And how could we watch the behavior of a user on their site,
and match that up to their purchasing behavior to then take that insight and
drive a better campaign targeting solution for them?
So, we did this cool analysis where we looked at how a user was engaging with
their site and where the parallels were in terms of their shopping behavior.
Did they buy men's shirts and women's shirts but no accessories, for example, or
if they bought shoes were they likely to also buy bags?
And then we used that to then tailor their messaging.
So, maybe we then showed them if they were interested in shoes and bags,
we then showed them a creative with shoes and then followed that up with bags.
[MUSIC]
Roney: I would say that it has evolved over time.
So, in the beginning, the technology company was brought in as the expert and
the agencies were sort of forming what they termed agency trading desks.
To really specialize in this programmatic area
because it was really unknown at the time.
When I started here we were working very closely with trading desks and
doing a lot of the consultation with them.
As brands have gotten smarter and as they've realized that more and more of
their dollars need to go into programmatic and to invest in companies like Amobee.
They have started to come closer to the tech.
Habib: What we love is, we call it a three-legged approach,
we have us, the agency, and the brand all working together.
And the best results that we've seen is when someone uses Turn to its fullest
extent, meaning they're using the DSP, the DMP, and DataMine.
That the client is willing to invest and have people become,
basically have their own logins, come into the account.
Start running campaigns and managing pulling insights, optimizing campaigns,
having a whole team dedicated to that.
And then Turn, us, being there to help guide and provide guidance and push them and
point them in the right direction.
And keep bringing in new strategy, new data, fill in the missing pieces, and
help them achieve better efficiency and better use of their media dollars.
Roney: We're in kind of a beta phase of a very cool offering for
our CPG clients that we're just rolling out this year.
Where we're actually able to take offline data and
measure in a much more real-time fashion
the purchasing behavior of consumers, which is something that used to take
weeks and months post campaign to understand is now something that.
Some of partners are making available mid-campaign which is changing,
really changing the industry for CPG.
So, it's continuing to evolve,
it will continue to evolve, just like it has over the last eight years or so.
Habib: You're going after a certain user set, right?
So, if you're Kraft, you want moms 25 to 54, and you want moms that
are purchasing quick recipes, that are purchasing Kraft products,
that are looking for things to make dinner easy.
And you can do that for a site direct buy, so you could go directly to Yahoo.
You could go directly to certain publishers, like Women's Health.
And you can do a site direct deal with them.
And you're going to index against a certain set of those users.
But, when you come to the programmatic space,
you could start getting more granular and getting more precise.
So, getting an actual user pull of those audiences and
then finding them out where they are on the web.
And then you're going to get more efficiency.
So, that's really programmatic.
For me, it comes down to it's an efficiency play.
You're going to find that user and maybe you paid a $20 CPM for
that person on Women's Health, but we can find them for $3.50 on this other site.
It's basically like the client gives you a million dollars and
maybe in the past you did site direct deals.
And you served X amount of impressions, hit this many users,
when you bring that into the programmatic house, you're going to get more efficient.
You're going to get many more impressions,
you're going to be able to hit those users and frequency cap them and
reduce the media waste and improve the return on investment for that brand.
[MUSIC]
Roney: So, I would say back in 2009, 2010 when I moved into this world.
Programmatic was still thought of as sort of a second-class option.
It was remnant inventory, it was a way for
publishers to benefit from unsold inventory or unsold advertising.
And so, they were benefitting from putting it out into an auction and
allowing advertisers to bid on that at a cheaper price.
Because at least they were getting something from it as opposed to nothing.