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Morning Workshop with Yahoo: The Possibilities of Programmatic - DPlat, 8/14/14
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Morning Workshop with Yahoo: The Possibilities of Programmatic - DPlat, 8/14/14

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Dennis Buchheim from Yahoo's presentation deck from Digiday Platform Summit, August 14, 2014.

Dennis Buchheim from Yahoo's presentation deck from Digiday Platform Summit, August 14, 2014.

Published in: Marketing
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  • Prog guaranteed remains purview of display and video
  • Transcript

    • 1. 1 P R E S E N T E D B Y D e n n i s B u c h h e i m ⎪ A u g u s t 1 4 , 2 0 1 4 The Possibilities of Programmatic
    • 2. 2 Yahoo 2014 Confidential & Proprietary. 2 The promise of digital advertising 2
    • 3. 3 Yahoo 2014 Confidential & Proprietary. 3 T A R G E T I N G & E F F I C I E N C Y USERENGAGEMENT Achieving 1:1 through programmatic 3
    • 4. 4 Yahoo 2014 Confidential & Proprietary. 4 OFFERING TYPE OF BUY PRICING PARTICIPANTS ALSO CALLED... Programmatic Guaranteed Reserved Fixed One Seller One Buyer • Programmatic Direct • Programmatic Premium • Premium Direct • Programmatic Reserved • Automated Guaranteed Private Marketplace Unreserved Auction One/Few Sellers Few Buyers • Deal ID • Private Auction • Invitation-Only Auction • Closed Auction • Private Access Open Marketplace Unreserved Auction Many Sellers Many Buyers • Open Exchange • Open Auction Programmatic models
    • 5. 5 Yahoo 2014 Confidential & Proprietary. 5 Source: AdExchanger, Q214 State of Programmatic Media report 0% 10% 20% 30% 40% 50% 60% 70% Open Marketplaces Private Marketplaces Programmatic Guaranteed 2014 2015 -16% +14% +60% Alternative models on the rise
    • 6. 6 Yahoo 2014 Confidential & Proprietary. 6 Private Marketplaces B E N E F I T S T O AD V E R T I S E R S Exclusive, high-quality inventory Limited competition Brand protection ControlTransparency 6
    • 7. 7 Yahoo 2014 Confidential & Proprietary. 7 Programmatic Guaranteed B E N E F I T S T O AD V E R T I S E R S Placement guarantee No competition Operational efficiency Volume guarantee 7
    • 8. 8 Yahoo 2014 Confidential & Proprietary. 8 T A R G E T I N G & E F F I C I E N C Y USERENGAGEMENT Industry has evolved toward targeting and efficiency 8
    • 9. 9 Yahoo 2014 Confidential & Proprietary. 9 Efficiency…at any cost?
    • 10. 10 Yahoo 2014 Confidential & Proprietary. 10
    • 11. 11 Yahoo 2014 Confidential & Proprietary. 11 An unbalanced situation • Targeting driven by demand- side objectives • Efficiency focused on inventory standardization and bidding TARGETING & EFFICIENCY • Supply-side doesn’t know what’s being shown to their users • Ad formats haven’t evolved enough since 1990s USER ENGAGEMENT
    • 12. 12 Yahoo 2014 Confidential & Proprietary. 12 Industry has to make greater investments in user engagement Industry Dilemma No new (supply) without demand AD FORMATS No without new proven ad formats (supply) READY DEMAND 12
    • 13. 13 Yahoo 2014 Confidential & Proprietary. 13 Stream Ads
    • 14. 14 Yahoo 2014 Confidential & Proprietary. 14 Content Marketing
    • 15. 15 Yahoo 2014 Confidential & Proprietary. 15 Image Ads
    • 16. 16 Yahoo 2014 Confidential & Proprietary. 16 Display Ads
    • 17. 17 Yahoo 2014 Confidential & Proprietary. 17 Video Ads
    • 18. 18 Yahoo 2014 Confidential & Proprietary. 18 Search Ads
    • 19. 19 Yahoo 2014 Confidential & Proprietary. 19 Where do we go from here? QUAL IT Y SUPPLY QUAL IT Y DEM AN D GOOD T ARGET I NG 19 Engine is only as fast as its slowest part • Industry must place higher importance on user engagement • Ad formats will be more integrated into content with modular creative • Publishers will begin to influence which ads are shown and how they are displayed • The lines between programmatic models will blur • A unified advertising platform is required to navigate these changes
    • 20. 20 Thank you!

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