Julie Clark presentation at WTF Programmatic, December 2016

1. GET WITH THE
PROGRAMMATICDEBUNKING THE INDUSTRY’S MOST COMMON MYTHS

2. TEN MYTHS IN PROGRAMMATIC
1
2
3 4
5
6
7 8
9
10

3. 1
PROGRAMMATIC
WILL INEVITABLY LEAD
TO THE
DEATH OF THE SALES

4. 2
PROGRAMMATIC
IS EASIER THAN
TRADITIONAL
SALES

5. 3
PROGRAMMATIC
OPERATIONS
REALLY MEANS YOU
SET IT & FORGET IT

6. 4
PROGRAMMATIC
ONLY WORKS FOR DIRECT
RESPONSE, SO CREATIVE

7. 5
PROGRAMMATIC
ONLY FILLS LESS
VALUABLE & LESS
VISIBLE INVENTORY

8. 6
PROGRAMMATIC’
S
WATERFALL IS
DEAD.

9. 7
PROGRAMMATIC’S
HEADER BIDDING
SLOWS
EVERYTHING DOWN

10. PROGRAMMATIC
IS A NEW CHANNEL AND
REQUIRES A
STANDALONE STRATEGY
8

11. PROGRAMMATIC
IS A RACE TO THE
BOTTOM
9

12. 10
PROGRAMMATIC
VIDEO HAS A LOT OF
FRAUD

13. PROGRAMMATIC IS ABOUT EFFECTIVENESS, NOT EFFICIENCY
PROGRAMMATIC ACTIVATION NEEDS TO BE NIMBLE IN NATURE
PROGRAMMATIC IS STILL ABOUT CONNECTING BRANDS TO CON