The State of Programmatic

792 views
711 views

Published on

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/

Published in: Business, Technology, Design
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
792
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
24
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

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

×