The document describes programmatic advertising as the automated buying and selling of ad space through real-time bidding, enabling targeted and personalized advertising campaigns using data-driven insights. It highlights the benefits of programmatic media buying for brands and publishers, including increased efficiency and revenue generation through optimized sales strategies. Additionally, it details various components such as data management platforms and the importance of technology in enhancing advertising performance and measurement.

1. https://AntsProgrammatic.com
W O R L D ’ S I N D E P E N D E N T P R O G R A M M AT I C M E D I A A N D T E C H N O L O G Y P L AT F O R M

2. Programmatic Advertising is the automation of the buying and selling of desktop
display, video, FBX, and mobile ads using real-time-bidding. Programmatic describes
how online campaigns are booked, flighted, analyzed, and optimized via demand-
side software (DSP) interfaces and algorithms. One platform powers today's real-
time approach to advertising, reaching 26 billion impressions each day across 700
million users from its own proprietary first-party products.
Source : forbes.com

3. Programmatic media buying is the algorithmic purchase and sale of advertising space in real time. During this
process, software is used to automate the buying, placement, and optimisation of media inventory via a bidding
system. Automating the process means that it can be done in real time and doesn’t rely on the human touch, manual
insertions and manual trading.
Source : stateofdigital.com
Programmatic media buying allows the “owner/brand” to tailor a specific message and creative to the right person, at
the right time in the right context – using audience insight from the brand (the customers you want to target) around
the kind of audience they want to target. This methodology should deliver far more precision and personalization of
messaging and media, resulting in more efficiently targeted campaigns, and less of the “spray and pray” methodology
of digital advertising – which is less targeted and based on sheer volume (mainly of impressions).
Common forms include:
• Programmatic buying via real time bidding (RTB)
• Using one platform to buy across multiple exchanges
• Using Audience networks to buy audience segments
• Programmatic site retargeting
• Data driven for technology or data (1st or 3rd party)

4. "Programmatic selling removes artificial boundaries between 'premium context' and 'remnant'
inventory. Instead of letting ads go unsold, they are enhanced with first and third party data to
create audience segments advertisers desire. Real Time Bidding enables publishers to respond to
instantaneous market demand. Through private marketplaces, another solution used in
programmatic selling, publishers can engage in one-to-one sales with their best customers. Also,
with programmatic selling, a publisher looks at the range of information on all ads sold, and
efficiently manages all direct and indirect sales channels to maximize revenues. While
programmatic was developed initially for agencies and advertisers, programmatic selling creates
significant value and revenue growth for publishers. Putting a holistic programmatic sales
strategy in place right now is essential for every publisher."
Source : stateofdigital.com

5. Source: ANTS, LumaPartners, Martech 2016
Technology disruptions that are reshaping advertising, sales and marketing!

6. Data Manegament Platform
Demand Side Platform
TRADER MULTICHANNEL

7. VIEWABLE 3RD TRACKING
BRAND SAFETY

8. Sources: ANTS, https://en.wikipedia.org/wiki/Personalized_marketing#DMP, https://en.wikipedia.org/wiki/Customer_Data_Platform, https://en.wikipedia.org/wiki/Demand-side_platform, https://en.wikipedia.org/wiki/Real-time_bidding

9. Sources: ANTS, https://en.wikipedia.org/wiki/Personalized_marketing#DMP, https://en.wikipedia.org/wiki/Customer_Data_Platform, https://en.wikipedia.org/wiki/Demand-side_platform, https://en.wikipedia.org/wiki/Real-time_bidding

10. Few SKUs
Segment-Based
Many SKUs
1:1
Sources: ANTS, https://en.wikipedia.org/wiki/Personalized_marketing#DMP, https://en.wikipedia.org/wiki/Customer_Data_Platform, https://en.wikipedia.org/wiki/Demand-side_platform, https://en.wikipedia.org/wiki/Real-time_bidding
Data
Management
Platform
Customer
Data
Platform
Demand-side Platform & Programmatic

12. 1. Usage Oriented by providing intensive communication,
training, workshop, and consultancy with publishers.
2. Dedicated local support for technical and business
aspects.
3. Pro-publisher pricing policy (no boarding & setup fee,
2 months free trial for data collection & mining).
4. Committed to enrich 1st party data by working directly
with publishers/agencies/clients.
5. Committed to integrate & customize data with any 3rd
party’s API for product needs
Technology, Traffic Sources, Location
Multi-channel campaign (re-targeting)
Category / Interest / Topic
Keywords
In-market / Intent
Demographic
Look a like / Similar Audiences
Targeting

13. • Easy integration & syndication with DFP (using key values)
• Integrated to major AdExchange / DataExchange (Appnexus, Lotame,
Eyeota) to enable audience extensions

14. * 30 days (1/4/2017-30/4/2017)
Unique
Users/Cookies
93,997,641
Unique Cookies
mapped with FB Profile
5,115,843
500 Sites
Page Views
1,619,420,725
Mobile 842,483,332
Desktop 726,214,824
Tablet 50,722,569
Mobile 55,363,301
Desktop 33,123,129
Tablet 5,511,211
(Sub Domains,
Desktop + Mobile)
200 Sites (Primary Domains)

18. Pannel :
> 10M Facebook Profile
45M unique user / month

20. BUY EVERYTHING
IN DIGITAL WITH PROGRAMMATIC

24. - We have deep knowledge to build system
- We have deep knowledge to running campaign
- We have > 10 years in online ads

25. We have a campaign operations process to continuously improve efficiencyand
performance outcome
1
2
3
4
CAMPAIGN PLANNING
RUN, ANALYZE & ADJUST
CAMPAIGN
CREATIVE PREPARATION
CAMPAIGN SET-UP

