BrandsLab Media Value Session 3 | Programmatic 101: The Programmatic Ecosystem
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Programmatic advertising, as a new way of digital media buying, is creating buying and selling efficiencies with the technology behind automation. In this session, our digital experts will lead you through the basics of programmatic ecosystem, showing you now only the who, where, what and why, but also some new tactics that you can apply with your agencies.
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BrandsLab Media Value Session 3 | Programmatic 101: The Programmatic Ecosystem
- 1. Programmatic 101: The Programmatic Ecosystem #EMPOWERBL16
- 2. #EMPOWERBL16 Presenters DIGITAL ACCOUNT MANAGER LAURIE SHINBAUM HEAD OF DIGITAL- NORTH AMERICA GEOFF GREENBLATT
- 3. #EMPOWERBL16 This session will cover… What is Programmatic? Questions for Better Performance & Transparency Questions 3 4 1 Understanding Programmatic2
- 4. #EMPOWERBL16 What is programmatic? A brief look into a complex structure
- 5. #EMPOWERBL16 What is programmatic? Programmatic, in its simplest term, is a modern means of media buying that incorporates the use of data, technology, and algorithms to automate, predict, and present relevant ads in real-time. Demand Side Platform (DSP): Platform that enables buyers/advertisers to access & purchase inventory in real time through SSPs and exchanges Supply Side Platform (SSP): Platform that enables publishers to sell & manage digital inventory on a large scale to buyers/advertisers Managed Service: Dedicated account manager or team creates/manages the campaign & spend on advertiser’s behalf Self Service: Technology & dashboard provided for buyers/advertisers to manage campaign & spend with limited additional services Exchange: System of available inventory from publishers & SSPs that DSPs can access for purchasing
- 6. Have Executed Digital Ads Programmatically in the Last Year… Source: eConsultancy Programmatic Branding Report, 2015
- 7. #EMPOWERBL16 What is programmatic? How brands are activating it today: Deeper, More Specific Targeting Dynamic Creative TV, Radio, Non-traditional (OOH)
- 9. #EMPOWERBL16 Landscape Assessment Planning & Activation Reporting & Optimization Development Cycle Phases
- 10. #EMPOWERBL16 Defining the Phases of the Programmatic Cycle Landscape Assessment 01. Identification: Who is involved in the assessment? Planning & Activation Reporting & Optimization 02. Exploration: What are the elements and assessment details? 03. Presentation: How is the information presented?
- 11. Demand Side – Advertisers/Agencies Supply Side - Publishers Agency Trading Desks Data Partners Ad Exchanges Demand Side Platforms/Technology Dynamic Creative Partners Verification Partners Ad Networks Supply Side Platforms
- 12. #EMPOWERBL16 Why Landscape Assessment is Important What are the options? Inventory Targeting Data Tech (Verification)
- 13. #EMPOWERBL16 Why Landscape Assessment is Important Sample DSP-Type Programmatic DSP OverviewAgency Video DSP Display DSP Walled Garden 1 Walled Garden 2 Mobile DSP CaseUse Agency model with ability to use multiple DSPs Managed service DSP with ability to plug into multiple technologies Managed service DSP with ability to plug into multiple technologies Managed service using Walled Garden Technology with inventory pool Managed service with ability to plug into multiple technology Managed service DSP with ability to plug into multiple technologies Unique Capabilities Tailored reporting with team of experts optimizing between DSPs Video DSP with buying ability across multiple video formats & technologies First DSP with largest amount of data providers & advanced algorithms Used in conjunction with Walled Garden Technology for preferential bidding In conjunction with Walled Garden data & Technology to further target consumers Cross-screen proprietary data to target on connected TVs & mobile screens Distributes LogFiles Transparent model with ability to implement log file technology Transparent model with ability to implement log file technology Transparent model with ability to implement log file technology Transparent model with ability to implement file technology Does not allow for log files creating non-transparent view Unknown if log files can be collected
- 14. #EMPOWERBL16 Defining the Phases of the Programmatic Cycle Landscape Assessment 01. Consideration: How is programmatic being considered? Planning & Activation Reporting & Optimization 02. Cultivation: What are all of the elements and details that must be addressed in the programmatic planning process? 03. Activation: How is the approved plan implemented?
- 15. #EMPOWERBL16 Planning & Activation Advertiser understands how programmatic is being used (strategy) and what is being done (implementation). Strategy RFP Considerations Implementation
- 16. Transparency – A Dollar in isn’t a Dollar Out $.60 (markup) $1 $.40 *Source: WFA 2014, LUMA partners
- 17. #EMPOWERBL16 Key Process Development Points Landscape Assessment 01. Stewardship: How is activity monitored, reported, and optimized? Planning & Activation Reporting & Optimization 02. Presentation: What are the in-depth campaign reporting details? 03. Presentation: How is the information presented?
- 18. #EMPOWERBL16 Synopsis Questions to Ask Yourself After cycle completion, you will come to understand: Media Performance Verification Data Layers Pricing
- 20. #EMPOWERBL16 Questions Every Advertiser Should be Asking Disclosed vs. Not Disclosed Transaction Data Budget & Supply Chain Furthering agency transparency within the Programmatic space
Editor's Notes
- Safety/quality concerns – move to verification Make 3 circles bigger
- Cannot put down specific examples on the slides themselves. G&L will use them as talking points.
- ADD DEFINITIONS
- Take out names
- Money Flow Many Ad Networks built their businesses on the idea of keeping a substantial share of the advertisers’ investment. In many cases this has been done without significantly adding value for the advertiser in terms of improved ROI, or other unique value. While in an Agency Trading Desk model, typically still more than half of the advertiser spend goes to middle man fees, an opportunity exists for better control over how this money is invested. A model for how the money may be split between the various stakeholders, in the typical programmatic ‘stack’ Client AOR ATD DSP Value Adds Exchange Publisher 100% 5% 15% 10% 25% 5% 40% Source: industry experts Typically, both Agency Of Record (AOR) and ATD receive a share of advertiser spend. And as DSP software is typically licensed by ATDs, rather than owned, a share also goes to the companies providing these services. Within ‘Value-adds’ a number of companies provide additional technological services, including data enrichment, targeting, reporting, verification and others. Value-adds account for 25% of advertiser budgets on average. The exchange is the virtual marketplace itself where publishers trade impressions with media buyers. Exchanges account for around 5% of advertiser spend. After all the stakeholders present in the programmatic ecosystem have taken their share of advertisers budgets, there remains just 40% received by the publisher, as so called ‘working media’ a common destination where the currency we exchange is based on viewable ads.
- HANDOUT