Looking back on the migration to real-time programmatic from traditional media direct sales and ad network models, one can see parallels in the evolution of connected tv media buys today. However, there are powerful voices and a complicit media machine swimming against the current of change in how television content is valued, bought and sold. Are recurring programmatic inventory buying & selling patterns that preceded CTV likely to repeat themselves?

1. Can the Past Predict the Future of
CTV?
MediaPost’s Data & Programmatic Insider Summit
July 2021

2. Industry-leading Accounting, Media Buying, and Programmatic Platform
for Advertising Agencies and Media Companies.
Simpli.fi is a leader in programmatic
advertising built for the precision and scale of
CTV, addressable, and mobile advertising.
Advantage is a leading provider of enterprise-
level software specifically designed for
advertising agencies and marketing companies.

3. 30k+
Active Advertisers
Running Monthly
120K+
Active
Programmatic
Campaigns Monthly
8k+
Addressable CTV
Campaigns Monthly
Mobile Video Connected TV Display Facebook/Instagram Radio

4. 15 Years That Changed The World Forever
Yahoo Launched
Amazon Founded
Google Founded
“Twenty other search engines
launched earlier and failed”
Facebook is created,
then becomes an
open system in 2006
4G Launched (US) &
Instagram Launched.
“The Mobile Explosion Begins!”
Wikipedia Launched
“Good-Bye Microsoft Encarta”
YouTube Launched
“Short form video
goes mainstream”
19
94
19
98
20
01
20
05
20
04
20
10

5. Zoom vs. The 7 Largest Airlines Stock Performance
% Changes, Jan 31 – May 12, 2020
Source: Barchart, as of may 15,
2020
Zoom
129%
-48% Deutsche Lufthansa AG
-54% Air France KLM
-56% Southwest Airlines
-65% Delta Air Lines
-66% American Airlines
-72% Int’l Airlines Group
-73% United Airlines

6. Explosive growth of CTV mirrored by…
explosive growth of Simpli.fi CTV

7. CTV Awards and Recognition
2020 Cynopsis AdTech Awards
Most Innovative Implementation
of Addressable
Best TV Advertising Technology
Category: Tech Provider
2020 AdExchanger Awards

8. Programmatic
DSP/Platforms
Publisher
Direct &
Ad Networks
The re-emergence of war between…
VS

9. The most overused &
debated term in
advertising
“Premium”

10. Private
Marketplace
Deals
Open
Exchange
50%
50% VS

11. RTB in full swing via Site Retargeting and early 3rd party DMPs
Every major publisher had direct sales team telling every agency and buying
their inventory was premium, and what was in programmatic was “Remnant”
2010
In the end…. Programmatic Increased Share Significantly

12. Challenges That Networks Could Not Over Come
Attribution Limitations
Ad Networks shut down, bought DSPs, changed names,
etc.
Had to buy in bulk
Limited walled garden targeting
Non-transparent Pricing/margins
Delivery/Scale

13. The world went mobile
Here we go again. Explosion of publishers who ultimately combined to
create “Mobile Ad Networks“ who were telling every agency and buying their
inventory was premium, and what was in programmatic was “Remnant”
2012-2015
In the end…. Programmatic Increased Significantly

14. The great TV viewer migration
Here we go again. Large publishers and networks who are telling every agency
and buying their inventory is premium, and what was in programmatic is
“Remnant”.
Almost every network dipping toe into programmatic
2020-2021
The question is… Will history repeat itself again?

15. Why History will repeat itself Why History won’t repeat itself
Bundling/planning O&O inventory
with digital extension will have limited
long-term adoption and value
Transparency & scale
Audience first/relevance
TV moves more DR focused
Digital teams& DSP/Programmatic
will own TV workflow
Bundling/planning 0&O inventory
with digital extension will have long-
term power this time
Arbitraged & pieced together
Contextual is new again, LOL
TV stays branding/reach focused
Linear TV teams TV Planning
software will own CTV workflow

16. My Closing Thoughts
The Economy & Dormant Sectors Are Set To Roar Back!
Restaurants, travel & hospitality and many more may surge (if we solve labor issues)
Don’t Get Sucked Into The Identity Doom & Gloom “Click Bait!
Behavioral marketing is not going away by any stretch of the imagination
Audience-First Media Buying Is Proven Again & Again & Again!
In a world that is increasingly direct response measured, the audience is “Premium”
We Are In for A Few Years Of “Convergence”!
Buyers consolidate, media buying tools consolidate, identity & measurement standardize

17. Thank You
James Moore
Chief Revenue Officer
james@simpli.fi
We are very grateful for the opportunity to showcase our company
and provide solutions for your review. Please do not hesitate to
contact us directly with any questions. We aspire to exceed your
expectations.