slides from presentation delivered by Marcus Pratt at Digiday's Programmatic Summit in Nashville, TN on November 16th, 2015

1. © 2015 Mediasmith Inc.
Making technology work:
Applying tech to deliver value

2. Align tech to objectives
Reach the right audience
Report & optimize
Buy better inventory
Campaign Objectives Sample tools

3. Determining value
Evaluate cost of additional technology against:
Accuracy of output
Ability to influence results
Impact on campaign KPIs
cost of technology < gain in results

4. Measuring impact: viewability
Ad-server data may suffice for reporting & optimization
0%
10%
20%
30%
40%
50%
60%
70% % Impressions in-view by day
Desktop display campaign served through programmatic platform

5. Measuring impact: bot traffic
% fraud Fraud tax
No optimization 10% $0.20 CPM
Post-opt 2% $0.04 CPM
Savings 8% $0.16 CPM
*Active optimization by collecting site and supply vendor through DSP macros
0%
5%
10%
15%
20%
% bot activity
In-house programmatic campaign with $2 eCPM

6. Measuring impact: audience targeting
116%
183%
49%
10%
48%
118%
5%
52%
109%
11%
40%
60%
15%
98%92%
142%
34%
6%
37%
90%
42%
83%
3%
34%
56%
3%
79%
0%
50%
100%
150%
200%
QC QC High A B B High C D E F G H H High I J
Nielsen DAR comScore vCE
Third-party data providers can increase media cost by 50% or more for a $2 eCPM
Only some data providers increase audience lift sufficient to offset cost
Average lift over control group in targeting 6 demographic segments

7. Key Takeaways
Ensure efficiency improvements outweigh incremental costs
Test multiple providers
Evaluate need for best-of-breed vs. lowest cost