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Digiday Programmatic Media Summit Fall 2019 | Meredith

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Presented by Chip Schenck

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Digiday Programmatic Media Summit Fall 2019 | Meredith

  1. 1. The Land of Unintended Consequences Digiday Programmatic Media Summit Chip Schenck SVP, Data & Programmatic Solutions Meredith Corporation November, 2019
  2. 2. . Move to transparency creates unforeseen issues We’re in a constant solving loop!
  3. 3. We’re living in the age of efficiency: Marketers Focus on Lower Fees
  4. 4. Programmatic for Profit, Not Performance Consequence:
  5. 5. Ad Network > RTB Hello Fraudsters! Accelerating fraud:
  6. 6. Unreasonable Demand: 100% Viewability
  7. 7. Meredith CONFIDENTIAL 2018 Consequence: Poor User Experiences
  8. 8. The shift to… First-Price Auctions
  9. 9. Consequence: Bid Shading & Lower CPMs
  10. 10. Google… Doesn’t Give Publishers Enough Control
  11. 11. Meredith CONFIDENTIAL 2018 Consequence: The Rise of Header Bidding!
  12. 12. Consequence: Focus on Supply Path Optimization
  13. 13. Consequence: Squeeze on SSPs
  14. 14. • Header Bidding: Which bid request is unique? • Bid caching: Will this bid be used for something else? • Bid shading: What the?! The push for transparency has led to some form of decreased transparency!
  15. 15. . Each new technological “advance” seems to be fixing a consequence from the last
  16. 16. Meredith CONFIDENTIAL 2018
  17. 17. The Path Forward Consult impacted parties to get a full sense of impact Implement in stages to see the consequences Make decisions as an industry, not as individuals (think: PMP, T&Cs, standard formats) Create new set of common language or standards 1. 2. 3. 4.
  18. 18. Thank you! Digiday Programmatic Media Summit Chip Schenck SVP, Data & Programmatic Solutions Meredith Corporation November, 2018

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