People + Machines
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The shift to programmatic is often painted as the replacement of people in the media process with machines. In truth, people are still needed, perhaps more than ever. This session will discuss how people and machines can coexist in programmatic to do what each does best.
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People + Machines
- 1. T H E N E W F U N D A M E N T A L S O S C A R G A R Z A , H E A D O F P R O G R A M M A T I C
- 2. I S T H E W O R L D ’ S L A R G E S T I N D E P E N D E N T B U Y E R O F D I G I T A L M E D I A W I T H B I L L I N G S I N E X C E S S O F $ 6 5 0 M M . W E ’ R E F O C U S E D O N D I G I T A L W I T H E X P E R T I S E I N D A T A S C I E N C E , O B J E C T I V E M E D I A , A N D C A P T I V A T I N G E X P E R I E N C E S .
- 3. 4 8 0 P E O P L E A C R O S S 6 O F F I C E S
- 5. S T R E E T C R E 500 + $200MM + P R O G R A M M A T I C M E D I A P A R T N E R S H I P S P R O G R A M M A T I C B I L L A B L F U L L Y O P T I M I Z E D F O R E S ( 2 0 1 5 F O R E C A S T ) D V I E W A B I L I T Y F R E Q U E N C Y B R A N D S A F E T Y A U D I E N C E V A L I D A T I O N
- 6. A P R O G R A M M A T I C A P P R O A C H I S N O T P E R M I S S I O N T O S K I P T H E B A S I C S O B J E C T I V E A C T I O N C O N S U M E R J O U R N E Y L E A R N I N G S
- 7. E V O L V I N G F U N D A M E N T A L S UNDERSTAN D THE AUDIENCE MATCH THE MESSAGE PROTECT YOURSELF AT ALL TIMES ALLOW GREATNESS BE THOUGHTFUL AND OBJECTIVE
- 8. P R O T E C T Y O U R S E L F A T A L L T I M E S OPPORTUNIT Y INTERROGAT E SAVVY PEOPLE PLAN TECH CAN HELP
- 9. T E C H C A N H E L P OWNED ACCESSIBLE CUSTOM TRANSPARENT
- 10. H I R E S A V V Y P E O P L E DATABASE KNOWLEDGE STATISTICS PROFICIENCY BIDDABLE BACKGROUND ORGANIZED, ORGANIZED, ORGANIZED
- 11. H A V E A P L A N DATA AUDIENCE EXECUTION IN A CAMPAIGN THAT SAW NO LIFT OVERALL, ANALYSIS ISOLATING 1ST PARTY DATA USAGE TACTICS REVEALED SIGNIFICANT (17PT) LIFT IN AWARENESS.
- 12. P R O T E C T Y O U R S E L F A T A L L T I M E S T H E N E W F U N D A M E N T A L : Have the right resources to address the new ecosystem
- 13. T H A N K S O S C A R . G A R Z A @ E S S E N C E D I G I T A L . C O M @ G A R Z A
Editor's Notes
- Programmatic gives every concept of “classic advertising” depth that we never had before. The fundamentals have not changed - but how we look at them and what we do with that information has.
- Access - Client has access to the buying team and data driving optimizations and performance. Owned by client - The client should own the relationship with the ad tech partners directly and have full ownership and control over their data. Custom to the client - An ad tech stack should be selected based on the client’s data, preferences, restrictions, and business goals. Transparency - The client has the right to visibility into optimization and data as well as original pricing and markups.
- 2+ years experience with a biddable media platform SQL proficiency Excel proficiency up to VLOOKUP minimum. Planners should be able to give a basic description of a regression analysis
- Data are the building blocks of our understanding of the consumer. Are you housing data for your consumers at the user level? Are you supported by engineering to make that data accessible. I made a joke about ETL engineers making more in advertising than any other industry. If you don’t know what an ETL engineer is, come see me later. Once we have solid foundation of data, we should seek to learn as much about our consumers as possible. What is the value of a new consumer to my ecosystem. What is the value of an engaged consumer? How do I make sure I hang on to the folks that drive my business? How do I adjust the behavior of everyone else to be that valuable consumer? Finally, after we’ve done the data science and identified our audiences and created targeting in our DMP, we need to maximize the opportunity for using that data. This will create a 3 dimensional Venn diagram of sorts. Our campaigns will grow in complexity with scale and data availability making reach and frequency management within these groups the most important optimization mechanism. This was especially remarkable as the baseline awareness among the audience identified with 1st party data was 50% higher than that of the overall audience. (higher baseline usually implies we should expect less lift)
- We now require engineering resources and tech savvy marketers to drive our business. The skill set is changing.