Banner Connect presented at Digital EDGEucation

1. Programmatic Trading
Clearing the clutter

2. SO WHAT IS IT THEN?
Programmatic Buying is the process of executing media
buys in an automated fashion through digital platforms
such as; exchanges, trading desks, and demand side
platforms (DSP’s).
This method replaces the traditional use of manual
proposals, negotiations and insertion orders to purchase
digital media.

5. and there’s more on the menu..
• Ad Verification
• Privacy laws
• Cookies
• Behavioural targeting
• Contextual targeting
• Data Aggregators
• Engagement Rates
• Semantic Targeting
• Sentiment Analysis

7. PROGRAMMATIC
TRADING

8. ADVANTAGES OF
PROGRAMMATIC TRADING
Efficiency
Control
“the power of no”

9. PERCEPTION VS
REALITY

10. It’s all about
THE INDIVIDUAL

11. What do you
need for
Programmatic
Trading?

12. BLOWING UP
THE BLACKBOX

14. DATA WORKS DIFFERENTLY
FOR INDIVIDUAL ADVERTISERS

15. TECHNOLOGY SHOULD
BE ASSISTING
HUMAN INSIGHTS ARE
NEEDED FOR STRATEGIES

17. THIS YEAR’S NEW BUZZWORD:
PROGRAMMATIC PREMIUM

18. PROGRAMMATIC PREMIUM
Branding vs. Performance budgets
Beyond the standard: Rich Media
Expandables, Floor Ads, Video &
Home Page Takeovers

19. ADVANTAGES OF
PROGRAMMATIC PREMIUM
Control: the Publisher is in full control with a new set of
yield management controls
Efficiency: a workflow providing accurate balance
machine-based decision and human involvement.
ROI: optimising guaranteed buys using impression-level
decisioning right across the campaign

20. CHALLENGES OF
PROGRAMMATIC PREMIUM
Integration of technology
Mindset and metrics need to evolve
A lack of people with knowledge and experience

21. 25/02/2013 www.bannerconnect.net 21

22. PROGRAMMATIC BUYING IS HERE
TO STAY, WILL CONTINUE TO GROW AND
BECOME AN INCREASINGLY IMPORTANT
MARKETING
PART OF THE OVERALL
MIX.

23. So what do you do?
• Ignore it! – It will go away?
• Get all the technology and read the manual?
• Partner with a provider and read the manual?
• Look at a self serve solution & recruit or dilute
existing staff?
• Partner with a team of experts?

24. Do It Yourself
Points to consider
• Which Technology?
• Which Data Partners?
• Internal Resource
Can you spare the staff?
Do they have the right
expertise?
Do you recruit ?
• Cost
Licensing Technology
Exchange seats
Verification, Brand Safety
Staff

25. What to look for when chosing a Partner?
 Experience
 Transparency
 Knowledge
 Flexibility
 Service
 Future proof
A truly tailored solution for an advertiser

26. CASE STUDY:
CONVERGE

27. QUESTIONS
Sebastiaan Schepers
nl.linkedin.com/in/sebastiaanschepers/
Michael Murray
uk.linkedin.com/in/michaelpmurray
T. +44 (0)203 427 6543
Sales@bannerconnect.co.uk