SlideShare a Scribd company logo
ProgrammaticFriend or Foe
Brand side first hand experience
© Jellyfish 2018
April 2018
Gawain Owen
Digital Strategy Director at Jellyfish
ZenithOptimedia and VivaKi capture Nestlé
Nestléis set to part ways with Mindshareafter ten years and
appoint VivaKiand ZenithOptimediato its £60 million UKmedia
business.
‘A new kind of collaboration’:
Why Trinity Mirror opened up
its first-party data to Nestlé
Nestlé: ‘I want to spend more…
but robots don’t buy Kit Kats’
‘Ask your agency for log-ins’ - Nestlé
digital lead on first lessons of 12-
month programmatic drive
‘If I leave my agency tomorrow what can
I take with me?’ - Nestlé digital lead
Gawain Owen on data ownership in
programmatic advertising
Programmatic operating models
Agency owned
Agency operated
Agency owned
Client involvement
Client owned
Agency serviced
In-house
Key trade-offs
+ Fee transparency
+ Operational transparency
+ Incentive to perform
+ Supply chain management
- Higher tech costs
- Resource is expensive
+ Technology flexibility
+ Support agnostic
+ Full time staff
+ Control data and usage
+ Road map ownership
- Hard to innovate
- Unable to buy all
inventory
+ Direct contract with vendors
+ All decisions owned by the brand
- Hard to recruit and train
the best staff
- Self marking your own work
- Hard to scale
Financial Strategic Operational
Let’s dive into two areas, technology fees & supply chain
Programmaticsupply chain Tech fees
Are youprepared to pay morefor technology?
Do you spend enoughfor a multi DSP approach?
Operational/resource
Operationaltransparency
Chain of command
From variable costs to fixed costs
In conclusion
Key trade-offs
+ Fee transparency
+ Operational transparency
+ Incentive to perform
+ Supply chain
management
- Higher tech costs
- Resource is expensive
+ Technology flexibility
+ Support agnostic
+ Full time staff
+ Control data and usage
+ Road map ownership
- Hard to innovate
- Unable to buy all inventory
+ Direct contract with vendors
+ All decisions owned by the brand
- Hard to recruit and train
the best staff
- Self marking your own work
- Hard to scale
Financial Strategic Operational
Agency owned
Agency operated
Agency owned
Client Involvement
Client owned
Agency serviced
In-house

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Digiday Programmatic Marketing Summit Europe. Gawain Owen, Jellyfish.

  • 1. ProgrammaticFriend or Foe Brand side first hand experience © Jellyfish 2018 April 2018
  • 2. Gawain Owen Digital Strategy Director at Jellyfish ZenithOptimedia and VivaKi capture Nestlé Nestléis set to part ways with Mindshareafter ten years and appoint VivaKiand ZenithOptimediato its £60 million UKmedia business. ‘A new kind of collaboration’: Why Trinity Mirror opened up its first-party data to Nestlé Nestlé: ‘I want to spend more… but robots don’t buy Kit Kats’ ‘Ask your agency for log-ins’ - Nestlé digital lead on first lessons of 12- month programmatic drive ‘If I leave my agency tomorrow what can I take with me?’ - Nestlé digital lead Gawain Owen on data ownership in programmatic advertising
  • 3. Programmatic operating models Agency owned Agency operated Agency owned Client involvement Client owned Agency serviced In-house
  • 4. Key trade-offs + Fee transparency + Operational transparency + Incentive to perform + Supply chain management - Higher tech costs - Resource is expensive + Technology flexibility + Support agnostic + Full time staff + Control data and usage + Road map ownership - Hard to innovate - Unable to buy all inventory + Direct contract with vendors + All decisions owned by the brand - Hard to recruit and train the best staff - Self marking your own work - Hard to scale Financial Strategic Operational
  • 5. Let’s dive into two areas, technology fees & supply chain Programmaticsupply chain Tech fees Are youprepared to pay morefor technology? Do you spend enoughfor a multi DSP approach?
  • 7. In conclusion Key trade-offs + Fee transparency + Operational transparency + Incentive to perform + Supply chain management - Higher tech costs - Resource is expensive + Technology flexibility + Support agnostic + Full time staff + Control data and usage + Road map ownership - Hard to innovate - Unable to buy all inventory + Direct contract with vendors + All decisions owned by the brand - Hard to recruit and train the best staff - Self marking your own work - Hard to scale Financial Strategic Operational Agency owned Agency operated Agency owned Client Involvement Client owned Agency serviced In-house