0
Future of
Programmatic Workshop
European Publisher Summit
June 3, 2014
Matt O’Neill
Unanimis
“The industry has gone from
a niche area of digital to a
nearly agreed-upon bulwark
of the future media system.
The questi...
How we got here
• Optimization of network demand and
remnant supply is becoming the de facto
trading standard
• Spot solut...
Percent of Display
11
19
28 34 41 47 52
13
18
25
29
32
32
31
76
62
47
36
27 21 17
2011 2012 2013 2014 2015 2016 2017
Progr...
Patterns + Tools
Solving a problem
PublisherNetwork 1
Exchange
1
Network 2 Network 3
Network 4
Exchange
2
Projections & Stats
• Global / US
– Programmatic 80% of digital display by 2017
– Programmatic sales to surpass direct sal...
Programmatic – Great Unifier
ProgrammaticDisplay
Data
Social
Search
Content
Marketing
Programmatic – Delivering scale
UAP /
Search
Large
Formats &
Video
Remnant Sponsorship
Scalability
Yield
Challenges, Risks & Threats
• CMO adoption & acceptance
– Confusion holds back the BIG cash
Programmatic still isn’t well
understood
12%
23%
10%26%
29%
I am unaware of this way of
buying
I understand it and use it ...
Challenges, Risks & Threats
• CMO adoption & acceptance
– Confusion holds back cash
• Increasing Fragmentation
– Adds ‘rig...
Top activities performed during
simultaneous screen usage
Challenges, Risks & Threats
• CMO adoption & acceptance
– Confusion holds back cash
• Increasing Fragmentation
– Adds ‘rig...
US Newspaper Ad Revenue
0
10,000
20,000
30,000
40,000
50,000
60,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Prin...
Global Programmatic Advertising
Pricing Trends
Challenges, Risks & Threats
• CMO adoption & acceptance
– Confusion holds back cash
• Increasing Fragmentation
– Adds ‘rig...
Key Opportunities
• Market Growth
A rising tide…
Key Opportunities
• Market Growth
• Programmatic ‘Premium’ & PMPs
• Open RTB & Deal ID
Selling Methods for Premium Pubs
Open Exchanges
Private Exchanges (PMP)
Fixed-Price Unreserved
(DealID)
Fixed-Price Reserv...
Key Opportunities
• Market Growth
• Programmatic ‘Premium’ & PMPs
• Open RTB & Deal ID
• Mobile, Video, and Multi-device
A...
Cross Device & Mobile Targeting
Key Publisher Opportunities
• Market Growth
• Programmatic ‘Premium’ & PMPs
• Open RTB & Deal ID
• Mobile, Video, and Mult...
It’s coming together
Data
Mobile
Premium
Programmatic
Delivering Data at Scale
Guardian 1st
Party Data
Rubicon
Krux 3rd Party
Data
Invite
Media
£1.00
£0.75
£2.50
Key Opportunities
• Market Growth
• Programmatic ‘Premium’ & PMPs
• Open RTB & Deal ID
• Mobile, Video, and Flow Advertisi...
Native Advertising Growth
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
£0.0
£0.5
£1.0
£1.5
£2.0
£2.5
£3.0
£3.5
£4.0
£4.5
£5.0...
An Ad by Any Other Name
Source: Online Publishers Association (OPA) Study in Partnership with Radar Research
Native & Programmatic
Native
Advertising
• Standardization Is
Coming
• “Answering” the
Scale Question
• Expect Greater
Reg...
Whatever you call it, it is coming…
You want to know how I know?
THANK YOU
Matt O’Neill
Programmatic: What Buyers and Sellers Should Know
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Programmatic: What Buyers and Sellers Should Know

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Programmatic advertising is here to stay, and is likely to dominate the majority of media trades on a volume and revenue level moving forward. This session with Matt O'Neill, head of supply and fulfillment at Unanimis, will discuss what buyers and sellers can do to optimize exchanges, change and build their audience and move away from standard ad units.

