1.
AN INTRODUCTION TO
PROGRAMMATIC ADVERTISING

2.
The hosts
Rochelle Cass
The Holla Agency
Media Director
JJ Eastwood
Rocket Fuel
Managing Director ANZ

3.
WHAT IS PROGRAMMATIC?

4.
Programmatic is automated buying, at a large scale,
accomplished via a combination of machine-based
transactions, data, and algorithms.

5.
DOES THAT MEAN MACHINES DO
ALL THE WORK?

6.
The process is guided by a human element, with the end
goal of centralising data and generating meaningful
intelligence that buyers can act upon quickly

7.
WHY SHOULD I CARE?

8.
$500MEstimated AU spend in 2015
“Long term, the majority of premium inventory (an estimated 80%) will
be sold through RTB platforms. Eventually, almost all premium inventory
will be sold programmatically, with the sole exception of custom
executions.” - IDC, November 2013
27%
of total display
ad spend
$300MEstimated AU
spend in 2014
$50BWorldwide
spending in 2018
Programmatic trading is already big business in Australia

9.
I KEEP HEARING THE ACRONYMS
DSP AND RTB, WHAT ARE THESE?

10.
Real Time Bidding (RTB) has been the most common
way to buy programmatic inventory: similar to Adwords
But the advent of Private Marketplaces means not all
programmatic is RTB

11.
• DSP – Demand Side Platform
• SSP – Supply Side Platform
Breaking Down The Most Commonly Used
Acronyms

12.
Produced by:
Programmatic workflow – complex view

13.
Produced by:
Programmatic workflow – advertiser view
Advertisers deal
straight with DSP

14.
IN THE AGE OF
TARGETING…OPTIMIZATION…
DEMOGRAPHIC A
BEHAVIORAL
SEGMENT B
CONTENT
CATEGORY C
AI + BIG DATA

15.
Age/
Gender
Occupation
IncomeEthnicity
Purchase
Intent
Online
Purchases
Offline
Purchases
Browsing
Behavior
Site
Actions
Post CodeCity/DMA
Search
Sites
Search
Categories
Recency
Search
Keywords
Web Site/
Page
Referral
URLSite
Category
Bizographic
s
Social
Interests Lifestyle
ROCKET FUEL
x
+
-
-7
+17
X
-2
+8
+14
X
-9
-13
-12
X
+19
+13
X
+11
X
X
X
+25
+6
X
-7 +17
-2
+28
X
+11
X
X
-9
+14
+17 +19
+8 +11
X
X
+17
-23
+6
X
+17
-7
X
-2
-13
-12
X
+13
+6
X
X
X
-9 X
+17
X
+19
+8
+14
+18
-23
+17
-12
+11
-9
+8 +14
X
+11
-13
-12
+11
X
X
-7
+17 +8
+18X
+11
X -12-10
+6
+14
X
+8
+11
-10+13
+28 +6
+13
+19
X
+11
-10
+13
-12
+17
X
-7
+8
X
60
11MM+
Features
Positive Lift
Marginal Lift
Negative Lift
+8+13+11-9+11
Understanding artificial intelligence and big data’s
influence on programmatic

16.
AI uncovers non-intuitive connections…

17.
Business goals vs media metrics: what should you be measuring?

18.
1. Are they independently certified?
2. Do they offer logins to their platform that allows
you to monitor campaign performance and where
ads are are being served?
3. Do they offer full-funnel and cross channel
solutions?
Assessing best programmatic partners: questions
you should be asking

19.
Key highlights from “Guide to Creative Optimisation”

20.
The Media Agency of the future:
Focus on Strategic Business

21.
Big 3 Takeouts – Why you should embrace Programmatic
Finding customers you might not
have spoken to before
Move beyond CPM. Optimised
performance and business outcomes
Big Data into Advertising delivers
sophisticated understanding of consumers1
2
3

22.
QUESTIONS?