MADRID copy2.pdf

PROGRAMMATIC BUYINGProgrammatic buying automates the bidding process in media buying.Advertisers can set automatic bids of a certain amount on specific targetaudiences, win auctions, and serve those advertisements to consumers ina fully-automated process lasting just a few milliseconds. We will partnerwith Rocketfuel, a leader in the field of programmatic buying.RETARGETINGWe will partner with Quantcast, a leader in the field, to target audiencesbased on user demographics, usage and interest patterns in orderto deliver timely, relevant, and correctly placed ads. Quantcast has amassive data set that includes information about nearly every internetuser, and it’s constantly growing and building profiles of those users.Quantcast’s massive database allows us to see and predict the actionsof our audience, making us the first to serve an ad at the most relevanttime.We will also use Quantcast to re-target our audience who has showninterest in our advertisements but has not followed through with apurchase or booking. We will serve these advertisements across manydifferent devices and platforms which will give users another opportunityto convert.We will use Adara for our competitive retargeting program as Adarais another leader in the field and it is important to diversify our mediapurchasing. Competitive retargeting will serve Madrid’s digital ads tosomeone who as recently visited a competitor’s website (Barcelona,Sevilla, etc.).TRIP ADVISORCONDE NASTTRAVELER ONLINEYOUTUBE ADSESMADRID.COMDEPLOY 55