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  • Increasing Fragmentation
    - multi device & simultaneous usage
    Race to bottom on CPMs
    - while all these techs offer possible short term reversals of declining CPMs, will bid density be enough to keep up with exponential inventory growth? Will viewability & fraud offer scaricty to help drive CPMs up? Will we be able to charge enough of a premium to keep yield the same or possibly increase?
    Privacy concerns
    - We’ve dodged the initial bullets in short-sighted and ignorant privacy policy but I suspect this problem won’t go away and the use of increasbinlgy personalised levels of targeting via mobile geolocation and 3rd party sources may further exacerbate the problem. Blanket legistlation could significnatly harm the indusytry
    Device ID adoption
    Increased buy-side control
  • http://blogs.wsj.com/cmo/2014/03/31/marketers-want-more-transparency-from-media-agencies/

    126 marketers

    23 Percent of CMOs understood programmatic advertising enough to use it in campaigns.
    12 Percent of respondents hadn’t heard of it at all.
  • Increasing Fragmentation
    - multi device & simultaneous usage
    Race to bottom on CPMs
    - while all these techs offer possible short term reversals of declining CPMs, will bid density be enough to keep up with exponential inventory growth? Will viewability & fraud offer scaricty to help drive CPMs up? Will we be able to charge enough of a premium to keep yield the same or possibly increase?
    Privacy concerns
    - We’ve dodged the initial bullets in short-sighted and ignorant privacy policy but I suspect this problem won’t go away and the use of increasbinlgy personalised levels of targeting via mobile geolocation and 3rd party sources may further exacerbate the problem. Blanket legistlation could significnatly harm the indusytry
    Device ID adoption
    Increased buy-side control
  • http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386
  • Increasing Fragmentation
    - multi device & simultaneous usage
    Race to bottom on CPMs
    - while all these techs offer possible short term reversals of declining CPMs, will bid density be enough to keep up with exponential inventory growth? Will viewability & fraud offer scaricty to help drive CPMs up? Will we be able to charge enough of a premium to keep yield the same or possibly increase?
    Privacy concerns
    - We’ve dodged the initial bullets in short-sighted and ignorant privacy policy but I suspect this problem won’t go away and the use of increasbinlgy personalised levels of targeting via mobile geolocation and 3rd party sources may further exacerbate the problem. Blanket legistlation could significnatly harm the indusytry
    Device ID adoption
    Increased buy-side control
  • Increasing Fragmentation
    - multi device & simultaneous usage
    Race to bottom on CPMs
    - while all these techs offer possible short term reversals of declining CPMs, will bid density be enough to keep up with exponential inventory growth? Will viewability & fraud offer scaricty to help drive CPMs up? Will we be able to charge enough of a premium to keep yield the same or possibly increase?
    Privacy concerns
    - We’ve dodged the initial bullets in short-sighted and ignorant privacy policy but I suspect this problem won’t go away and the use of increasbinlgy personalised levels of targeting via mobile geolocation and 3rd party sources may further exacerbate the problem. Blanket legistlation could significnatly harm the indusytry
    Device ID adoption
    Increased buy-side control
  • Transcript of "Programmatic: What Buyers and Sellers Should Know"

