Netinfo Webit 2019

1. BRAND SAFETY IN THE ERA
OF PROGRAMMATIC
Mission impossible?.
Hristo Hristov

2. WHEN MACHINES BUY PEOPLE FROM .
. OTHER MACHINES.

3. Better Efficiency
It’s all data powered!
Money shift Better utilization
No unsold inventory
Fair Price
Auctions & Bid model
Machines over
people
Fees instead salaries
Transparency
It’s complicated
HOW DOES IT SHAPE AND AFFECT THE MARKET

4. PROGRAMMATIC IS THE NEW DIGITAL
o More than 50% in 2017
2013 2014 2015 2016 2017 2018f
5,000
25,000
30,000
35,000
2019f 2020f 2021f 2022f 2023f
10,000
15,000
20,000
Europe: Programmatic Ad Spend
o Near 70% in 2018
+€17.7bn
Programmatic Traditional

5. PROGRAMMATIC DIRECT IS THE NEW PREMIUM
2013 2014 2015 2016 2017 2018
10%
50%
60%
70%
2019 2020 2021 2022 2023
20%
30%
40%
80%
90%
100%
Programmatic spend by transaction model
Direct Indirect
Source: IAB Europe, own calculations

6. SAFETY DOESN’T HAPPEN.
BY ACCIDENT.

7. QUALITY CHALLENGES
Lots of third parties
o Serving
o Viewability
GDPR
o Consent
Management
Platforms
o Frameworks
Fraud Discrepancies
o Delays
o Time outs
o Data
discrepancy
o Cheap inventory
from non trusted
publishers

8.  Header bidder
 Programmatic direct deals
 Video Programmatic
 Optimal Cost Inventory Auctions
PROGRAMMATIC-READY
CHECKLIST FOR PUBLISHERS
DO YOU CHECK THE BOXES: .
 Brand safe
 CMP
 DMP
 DSP
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9. WHAT’S NEXT.
FOR PROGRAMMATIC.

10. WHAT COMES NEXT
. IoT MOVES IN .
. CONNECTED .
. CARS .
. CONNECTED .
. TV .
. CONNECTED HOME
. & LIFE .

11. . Programmatic .
Online Video .
. Connected TV .
. Addressable .
. TV / HbbTV .
. Programmatic .
Linear TV .
. Substitutional .
Linear Targeting .
Mature Еmerging Тheoretical
. €4bn today . . €20bn .
.potential market .
REDEFINING ‘VIDEO’
THE CTV

12. DRIVE TIME IS RADIO TIME.

13. 2019: MARKET IS TUNED INTO AUDIO
DIGITAL AUDIO ADS TO BECOME A €1BN MARKET
2017 2018f 2019f 2020f 2021f 2022f
200
1,000
1,200
1,400
2023f
400
600
800
0%
. 246 .
. 349 .
. 471 .
. 608 .
. 730 .
. 949 .
. 1,186 .
Annual Sales: Connected Cars
*audio ad formats only – excludes banner & video ads sold against audio contentSource: Company reports, Radio Centre, own model

14. Annual Sales: Connected Cars
Direct Indirect
Source: PwC strategy& Digital Auto Report
2017 2020 2025 2030
10%
50%
60%
70%
20%
30%
40%
80%
90%
0%
CONNECTED CAR WILL BE CRITICAL DRIVER OF
PROGRAMMATIC AUDIO

15. CONNECTED HOME PROGRAMMATIC.
.IoT IS HERE.

16. .THANK YOU..
HRISTO HRISTOV, CEO NETINFO.
.INNOVATE WITH US!.