A technological platform that facilitates the buying and selling of (online) advertising space.


Just like at a stock exchange, the rates for the sold ad space is based on auctions. In the case of ad exchanges, though, other values are also included to find the best advertiser for the available ad space. That advertiser doesn’t always have to be the highest bidder.

SSPs (publishers/suppliers) and DSPs (advertisers/buyers) are linked to one or more ad exchanges and provide an interface where you can arrange your activities on the ad exchange.

Ad exchange

The programmatic buying of TV spots at highly detailed target audience level.

 uses programmatic buying technology and advanced target group segmentation to buy specific commercials at household level, in real time. This allows different households to receive different advertising, while watching the same programme. Previously, TV campaigns were bought at programme level or target group level. With addressable TV, you could, via RTB and data driven profiles, buy ad space targeted specifically at each household.

 is that he gets to see relevant advertising. For instance, you could receive commercials for a golf weekend in Portugal if your profile shows you like this sport.

 is that addressable TV allows them to target the target audience more precisely and tailor the message even better to the receiver. This means that TV can be used as flexible and targeted as digital channels.

Addressable TV

A tactical marketing approach that allows marketing teams to collaborate closely in order to swiftly set up, finish, evaluate and, if necessary, update projects.

Agile marketing teams are flexible (agile) when starting up a project to ensure they can quickly respond to changing circumstances while working on a project.

The agile marketing process has 4 stages.

 The sprint planning, the sprint, evaluation of the solution and a review of the work process.

During the sprint planning stage the issue at hand is identified, and a solution is devised. During the sprint marketers work closely together to deliver the solution within a short time span, usually 2 to 6 weeks. During the evaluation it is determined whether or not the solution is the correct one, and if it will be used in the future. In that case, small changes will be implemented gradually (iterate). Finally, all that’s left is a review of the work process. How did the process develop, what went well and what could be improved?

In sprint planning it’s not a problem when a suggested solution turns out to be ineffective. As long as you learn something from it the experience can be used to help create more successful projects in the future.

An important part of agile marketing are the so-called 

: short, daily team meetings, no longer than 15 minutes. Each team member summarises what they did the day before, what the plans are for today, and any obstacles they might have come across. Obstructions are immediately discussed and handled by the team.

 is used. Every step in the process and its overall progress is clearly visible for the team here.

 are key in agile marketing. Nobody is solely responsible. The combination determines the performance. Simplicity and good design is also greatly valued.

The agile marketing approach is perfect at a time when changes occur so rapidly that optimal collaboration and team flexibility is necessary to take on these changes and stay competitive.

Agile marketing

An API provides limited access to the functionality or data of an application or (online) service so it can be integrated into another application or service. Google Maps’ API, for example, offers the possibility to integrate maps into your own website or app. The possibility to integrate the functionality of existing services ensures you don’t unnecessarily have to reinvent the wheel. You can expand your own offers and services by using APIs from other companies.


In technical terms, an API contains a set of rules that manages and structures the communication between the various applications or websites. The API indicates 

 in which you will receive the data. When you do this according to the rules of the API, you will receive data or you can connect with functionalities which you will be able to use in your own application or websites. This way, the API is the link between your app that wants data and the supplier of the data. Data is mostly delivered in XML- or JSON-format.


Many large companies provide an API. Facebook, Google (for, among others, Google Maps and YouTube), Dropbox and Buienradar are examples of companies that make their API available. When you are able to register for a service via Facebook, or share a website without having to leave the website, this is enabled by the Facebook API. Facebook benefits from this because their service is being used without them having to disclose their code.

 are only made available to companies by agreement. This ensures quality control to some extent. 

 are made available for use by the public. Everyone can use them.

The world is changing from analogue to digital and it is becoming increasingly important for companies to adapt to changes rapidly. APIs make it possible to exchange functionality and data in a structured and therefore stable way. As a result, companies can continue to focus on their key competences and combine these with services via APIs.

