In the digital era, it’s only logical that brands will embrace programmatic buying, especially as “fast” and “cheap” are often choice words associated with it. Many in the industry have predicted it will take over as the choice method of media buying. But as this presentation will explain, programmatic buying still has a long way to go. Presenter: Vikram Somaya, vp global operations and audience, Consumer Media, Thomson Reuters @vikramsomaya

1. Vikram Somaya
VP, Global Operations and Audience
@vikramsomaya
WHY ELECTRIC SHEEP NEED HUMAN SHEPHERDS
Or Why Programmatic Buying Needs Your Help

2. One shade the more, one ray the less,
BUSTING A HYPE Had half impair'd the nameless grace
SHE WALKS IN BEAUTY Which waves in every raven tress
Or softly lightens o'er her face,
Where thoughts serenely sweet express
She walks in beauty, like the night How pure, how dear their dwelling-place.
Of cloudless climes and starry skies, .
And all that's best of dark and bright
Meets in her aspect and her eyes;
Thus mellow'd to that tender light
Which Heaven to gaudy day denies. And on that cheek and o'er that brow
So soft, so calm, yet eloquent,
The smiles that win, the tints that glow,
But tell of days in goodness spent,—
A mind at peace with all below,
A heart whose love is innocent.

3. BUSTING A HYPE
WHY IS THIS GUY SPEAKING TO US?

4. I am, secretly, one of you

5. BUSTING A HYPE
HOW DOES ONE THINK ABOUT ONLINE CONTENT?

6. BUSTING A HYPE
THINGS PROGRAMMATIC CAN DO WELL
• Find Scale
• Spend Budget
• Manage Cost

7. BUSTING A HYPE
WHAT SHOULD I BE TALKING ABOUT?
• Bidders Should Allow Their Clients to Win
• Marketers Should Push for a Quality Index
• Data Needs More Discussion

8. BUSTING A HYPE
WHAT PROGRAMMATIC DOES NOT DO GOOD-LIKE
• Tell a
• Allow Publishers to Innovate with
• Play With

9. BUSTING A HYPE
A PUBLISHER WHO WANTS TO DO GOOD NOT EVIL

10. BUSTING A HYPE
THINGS I WOULD LIKE YOU TO THINK ABOUT
• Platforms Allow You to Focus on Stories
• Handicapped Platforms Will Not Help You
• Consumers are keenly aware of Discordance

11. BUSTING A HYPE
WHAT I WOULD LIKE YOU TO DO
• Hire Talent That Allows You To Question Your
Tech Partners
• Allow Your Media and Creative Teams to Work
Together
• Talk to Publishers and Creators of Content

12. @vikramsomaya Last of the freelance hackers, and Greatest swordfighter in the world