メディア掲載

ZDNet:「広告詐欺、コネクテッドテレビ、中国、データマーケットプレイスのトレードデスクCEO Jeff Green」

November 14, 2017
Tags: ZDNet, Jeff Green

http://www.zdnet.com/article/trade-desk-ceo-jeff-g…

We caught up with The Trade Desk CEO Jeff Green to talk shop, the data market and the future of digital advertising. Here are the highlights.

By for Between the Lines | | Topic: Innovation


For marketers, it’s likely that their digital advertising budgets will flow through The Trade Desk at some point since the buy-side programmatic platform grabbing share in areas such as connected TV, Web, mobile and audio.

The Trade Desk, an independent ad platform, delivered strong third quarter revenue growth and earnings as it competes against giants for a piece of the ad revenue pie.

マーケティング担当者にとって、The Trade Deskは、重要なパートナーとなっています。これは独立性、バイサイドへの特化、顧客サービスのためです。同社の第3四半期の純利益は 1020万ドルで、1株あたりの純利益は23セントです。収益は7940万ドルで、前年同期比で50%増加しました。The Trade Desk は、近年IPOを成功させました。

The company is riding mobile advertising, in-app opportunities and connected TV as key channels and navigating a downturn in spending from consumer product goods companies and retailers. The Trade Desk is projecting fourth quarter revenue of $101 million and $306 million for the year.

We caught up with The Trade Desk CEO Jeff Green to talk shop and the technology behind the ad market.

Here are the highlights from my conversation with Green.

コネクテッドTV とオーディオの登場。The Trade Deskの第3四半期の収支報告によれば、コネクテッドTVの収益は、159%、オーディオが21%それぞれ増加しました。これらの新しいチャンネルの可能性を示すものです。Greenによれば、RokuはコネクテッドTV広告から利益を得ているが、他のCrackleのようなサービスも順調です。

その理由についてGreenは、消費者がAmazonやNetflixのような OTT(over-the-top)アプリケーションを使うようになり、ケーブルテレビ離れが起こっていることは明らかだと指摘しています。実際、米国の世帯の70%が、すでにNetflixに加入しています。そして、ケーブルテレビに加入している世帯は、全体の70%です。こうして試算してみると、消費者がこれ以上他のサービスに加入することはなさそうです。コネクテッドTVの広告モデルについてはいかがでしょうか。

Connected TV inventory has gone up 10x,” said Green. “To us that is quantifiable proof the consumer is being tapped out and interested in ad funded models from the Hulus, Rokus and Crackles.”

tradedesk-slide-1.png

音声広告もまた、PandoraやSpotifyのサービスによって、プログラマティックに向かっています。「こうしたサービスにラジオ広告のようなものを入れることはできません。既存の広告はターゲットではありません」とGreenは述べます。「プログラマティックは、お客様によりよいエクスペリエンスを提供し、お客様に合わせて広告をカスタマイズします」

How will the Trade Desk’s data marketplace differ from all the other ones in the marketplace? Green outlined how The Trade Desk is creating its own anonymized data marketplace so marketers can go cross device per person.

The Trade Desk acquired Adbrain to get a jump start on its data marketplace and has invested millions of dollars to get access to hundreds of millions of anonymized user IDs to bridge screens.

trade-desk-slide-2.png

Adobe、Oracle、Acxiomをはじめとするどの企業も、データマーケットプレイスを備えています。Greenによれば、データへの取り組みは、こうしたデータサービスを補完し、The Trade Deskがセールスファネルに占める位置に、可能性があるということです。「当社が有利なのは、当社のデータマーケットプレイスが消費の場にあるからです。「キャンディーバーはレジのそばに置いた方が、売れやすいですよね」とGreenは続けます。「当社は、消費の現場でマネタイズをしており、信頼性の高いパートナーです。当社は、データ企業と競合しません。むしろ統合するのです。

広告詐欺と戦う。The Trade Deskは、ads.txtの主な推進力の1つであり、広告詐欺の撲滅に取り組んでいます。Greenは、Ads.txtの背景にある考えを、The Trade Deskの第三四半期の電話会議で説明しました。

It’s very simple, which is you ask every publisher in the world to create a text file that just lives publicly on their domain, so you can type in any publisher’s name like Google.com/ads.txt, and then you can see which SSPs and exchanges are authorized to sell their inventory. And this becomes really important if you’re a premium publisher like CNN or something where there are people that are actually spoofing your domain and pretending to be you so that they can monetize your inventory. So it gets rid of any doubt as to who is authorized to rep the inventory. And by asking every publisher in the world to do this, we’re effectively telling CNN, if you make very clear to us who’s authorized, then we’ll make sure to only buy from those that you tell us to buy from. It gets rid of some of the sub-syndication and resellers of resellers, where things can be misrepresented, and then in those small cases where there’s actually fraud.