A blockchain is basically a chronological list of data files that are simply added to. The technique has been made popular by Bitcoin, as a blockchain is used for the administration of Bitcoin transactions. In doing so, a block is added every 10 minutes on average, comprising a few thousand transactions and a reference to the previous block. Thus a chain of blocks, or blockchain, is created.

Bitcoin is a decentralised financial system, which means that the administration is taken care of and controlled by a large group of participants, in which nobody is the boss. This is the essence of this innovation: that together a large group of strangers reach a consensus on the administration of the system.

In this context, a blockchain is indispensable because it brings order. A large group of unknowns does not have a common sense of time. As each block is linked to the previous one, a chronological order is created. The other side of the coin is that outside the decentralised system, a blockchain has no added value. It is therefore mainly an inefficient way of storing data.

One problem is how to determine who can add the next block to the blockchain. Ideally, it is another random participant each time. The problem is solved by a consensus mechanism, i.e. the way in which a consensus is reached. One of the properties of a robust consensus mechanism is that participants cannot impersonate multiple people and thus cast multiple votes when the administration is determined.

The Bitcoin mechanism is called 'Proof of Work'. This means that participants ('miners') get a vote in proportion to the computing power they contribute. Since computing power costs energy, no one can falsify its influence. There are other consensus mechanisms, such as the 'Proof of Stake'. Here, participants ('validators') are offered a voting right proportional to the amount they block. In a decentralised public system such as Bitcoin or Ethereum, anyone can become a participant in the network, keep a full copy of the blockchain and check in person whether all the rules are being followed. It is not necessary to place one's trust in a public authority, a bank or a technology company.


Blockchain

Payment model for (online) advertising: cost per 1,000 served ads/impressions

Are we talking about served ads or impressions?

A served ad becomes an impression when it is viewed by a real person (and not a bot). The international guidelines of the IAB state that in order to speak of a “viewable” impression, 50% of a normal display advertisement or banner must be visible for a minimum of 1 second. For larger advertising formats 30% is sufficient. Video should not only be 50% visible, but also for a minimum of 2 seconds.

How can you realistically implement this model?

Not all providers use the same methods to measure viewable impressions. In addition, many impactful advertisements, such as roadblocks or homepage takeovers, are difficult to measure with the current available tools. This also means that impressions that aren’t measured are not necessarily also “unviewable”.

With the technical limitations to measure everything correctly, the payment model based on 100% viewable impressions is not realistic. So what is?

The IAB issued the following guidelines in 2015:

Invoices must be based on the number of served ad impressions during a campaign; these should be divided into two categories: measured and unmeasured impressions

Given the current technological limitations and differences when it comes to measuring impressions, you could consider 70% viewable impressions as the minimum

Crypto is originally an abbreviation for crypto currencies, the currencies of decentralised money systems such as Bitcoin and Ethereum. In this context, crypto refers to the cryptography used in transferring such a currency. By adding a digital signature, the owner proves that he or she may transfer the digital asset to another person.

Nowadays, crypto is an informal umbrella term for all crypto-assets. These are digital assets that are not managed by a central party such as a tech company, bank or government, but whose ownership is noted in decentralised records and can be transferred peer-to-peer. As such, the term crypto identifies a new asset class.

New financial markets have emerged around these new assets, with thousands of companies forming a vibrant sector worldwide. The word crypto is also used to refer to this activity as a whole. Thus, people are employed 'in crypto', and governments worldwide are working to create 'crypto laws' that apply to the entire industry.

It is important to realise that crypto as an asset class contains a wide variety of assets. It started with bitcoin as independent digital money. Then new assets appeared, trying to apply what Bitcoin does for money to other kinds of digital assets. Think identity data, access cards, art. Or proof of ownership of a loan, or that you are part of a decentralised organisation.

A common mistake is to equate crypto with a specific asset or application within the category. One then gives the impression of absolute homogeneity, when the opposite is true. For instance, Bitcoin as the first and most decentralised currency is incomparable to the properties of a digital art object or a stablecoin issued by a central party.

