Programmatic Trading

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Banner Connect presented at Digital EDGEucation

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  • Metrics
  • Zou je hier de zwarte rand willen weg knippen en een vergrootglas over “Time On Page” of “Ad Exposure”?
  • Programmatic Trading

    1. 1. Programmatic Trading Clearing the clutter
    2. 2. SO WHAT IS IT THEN? Programmatic Buying is the process of executing media buys in an automated fashion through digital platforms such as; exchanges, trading desks, and demand side platforms (DSP’s). This method replaces the traditional use of manual proposals, negotiations and insertion orders to purchase digital media.
    3. 3. and there’s more on the menu.. • Ad Verification • Privacy laws • Cookies • Behavioural targeting • Contextual targeting • Data Aggregators • Engagement Rates • Semantic Targeting • Sentiment Analysis
    4. 4. PROGRAMMATICTRADING
    5. 5. ADVANTAGES OFPROGRAMMATIC TRADING Efficiency Control “the power of no”
    6. 6. PERCEPTION VSREALITY
    7. 7. It’s all aboutTHE INDIVIDUAL
    8. 8. What do you need forProgrammatic Trading?
    9. 9. BLOWING UPTHE BLACKBOX
    10. 10. DATA WORKS DIFFERENTLYFOR INDIVIDUAL ADVERTISERS
    11. 11. TECHNOLOGY SHOULD BE ASSISTING HUMAN INSIGHTS ARENEEDED FOR STRATEGIES
    12. 12. THIS YEAR’S NEW BUZZWORD:PROGRAMMATIC PREMIUM
    13. 13. PROGRAMMATIC PREMIUMBranding vs. Performance budgetsBeyond the standard: Rich MediaExpandables, Floor Ads, Video &Home Page Takeovers
    14. 14. ADVANTAGES OF PROGRAMMATIC PREMIUMControl: the Publisher is in full control with a new set ofyield management controlsEfficiency: a workflow providing accurate balancemachine-based decision and human involvement.ROI: optimising guaranteed buys using impression-leveldecisioning right across the campaign
    15. 15. CHALLENGES OF PROGRAMMATIC PREMIUMIntegration of technologyMindset and metrics need to evolveA lack of people with knowledge and experience
    16. 16. 25/02/2013 www.bannerconnect.net 21
    17. 17. PROGRAMMATIC BUYING IS HERETO STAY, WILL CONTINUE TO GROW ANDBECOME AN INCREASINGLY IMPORTANT MARKETINGPART OF THE OVERALL MIX.
    18. 18. So what do you do?• Ignore it! – It will go away?• Get all the technology and read the manual?• Partner with a provider and read the manual?• Look at a self serve solution & recruit or dilute existing staff?• Partner with a team of experts?
    19. 19. Do It YourselfPoints to consider • Which Technology? • Which Data Partners? • Internal Resource Can you spare the staff? Do they have the right expertise? Do you recruit ? • Cost Licensing Technology Exchange seats Verification, Brand Safety Staff
    20. 20. What to look for when chosing a Partner? Experience Transparency Knowledge Flexibility Service Future proofA truly tailored solution for an advertiser
    21. 21. CASE STUDY:CONVERGE
    22. 22. QUESTIONSSebastiaan Schepersnl.linkedin.com/in/sebastiaanschepers/Michael Murrayuk.linkedin.com/in/michaelpmurrayT. +44 (0)203 427 6543Sales@bannerconnect.co.uk

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