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Periodic Table of Programmatic Elements


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The Periodic Table of Programamtic Elements of Targeting and Optimization is a Headway Digital project created to help marketers understand the complexity and opportunities that programmatic media buying brings to the table. Exploring the five dimensions of targeting (inventory, platform, creative, data and goals) this table will give advertisers a starting point to build their audience and targeting plans. Learn more at

Published in: Marketing

Periodic Table of Programmatic Elements

  2. 2. Why do we need another periodic table of elements to explain programmatic media buying. Programmatic is not a technology. Programmatic is the discipline of using technology to Automatize the excetution of media buying, targeting and optimization in order to Reach audiences at sacle. The numbers of options available for marketers is – many times – not Fully visible for those who are not in charge of execuing their campaigns. The goal of this Project is to give marketers a tool to understand the complexicity and Possibilities of programmatic.
  3. 3. The Five Dimenions of Targeting and optimization Each dimensión groups a set of categories based on the type of elements Available. They involve different technologies and affects differently to the outcome of the campaign.
  4. 4. Accesing advertising space INVENTORY On of the pillars of programmatis is the interconnected ecosystem of advertising Marketplaces that are not accesed from a single platform (DSP). The elements of The Inventory dimension defines where to show the ad, how it is found and bought, And on what devices is this available. INVENTORY: The Publishes where the advertiser can show the ad an Ad Exchanges Where this inventory can be bought. MARKETPLACE: how this inventory can be boght,. Be it on open auctions across the exchanges (Open), grouped Premium publishers That sell their inventory as a whole (Premium), pre-negotiated deals accesses programmaticaly (PMP) or accesses directly (guaranteed). INVENTORY TYPE: From traditional web space to in-app inventory. DEVICES: All devices where the ad can be shown. From Desktop to Mobioe..
  5. 5. CAMPAIGN FUNDAMENTALS PLATFORM At the platform level optimizers set the fundamentals of the campaigns. Budgets, Dates, Values and Goals. Using targeting partners the campaign can be filtereed by location, technology and inventory level data like Viewability, Brand safety and content. FILTERS: Partners offer the capability of targeting sites by its content, or pre- vid viewability information and block pages that Are not compatible to the Brand. CAMPAIGN: Fundamental campaign configuration like pacing, Budget and bid. TARGETING: Basic timing, technology and location targeting elements. LOCATION: From country level to neighborhood targeting.
  6. 6. MAKING THE MSSAGE TO WORK CREATIVE Once the audience has been identified and reached it is important to understand which creative Piece is the best fit. From Copy to Visuals, the use and testing of multiple combinations of creatives is one of The récipes to programmatic sucesss. TYPE: Displau, Video, Native and Rich Media. Format: Optimizers get the most of theri campaign by finding the most effective combination of Size, format and concept.
  7. 7. Audience Targeting DATA Advanced advertisers consider DATA as a strategic asset for their marketing efforts. From Company level data to Marketplace sourced audiences, building an audience plan is key to succeed. TARGETING DATA: Source of data. First to third party data. DEMOGRAPHIC DATA: Data that defines demographic information abou the audience. INTENT DATA: Audiences that have shown intentions of acquiring or using a product or service. INTEREST DATA: Audiences with interest on specific subjects.
  8. 8. SETTUP UP THE OPTIMIZATION ENGINE GOALS Campagns can serve multiple goals. During campaign setup the optimizer informs The DSP against which variable it should optimize and what kind of variables should be reported. REACH: For mcampaigns where the advertiser wants to reach as many people as posible for a specific target. CLICKS AND ENGAGEMENT: When the advertiser wants to reach to users who are more likely to respnd to the Creative. LEADS, ACTIONS, SALES: For Direct Response goals, optimizing impresisons delivery for users who are on the bottom Stage of the funnel and are more likely to convert into a lead or a sale. VIEWS: When running video campaigns, the optimizer can focus the campaign on users who are more likely to Watch the promoted video.