Tag Archives: Doubleclick

VivaKi and DoubleClick Video Interview: Search to display re-marketing

An interview with Geoff Smith and Myself on the successful learnings of the world first work we carried out earlier in 2013, where we took search signals and used them to re-market against through display.

All facilitated with DBM and DS3.

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Our latest recruits – Their views, one month in at Audience On Demand

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I thought I would ask our three latest recruits, all graduates to give me their view of our industry just one month in. The message is clear, we are big and complex and we love TLAs but that is what makes it fascinating. Backgrounds of economics, maths and marketing show that regardless of diverse backgrounds, all roads lead to RTB! Sorry Real Time Bidding! I am always excited when we have new people joining and so let’s hear from them..

Trisha Halai @trisha_halai

Having done a maths degree I never thought I would see myself taking on a career in the digital advertising industry. After being approached by a recruitment agency and being told about the role and company – I can say I will never look back. My first month has been very much a learning curve and a very interesting one. Understanding the technical aspect of the role in terms of getting to grips with the platform and the systems has been one thing and understanding the hundreds of jargon used in advertising is another. Initially, I was completely thrown back in my first week when I heard acronyms such as DSP, SSP, DFA, DFP, DBM, MPU and PMP to name a few. However, as time has gone on and the more I have heard these terms, they have become second nature to me and now not using them would be slightly absurd.

Coming from a maths background, I developed many transferable skills and I can say I am proud to have the opportunity to apply these analytical, problem solving and logical thinking skills into my current role.   Working in a dynamic and creative industry, one that is so measureable and trackable in every aspect is exciting. It is great to be exposed to the industry at a point where it is constantly changing and advancing. Communicating and building relationships with highly respected technology and data providers and some of the big publishing names as well as agencies is what makes the day-to-day role so varied.

Being part of the AOD team at Vivaki has been an insight in many ways. It is very exciting working in a team that helps brands to deliver strong, highly targeted messages to very niche audiences across many channels such as display, video, mobile and social media. Working in a team that takes great pride in what it does and is passionate about its day-to-day management of campaigns is inspirational.

I look forward to learning new skills and developing a deeper understanding of my current role and I look forward to any challenges I may be faced with in AOD.

Claire Hobson @claireHobs

My first month as a member of the AOD team at VivaKi has been both exciting and eventful. I’ve had the opportunity to meet so many new people and have learnt a great deal about the dynamic industry of digital media in such a short time.

As a Marketing MA graduate, I had developed an interest in digital marketing and was keen to get into this area as a first step in my career. However, I had never come across agency trading desks or real-time bidding and as a result I found the complexity of the real-time bidding ecosystem quite overwhelming when I first started. RTB, DSPs, Ad exchanges, ad networks, ad servers, SSPs, PMPs… it was all like a foreign language to me, particularly with the frequent use of (appropriately named) TLAs.

Four weeks on, what seemed complex to me back then is now much clearer, having benefitted from being amongst the hugely knowledgeable AOD team and from meeting the various external teams that represent the other vital pieces of the RTB puzzle. I have noticed the difference in levels of understanding and views of RTB across these different teams, whether it be media planner/ buyers, publishers, data providers or technology platforms. This has been useful for me to gain a more holistic understanding of how RTB is viewed in the wider media industry and has helped me in developing my own opinions.

Part of the reason why I wanted to work in digital after graduating is that it is an industry that is growing and constantly changing, making for an exciting and fast-paced environment to work in – my first month at VivaKi has definitely confirmed this. However, it has also highlighted that there are often challenges, difficulties and problems to solve around these changes, something that I did not previously fully appreciate but have come to see how this is key to the development of such a dynamic industry.

A good way to sum up my first month is perhaps not to reflect but to look at how it has given me both an eagerness to learn more and a strong desire to be a part of the future of RTB, whether it be in display, mobile, video or even connected TVs. I look forward to my second month at VivaKi in the exciting world of digital media and RTB.

Nick Brown @NickPhBrown

PMP, IO, SSP, DSP, KCT, vCPM, KPI, ABC1, GRP, MPU, RTB are just a bunch of letters… However, I have come in to contact with them such remarkable regularity that I find myself thinking what a laborious task it would be to have a conversation using full, un-acronym-ed words. Since, I started work at VivaKi, the AOD team has performed massive brand blasts, won over some great clients, tested cutting edge industry inventory, even achieved a world first! The list goes on… We work closely with companies like Doubleclick, VisualDNA and large pubs like eBay and Amazon, all to our own varied ends.

Point being, there’s so much to Real Time Bidding; too much to ever come close to having a shrink wrap solution to it. On top of that, it is constantly morphing and progressing. Not only are Mobile and Video making leaps and bounds forwards, but the platforms we work with on a daily basis bring in a whole host of new features almost weekly. It’s a crazy trade to be in and my first month has overwhelmed me with a phenomenal amount of information. I would love to write all about the diverse, highly affable team I’m working in, and on how much fun I’ve had in the many social events that have already taken place but if I tried to it would fill pages and pages. Suffice to say that my first month has been a whirlwind tour of the immense and fascinating world that AOD is right in the centre of: RTB.

 

Google Client Advisory Board – frictionless web

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Take a look at the opening keynote from Neal here

The best analogy of the two days was from Neal Mohan who likened the web to the old style stack we would have at home in music and TV. We would layer on more and more pieces of tech, with music systems, game consoles, and more recently the likes of Apple TV and Google TV.

We work hard to make it all appear seamless and sometimes it all works but often it involves getting on your knees and digging around behind the TV to swap plugs and find wires, we all know that experience. The web has been like this generally with a constant stream of extra tech layers to integrate and ad serve and ultimately try and track.

Google have been guilty of this within their own ecosystem with Dart Search, DFA, google Analytics and more recently Invite and Terracent. They have been on quite a journey, the first part of that has been improving the individual products. Dart Search had a 50% dissatisfaction rate which is now down to sub 10% and you can see why. The system improvements have been significant.

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The next stage has been how they work together and this is the real win and the approach that feels like Google are tightening the noose on the competition. The fully integrated stack is something genuinely powerful and will be a big sales point. The inter connections between exchange trading, search, remarketing Ad creation and analytics are going to revolutionise how we buy in both search and exchanges. We are seeing a world where you still have ten devices on your Tv table and yet only one wire and it all just works.

These two days have shown a frictionless web, a world where one tag, one consumer is all we are working with avoiding the dedup issues and discrepancy issues and allowing us to build comms strategies around a true single view. Google have been challenged by the industry to improve and to some it may have come a little too slowly but I believe they have learned their lessons. The Invite 2.0 releases are an example of where they did not want to repeat a Doubleclick scenario.

The chance to discuss with the Product Managers all the new developments both in the sessions and in the bar make this a pretty unique session. Thanks to Google for the Invite.(excuse the pun)