manage your technology and be able to make decisions that don’t run the risk of breaking one component to fix another.
  • A transparent, open, buy side-aligned platform is good for the long-term. There are big players out there with conflicts of interest in that they keep your data and insights behind walls, with unreliable measurement approaches, and also cater to the supply side and, therefore, might prioritize their own inventory over what’s best for individual marketer goals. Your technology should align with your best interests, and you should be able to look under the hood to understand how it works.

In this world where vendors are often playing both sides of the buy-side and sell-side equation, it is more critical than ever to ask the right questions when exploring potential vendor partners (regardless of which side of the ecosystem you sit on!). As a marketer, please select a transparent offering that takes no opaque position in supply and offers log-level insights into tactics performed via the platform. With brand-safety and fraud issues prevalent throughout the industry, transparency into your provider’s programmatic buying should be top of mind for all parties in the ecosystem. While avoiding “the paradox of choice” can represent a cumbersome decision upfront, those that make the call to consolidate vendors to run their full-funnel programmatic practice will be rewarded handsomely with outsized performance.


Attending Cannes for the First Time During a Season of Change

May 24, 2018 — by Karen Chan0


In just under a month, I’ll descend upon the French Riviera with tens of thousands of other digital marketing professionals, all hoping to be inspired, connect with clients and partners, and network in a gorgeous setting. As the Director of MediaMath’s Emerging Channels, I’m stoked to talk about the innovations unveiling in the industry from both a creative and technical perspective. But if I’m to be honest, I’m also excited to attend Cannes to participate in a dialogue about the challenges that have plagued us these last few years. From women in tech to consumer mistrust of advertising, there has never before been a time when there are huge, thorny issues that we can all come together to help solve, on the ground.

Making marketing people love

First, I’m looking forward to talking to my industry colleagues about how we can make consumers love marketing again, not just by better respecting their privacy and educating on data usage, but also by designing innovative use cases for current and emerging formats.

Formats such as audio and digital out of home (DOOH) can reach consumers in new ways that are more seamless and relevant to their experience. For instance, you can engage with audio when you’re at the gym, on your drive home, or cooking dinner; DOOH, while you’re at a bus shelter, touring Times Square, or the streets of cities like London. These media channels are weaving into the fabric of your life, not the other way around. And the data backs this up. People are 41 percent more receptive to advertising in public places than at home (Tume + IPG Media Lab, 2014). Plus, most DOOH placements have almost zero fraud and 100-percent viewable. I can’t wait to see the different DOOH activations advertisers will reveal at Cannes—everyone ups their game to put ads out in the area.

It’s time to talk

As a woman in tech, I have navigated my fair share of hurdles to get to where I am. I’m encouraged that more women (and men!) are coming together to evolve the dialogue on what it takes to make sure we are represented, promoted and treated fairly in the industry. From MediaMath’s own Women in Tech group to the Time’s Up/Advertising initiative being led by high-level industry executives, we’re starting to tackle these issues. Half of the MediaMathers attending Cannes from our Product team are women—it’s fantastic to have such strong representation to show our efforts to be inclusive and buoy females within our own business.

It’s a sound time, in 2018, to explore how events like Cannes influence the conversations around not just women in the industry, but also issues around transparency, better consumer experiences, and marketing as a force for good. Cannes and other high-visibility, well-attended industry events can be a catalyst for these discussions, and for change. Cannes has lived by a “work hard, play hard” mantra, but this year, the organizers have changed things, from shortening the event to consolidating the award categories, to encourage attendees to take advantage of the actual content in addition to the cocktails and parties.

Our CEO Joe Zawadzki has said in the past that programmatic is in its “gangly adolescent” phase, and it’s clear that events like Cannes are trying to mature along with the industry at large. Now people want to go for meetings and networking, and you must show up with a value-add—whether it’s a brilliant idea, a cutting-edge product, or a strategic partnership proposal. The conversations will evolve, this year and every year after. I’m happy to be a marketer in this season of change to witness the transformation in person.


The Opt-in Video Option for Making Better Mobile Ads

May 15, 2018 — by Floriana Nicastro0


GDPR. Ad blockers. Cambridge Analytica. Consumers have spoken, and their demands are clear: Advertising needs to stop being intrusive and start giving consumers more choice.

Mobile specifically has been suffering from bad advertising creative standards. Ninety percent of users’ time on mobile is spent in-app, yet almost 46 percent of mobile users consider in-app ads to be unacceptable, according to eMarketer. If nearly half of mobile formats are quite unpopular to users, what types of ads should we be making so that we can delight consumers with better experiences?

Opt-in video is slowly emerging as a fan favorite for several reasons. Also known as rewarded video, consumers watch these short video ads in exchange for a reward, such as tokens or unlocking a new level in a game. Mostly used by gaming apps, this format has been evaluated by more than 40 percent of users as the most popular, according to the same eMarketer report. Non-disruptive and non-intrusive, publishers are pursuing opt-in video as the best way to monetize their apps while maintaining a great user experience.