Crypto

Earned media The media attention you don’t pay for but which you earn through word of mouth advertising or because others share your content on social media. Actually, consumers themselves are the media in this case.

 is that it’s very credible. For many consumers, this plays an important part in their buying process.

 are a funny video or interesting blog that’s gone viral, or a positive customer service review. Earned media can be a result of the smart implementation of paid and owned media.

 is the fact that you have no direct control over it and earned media can also be negative. In addition, it’s not scalable and difficult to measure

Earned media

European privacy regulation for the collection and processing of personal data, aimed to better protect the consumer. This is called the General Data Protection Regulation (GDPR or AVG Algemene Verordening Gegevensbescherming in Dutch).

As of 25 May 2018, everyone in the European Union must conform to the regulations stipulated in the General Data Protection Regulation (GDPR). The GDPR ensures that personal data can only be collected under strict conditions and only if it is used for legitimate purposes. In addition, organizations are obliged to protect the collected personal data from improper use and respect the rights of all persons involved.

What should your company do in order to be GDPR-compliant?

– indicate what personal data you collect and process
– explain why you use and process personal data
– clearly demonstrate how you collect the personal data
– specify how long you will store the personal data

make sure the correct protection of personal data is already taken into account in the design phase of the products and services. Make sure no additional data is registered without permission


appoint a Data Protection Officer if you process data of more than 5,000 persons per year


make sure you can show individuals have given their consent, for the collection and processing of their data, based on complete information


make sure you can provide the collected information to the individual involved


make sure the collected data is properly protected from data breaches


make it possible to electronically transfer the collected individual personal data from your system to another


give individuals the option to have their data deleted

New compared to previous privacy regulations:


– being able to prove valid consent from individuals to collect their personal data
– making it just as easy for individuals to give and to take back their consent

GDPR

Geofencing can be used to create a virtual perimeter for a geographic area or location. As soon as a person enters that particular area his/her mobile phone signal can be detected. Based on this a marketer can decide to show him/her a targeted ad or personal message. This gives marketers the option to show their ads or content exclusively to consumers who meet certain location requirements.

Geofencing

A Gross Rating Point (GRP) is a standard measure used to quantify the reach of an advertising campaign. 1 GRP = 1% reach in the target audience, e.g. 1% viewer ratings. All gross rating points combined give an indication of the distribution between the total reach in the target audience and the average contact frequency.

GRPs are calculated by multiplying the reach percentage with the average contact frequency (reach x number of repetitions).

GRP = reach (%) x average contact frequency

100 GRPs = 100% of the target audience reached once, or 1% of the target audience reached 100 times (or any other possible combination: 20% x 5, 25% x 4, etc.).


The used medium has a reach of 60% and the ad is displayed 4x. Number of GRPs = 60% x 4 = 240 GRPs

How to estimate reach and contact frequency in GRPs:

 You’ve bought 210 GRPs for 175 euro per GRP; total cost is € 36,750. When you allocate your advertising across multiple channels you’ll get a higher reach, with a lower frequency. The distribution would then be, for example, 70% reach x 3 contacts = 210 GRPs. But those same 210 GRPs can also be used with a narrower selection of titles or channels; the total reach would then be lower and the average contact frequency will be higher. The distribution then is, for example, 30% reach x 7 contacts = 210 GRPs.

One of the units (% reach or frequency) is often estimated while the other is calculated.

A creative type of marketing that attempts to generate the maximum buzz possible, at the lowest possible cost, outside of the traditional channels.

 PR stunts, laser projections, flyposting (wild posting), handing out flyers or creating ads with static foil, graffiti or reverse-graffiti.

Guerrilla marketing

A type of marketing where the viewers attention is earned. By offering interesting or fun content a (potential) client becomes aware of or familiar with your brand, product or service.

 are: delivering content to consumers after theyve signed up for your newsletter, or after theyve found you through Google search. This buzzword section is a type of inbound marketing for Retriever and The Workz.

 are: its a customer-friendly way of getting attention for your brand or message and the results are easy to track and analyse.

Inbound marketing

The metaverse is a network of interconnected three-dimensional spaces that together form a platform-independent ecosystem comparable to our physical world. Digital and physical experiences are intertwined. As a result, the metaverse provides companies and brands with opportunities to interact and exchange new brand experiences with their targets.

