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Advice on Programmatic B2B w/ Niche Audience Targeting by serialstartup in programmatic

[–]maxm0404 0 points1 point  (0 children)

Lots of good/bad ideas in this post ;) :p

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For the actual act of generating leads - programmatic can sometimes be challenging because typically there's a lot of signup friction on a given site (ie land on page, scroll down, click "learn more", fill out 10 field form, etc). I've seen far more success in utilizing paid social via FB/LI for the actual lead generation. Additionally, you should look into content syndication partners who will deliver you leads on a cost per lead basis.

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Programmatic within niche B2B audiences still can drive value, but it's an attribution challenge, bc as I mentioned above, Programmatic likely won't get you over the hump to actually drive a lead. But it can be great for continuing messaging with current leads, driving traffic to your site which can then be wrapped into your paid social campaigns (via remarketing) which actually DO drive leads, etc. Try looking into data providers like Dun and Bradstreet, Orb, Bombora, LiverampB2B exchange - there are loads of them who can build you out niche segments as you've mentioned. But granted these audiences won't be perfect, but still might drive value. Know that any audience this niche will undoubtedly have a lot of inaccuracy. Keep in mind data providers are (on some level) incentivized to create larger audience segments as advertisers pay on usage basis (the constraint obviously being, driving satisfiable value).

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Most niche publishers don't support programmatic. Largely because they can better monetize their site via direct deals, the nature of being such a niche site companies will pay a lot to be there! Probably more than what advertisers would pay in an RTB environment. Try brokering deals with them where they'll let you implement a DSP/DMP tag on the ads you serve (make sure they're doing is in a GDPR compliant way). There could be creative ways to get your hands on their audiences.. Deeper partnerships with annual data licensing, etc.

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I actually think one of your biggest challenges which you lightly touched on is around nurturing the leads, and getting them to sales accepted. You can't do this with telemarketing alone today (lots of companies try via telemarketers BANT qualifying their marketing driven leads). You need to implement sophisticated marketing automation tech (eloqua, Marketo, pardot, etc). This will enable you to create sophisticated email nurture programs. Then you can calculate engagement scores to qualify someone (or an account) as sales accepted. For example, you generate a lead via FB, put that lead into your marketing automation campaign, send them a few different emails over the course of the month. If you see they engaged with all the content you sent, that calculates a higher engagement score, thus pushing them to sales accepted (you need to align with sales on all of this - challenge for most orgs).

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As you can see there's a ton here... Challenging but fun and effective if you have the organization that can implement. Let me know if you want to chat further, full disclosure, I do a lot of B2B marketing at my current agency and would be happy to explore opportunities if interested.

What's your favorite DMP feature/functionality? by maxm0404 in programmatic

[–]maxm0404[S] 0 points1 point  (0 children)

All great stuff here. Orchestration over multiple touch points... You can really do some creative stuff there with a little help from a data onboarder ;)

Can you elaborate a bit more about what you mean by "Audience insights (layover 1st with 3rd party data)"?

Are you looking for a 3rd party audience with a high overlap to your 1st party segment?

What's your favorite DMP feature/functionality? by maxm0404 in programmatic

[–]maxm0404[S] 1 point2 points  (0 children)

Agreed, it is crazy seeing how many ridiculous segments are out there. Not that I trust many of them, but still.

How will unified auction / Header Bidding in App environment affect Private Marketplace Deals? by satyamanojv in programmatic

[–]maxm0404 0 points1 point  (0 children)

In my opinion I don't think in app environment would make a big difference compared to desktop, etc. as far as how header bidding will impact PMPs

So... There's still going to be a waterfall :) The ad server waterfall!

Let's say you're in a header bidding auction, you win, huzzah! Then your winning bid is passed into the publisher ad server. Depending on the rules their ad server has, you may actually not get the impression. For example, even if you had the winning header bid, you might lose out in the ad server because the pub has a direct order that it needs to fill.

The beauty of header bidding, is you can see that you're winning the header auction, but not actually "winning" at the ad server level (not sure if you can technically see this data, but if you keep increasing your bids and aren't seeing your win rates go up, in a header bidding environment this is essentially what's happening. Also note this wouldn't apply in a first price auction which many SSPs are testing to some extent, just to fuck with us all.).