26. A/b testing
Campaign targeting,
tracking,...
On-air and monitor stats
Detailed techniques
Dimension planning Hypothesis set-up
Campaign ideas, content
& Creative design

27. Convert: Segment of users who are highly
interested in the product, e.g. long time
onsite, many pageviews, … to retarget
Expansion: Lookalike users who have
similar behaviours to user
acquisitions.
LOOKALIKE
DIRECT TARGETING
RETARGETING
USERACQUISITIONS

28. We will do testing on many dimensions to optimize for maximumefficiency
OPTIMIZATION
FRAMEWORK
• Combine the best
combo of factorsfor
each individual
campaign
• Optimize
continuously for
maximum
performance
OUTPUT
• Traffic
• Sale
• Brand
Impression
• Audience
• Channel
• Productlines
• Campaigns
• Contents
• Device

29. Webuild a comprehensive campaign structure for testing by combining all these dimensions’ factors
FACTOR 1
Channel1 Channel 2 Channel 3 Channel4
FACTOR 3
Content 1 Content 2 Content 3 Content 4
Combo FACTOR 1_FACTOR2_FACTOR3_...
Combo 1 Channel1_Audience1_Content1_...
Combo 2 Channel1_Audence3_Content3_...
Combo 3 Channel1_Audience2_Cotent2_...
….. …………._………….._……….._….
Combo n Channel n_Audience n_Content n_..
FACTOR n
FACTOR 2
Audience 1 Audience 2 Audience 3 Audience 4
Combination X Factor

30. We apply optimization algorithm throughout campaign implementationprocess
SelectAngle
Createcontents
TrafficAd performance
Badad
Performance
Goodad
Performance
Insight: Placement,
Interest Topic,
Bidding method..
2/ Rule for
ON/OFF Ads
Metric for
optimization:
- Leadquantity
- Leadquality
1/ Rule base on stored ads
data (engagement rate,
bounce rate, timeon
site…)
Campaign Set-up:
Structure, Naming
convention,Targeting,
Factors
3/ Rule for adjust:
Deactivate Non-Go Factors
Adjust weight allocate
budget in each combo

31. Customer
insight
message 1
DATA OF MEDIA
CHANNEL
CRM
Landing page 1
Landing page 2
Landing page 3
PRODUCT
INFORMATION
Registration
A/B testing &
measurement
A/B testing &
measurement
Tracking &
measurement
message 2
message 3

32. DO CHECK ACTPLAN
Campaign1
Campaign1
Banner1
Banner2
Keyword group1
Keyword group2
Good
Bad
Good
……..
……..
……..
Post1
Post2
……..
Facebook
Display
Google
Search
Influencers
We check final results
(lead quality of each
campaign/ audience/
content/ channel) to
adjust single elements of
campaign.
Landing
page
Lead 1
Lead 2
….
Lead 1
Lead 2
….
Lead 1
Lead 2
….
Good
Bad
Good
Good
Bad
Good
Good
Bad
Good
Traffic

33. 1
2
3
4
5
AdTech Landscape
MarTech Landscape
Data Management Platform
Customer Data Platform
Data-Driven in Omni-Channel

34. O2O Integrated Marketing
SHOW CASE

35. - Don’t have any tracking system -> limited in campaign performance measurement?
- Running campaign in traditional buying (CPD , booking … )
- Too much micro sites, landing pages to manage ( > 300 sites )
- Can’t collect and know user insight ( online -> offline )
- Can’t measure the CPA, Cost-in-revenue, ROI, ROAS
- Online and offline operation disconnected

36. • Build tracking system
• Segment user base on user behavious
• Mapping user online to offline (O2O)
• Centerlize user data (from 300 sites)
Data Management Platform
• Customer data platform & 360o views
• Programmatic audience buying
• Automation marketing
• CPL / CPA / Cost in Revenue / ROAS
Customer Data Platform
Sources: https://en.wikipedia.org/wiki/Personalized_marketing#DMP, https://en.wikipedia.org/wiki/Customer_Data_Platform, https://en.wikipedia.org/wiki/Demand-side_platform, https://en.wikipedia.org/wiki/Real-time_bidding
LOOKALIKE
DIRECTTARGETING
RETARGETING
USERACQUISITIONS
Demand-side Platform & Programmatic

38. Digital CRM with Multi-dimentions data view
Customer Name
(LEAD)
Multi UTM Tracking &
Performance CRM Data:
Support contact/Assistance
Gender (validated)
Address (validated)
Department (assigned)
New
Leads
(email)
New Leads
(phone)
WON - SALE data connected with CRM Status of
processing the lead !!!

39. LEAD
Customer 360

40. • Programmatic Buying
• Buying audiences base on ANTS Insight
segment audiences
• Multichannel Buying
• Optimize campaign
DSP

44. ANTS ONLINE ADVERTISING SOLUTION PTE. LTD.
hi@antsprogrammatic.com | http://antsprogrammatic.com
Mobile:
+65 8257 4084 (Singapore)
+62 812 97316001 (Indonesia)
+84 91 2323 911 (Vietnam, Viber, Whatsapp)
Skype: sinhvienmos
Office: +84 8730 99199
SINGAPORE OFFICE
Singapore : #8 Kallang Avenue, #12-09 Aperia Tower 1, Singapore 339509
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Indonesia : One Pacific Place, 15th Fl., Sudirman Central Business Distr. Jl. Jend. Sudirman Kav. 52-53 Jakarta 12190, Indonesia
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