The term metaverse, or metaversum, dates back to 1992, the year Neal Stephenson published his science fiction novel Snow Crash, in which people interact with each other in a three-dimensional space that serves as a metaphor for the real world. What Stephenson probably didn't foresee was that three decades later many people would spend far more time in front of their screens than anywhere else. The rise of the Internet has a lot to do with this. This worldwide web can be seen as a digital space in which people gather around common interests and activities.

At the moment, this digital space still has few of the characteristics of the real world in which we live. The Internet is a largely two-dimensional space, centred on Internet-specific patterns and actions. This may be changing with the emergence of what is now known as the 'metaverse'.

To help concretise the term 'metaverse', reference is often made to Second Life. Even if, according to the definition above, this game does not meet the criteria, it does illustrate what we think of when we think of the metaverse: a virtual social network in which users can profile themselves and communicate as humans, but also build and do things that are impossible in real life.

According to some analysts, the birth of the metaverse goes hand in hand with the emergence of cryptocurrencies. They see people in the metaverse participating in a virtual economy, in which new forms of money and digital property play an important role. Other emerging technologies may also play a role in realising the metaverse, including digital identities and artificial intelligence.

It is important to understand that the metaverse is not yet complete. It is a future prospect, and initiatives around this theme are still in their infancy. Much of what is said and written on the subject is speculative: it should therefore be seen as a school of thought.

However, this does not mean that nothing has yet been set in motion. There are various platforms that have added metaverse-like properties to their virtual environments. Think of Fortnite, where people can watch a movie or go to a concert together. Or Minecraft, where people get together to shape their environment, Axie Infinity, where people experiment with new forms of digital property, or Facebook's Horizon virtual reality network, where people are encouraged, along with their friends, to create their own world.

Brands are also experimenting with the metaverse. Think of Gucci, which has created a virtual space on Roblox called 'the Gucci Garden Experience'. Some of the items in question have been resold for thousands of dollars, at prices comparable to those of real Gucci bags. At the other end of the spectrum, Heineken is showing us with a launch campaign for a virtual beer that, until further notice, not all real world experiences can be replaced in the metaverse.

Metaverse

Ads that look like content of that particular medium. The reader doesn’t feel as if they are looking at an advertisement.

Clear examples of native advertising are advertorials

 and branded content. Advertisements in search engines or social media can also be considered as native advertising because they don’t disrupt the medium’s design.

Native advertising

An NFT is a digital proof of ownership that, like crypto money such as bitcoin, can be transferred to another person with a cryptographic proof. The difference is that an NFT is non-exchangeable and unique, because the token refers to a unique object, whether digital or physical.

Since one euro is divided into one hundred cents, it is essential that these cents are interchangeable with each other. One cent is worth as much and is as useful as the other. This interchangeability is called 'fungibility'. It is useful for money to be very interchangeable. Someone who lends you a ten-euro note does not necessarily have to receive the same note in return; two fives, for example, will do just fine.

For money, 'fungibility' is a desirable property, but for most other things in the world it is precisely not. If you borrow a Picasso from a good friend, it is inconceivable that you would return a random painting of approximately the same size. It has to be the same exact Picasso, preferably in exactly the same condition. The same applies to cars, bottles of wine, jewellery, houses or the copyright of a book. They are all on the non-exchangeable side of the spectrum.

For non-tradable items, 'non-fungible tokens' have been devised. Just like other cryptographic assets, an NFT is registered in a decentralised administration, and you can prove its possession by affixing a cryptographic signature. To do this, you use cryptographic keys in your wallet.

The creation of an NFT is quite simple and basically an NFT is not much: a fingerprint of the object, some other descriptive information and a signature. So in itself, an NFT is nothing special or valuable. It is all about what the NFT represents or what it refers to. This brings us to the main difference between exchangeable properties (like bitcoins) and non-exchangeable properties (NFTs):

A bitcoin is valuable because the whole of bitcoin is valuable: the network, the services around it, the usefulness of the entire monetary system to users.


