0
@tdavidson	
  
The State of
Programmatic
@tdavidson	
  
@tdavidson	
  
+ 2 unannounced
@tdavidson	
  
Ten years in, but
still early.
@tdavidson	
  http://blogs.wsj.com/cmo/2014/03/31/marketers-want-more-transparency-from-media-agencies/
@tdavidson	
  http://reactionwheel.net/2014/03/automated-ad-buying-already-mainstream-whether-marketers-
understand.html
@tdavidson	
  
Programmatic is
evolving.
@tdavidson	
  
Pillars of
programmatic
are under stress.
@tdavidson	
  
Ad formats
@tdavidson	
  
Third-party
cookies
@tdavidson	
  
Mobile
@tdavidson	
  
Social
@tdavidson	
  http://www.businessinsider.com/how-people-use-smartphones-2013-4
@tdavidson	
  
Native
@tdavidson	
  
Massive shift in
how people use
the“web”.
@tdavidson	
  
People define the
ad units.
http://taylordavidson.com/2013/adtech
@tdavidson	
  
@tdavidson	
  
Brands follow
eyeballs.
@tdavidson	
  
Dollars follow
performance.
@tdavidson	
  
In long run, ad
units trend towards
fitting the medium.
@tdavidson	
  
The process of
programmatic
isn’t going away.
@tdavidson	
  
What’s native today
will be programmatic
tomorrow.
http://taylordavidson.com/2012/native
@tdavidson	
  
The venture
funding of massive
consumer sites…
@tdavidson	
  
… creates
advertising-based
models down the
line.
@tdavidson	
  
That’s the conflict
the industry has
to balance.
@tdavidson	
  
@tdavidson	
  
Testing,
guardedly.
@tdavidson	
  
Performance
opens up scale.
@tdavidson	
  
Programmatic !=
native?
@tdavidson	
  
RTB != native?
@tdavidson	
  
Based on short-
sighted view.
@tdavidson	
  
Focusing on
monetization before
user experience.
@tdavidson	
  
Native ad units + relevant content +
intent targeting + limited inventory
+ first-party data = user-centric...
@tdavidson	
  
Native ad
blindness
@tdavidson	
  
The pipes for
banners will be
fitted to native.
@tdavidson	
  
@tdavidson	
  
The inventory is
light
@tdavidson	
  http://reactionwheel.net/2014/03/automated-ad-buying-already-mainstream-whether-marketers-
understand.html
@tdavidson	
  
Bots
@tdavidson	
  
Viewability
@tdavidson	
  
Cross-device
@tdavidson	
  
Identification
@tdavidson	
  
Tech + Standards
@tdavidson	
  
New inventory + new
data = new creative
opportunities
@tdavidson	
  
That’s the real
challenge to the next
phase of
programmatic
@tdavidson	
  
Native ad units + relevant content +
intent targeting + limited inventory
+ first-party data = user-centric...
@tdavidson	
  
3 Key Takeaways
1.  Programmatic growth is real
2.  What people do determines what ads we see
3.  Programma...
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The State of Programmatic

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Slides to a talk at Digiday's Programmatic Summit, May 14, 2014, in New Orleans. Summary and video of the talk at http://digiday.com/platforms/programmatic-advertising-maturing/

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Transcript of "The State of Programmatic"

  1. 1. @tdavidson   The State of Programmatic
  2. 2. @tdavidson  
  3. 3. @tdavidson   + 2 unannounced
  4. 4. @tdavidson   Ten years in, but still early.
  5. 5. @tdavidson  http://blogs.wsj.com/cmo/2014/03/31/marketers-want-more-transparency-from-media-agencies/
  6. 6. @tdavidson  http://reactionwheel.net/2014/03/automated-ad-buying-already-mainstream-whether-marketers- understand.html
  7. 7. @tdavidson   Programmatic is evolving.
  8. 8. @tdavidson   Pillars of programmatic are under stress.
  9. 9. @tdavidson   Ad formats
  10. 10. @tdavidson   Third-party cookies
  11. 11. @tdavidson   Mobile
  12. 12. @tdavidson   Social
  13. 13. @tdavidson  http://www.businessinsider.com/how-people-use-smartphones-2013-4
  14. 14. @tdavidson   Native
  15. 15. @tdavidson   Massive shift in how people use the“web”.
  16. 16. @tdavidson   People define the ad units. http://taylordavidson.com/2013/adtech
  17. 17. @tdavidson  
  18. 18. @tdavidson   Brands follow eyeballs.
  19. 19. @tdavidson   Dollars follow performance.
  20. 20. @tdavidson   In long run, ad units trend towards fitting the medium.
  21. 21. @tdavidson   The process of programmatic isn’t going away.
  22. 22. @tdavidson   What’s native today will be programmatic tomorrow. http://taylordavidson.com/2012/native
  23. 23. @tdavidson   The venture funding of massive consumer sites…
  24. 24. @tdavidson   … creates advertising-based models down the line.
  25. 25. @tdavidson   That’s the conflict the industry has to balance.
  26. 26. @tdavidson  
  27. 27. @tdavidson   Testing, guardedly.
  28. 28. @tdavidson   Performance opens up scale.
  29. 29. @tdavidson   Programmatic != native?
  30. 30. @tdavidson   RTB != native?
  31. 31. @tdavidson   Based on short- sighted view.
  32. 32. @tdavidson   Focusing on monetization before user experience.
  33. 33. @tdavidson   Native ad units + relevant content + intent targeting + limited inventory + first-party data = user-centric native ad deployment
  34. 34. @tdavidson   Native ad blindness
  35. 35. @tdavidson   The pipes for banners will be fitted to native.
  36. 36. @tdavidson  
  37. 37. @tdavidson   The inventory is light
  38. 38. @tdavidson  http://reactionwheel.net/2014/03/automated-ad-buying-already-mainstream-whether-marketers- understand.html
  39. 39. @tdavidson   Bots
  40. 40. @tdavidson   Viewability
  41. 41. @tdavidson   Cross-device
  42. 42. @tdavidson   Identification
  43. 43. @tdavidson   Tech + Standards
  44. 44. @tdavidson   New inventory + new data = new creative opportunities
  45. 45. @tdavidson   That’s the real challenge to the next phase of programmatic
  46. 46. @tdavidson   Native ad units + relevant content + intent targeting + limited inventory + first-party data = user-centric native ad deployment
  47. 47. @tdavidson   3 Key Takeaways 1.  Programmatic growth is real 2.  What people do determines what ads we see 3.  Programmatic buying will fit new mediums
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