Making Sense of Programmatic Buying - abc - Richard Foan
Trusted digital advertising
Procter & Gamble Aims to Buy 70% of Digital Ads
Next year P&G plans a
similar shift of mobile-ad
buying to programmatic
buying – auction-based
systems where ads are
bought and served
across the web to a
specific audience in real
28% of ANA members felt
programmatic well enough
to use it
10% understood it but still
wouldn’t use it
Transparency of complex deals that wind through
agency desk and other third parties was biggest concern.
ANA citing estimates that publishers get as little as 25%-
50% of the dollars.
Ad trading prior to digital (1900s)
Real time bidding or Programmatic trading
Money flow ?
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