しかし、大手スポーツサイトで、次々に広告詐欺が起こりました。The Trade Deskは、どのように広告詐欺と戦っているのでしょうか。

Green said it is already blocking fraud for ad.txt and unauthorized traffic. Green said that the ad.txt effort was about “narrowing the sky” to create a well of quality inventory. “Narrowing it down does a lot so we can be more intelligent. I’m proud of the fact we promoted and encouraged ad.txt as much as any company out there,” said Green. “We’re making sure that bots aren’t generating and buying the traffic. If successful, CPMs will go up because it’s fine to pay a few pennies more to know it’s a human being seeing the ad.”

The Trade Desk has worked closely with White Ops, a cyber security company focused on stopping robots and ad fraud with artificial intelligence. Green was optimistic about the industry’s ability to battle ad fraud. “Ad fraud is easier to spot due to the economics. You have to commit fraud so many times to make money. The industry has done more in 2017 to stop ad fraud than any year previously,” said Green.

Greenは、広告詐欺との戦いは、人工知能、機械学習、業界内の調整を含む継続的な取り組みであることを認めました。

I’d argue that it remains to be seen whether the ad industry players can coordinate enough to harness machine learning and create the systems to combat cybercrime. Google has the AI and machine learning expertise and Facebook is building it, but the entire industry will have to combine forces.

すべてのクリックベースインベントリは枯渇しつつある、という認識。Greenによれば、The Trade Deskは主にダイレクトレスポンス広告プレイヤーと見なされることが多いですが、それは当社がなんでも測定するためです。しかし、これは10年前までのことで、現在はダイレクトレスポンスとブランディングが統合されつつあります。「今目にしている、番号を表示して行動を促すGeicoの広告と、4時間後にテレビで放送されるGeicoのブランディングコマーシャルの間に明確な違いがあるかどうかはわかりません」「広告は、最終的にはすべてを測定し、知性と感情に訴える必要があります」

Competing with DoubleClick Bid Manager. It’s not easy competing with Google’s DoubleClick unit, but Green emphasized that The Trade Desk has unique advantages.

It’s fair to say that DBM is our biggest competitor, but we have some strong differences in every way — strategy, go-to-market and technology. The first thing to always preface is that global advertising is a $700 billion industry and I don’t believe it’s possible for any company to own a majority of that. It will be a big market with plenty of room for us, Google and dozens of other players,” explained Green. “DBM is a tiny division of Google and the biggest difference between us is that we can talk about buying media objectively. We don’t bias to Ad Exchange or YouTube. We are on the buy side so we win more trust. We’re independent and that’s the single biggest difference.”

Green noted that The Trade Desk has cooperation from the largest media companies as well as players like Alibaba and Baidu.

The China opportunity. The Trade Desk highlighted China as a big market that can fuel growth. However, China can be a headache for U.S. technology companies. Green said that he understood why a China growth strategy could be questioned, but The Trade Desk’s business-to-business approach is a differentiator. “To the average person in Silicon Valley I get why you’d look at China and say ‘good luck’ with a lot of those efforts. But those are B2C plays where an American company is trying to win the hearts and minds of the Chinese consumer. That’s not what we’re doing,” said Green.

We go to market representing the biggest multinational companies and the world and writing checks to the biggest publishers in China. Instead of taking money out, we’re taking dollars from the rest of the world and bringing to China. I don’t care if Chinese consumers every know The Trade Desk or our name,” he added.

中国でのビジネスに関するThe Trade Deskの計画は、進行中です。上海と香港にチームを構成し、データとインベントリの統合に取り組んでいます。2018年も、統合を継続します。Greenによれば、The Trade Deskは中国国内の広告代理店と信頼関係を築くことに注力するとのことです。

Tags: ZDNet, Jeff Green