Programmatic media buying is expected to grow over 30% in 2017, ahead of all other channels. If there was ever a time to go the programmatic way, it is now. Here's your chance to brush up on all things programmatic and get ready to scale your campaigns! In this exclusive webinar Rishi Agarwal (Managing Director, AppLift India and DataLift 360 Enterprise), demystifies the basics of programmatic advertising, explores how it differs from traditional media buying and explains why it is a game changer for mobile advertising. Mobile is changing - are you ready?

1. 1
But, What Exactly Is
Programmatic?
A webinar by AppLift on the basics of programmatic
advertising
Speaker: Rishi Agarwal, MD AppLift India and DataLift 360 Enterprise

2. DataLift 360
2
Our integrated platform is your single access point
for successful mobile advertising campaigns

3. 3
We are AppLift!
• 200 + Awesome Employees
• 40+ Nationalities
• 9 Global Locations: San Francisco, Berlin, Seoul, Shanghai, Tokyo,
New York, São Paulo, Jakarta and Bangalore
• 500+ Advertisers Trust Us
• $20 million investment by Dutch venture capital and growth equity fund
Prime Ventures.

4. 4
Agenda
• What is ‘programmatic‘ exactly?
• Traditional vs. Programmatic Advertising
• Components of a programmatic ecosystem
• Different forms of programmatic media buying
• Programmatic: The new-age way for marketers?

5. 5
Programmatic advertising, in simple terms, is using automated technology for media buying, as
opposed to traditional (often manual and tedious) methods of digital advertising.
What Is Programmatic?

6. 6
• Traditional web and mobile
advertising worked like a television
spot.
• Look at a website and see how
much traffic it had and what a
typical visitor looked like.
• If it was a decent match, buy an ad.
Before Programmatic

7. 7
CONS
• Slow and dependent on manual processing.
• Several request for proposals (RFPs), human
negotiations and manual insertions of orders (IOs)
• Not scalable
• Ads purchased in bulk and advertisers have little
control over the ad inventory they buy, thereby also
limiting the optimization of the campaign to reach
the right audience.
PROS
• Relationship-based
• Premium spots
Before Programmatic

8. 8
DSP, SSP, and Ad Exchange: The Main Entities of a
Programmatic Ecosystem

9. 9
How Does Programmatic
Advertising Work?

10. 10
Open Auction
Private
Marketplaces
Programmatic
Direct
• Impressions are
made available to
all advertisers to bid
in an option auction,
highest bidder wins.
• Preferred by advertisers
who want to gain
access to premium
inventories before it is
made available for
open auctions.
• Advertisers can buy a
guaranteed ad space
without an auction, but
the deal is executed via
programmatic channels.
Types Of Programmatic Media
Buying

11. 11
Programmatic Direct

12. 12
Private Marketplaces (PMP)

13. 13
Open Auction

14. 14
Publisher Waterfall
• Method by which publishers maximize price and
sell through rate of inventory.
• Also called ‘daisy chaining’.
• Done in in an effort to make the most revenue for
the unsold inventory.

15. 15
OpenRTB Protocol: Evolution

16. 16
More efficient processes
Optimization of prime
media inventory
Ability to buy in real time
Cross-platform integration
Why Programmatic?

17. 17
Programmatic Market Size

18. 18
Q&A
Thank you for tuning in!
Any questions?

19. www.AppLift.com
Rishi Agarwal
rishi@applift.com