Your SlideShare is downloading. ×
Making Sense of Programmatic Buying - Millennial Media
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Making Sense of Programmatic Buying - Millennial Media

978
views

Published on

Making Sense of Programmatic Buying

Making Sense of Programmatic Buying

Published in: Mobile, Technology, Business

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
978
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
102
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Future’s Bright The Future’s Mobile Peter O’Mara-Kane Head of Agency Sales, EMEA,
  • 2. Best of breed programmatic technology Millennial Media & AppNexus Supporting programmatic access to Millennial Media’s premium inventory • Unrivaled scale and premium inventory • Unique audience data • Best of breed programmatic technology
  • 3. 83% of U.K. adults own a smartphone; nearly the same amount that own a laptop (85%) 30% of adults in Great Britain say they use their smartphone to locate places 68% of U.K. adults take pictures or video with their smartphone People moveBetween screens, places, and moments
  • 4. Mobile connects moments The data tells a story that is more than measurable. It’s mappable.
  • 5. Mobile allows advertisers to engage with consumers like no other medium can Device diversity
  • 6. Creative case studies Activision: Call of Duty • The rich media Photoshoot unit drove over 15,000 consumer interactions. • Call of Duty: Black Ops II grossed over $1 billion in 15 days North Face: Never Stop Exploring • Over 319,000 completed video views in Germany and more than 114,000 in Italy • Engagement rate with local The North Face sites of 9.5% in Germany and 8.5% in Italy • Of the total completed views, 33% of viewers in Germany and 19% in Italy replayed the video a 2nd time, resulting in an additional 128,000 video views for The North Face
  • 7. 0% 5% 10% 15% 20% 25% 30% 2013 2014 2015 2016 2017 Share of programmatic V’s Mobile Display Ad Sales (%) UK France Germany USA Japan What is programmatic buying: • Technology-driven media purchases, optimisations • Rules-based media buys and management • Automated media buys leveraging pre-set rules, data and algorithms Programmatic: a different way to purchase inventory
  • 8. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. Glossary: Basic Terminology
  • 9. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media Glossary: Basic Terminology
  • 10. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Glossary: Basic Terminology
  • 11. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys. Glossary: Basic Terminology
  • 12. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys. A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences. Glossary: Basic Terminology
  • 13. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys. A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences. A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers. Glossary: Basic Terminology
  • 14. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys. A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences. A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers. Premium Programmatic, focuses on high- quality premium inventory available programmatically to achieve CTR, conversion and eCPM results comparable to guaranteed buys. Glossary: Basic Terminology
  • 15. Trading Desk Programmatic (buying) Mobile Exchange Demand Side Platform (DSP) Bidder Supply Side Platform (SSP) Software Development Kit (SDK) Premium Programmatic Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions. A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis. Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys. A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences. A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers. Premium Programmatic, focuses on high- quality premium inventory available programmatically to achieve CTR, conversion and eCPM results comparable to guaranteed buys. A Software Development Kit (SDK) is a piece of code that sits within an app & facilitates the passing of 1st party data between the app & the ad platform. Glossary: Basic Terminology
  • 16. Mobile Programmatic Transforming digital advertising as we know it • 1:1 marketing • Real-time engagement • Increased ROI
  • 17. The importance of data Sampling of our data partners Data from our SDK
  • 18. Connecting Mindsets & Moments • 60K+ mobile apps and websites have integrated Millennial Media’s SDK • Providing data-rich impressions with more than 15 mobile-first targetable dimensions of every ad call within MMX
  • 19. Reach unique users by intelligently interpreting mobile-first signals to buy valuable impressions programmatically  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL Reaching pinpointed audiences on MMX
  • 20.  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL Find your online audience in mobile Reach consumers across screens by leveraging AppNexus IDs to purchase impressions in MMX 1:1 match enables clients to target users across screens Millennial Media ID AppNexus ID Client ID
  • 21. Access premium mobile inventory with greater transparency in a Private Marketplace • Preferred access to inventory • Custom whitelist of sites to target • “First-look” access to this inventory on MMX Target users based on channel or audience  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL Align your brand with high quality content
  • 22. MMX is one of the industry’s largest sources of programmatic MRAID- compatible media • Standard banners • Full-screen interstitial • Rich Media • Video* *Coming 2H2014  Ad Size  Ad Type  App ID  App Store URL  AppNexus ID  Carrier  Connection Type  Country  Device ID  Device OS  Lat/Long  Package ID  Pub ID  Site ID  User Agent  User IP  URL Engage your audience with unique ad formats
  • 23. Built for mobile Reach pinpointed audiences at scale Leverage web, mobile or offline data, or use Millennial Media audiences, to target users across screens Scale at the impression level Engaging ad formats on more than 1 billion data-rich mobile impressions per day across mobile web & in-app inventory Purist mobile signals available Transparency at the impression level on 15+ mobile first dimensions delivered by Millennial Media’s SDK install base Premium programmatic
  • 24. Best practice for running mobile programmatic campaigns Conversion Tracking & Optimisation Reliable & Scalable Technology Partners Campaign Flexibility Advanced Goal Planning
  • 25. We deliver. And we do it at scale. 650MM+ Monthly unique worldwide users 60,000+ More than 60k apps 9,000 Approximately 9k devices 52MM+ cross-screen users alone
  • 26. Thank You. Pete O’Mara-Kane Head of Agency Sales, EMEA pomarakane@millennialmedia.com Visit www.millennialmedia.com/mmx Contact us at rtb@millennialmedia.com