Pilar De Valcarcel-Pinto's presentation from DPSE Nice in October 2016

1. PROGRAMMATIC
1. Introduction
2. Prisa Portfolio
3. Programmatic Evolution on the Publisher side
4. From PMP Medios to Prisa Programmatic Direct
5. Traditional Purchase and Programmatic team
6. DSP for a Publisher- Audience Extension
Strategies
7. Key Points

3. 38,1 38
30,4
24,9
22,2
Source:
TV: KANTAR MEDIA.MAR'16 I PRESS: EGM. LAST MOTH I RADIO: EGM. LAST MOTH
MAGAZINES AND SS.DD.: EGM. ROUTINE FREQUENCY OF EACH SUPPORT I DIGITAL: COMSCORE. MONTHLY DATA MULTIPLATFORM
Unique Users (‘000) 19.202
Pages Viewed (millions) 693
Unique viewers (‘000) 2.639
Video content ('000) 18.916

4. 20172016201520142013
Programmatic is
a new word
Display: 9,35%
Video: 13%
Mobile: 4,32%
What’s next on
Programmatic?
Exploring
Programmatic
The importance of
new technologies
Programmatic is
impressively data rich
The automation
of ad buying
through
programmatic
buying
SSP
AdExchanges
2012

5. PMP Medios (October 2014) January 2016

6. Guaranteed
Private Deals
Private Auction deals
Advertiser
Agency
DSP
DATA
SSP
DATA
Support
PROGRAMMATIC
PURCHASE

7. DIRECT PROGRAMMINGNON-PROGRAMMED DIRECT CAMPAIGNS
Traditional campaigns
Brand Days
Traditional rotations
Tag - Adserver
Non-programmed
Programmed campaigns
through
technology
(Trading Desk)
Price type:
• Bid or Floor price
• Fixed price
Type of agreements:
• Deal ID
• Private Auction
• Preferred Deal
• First look
• Guaranteed
Campaigns through
Data Management Platform
Using Data (1st
and 3rd
)
Customised audiences based on:
Sociodemog
Intention
Interest
TRADITIONAL PROGRAMMED
GUARANTEED
PREFER DEALS
AUDIENCES

8. Targeting Criteria
Bebidas
16 Categorías
101Productos
Finanzas
8 Categorías
48 Productos
Salud
4 Categorías
36 Productos
Automoción
10 Categorías
71 Productos
Cars Family Photography
Technology & Arts
Interior Decoration Lifestyle
Engineering & science
Culture & Art
Outdoor activities
Travel lovers
Gamers
PregnancyHealth & Fitness
Style & Trends
Fashion & Beauty
Entertaiment
Life home
Pets
Analysis insurance
Bank
Real state & Houses
Entertaiment &
celebrities
Gardening & Outdoor
activities
PYMES
Cinema lovers Music lovers Food lovers
Job search Rent cars
Business & Finances Sports &
viewers
Active athletes &
participants
Environment
AGE
GENDER

9. INTEREST
PROFILES
3rd PARTY
DATA
CRM
www.fashionandstyle.com
www.modachic.com
www.vestirconestilo.es
www.alaultima.com
www.lujoymoda.com
www.spainandstyle.es
www.coolblue.com
1.
2. 3.

10. 10/31/16 10
Publishers are exploring Opportunities – SSP/ Inventory Strategy/DSPs
Alliances in the Market (PMP/ Aunia)
DMPs/Exploring DATA/ New offers and Programmatic Strategies