Waves along the programmatic shores

Opt-in video is not new, but it is only now making waves out of ad networks towards the programmatic shores. Historically used by mobile-first clients to drive app performance, this format is now attracting brands that want to boost reach to and engagement with their users. Advertisers are starting to gather all ad network activity under one programmatic platform because it helps:

  • Facilitate the activation.
  • Align their strategy across channels to focus on end users.
  • Provides additional transparency and control.

The underestimation of gaming apps

Traditional advertisers might seem hesitant about the app and gaming environments within which opt-in video is living. These are wrong perceptions the advertising industry needs to address. Here is why and how you should think about incorporating opt-in video into your mobile strategy:

  • Reach your users where they are, not where you want them to be: One-third of the time mobile users spend in-app is on non-monetized apps or in walled garden platforms, and one-third is on entertainment and gaming. Blacklisting gaming apps is saying goodbye to 30 percent of the opportunity to reach your users on their phones. In a mobile-first world, that can be an expensive choice to make.
  • Ask for user choice and they will give it back to you: With completion rates of more than 75 percent, opt-in video is driving some of the best user engagement with brands. Almost 80 percent of mobile app game players confirmed they are open to engage with a video ad for in-game rewards.
  • Control your brand safety and viewability Even if you’re previously considered in-app gaming inventory as not right for your business, opt-in video is proving to be an engaging way to drive outcomes for brands. We highly encourage advertisers to add opt-in video to their strategy and test the impact on their users.

Even if you’ve previously considered in-app gaming inventory as not right for your business, opt-in video is proving to be an engaging way to drive outcomes for brands. We highly encourage advertisers to add opt-in video to their strategy and test the impact on their users.


Marketing Mother’s Day Gifts

May 11, 2018 — by Zachary King0


This post is an excerpt from an article that originally ran on Campaign Asia.

In 2017, shoppers were expected to spend some $23.6 billion to celebrate Mother’s Day—a record high, up 10% from the year before. Closer to home, the spotlight is on the Internet economy, with Singapore’s e-commerce market expected to be worth S$7.5 billion by 2026 . For marketers and retailers, all eyes are on the prize as they look at digital campaigns to capitalise on upcoming celebrations and shopping holidays to drive sales targets.

However, the online playing field is like a busy household, with a lot going on. In this scenario, how can brands tailor their campaigns to cut through the clutter and effectively show their love for mom this Mother’s Day?

Know what she wants

Like the unconditional, all-knowing bond between mother and child, marketers should know their target audience and consumer preferences inside-out.

Building on insights pulled from consumer data, marketers can develop strategies based on predictions and buying behaviours. For example, past transactions and consumer data from the previous year can inform marketers on the types of gifts that are best-selling—be it spa packages, an afternoon lunch at a hotel, make-up products or flowers for mum. If a bouquet of pink carnations (symbolising a mother’s undying love) crossed the highest sales the past year, marketers can then invest more advertising dollars to target those who have shown an interest in purchasing them specifically.

With these insights, marketers can also create segments of Mother’s Day gift buyers, including last-minute shoppers, daughters, sons or husbands. To effectively close the sale, develop messages that speak to these audiences, such as offers including free shipping for last-minute flower deliveries.

Ultimately, knowing what she wants goes a long way in capturing consumer interest and showing Mom we care.


4 Steps for Executing True Omnichannel Experiences in Programmatic

May 10, 2018 — by Emma Williams0


This post originally appears on Martech Advisor.

Years ago, marketers’ media channels were highly specialized and siloed. And there was good reason for that. As new channels emerged, they needed to be tested and have standards and measurement applied to them that often varied from other channels. Plus, specific channels, like video, were often tied to certain types of campaigns, such as branding, which meant they sat in a specific budget. It was hard, back then, to approach programmatic in a way that was full-funnel and across channels.

But that’s all changed in 2018. There’s no longer a need to use disparate point solutions for each of your channels that prevent you from seeing the totality of your marketing investments, audiences or insights, or walled gardens that can’t fully share data or target relevant ads during the full lifecycle of a consumer. We now have consumers engaging with different channels across multiple devices (they can watch that video ad across the display or social, on desktop or mobile). And more importantly, we now have integrated technology that can manage, segment and activate your audiences in media across all channels at your disposal. This provides a more holistic view of your customers, a fluid budget and frequency capping and sequencing to avoid delivering annoying, repetitive, incessant ads. You can meet the audience where they are, interacting with them in the medium and message type that is most engaging to them to deliver true consumer-first experiences that they enjoy and that they have elected to engage with.

But how do you get started if you’ve never run a true omnichannel campaign before? We talk through four key areas and include actionable tips below.

Put Data First

Data is at the core of omnichannel marketing. Marketers use it to inform the customer journey, uncover brand-specific channel and audience insights, develop a more sophisticated and unified view of the consumer and understand how each channel influences the many points along the customer journey.