An NFT is valuable independently of any other NFT. This may be because it is a collector's item, such as a piece of (digital) art, or because it is useful, such as a domain name, or because there are future revenue streams associated with it, such as a specific property right.


An NFT is programmable. For example, it could be determined that if an NFT is sold, the author would receive a share of the profits each time. If the artist sells a work for one thousand euros and the first owner sells it for one hundred thousand euros, both will benefit from the increase in value.

The most practical applications of NFTs are still to come. First, protocols and standards need to be created, and all sorts of things in terms of platforms and apps still need to be developed. 

However, you can already experiment by buying collectibles on an NFT marketplace like OpenSea. But don't buy an image of a rock, a troll or a monkey without careful research. It may not be worth a damn in 10 years! 

A lot of brands are also already doing NFT projects. An example: The RTFKT x Nike Hoodie, designed for AR and in which at the same time physical and digital worlds are merged.

A way of providing television content without the need for a regular television subscription, in other words, cable-free interactive television.

: Netflix is an OTT service. HBO Now is an example of a paid TV channel (HBO) that offers OTT.

More and more media companies are trying to occupy a position in the OTT landscape.

 For example, TMG has entered into a strategic partnership with Talpa to provide OTT services, starting with a sport and news channel in 2017. AT&T acquired content company Time Warner for 80 billion dollars at the end of October 2016. Time Warner is, among others, the company behind CNN, HBO and film producer Warner Bros. Online video companies like YouTube, Vimeo and AOL are also trying to play a part in the new OTT landscape.

A type of marketing whereby the ad is projected outwards. You actively search for your customers by confronting them with your message.

 paid media such as RTV, OOH, print, online advertising and SEO. Paid media enables you to achieve a very high reach. The conversion is relatively low compared to the more personal approach of inbound marketing.

Outbound marketing and inbound marketing can reinforce each other.

 Outbound marketing helps expand your general brand awareness and with it, increase the interest for inbound marketing activities.

Outbound marketing

 are your own website, your own blogs or your own social media channels.

 is that they are channels which you can fully control. They are well suited to build a long relationship with existing and potential clients.

Earned media and paid media can lead consumers to your owned media channels.

Owned media

Paid media Media you can pay to use. You buy space or time with media like print, Out of Home, RTV or online.

a is;knowing beforehand how much reach and how many contact moments you can approximately expect to achieve. It is instantly usable and scalable and, above all, you can accurately determine the message and the ad/creative. This means you have reasonable control over your communication with the use of paid media.

 are, among others, advertisements in newspapers or magazines, city light panels or billboards, radio or TV commercials, display advertising, paid search ads and branded content.

The use of paid media can, besides realizing reach and contacts, also lead traffic to owned media channels and sometimes even create earned media.

Paid media

Programmatic buying is when an ad is sold and targeted via an automated system.

Programmatic buying employs user profiles

 that can be used to identify the interests of, for example, a website’s visitor. The available ad space is sold in real-time to the bidder with the highest value. This doesn’t always have to be the bidder with the highest bid. The space can, for example, also be given to the bidder with the most clicks on their ad, or the bidder whose ad best matches the site’s content.

 is its flexible nature. For instance, you can start a campaign off on a large scale and while it’s running, see what works and what doesn’t. You can also see if there are certain times or regions that yield a better response, or if certain target audience segments show a better result. Based on this evaluation you can fine-tune your campaign goals and, as a result, only pay for the most effective advertisements. This marks a major difference with the traditional way of buying where you pay in advance for having managed an agreed upon amount of advertisements, within a certain medium or channel

Programmatic buying has four ways of buying:

Preferred Deal: no auction model, fixed CPM rates, no guaranteed placement

Programmatic Guaranteed: geen veilingmodel, vaste CPM-tarieven, gegarandeerde ruimte

Private Exchange: organised by one or more publishers who can control the lowest CPM rates, Real Time Bidding (RTB), only select advertisers (on invite)

Open Exchange: Real Time Bidding (RTB), variable CPM rates, open to all advertisers

Programmatic Buying

A method of calculating the return on an investment.

