Defining the programmatic publishing landscape, highlighting the trends, and debunking the misconceptions of programmatic advertising for African publishers.

1. 1
Presented by Amanda Louw Bester
Programmatic Publisher Workshop
August 2017
amanda@adjoin.media

3. Simply put, programmatic advertising is automating the way media is
bought and sold.
Programmatic advertising has been around since the 1st banner ad appeared in 1994,
and ad servers such as Double Click for Publishers (DFP)
And in 1998 ad networks were born.
Fast forward to today, and programmatic advertising has evolved & become much
more complex.
Now we’re dealing with multiple Trading Desks, Demand Side Platforms, Supply Side
Platforms, Data Management Platforms, Ad Exchanges, and various reporting metrics.
All these technologies, and the terms that go with the ever rapidly evolving media
advertising industry, doesn’t make it easy to keep up to date and properly understand
and implement best practices for online publishers.

4. 4
The Programmatic Evolution
Direct Sold /
Guaranteed /
Reserved
Indirect / Programmatic
/ Unreserved Programmatic Premium
Ad networks aggregated
inventory and sold it to
advertisers. Helped
publishers by selling
inventory they could not
sell themselves
Ads sold via direct
transactions between
advertisers / agencies
and publishers
Real-time
marketplaces with
large pools of
liquid inventory not
sold directly. SSP’s
have more controls
for publishers to
optimize yield
Exclusive advertiser-to-
publisher inventory
relationships for
programmatic
purchasing within brand-
safe environments
2007

5. Rapid & Constant growth in programmatic ad spending

6. Myths & Misconceptions of Programmatic
Advertising

7. Programmatic Direct & PMPs
PUBLISHERS USING PROGRAMMATIC DIRECT

8. Myths & Misconceptions of Programmatic
Advertising
No more need for human interaction

9. So, now that your site is all set up for a whole bunch of programmatic buying purchases within an
SSP, you can just sit back and watch the deals stream in? Of course not!
That’s like saying now that you’ve posted your rate card on your online contact page, that
advertisers will start contacting you immediately to purchase your inventory.
You are still competing with 10 000s of other packages in the SSP.
95% of all AdJoin ad-spend to date is from our sales partners (MaxAxion & MediaMark) going to
market and promoting AdJoin’s audience packages.
Cultivating good business relationships remains at the heart of advertising. Programmatic buying /
selling and technology driven execution are becoming mainstream, but while technology automates
the process of buying, the human element is crucial for proper execution, and there will always be a
need for experts who can educate, consult and help advertisers reach their goals.
In a programmatic world, prices and other terms can and often should still be negotiated in
advance. At its core, programmatic depends on strong human relationships. The tech has not
advanced to the stage where human interaction and relationships are no longer needed.
Myths & Misconceptions of Programmatic Advertising

10. Audience Targeting & Data Management Platform
Audience targeting and DMP’s are crucial to programmatic advertising, and are 1 of
the main reasons for the rapid growth in programmatic buying and selling.
Instead of advertisers buying a perceived audience, the DMP now allows the actual
targeting of the audience.
Example:
Just because someone visits motoring related content, doesn’t mean they’re all
interested in booking a test drive for a new vehicle.
Instead, a DMP can track browser history and activities of users who have actively
engaged with content related to buying and selling luxury cars.
1 of AdJoin’s most popular audience segments is Luxury Car Purchasing Intenders.
This improves targeting, performance and overall user experience.

11. (Served ads vs Viewed ads)

12. (Served ads vs Viewed ads)

13. Adoption of multi-device & multi-format Programmatic
AdJoin offers publishers a programmatic Native OutStream video solution, yielding higher CPMs
and thus more revenue...

14. The Importance of Mobile Optimization

15. The Importance of Mobile Optimization
Ever since the boom in affordable smart phone technology for
the masses, mobile reach has always exceeded desktop
reach.
Yet, many local publishers neglect the importance of
prioritizing a mobile strategy and approach to their sites.
Africa is a mobile first continent!

16. Header Bidding

17. Header BiddingThe Waterfall vs

18. ➢ Programmatic advertising automates the way media is bought and sold.
What we covered in AdJoin’s Publisher Workshop
➢ Programmatic Ad Spending is showing no signs of declining.
➢ Local publishers are missing out on premium programmatic ad spend to international
publishers.
➢ The technology is too expensive for local independent small-medium size publishers.
➢ Most publishing companies in SA and Africa do not have the skills or resources to
advance to the latest phase of programmatic selling.
AdJoin offers the solution

19. 19
Thank You
Amanda Louw
Head of Publisher Relations
amanda@adjoin.media
AdJoin.Media