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/

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