Overview on Buying Technology

Question 1

What are the 4 sources CT buys traffic from?

Answer 1

1. Cookie targeting
2. RTA
3. Passback
4. RTB

Question 2

How does cookie targeting work?

Answer 2

Cookie targeting is based on a flat fee CPM model and the user’s profitability is determined on the advertiser’s website ( before user goes onto publisher’s website)

How it is done : Determining which user to tag and for which publisher by dropping cookies to “flag” users on profitable publishers

1. User goes onto advertiser or publisher’s website
2. A small code loaded on the website asks CT for cookie targeting evaluation
3. CT engine predicts a user’s CTR and CR ( more engaged user is,higher CTR and CR) on each publisher by reading user’s CT cookies for all advertisers that user had visited
4. Using estimated CTR, CR and advertiser’s CPC, CT determines eCPM ( α X CPC X ρ CTR X ρ CR X ρ AOV) of user on each publisher
5. If eCPM > CPM of publisher, user is seen as profitable on publisher and CT would send a pixel ( provided by publisher) from advertiser’s website
6. Pixels load in the background of advertiser’s webpage
7. Once pixel loads, publisher cookies are dropped on user’s comp which enables publishers to know if CT had tagged the user or not
8. If user is tagged, publisher calls CT for an ad display and at this point, CT has no rights to refuse the publisher’s call and has to send an ad

Question 3

What are the 2 methods use by publishers to tag users?

Answer 3

Cookie based or list based – difference lies in where user info (whether CT is interested in user or not) is stored

• Cookie : most publishers drop cookies ( with values CT=0 or 1) on user’s browser
• List: some publishers ( Google doubleclickadservers!) use tagging / detagging lists that are hosted on publisher’s adserver instead

Question 4

How does Passback work?

Answer 4

There are 2 platforms:

• PuMP : (Dynamic CPM Model by default) CT’s publisher market place is the self-service SMB platform running exclusively through Passback technology
• Tier 1 : ( Flat CPM Model and dynamic under conditions) eg Yahoo JP

How does it work?

1. User goes onto CT’s publisher’s website
2. Publisher calls CT
3. CT decides directly on publisher’s site if user is profitable and CT wants to display banner
4. If no, CT can refuse and “pass back” to publisher

Question 5

What is Passback techology?

Answer 5

1. Publisher adserver (or page) calles CT/ Publishers zone “adserved” by CT
2. CT reads users tagging info and decides on eCPM
3. Based on eCPM and publisher’s fix CPM, CT decides to buy display or redirect it to publisher’s passback code

Characteristics

• Any size of publisher and not exclusively on PuMP
• CT feature not available in publishers because their adservers are too basic and Passback would cause incremental cost because of a double call ( if publisher pays every adserver call)