Presentation at Improve Digital Cannes Summit June 2016. Discussing Programmatic Advertising, its developments, challenges in e-Privacy security and malvertising. Secondly discussing the entry of online retailers in the media/advertising ecosystem, challenging publishers but also bringing new opportunities on content creation and data sharing

1. BeyondProgrammaticChallenges and opportunities for digital publishers
Martijn Eindhoven
Elegant Bit consulting
@meindhoven

2. WhoAmIIntroduction
Martijn Eindhoven
Independent consultant
9 years of experience in digital media, online
marketing, Ad- & Mar-Tech and ePrivacy.
Independent consultant helping companies navigate
in a digitizing world to understand, implement and
operationalize a sound digital framework with the
right technology, go-to-market and operations.
æ Digital media Ad- & MarTech ePrivacy Online Marketing
Let`s start!

3. 1
2
State of Programmatic
Drivers and Trends
Retail Media
Retailers as publishers, ZMOT opportunity
End of presentation
3 Opportunities
Publisher opportunities

4. State of
Programmatic
Drivers and Trends

5. StateOfProgrammaticDigital spending
42%
Digital spend
Towards Mobile 56%
Market share
Google & Facebook combined
&
2009 2015 2014 2015
BeyondProgrammatic
0%
5%
10%
15%
20%
25%
$0
$10
$20
$30
$40
$50
$60
$70
2009 2010 2011 2012 2013 2014 2015
Y/Y growht (%)
USA Internet advertising ($B)
Desktop Advertising Mobile Advertising Y/Y Growth
0
5
10
15
20
25
30
35
Google Facebook Others
Market Share (%)
2014 2015
+18% Y/Y
+59% Y/Y
+13% Y/Y
Source: KPCB 2016 Internet Trends, PWC Internet Advertising Report`

6. StateOfProgrammaticDigital spending
Online
advertising
spend
Display
advertising
Non-video,
non-mobile
display
Video
Mobile
10%
12,6%
-6,1%
37,3%
57,5%
BeyondProgrammatic
H1 2014 H1 2015
Source: IAB/HIS adex benchmark 2015

7. StateOfProgrammaticProgrammatic trend Netherlands
Source: IAB Netherlands Ad SpendReport 2015
2014 2015
BeyondProgrammatic

8. StateOfProgrammaticCustomers taking matters in own hands

9. StateOfProgrammaticCustomers taking matters in own hands
Online advertising ineffectiveness
81% Mute video ads
62% Annoyed with forced pre-rolls
93% Consider using ad blocking software
BeyondProgrammatic

10. StateOfProgrammaticBeyond the banner
Header bidding Native programmatic Viewability
BeyondProgrammatic

11. StateOfProgrammaticProgrammatic backlash
Ad Fraud Malvertising
BeyondProgrammatic

12. StateOfProgrammaticProgrammatic backlash (sort of)
Updated European privacy regulation
Harmonization Enforcement
Off-shore processing
BeyondProgrammatic
Governance
Consent One-Stop-Shop
Transparency Data portability
Right to be forgotten Data processors

13. Retail Media

14. RetailMediaNew media opportunities
“UK retail
media $1B
opportunity”
-Triad Retail Media
Retail media opens new
opportunities to brands and
suppliers in crucial phase of
Touch-tell-sell funnel
BeyondProgrammatic

15. RetailMediaRetailers dipping their toes in the water
Retailers Active in media Retail media solution providers
BeyondProgrammatic

16. RetailMediaAdvertising Zero Sum game for retail experiens
BeyondProgrammatic

17. RetailMediaZMOT and information availability
ZMOT
82% of users evaluate purchase decisions in-the-
moment
?
Information
65% of users look for the most relevant information
regardless of the company providing the information
Å
Customers
33% of users purchased from a brand or company
other than the one they intended to because of
information provided in the moment they needed it.
BeyondProgrammatic

18. RetailMediaWeaknesses and Strenghts
Strengths Weakness
OpportunitiesThreats
S W
T O
• Limited inventory
• Limited advertising capabilities
• Product & Brand relevancy
• Audience extension
• Data cooperation with publishers
• Content cooperation
• Joint subject matter platform
• Actual intent information in
path-to-purchase
• Authorized users
• Past buying behavior
• Trade promotion budgets under
pressure
• Google & Facebook shopping
products
• Amazon
BeyondProgrammatic

19. Opportunities

20. OpportunitiesCooperation opportunities
BeyondProgrammatic
Publisher and Retailer data exchange
Combination of high velocity with high variety data
Ability to create closed feedback loop on effectiveness
Subject matter expert platforms
Joint venture on content platforms specific audiences
Combine audience interest with shopper profiles
E.g. young families, pensioners, house movers, etc.
Content cooperation
Partnering in relevant in-context information for brands
Leveraging publisher relationship and retail knowledge

21. OpportunitiesCooperation challenges
Defensiveness
Retailers are defensive when it comes to trade
promotion budgets.
Vice versa Publisher will try to defend their media
budget allocations.
Media sales experience
Most retailers lack experience and resources in selling
media. This results in constructing or buying expertise
in technology and sales.
Ability and willingness to share
The willingness and ability to share audience
information in Europe between companies is still
nascent. Zalando is spearheading a European initiative
through their acquisition of Nugg.ad
BeyondProgrammatic

22. ToConcludeConclusions
Programmatic
Retail media Cooperate
Data vault
Still on the rise
Moving to high impact formats
Challenged by ad blocking & fraud
Challenger based on audience data
Retailers lack experience
Retailers seeking critical advertising
mass
Enter partnership with
retailers
Seek partnership in
audience data to
counter walled
solutions
BeyondProgrammatic
Martijn Eindhoven
m.eindhoven@elegant-bit.com
+31 6 24 97 04 44