April 7, 2020
NOAH12 San Francisco – Clickdistrict, Marco Kloots

NOAH12 San Francisco – Clickdistrict, Marco Kloots


Good morning. He’s working it, so I’m Marco cloots. I’m the ceo of click district. Let’s see how I get to the next slide yeah We were founded in 2006 My background is in media buying I’ve been a media planner after I did my MBA and we were one of the first European players to focus on premium inventory when I was media planner in 2006 there were two types of Inventory there was premium CpM a very high CPM prices in the display market And it was affiliate market marketing which was a long till where you had a lot of small sites which enabled you to buy on CPA or CPC basis there was nothing in the middle and we had the idea to approach big publishers and auction off their Their unsold display inventory at that Point in the market [that] was very new and it took us a while to convince the big publishers to do that because they were Very afraid of cannibalizing their premium inventory But once we’ve done that we start with one of the biggest publishers in the netherlands called telegraph. It’s a big newspaper and It was a huge success because a lot of big brands wanted to do Marketing different than high CPM. Maybe CPC or Targeting certain audiences, but they didn’t want to [pay] the high prices But they did want to have the assurance that we’re running on on premium sites so a lot of networks at that time Were buying from Exchanges or running a lot of long-term inventory where your brand’s safety was not assured And we were the first that only focused on premium publishers Where we could assure the brand safety of the of the [advertising] that was way before? companies [like] that that assured your brand safety from a technical point of view in 2007 we decided to Grow our company internationally, and we got an investment from the e-value group. It’s a famous European investment fund focusing only on online advertising and Since then we’ve grown. We are still headquartered in amsterdam, but we have offices now in Dusseldorf Berlin Madrid Stokoe And we’re now actually open Moscow And we started off five years ago with right media technology to a lot of American people. That’s very familiar to Europeans It was less familiar, but at some point we found out that To really add value in the chain from advertisers to publisher you could only make a difference if you have your own DSP technology, so we’ve been operating that now for over a year we’ve been developing it for three years and One of the things that we thought there’s a lot of us technologies dSP technologies like ab nexus Mediamath invite Media we’ve tried all of them and We saw that if we want to really make a difference we have to be different, but there’s also one other thing that’s really different, and that’s we’re operating in Europe and If you look at Usa, it’s a very homogeneous market not only does everybody speak the same language But a lot of things are the same on this market if you look at your europe not only Is everybody speaking a different language in different countries? There’s different ways of doing business, so one of the things I always mention Is that you know we have seven types of kickbacks in our system? because when you go to Spain, there’s a lot going on apart from the prior The Rate card price But also technical there’s a lot of differences, so the way Ip addresses are distributed across The country is different in some countries. They’re fixed like in the states. So you can see by the IP address where they’re from In Holland it’s random, so I might be an amsterdam, but my IP address might say I’m from another City so when you optimize your technology all those individual characteristics are very important to be successful and be more successful than than the other players in the market so to give a little bit of A demo on this I included A case one of the biggest publishers also a founding partner telegraph will still work a lot with them they are big publishers, so everybody thinks okay, so They have an sSP [their] ssPs ad melt but their business model is that their own direct sales team acts as a third-Party? network on their inventory, so they have to bid just like Kriti O us and all the other dSPS in the market So if they don’t bid higher prices than the third parties on their own inventory they don’t deliver on Their own sales that’s to keep their own sales team competitive and to make sure that [they] get the highest price out of the complete Set of inventory. It’s a very interesting way of working and it works very well the only problem They had they were running on ab nexus and they were losing a lot of bits or campaigns And it didn’t deliver all their campaigns because there just weren’t performing well enough But the interesting thing is that they were a dSP in both an ssp So they could look from the sSp cited all the technologies bidding on their inventory and they could see the performance and we one of the companies performing on their inventory and They found out that you know we were performing very well, so they called us an access. So what’s the secret sauce? Why you outperform all those other technologies and and I refer to the previous slide what we said, we’ve completely customize our dSP to the European market and After some discussion they did a test run with us on our technology and within a month They operated fifty percent more revenue per day on the same campaigns on the same amount of inventory So that was really a big case where it shows that customization of technology in the European market makes it different So if you look at the company if you’re interested in numbers come over and talk to me or to yoram We’re now growing not only geographically, but we’re also looking at display video Mobile social We see the complete value chain of the customer from the first time [he] thinks about your products till the end when he Almost knows he’s going to buy the product but doesn’t know when we want to be everywhere So we want to be active in Social we want to be active in video We want to be active in mobile every contact with the customer is Interesting to us and can be a part of adding value to the advertiser. We’re very tech driven We think that technology makes a difference, especially since we’re in the middle. We [don’t] own the inventory We don’t only advertiser, so we think that we can make a big difference by having better technology And we think that having the whole chain. We’re always talking to the advertiser and we can offer every piece of product What is what he needs so we don’t offer only retargeting for some advertisers that may it might be a great solutions for other Advertisers it might not be whatever. They want we can help them

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