  • Clearly define and implement internal data ownership to ensure that you know where all your data sources live and which teams are responsible for them.
  • Clean, organize and centralize your first-party data to generate the information you need to determine which customer experiences move the needle most for your brand, at a segment level.
  • Understand where your gaps are so you can layer on second- and third-party data where appropriate, such as for prospecting efforts.

Reassess Your Goals

Clicks and impressions are out. ROAS and ROI are in. Marketers must identify specific business and marketing goals and use these to evaluate success across all channels.

  • Hold working sessions with channel experts, such as sales and the paid media team, to collaboratively define your unifying business goals, benchmarks and assess the impact of each channel.

Consumers expect—and deserve!—consistent, personalized brand experiences. Marketers who have embraced an omnichannel strategy tailor their creative execution and messaging to the individual, not simply to screen sizes or ad formats. It is essential to capture and maintain attention by telling each person a compelling story, and to engage in a meaningful way, at the right time.).

  • Carefully control your messaging and creative across all channels, aligning with your integrated marketing communication strategy: narrative, channel and placement.
  • Remember that the messaging for a new customer versus a lapsed customer, and across- versus an up-sell opportunity, is different.

Activate with Technology

Clean, centralized data. Check. Defined goals. Check. Aligned messaging and creative. Check. What comes next is the technology to execute. Your data management platforms (DMP) and demand-side platforms (DSP) are critical for activating and executing omnichannel strategies in real-time, reaching all desired customers, across devices. Having these technologies integrated with each other helps ensure that audience segments target omnichannel strategies by factors including demographics, exhibited behaviors and interests. Through these platforms, budgets, return on investment, engagement and reach can be maximized.

  • Consider audience overlaps when buying third-party data for “enrich” and prospecting marketing campaigns.
  • Reduce ad wastage by frequency capping.
  • Ensure that DSP and DMP partnerships are compatible and can satisfy any platform integrations required, with little to no data leakage.


Monthly Roundup: Top 5 Most Popular Blog Posts for April

May 4, 2018 — by Lauren Fritsky0


Happy May! What was on the minds (and search history) of our MediaMath blog readers for the month of April? See below for a recap of the most read blog posts for the month.

  1. How Omnichannel Drives Business Results
  2. 18 Programmatic Trends for 2018
  3. Incrementality is the Best Way to Prove Your Advertising is Working. Here’s How to Measure It
  4. IAB Europe’s New GDPR Transparency and Consent Framework – A Unique Opportunity for Publishers
  5. Gathering with Purpose in a Time of Uncertainty: The Network Advertising Initiative 2018 Member Summit


How REA Group Uses Adtech to Deepen Customer Reach, Engagement

April 23, 2018 — by Lauren Fritsky0


Earlier this year, we released a case study on our work with REA Group to increase targeting accuracy and improve audience scale through a DSP+DMP implementation. Last week, interviewed Braden Clarke, who’s head of audience solutions and automated trading at REA Group, about their work with MediaMath. See an excerpt of the coverage below and read the full-length case study here.

REA Group’s Braden Clarke is laser-focused on audience management and automated trading and using the latest adtech and martech solutions to drive brand and direct response outcomes for buyers and sellers alike.

REA Group operates Australia’s property websites and real estate websites in Europe, Asia and the US. Clarke, who’s head of audience solutions and automated trading, is on a mission to deliver better customer experiences by pumping up engagement, and recently deployed MediaMath’s unified platform to enhance audience reach and engagement and deliver better outcomes.

MediaMath provides programmatic marketing technology including data management platforms, omni-channel DSP, audiences, supply and intelligence.

Since joining REA in 2009, Clarke has built out a programmatic operation that spans supply side as a publisher; and demand side as both a brand advertiser and independent trading desk.

Focused on activation of first-party data assets, REA’s Audience Solutions team creates opportunities for brands to reach a targeted, qualified property audience across both the site’s inventory and the broader Web. This includes solutions for REA brands across Australia and Asia, as well as bespoke executions for REA’s advertiser and agency partners.

Clarke said the adoption of the MediaMath solution delivers a couple of primary use cases, all centred around activating the company’s audience data.

It is using a combination of MediaMath DMP and DSP, and also using the Data Mining Console – which is  DMP’s advanced analytics product and part of the DMP that allows for mass audience segment generation.

“The first use case is for our own brand and marketing, the REA brand, to drive both the brand awareness and direct response outcomes for REA’s various product sets. So whether that be residential listings or our home loan products or commercial listings,” he explained. 

The second use case is around the commercialisation of audience insights. “How do we take what we know about property seekers and use those insights to drive value for our customers – whether those be real estate agents, property developers or banks and insurance or other company stakeholders?”

Overall, Clarke said optimising through adtech has resulted in cost efficiency thanks to accessing inventory effectively at great rates and great scale.

“One of the things that’s really important for us is to be really close to our data. The MediaMath platform allows us to integrate really closely with how the decision works and what users we’re going to targeting for advertising so we can onboard the insights that we can drive from our data science behavioural communications team to drive those better outcomes,” he said. 

Read the rest of the article here.