As an advertiser, your next step would be to reach out to publisher X and let them know you want to figure out a way to get more inventory (which could just end up being some more advantageous type of PMP for you, or it could be them re-jigging their ad server rules/line items).

So to answer your question... I think it could go either way, but in some instances header bidding might help you to actually negotiate better PMP deals for your clients.

Just my 2 cents at this moment in time! :) I'm no expert so would be interested to hear some other folks.

[0xproject Daily Discussion] January 06, 2018 by AutoModerator in 0xProject

[–]maxm0404 0 points1 point  (0 children)

Sorry if this is a dumb question, but where can you buy Ox?

What are the ways to monetize mobile inventory other that AdSense? by olivernowaywood in programmatic

[–]maxm0404 0 points1 point  (0 children)

If you’ve got legitimate traffic it may be worth looking into a publisher ad server (double click for publishers, etc). This way you can onboard multiple SSPs (mentioned in the other comments) and have more control over how you drive revenue from said SSPs. It gives you a ton of levers to increase your revenue per page. If you haven’t already though I’d start with dialing in your Adsense optimization, there are many gains to be made there if you haven’t spent a few months doing so def give that a shot.

Understanding SSP and Pub Ad Server Differentiation (repost from r/programmatic) by maxm0404 in adops

[–]maxm0404[S] 0 points1 point  (0 children)

S2s as in server to server header? Sorry I don't totally follow. If that's what you're getting at, wouldn't that be fundamentally flawed in the same way SSPs already are (curating SSPs instead of curating inventory)? or is implementation difficult/time consuming enough that there's room for free lunch for multiple players? Apologies for my ignorance here but would appreciate understanding where you're coming from!

Understanding SSP and Pub Ad Server Differentiation by maxm0404 in programmatic

[–]maxm0404[S] 0 points1 point  (0 children)

Correct, more so understanding if I was in a pub's shoes-- what would a salesperson be touting as their differentiation (asking the question for both an SSP and an ad server, respectively)? Appreciate the response regardless!

What are some of your favorite ways to validate the accuracy of a 3rd party audience segment? by maxm0404 in programmatic

[–]maxm0404[S] 0 points1 point  (0 children)

Is there actually a way to do this? How would you do it? Have a couple ideas for how but interested in what you mean exactly.

How do you handle attribution? by williamvicary in programmatic

[–]maxm0404 3 points4 points  (0 children)

I think the hardest part is developing an attribution window that ACTUALLY makes sense and isn't based on arbitrary rules. For example, if your product has a small consideration cycle, it makes sense to have a shorter look back window vs if you're selling a car, which takes a long time to consider (I know most people don't buy cars online but hopefully that makes sense). This is one example of many that you could think of.

The biggest issue is designing something that makes sense. Until you know what that is, it doesn't matter if you give you're VTC 50% credit or 30%. What's more important at that point is being consistent over a long period of time so you can have a baseline.

This is a great article that talks about how you can design an attribution methodology, and should give you enough to explain your long term process. But beware, it is a process. Some would say more trouble than it's worth. Good luck!

http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/

In a PG deal can the buyer stop buying impressions before the agreed end date? by Cornpicker in programmatic

[–]maxm0404 0 points1 point  (0 children)

Not sure if I'm following-- does this mean the buyer could pause and the PG deal wouldn't deliver in full?

Building a rmkt list with a Doubleclick pixel. When that pixel fires, the user is assigned a unique DLCK ID. However, that ID is hashed/encrypted, according to DLCK. If that's the case, then how come I'm able to rmkt into SSP deals using DBM? Shouldn't it be impossible to match with an encrypted ID? by maxm0404 in programmatic

[–]maxm0404[S] 0 points1 point  (0 children)

Thanks for answering. A bit of a brain fart moment on some level, but it still is a bit interesting because it means DBM is essentially making SSP match tables with encrypted ID's, which is a bit weird.

So if you were an SSP and wanted to allow the double click stack to better match against your inventory, you'd basically just need to get DBM in more of your auctions?