–––––––––––––––––   

A way to buy advertising space in real-time via an auction system at the moment the space becomes available (for example, while a website is being loaded).


The available ad space is auctioned automatically and in real-time via an automated system. This takes the user profile of the receiver of the ad and the publisher’s profile into account. The entire process is so short, less than a second, the receiver doesn’t notice any of it during the loading time of the website.

Imagine you are visiting a website, which triggers the display of an ad. You’ve accepted cookies which means your search behaviour has probably been tracked for a while. Based on this, the publisher is in possession of a user profile. This contains, for example, your gender, your location, the page you’re on and your search history. Your possible interests can be obtained from this information. This information travels from (the SSP of) the publisher to the website of an online auction site (the ad exchange), which presents it to several advertisers (through their DSPs), who can in turn place automated bids based on their own demands and preferences.

 who wins the auction. Sometimes it’s the bidder who can, for example, generate more clicks, or the bidder whose brand values better match those of the publisher.

Web 1 was the original Internet, with independent websites linked to each other. This period was characterised by one-way traffic; information flowed only from the website to the user. 

Web 2 encompasses the period in which users no longer simply consumed content, but also began to produce it themselves. It is also called the 'social Internet', where people can contribute in person. During this period, a series of powerful social media platforms emerged, which in 2022 are still leading the way in this field.

The power of these platforms lies in the huge amount of information that users leave on them. This is not only substantive contributions, but also personal data and derived patterns and behaviours. Together, all this information serves as a major source of revenue and influence, for example, in order to get users to participate intensively in the social network.

For users, these underlying dynamics are usually completely unclear. Without realising it, they are handing over their personal information, transferring valuable content to a third party, and thus being directly or indirectly guided in their behaviour.

With the advent of Web 3, that should change. Web 3 stands for read, write, AND own. Every time someone contributes something, value is created. Instead of this value flowing to a technological giant, we see the emergence of an Internet flying the flag of Web 3, in which the user directly owns this value, for example in the form of a crypto asset.

This principle was beautifully described back in 2014 by Jaron Lanier in his book Who Owns the Future. Ultimately, this development should allow the Internet as we know it today to enter a new era, in which power over data and assets is largely returned to the user.

Currently, Web 3 is still in its infancy. Several new technologies are involved in its creation, each with its own level of maturity. Several parties are working on the necessary building blocks. For instance, Microsoft has ventured into the world of decentralised identities, several companies in the crypto sector are working on digital assets, and there are startups exploring ways to decentralise data storage.

Web 3

The latest trends, terms and tactics from the media industry; Retriever Buzzwords is a clear-cut overview of the most ambiguous terminology, made crystal clear.

Retriever Buzzwords

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It’s the people who make the difference. For the client, they provide that little extra effort or set that little extra something that makes a campaign more surprising or relevant. So come and meet the people who make the media business so unique!

Ce sont les gens qui font la différence. Pour le client, ils fournissent ce petit effort supplémentaire ou règlent ce petit truc en plus qui font qu’une campagne sera communiquée de façon plus surprenante ou pertinente. Venez donc faire connaissance ici avec les gens qui rendent le métier du média tellement unique !

Mensen maken het verschil. Zij gaan net dat stapje verder voor de klant of regelen net dat beetje extra waardoor campagnes verrassender of relevanter gecommuniceerd kunnen worden. Kom hier eens kennismaken met de mensen in de media die het vak zo speciaal maken!

Retriever Buzzwords

A

Ad exchange

Addressable TV

Agile marketing

API (Application Programming Interface)

B

Blockchain

C

CPM (cost per mille)

Crypto

E

Earned media

G

GDPR (General Data Protection Regulation)

Geofencing

GRP (Gross Rating Point)

Guerrilla marketing

I

Inbound marketing

M

Metaverse

N

Native advertising

NFT (non-fungible token)

O

OTT (Over The Top Content)

Outbound marketing

Owned media

P

Paid media

Programmatic Buying

R

ROI (Return on Investment)

RTB (Real Time Bidding)

W

Web 3