    1. 1. Future of Programmatic Workshop European Publisher Summit June 3, 2014 Matt O’Neill Unanimis
    2. 2. “The industry has gone from a niche area of digital to a nearly agreed-upon bulwark of the future media system. The question now is just what shape it takes.”
    3. 3. How we got here • Optimization of network demand and remnant supply is becoming the de facto trading standard • Spot solution  Industry standard • Not just display banners but mobile, video, rich media, and a robust data market
    4. 4. Percent of Display 11 19 28 34 41 47 52 13 18 25 29 32 32 31 76 62 47 36 27 21 17 2011 2012 2013 2014 2015 2016 2017 Programmatic - RTB Programmatic - Non-RTB Non-Programmatic 59% Source: Magna Global RTB & Programmatic Report – Oct. 2013
    5. 5. Patterns + Tools
    6. 6. Solving a problem PublisherNetwork 1 Exchange 1 Network 2 Network 3 Network 4 Exchange 2
    7. 7. Projections & Stats • Global / US – Programmatic 80% of digital display by 2017 – Programmatic sales to surpass direct sales in next 18 months – $6Bln  $32Bln between 2014 and 2017 • UK Specific – Currently programmatic is 17% of total UK Display spend – Spend estimated to hit 30% by 2016 • Core areas of growth projected – Premium & Private – Mobile & Cross Platform (Flow) – Data & Audience – Content Marketing • All roads are leading to programmatic Sources: AOP Organizational census on programmatic & data Magna Global Report October 2013
    8. 8. Programmatic – Great Unifier ProgrammaticDisplay Data Social Search Content Marketing
    9. 9. Programmatic – Delivering scale UAP / Search Large Formats & Video Remnant Sponsorship Scalability Yield
    10. 10. Challenges, Risks & Threats • CMO adoption & acceptance – Confusion holds back the BIG cash
    11. 11. Programmatic still isn’t well understood 12% 23% 10%26% 29% I am unaware of this way of buying I understand it and use it to execute campaigns I understand it but haven't used it yet I understand the concept but need to learn more about how to apply it to campaigns
    12. 12. Challenges, Risks & Threats • CMO adoption & acceptance – Confusion holds back cash • Increasing Fragmentation – Adds ‘right device’ to the equation
    13. 13. Top activities performed during simultaneous screen usage
    14. 14. Challenges, Risks & Threats • CMO adoption & acceptance – Confusion holds back cash • Increasing Fragmentation – Adds ‘right device’ to the equation • Increased buy-side control – Race to bottom on CPMs & Display Revenue
    15. 15. US Newspaper Ad Revenue 0 10,000 20,000 30,000 40,000 50,000 60,000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Print Online Total http://stateofthemedia.org/2013/newspapers-stabilizing-but-still-threatened/newspapers-by-the-numbers/
    16. 16. Global Programmatic Advertising Pricing Trends
    17. 17. Challenges, Risks & Threats • CMO adoption & acceptance – Confusion holds back cash • Increasing Fragmentation – Adds ‘right device’ to the equation • Increased buy-side control – Race to bottom on CPMs & Display Revenue • Privacy concerns & Cookie Challenges – Always a unknown threat in the wings
    18. 18. Key Opportunities • Market Growth
    19. 19. A rising tide…
    20. 20. Key Opportunities • Market Growth • Programmatic ‘Premium’ & PMPs • Open RTB & Deal ID
    21. 21. Selling Methods for Premium Pubs Open Exchanges Private Exchanges (PMP) Fixed-Price Unreserved (DealID) Fixed-Price Reserved, Automated Direct, Manual
    22. 22. Key Opportunities • Market Growth • Programmatic ‘Premium’ & PMPs • Open RTB & Deal ID • Mobile, Video, and Multi-device Advertising
    23. 23. Cross Device & Mobile Targeting
    24. 24. Key Publisher Opportunities • Market Growth • Programmatic ‘Premium’ & PMPs • Open RTB & Deal ID • Mobile, Video, and Multi-device Advertising • Data Monetisation & Optimisation
    25. 25. It’s coming together Data Mobile Premium Programmatic
    26. 26. Delivering Data at Scale Guardian 1st Party Data Rubicon Krux 3rd Party Data Invite Media £1.00 £0.75 £2.50
    27. 27. Key Opportunities • Market Growth • Programmatic ‘Premium’ & PMPs • Open RTB & Deal ID • Mobile, Video, and Flow Advertising • Data Monetisation & Optimisation • Native & Brand Marketing
    28. 28. Native Advertising Growth 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% £0.0 £0.5 £1.0 £1.5 £2.0 £2.5 £3.0 £3.5 £4.0 £4.5 £5.0 2012 2013 2014 2015 2016 2017 Native Spending Pct. Change Source: Business Insider, October 2013
    29. 29. An Ad by Any Other Name Source: Online Publishers Association (OPA) Study in Partnership with Radar Research
    30. 30. Native & Programmatic Native Advertising • Standardization Is Coming • “Answering” the Scale Question • Expect Greater Regulation • Native will Be More Data-driven Programmatic Buying • Buyers will Grow into Tech Experts Premium Programmatic will Be Key • Marrying Programmatic and Native • Direct Sales will Go Programmatic http://www.foliomag.com/2014/native-advertising-and-programmatic-buying-predictions-2014#.U4YAp_ldVQA
    31. 31. Whatever you call it, it is coming…
    32. 32. You want to know how I know?
    33. 33. THANK YOU Matt O’Neill
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