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Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Transparency Will Be the Straw that Breaks the Opaque Camel’s Back

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Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Transparency Will Be the Straw that Breaks the Opaque Camel’s Back

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Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Transparency Will Be the Straw that Breaks the Opaque Camel’s Back

  1. 1. PROGRAMMATIC EVOLUTION: BE TRANSPARENT OR BE FORGOTTEN TRANSPARENCY AS THE STRAW THAT BREAKS THE OPAQUE CAMEL’S BACK
  2. 2. A LITTLE CONTEXT ON YOUR SPEAKER DATA GEEK
  3. 3. 45% AVERAGE MEDIA REVENUE MAKING ITS WAY TO PUBLISHERS (SOURCE: IAB) $6.3B TOTAL ESTIMATED AD DOLLARS LOST TO FRAUD IN 2015 (SOURCE: WHITE OPS)
  4. 4. A DIFFERING PERSPECTIVE TRANSPARENCY IS INTELLECTUAL PROPERTY TECHNOLOGY OPPORTUNISM MIGRATION OF PROGRAMMATIC TO THE BRAND • WORKING CAPITAL • AUDIENCE • DISTRIBUTION • WORKFLOW • ALERTING • EDUCATION • CONSULTATIVE • NWC EFFICIENCY • DIFFERENTIATION
  5. 5. TRANSPARENCY… IT’S KIND OF A BIG DEAL
  6. 6. NOT FOR THE REASON YOU THINK
  7. 7. BRAND EQUITY MUST BE CHERISHED
  8. 8. CONTROL YOUR BRAND
  9. 9. FROM “NUNYA” TO TRANSPARENT Source: AppNexus/WARC Trust Study (September 2015)
  10. 10. TRANSPARENCY IS ONLY AS VALUABLE… TARGET PEOPLE NOT DEVICES BECOME A DATA MIXOLOGIST RESOURCE EFFICIENT ANALYTICALLY IMPACTFUL amp STOREROOM WAREHOUSE
  11. 11. THE SHIFT TO PEOPLE TARGETING 30% AVERAGE REACH DISCREPANCY (SOURCE: ATLAS) 27% AVERAGE FREQUENCY DISCREPANCY (SOURCE: ATLAS)
  12. 12. LEVERAGING YOUR #1 ASSET YOUR RELATIONSHIP WITH YOUR CUSTOMERS 30-40% AVERAGE 1ST PARTY TO COOKIE DATA MATCH RATE (SOURCE: LIVERAMP)
  13. 13. TO MAKE PEOPLE TARGETING WORK AT SCALE • MATCH RATES • REFRESH RATES • PII SECURITY • LOGISTICS EFFICIENCY amp
  14. 14. IT’S ALL IN THE BLEND
  15. 15. GOOD DATA IN…GREAT INSIGHTS OUT WAREHOUSE API’S AND DATA CONNECTORS DATA STANDARDIZATION, PROCESSING AND AUDITING THE FUN STUFF
  16. 16. DATA, DATA, DATA THAT DOESN’T SOUND VERY FUN AUTOMATE THE BORING STUFF!
  17. 17. GET NERDTASTIC
  18. 18. HOW TO GET JIGGY WITH IT • TAKE YOUR PROGRAMMATIC PERSONALITY TEST • IDENTIFY YOUR GAPS • BUILD A 2-YEAR ROADMAP TO OWN YOUR STRENGTHS • ASSEMBLE YOUR SOLUTIONS FOR THE GAPS

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