Trusted digital advertising
Richard Foan
Procter & Gamble Aims to Buy 70% of Digital Ads
Programmatically
Next year P&G plans a
similar shift of mobile-ad
buying t...
Ad trading prior to digital (1900s)
Advertiser
Media
Agency
Publisher
Money flow
Real time bidding or Programmatic trading
Advertiser
Money flow ?
Media
Agency
Agency
Trading
Desks
Demand
Side
Platforms
...
2014 Display Advertising Ecosystem Europe
What you buy from print and broadcast TV
To buying a million individual ad impressions
3 key “issues” that may be holding things back
Viewability
Online Brand
Safety
Non human traffic
Viewability
Viewability
Brand Safety
See JICWEBS.org for details
Agreed schedules of ‘ok’ & ‘not ok’
Don’t let my ads
appear on
these!
“Black List”
Only place my
ads on these
sites please...
Non Human Traffic – bots and spiders
Very useful but not what you
want to pay for
Global approach IAB and ABC
The UK media industry standards
Richard Foan
info@abc.org.uk
Info@JICWEBS.org
+44 (1442) 870 800
Homework for us all 
• http://www.themediabriefing.com/article/programmatic-advertising-
rubicon-richter
• http://www.ted...
Upcoming SlideShare
Loading in …5
×

Making Sense of Programmatic Buying - abc - Richard Foan

631 views

Published on

Making Sense of Programmatic Buying

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

  • Be the first to like this

No Downloads
Views
Total views
631
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Making Sense of Programmatic Buying - abc - Richard Foan

  1. 1. Trusted digital advertising Richard Foan
  2. 2. Procter & Gamble Aims to Buy 70% of Digital Ads Programmatically Next year P&G plans a similar shift of mobile-ad buying to programmatic buying – auction-based systems where ads are bought and served across the web to a specific audience in real time. 28% of ANA members felt they understood programmatic well enough to use it 10% understood it but still wouldn’t use it Transparency of complex deals that wind through agency desk and other third parties was biggest concern. ANA citing estimates that publishers get as little as 25%- 50% of the dollars.
  3. 3. Ad trading prior to digital (1900s) Advertiser Media Agency Publisher Money flow
  4. 4. Real time bidding or Programmatic trading Advertiser Money flow ? Media Agency Agency Trading Desks Demand Side Platforms Exchange Supply Side Platforms Ad Networks Sales Houses Media Owners
  5. 5. 2014 Display Advertising Ecosystem Europe
  6. 6. What you buy from print and broadcast TV
  7. 7. To buying a million individual ad impressions
  8. 8. 3 key “issues” that may be holding things back Viewability Online Brand Safety Non human traffic
  9. 9. Viewability Viewability
  10. 10. Brand Safety See JICWEBS.org for details
  11. 11. Agreed schedules of ‘ok’ & ‘not ok’ Don’t let my ads appear on these! “Black List” Only place my ads on these sites please “White List” PIPCU launches Infringing Website List 31.03.14
  12. 12. Non Human Traffic – bots and spiders Very useful but not what you want to pay for Global approach IAB and ABC
  13. 13. The UK media industry standards
  14. 14. Richard Foan info@abc.org.uk Info@JICWEBS.org +44 (1442) 870 800
  15. 15. Homework for us all  • http://www.themediabriefing.com/article/programmatic-advertising- rubicon-richter • http://www.ted.com/talks/kevin_slavin_how_algorithms_shape_our _world.html • http://www.indexexchange.com/h/

×