My piece in Exchangewire on AOD going mobile

Marco Bertozzi Discusses The Vivaki Mobile Partnership With Google, RTB In Mobile And The Rollout In Europe
Posted: November 10th, 2011 | Author: ExchangeWire

Marco Bertozzi is Managing Director EMEA at Vivaki Nerve Center. Here he discusses the Vivaki mobile partnership with Google, RTB in mobile and how to execute mobile buys as well as track performance without the cookie.

Can you give some overview on the recently announced mobile partnership with Google?

In November 2010 we renewed a long-standing partnership with Google, and in doing so we announced our intention to scale video and mobile display advertising on Audience on Demand™ (AOD). Over the past summer we have successfully beta-tested AOD video with a number of major clients and launched this in market a couple of weeks ago.

The latest announcement signals the advent of AOD mobile and initially means AOD will be given access to AdMob mobile advertising inventory through Google’s DoubleClick Ad Exchange. As AdMob publishers and developers make their inventory available on the DoubleClick Ad Exchange, AOD, which has been testing the new model, will be able to buy the mobile ads for marketers in real time. The ads will run inside mobile games, news apps and content.

It will help us deliver the AOD standard to our agency’s clients as we bring mobile to scale, and will provide us with unprecedented insight into the operational elements, targeting, the creative assets that work best in this environment and importantly how mobile ad serving is embraced by the consumer.

What inventory will you be running campaigns across? Will it all be apps based?

Apps (avia admob) and mobile inventory via DFP are being leveraged in this particular instance. We will also be incorporating additional inventory from other sources, but in the very near term, the focus is on AdX’s new capabilities and gleaning a clean, in-depth understanding of the opportunities it presents for clients.

Does VivaKi see mobile as a pure DR channel?

Not at all. All clients want to reach the right consumer at the right time. Mobile, Video, Display, Search, etc… – all of these have value to clients. It’s our job to help our clients unlock this, which is a fundamental objective of our addressability strategy as an organization. AOD is all about reaching the right people at the right time on the right screen. We have seen clients across all sectors leverage mobile so far, and as we can bring the targeting, trust, and scalability to this addressable side of the mobile marketplace, we expect to continue to see such adoption by all clients.

That being said, we do expect clients with performance-based metrics to be amongst the first to test and develop strong POVs. That has been and will always be their nature. But it does not mean mobile is a DR channel.

Will we see significant volumes of mobile buying from VivaKi in the European market?

Our approach is to connect the buyers (clients) with the sellers (publishers and conduits) in the marketplace as demand warrants. The European marketplace is large and sees variation within different regions – it’s developing for display of all sorts and every market is moving at a different pace. Audience On Demand™ is technically ready to go and we will move as fast as the demand and supply.

I’m anticipating that the UK will pick up very quickly – there is huge demand on all sides so this should be very rapid and I know our AOD teams in France, Spain and the Netherlands are also keen to get going so this should also progress quickly.

The benefit of having a streamlined approach and structure across EMEA is the ability to share learning rapidly and benefit from this. Paul Silver, our Head of Product for AOD UK will be working with other markets to enable fast roll-out.

How are you buying? Will you trade through Invite? Are you buying in real-time? Is that possible?

VivaKi is technology neutral and our primary goal is to support client needs. We recognize that AdX is not the only source for mobile activity and Invite Media is not the only DSP to access mobile inventory and support targeting and campaign management. We are currently in discussions with other inventory sources and platforms to support mobile, which we expect to be available in early 2012.

This is entirely about real-time buying in the mobile space, so yes – it is possible and it is possible at scale with AdX. This is what we’re eager to better understand and see what “truths” we’ve developed on other channels translate to mobile and what new “truths” we uncover.

How difficult it is to target across mobile inventory without a universal cookie? When the cookie is not available, what targeting parameters are you using?

This is something that has been and will continue to be a hurdle relative to other channels. The ideal state that most desire is one where frequency and actions on other channels can inform decisions in the mobile channel. This ideal state is not a reality (yet), though there are means to incorporate insights from other channels to power decisions made on the mobile channel. For example – the context of the page, the geography of the impression, and the time of day are factors common across all channels. We have strong insights about how these factors influence advertising results and we incorporate those into our campaigns on all channels. So although targeting consumers across multiple channels and having each feed the other in real-time isn’t here yet, using what we’ve learned elsewhere to make a smart decision in the mobile channel is something we’re very confident in doing.

Is there still a big issue around tracking campaigns through the mobile channel given the lack of an established mobile ad server?

Tracking in mobile is still a challenge, and every honest participant in this industry will tell you so. The not so honest participant will try to confuse you with where cookies can be set vs. where they cannot be set – it is not at parity with the standard display space. The mobile channel also has the added complexity of the in-app tracking vs. the mobile web tracking, which are at a different places with regards to tracking.

The mobile standards such as the newly released MRAID will go along way with technology providers going down the same path. We are actively working with several partners to develop and also explore best in class solutions that will benefit our advertisers from a tracking and reporting perspective while respecting consumer privacy. We are looking to quickly close this gap so that we can introduce to our clients a standard measure for mobile and scale their use.

Can we expect to see other integrations with other mobile inventory sources, like the Microsoft ad exchange, in the coming months?

Without a doubt – those conversations and opportunities are already happening.

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