Page-Ad : Automated takeovers using Real Time Bidding

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__________________________________________________________________________________ AdLantic Online Advertising B.V. | Kamer van Koophandel nummer 30225228 1

BTW nummer NL817861816B01 | ABN-AMRO Bank 24.48.29.756

Page-Ad : Automated takeovers using Real Time

Bidding

Trends in online advertising

The eco system for online advertising is changing rapidly. Currently there are three trends:  Automated real-time trading, which offers a more efficient and automated way to

sell available advertising space.

 High impact ads; video, larger and more prominent banner formats are demanded for better visibility and brand communication.

 Cookie free products; new legislation and privacy issues force advertisers to reconsider existing business models.

(Home)page takeovers current state

Advertisers that have decided to use page takeovers, are confronted with the following issues:

 Available inventory has to be purchased for a complete period, and without significant geographic restrictions. It’s an “all or nothing” marketplace, where realization of the agreements and fulfilment are done manually (IO’s).

 Advertisers have to build custom designs for every website they want to advertise. Due to - often strict - Publisher rules, this causes high costs and stress on the technical, organizational and design side.

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These high thresholds allow only large advertisers with deep pockets and enough skills to participate. So the potential market for these products is

limited. The introduction of automated trading will remove these barriers. It will open-up the market and ensures growth and higher efficiency.

(Home)page takeovers automated trading – Page ad

Page-ad offers a fully transparent marketplace with many similarities to normal automated trading. The following features are enclosed:

Free preview

Create-ad is directly connected to an automated auditing script, that guides advertiser in building the designs in accordance with all publisher requirements. After a design is finished, the AdLantic auditing team approves on all soft publisher requirements. A free previewer is used by all parties to assess the design in “live environment”. After a positive audit, the page takeover designs are scheduled and the publisher is notified for final approvement.

Real time bidding engine

Campaigns are set based on real-time bidding and 2nd generation, machine learning

optimization algorithms. The advanced bid algorithms contain lowest eCPM, highest impact and highest performance strategies. Default targeting settings are time, day, geographic and placement/website. Consequently, the bid optimization is done on all these dimensions. Cookie targeting is limited within the limitations of the privacy legislation of the country where the ads are shown.

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Available Media Inventory

Currently, more than 100 websites are connected to Page-Ad with a joint

reach of more than 2 million ad-views per day. These numbers are growing every day and will reach 100 million daily impressions within months. All premium website titles are listed transparent, so no obscure - brand depleting – websites. Freq. capping- and inventory availability reports are an integral part of the campaign set-up process.

Measurement & Reporting

Page-Ad technology is based on high tech innovations from our retargeting products. Every visitor action is measured and taken into account for further automated optimization. Advanced metrics like mouse-over, banner interaction, click-heat maps, visibility time, video seconds, etc, are part of our normal reporting data. All data can be reported using the following dimensions: placement, website, time, day, municipality/geo location, design, etc.

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Audience finder

This powerful tool, tries to locate audience with highest similarity to

your own visitors or audience. To find these similar audience groups, Audience finder is deployed. This “big data” tool finds the websites with the highest similarity to your own website visitors. But it also finds the time, days and geographic locations where the audience with the highest similarity is present.

 Websites with highest similarity to customer’s audience  Day-parts and week-days when the audience is best reached

 Municipalities (geo-locations) where most similar audience is to be found

Finding statistical similarity

Only pay for effective ad-views

In contrast to normal advertising programs, Page-Ad only reports fully loaded designs, which means you only pay for actually shown impressions

Set-up and media rates

Page-Ad is a RTB platform, which means that media rates are determined by an auction model taking into account minimum floor CPM rates per website. The auction pricing model is based on 2nd highest bid, meaning that you never pay too much.

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About us

AdLantic is not an ordinary advertising specialist. With high-tech, state-of-the-art online advertising tools and our own ICT team continuously providing us with new products and innovations, AdLantic represents

the next generation of online display.

With a yearly growth of 50 to 100 % we are currently market leader in our home market, and are now offering our services abroad.

On a monthly base, we manage over 1 billion banner impressions in all major banner exchanges. No matter where you are located, we can always find and reach your target groups. AdLantic always works towards contributing to your online goals, providing you with an effective online advertising campaign. An AdLantic campaign is a campaign you can be proud of.