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Deciphering the ad tech alphabet soup, WTF Programmatic, December 2016


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Stephanie Toms presentation at WTF Programmatic, December 2016

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Deciphering the ad tech alphabet soup, WTF Programmatic, December 2016

  2. 2. Deciphering the ad tech alphabet soup
  3. 3. CONFIDENTIAL & PROPRIETARY Deciphering the ad tech alphabet soupStephanie Tom, Programmatic Operations 12/07/2016
  4. 4. 4 Agenda Introduction 2 mins De-mystifying the lingo 5 mins Best practices for staying current Do’s Don’ts 10 mins Q&A 5 mins
  5. 5. What is the ad-tech alphabet soup?
  6. 6. 6
  7. 7. 7 Why we need to de-mystify the lingo Confusing, right? $22B $15B
  8. 8. COPYRIGHT 2016 ESSENCE 8 AlphabetSoup Common definitions For buyers, sellers and everyone in between
  9. 9. 9 COPYRIGHT 2016 ESSENCE DEFINITIONS Common universal terms RTB DMP PMPs RealTime Bidding - buying and selling of online ad impressions through real-time auctions. Those auctions are often facilitated by ad exchanges or supply-side platforms (SSPs). Data Management Platform – a data warehouse that allows the management and organization of information, typically about users/customers. • Cookies, CRM data, mobile device IDs • Both buyers and sellers can utilize for enhanced buying Private Marketplace - Transaction between one publisher and one or more advertisers who compete in an auction for the inventory. (1:many relationship) • Private/preferred deals (1:1 still goes to auction) • Programmatic reserved/guaranteed/ direct (1:1, no auction)
  10. 10. 10 COPYRIGHT 2016 ESSENCE DEFINITIONS Common buy-side terms ATD DSP Ad verification AgencyTrade Desk Typically managed-service layer; utilizing one or more DSPs and other audience technologies. Demand Side Platform Technology that enables media buyers to access inventory from numerous sources from a central platform in real time This can cover a wide-variety of technologies used to validate and qualify media buys being properly executed. Common terms can include: • Viewability • Non-human traffic (NHT) • Ad fraud • Brand safety
  11. 11. 11 COPYRIGHT 2016 ESSENCE DEFINITIONS Common sell-side terms SSP/Ad Exchange Yield Optimization Supply Side Platform A platform that enables media owners/publishers to manage and monetise the sale of their inventory at impression level Increasingly wider variety of formats that were previously only available with direct-sold ads can be purchased programmatically: • Videos, including mobile • Mobile interstitial/expandable • Native/bespoke • Dynamic rich media • Audio/TV Formats/Environment Technology that allows sellers to maximize revenue on an impression-level. Typically occurs within the ad-server level. Related terms: • Header bidding • Win rate/fill rate • Waterfall
  12. 12. COPYRIGHT 2016 ESSENCE 12 AlphabetSoup Best practices What can we do to stay ahead
  13. 13. 13 COPYRIGHT 2016 ESSENCE Do keep some simple rules in mind Challenge yourself, and not just others. Keep a glossary in terms that relate to you. DO’sandDONT’S A B C Be curious, solve the puzzle. Get a login or request a training. Anticipate the trends and be attentive. Read trade publications often!
  14. 14. 14 COPYRIGHT 2016 ESSENCE DO’sandDON’TS W T F Don’t be remembered as… Willfully not working with others. Trade publications give additional perspective. Totally committing, ‘just because.’ Research your options fully. Faking it till you make it. Practice by teaching peers or even personal circles.
  15. 15. Thank you!