Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Display media trading desk (DSP)' as part of the Digital Deep Dive workshop.

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Programmatic Display Buying

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Programmatic buying uses technology and data to bring advertisers and publishers together

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1.The evolution of programmatic buying
2.The value of programmatic
3.Programmatic with DoubleClick
4.Programmatic marketing with DDM
5.Getting started
agenda

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The evolution of programmatic buying

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Two decadesof onlinemediabuying
Today
1990s
Ad networks
•Networks aggregatedinventory and soldtoadvertisers.
•Helpedpublishers by selling inventory they could not sell
themselves.
•Firstto provideaccess toonline media atscale.
Adexchanges
•Real-time
marketplacewithlarge pool of
liquid inventory not sold in
directbuys
•Onlinemedia at scale is no
longer unique to ad networks
DSPs
•Biddingtechnologytohelpa
dvertisers/agenciestarget
and
optimizebuyingacrossadexc
hanges
Reservation buying
•Adssold via direct
transactions between
advertisers/agencies and
publishers
Today

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RTB Growth: 52% y/y in 2013
Source: IAB / PwC Internet Advertising Revenue Report, 1H 2012
Global non-RTB Display Spend
Global RTB Display Spend

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Programmatic is growing display spend
…like going frompaper checks to debitcards
1234
…it’s the new way tobuy

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The value of programmatic

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Thekey element of programmaticbuying—whatmakes itpowerful—isthat the advertiser gets to decide the target.
Scott Spencer Director of Product Management, DoubleClick Ad Exchange In “Programmatic in the Future” hangout series by DoubleClick

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Why programmatic?
Use data and technology to better connect you with consumers
Massivescale
Reachacross exchangesand
engage with publishers
withdirectprogrammatic deals.
Performance
Use powerful optimization and better
data to maximize ROAS for all your
buys.
Precisetargeting
Findthe right audiences in the
rightcontext to engage with your brand.
Operationalefficiency
Streamlinedworkflows with all your
buying and reporting in one place,
spend more time on strategicwork.
Transparency
Glean insights from transparent
reporting to find the best performing
inventory and adjust your strategy in
real time

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Programmatic with DoubleClick

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All in one place
Integrated Data acrossall buys
Buy how you want
Optimize all campaignsacross allscreens
Scaleand Reach
Integrated reporting and billing
Streamlinestandard ad buys
Relationships still matter
Why Programmatic with DoubleClick
Buy media more effectively and efficiently
More specific detail can be found in Appendix slides 43-44. Replace them as you feel appropriate

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OpenAuction
Private Auction
Multiple programmatic deal types
Description
2nd price auction with select group of buyers. Auctionmodel with set floor.
One Publisher
2ndPrice Auction w/ price floors
Select Buyers
Preferred Deals
Negotiated, fixed- price, pre-auction deal with one buyer.
One Publisher
FixedPrice Deal
One Buyer
Many Publishers
2nd Price Auction
Standard auction with all buyers.
AllBuyers
# of Buyers
Pricing
# of Publishers

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Kellogg’s leverages programmatic buying
Kellogg’s is successfully leveraging the DoubleClick platform, buying programmatic to meet brand campaign objectives.
88%+
More on-target audience impressions than with non-programmatic
Lowest
Effective CPMs rates are in RTB display, compared to other channels
5X+
Improved ROI of digital ads to in-store sales withcampaigns

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Integrated platform for programmatic
Operational efficiencies
Operational efficiency
Marketing performance
Better insights
•Decreased operational costs through streamlined buying approach
•Scalable inventory access across publishers, exchanges, formats,channels
•Brand safe reach of targetaudience
•LowerCPMs
•Improved targeting, pacing & optimization capabilities
•Centralized reporting andattribution
•Full control over audience data, pacing &targeting
•Align price with value

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Use the best tools for the best results
DoubleClick Bid Manager + DoubleClick Ad Exchange
The powerof the platform
•Single cookie pooland shared data centers
•Direct access to the publishers you want
Partnership and alignment between the products
•Workflow integrations
•Strategicpartner advantages
Have it your way
•Multiple ways to connect with publishers
•Find the right ways to buy for your business
The power of a top buying platform
•Best in class targeting+Google-engineered algorithms
•Buy display, mobile, video, and expandables all in one place
•40+ billion global impressions daily
The power of a top exchange
•One to one relationships with top publishers
•First-party publisher data programs

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DoubleClick Bid Manager
Exchanges & SSPs
Publisher direct deals
Fully transparent buying and reporting
Best in classtargeting
•First-party audiencedata
•Third-party audiencedata
•Keyword contextualtargeting
•Brand safety measures
Best in classoptimization
•Google-engineeredalgorithms
•Target CPC, CPA or ROI
40+ billion impressions daily across more than 40 countries
Mobile
Video
Display

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Getting started

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Building a Programmatic Strategy Requires Resource Investment
Resources Can be Obtained through Partnership or Staffed In-House
Most clients invest in building their own Programmatic Team internally, but also partner with an agency and/or Google to develop a shared strategy and execute
Build Yourself
Build with Agency
Build with Google

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1.Build a plan 2. Use measurement and attribution strategies for your campaigns 3. Hire a dedicated team to manage strategy and performance
How to build your programmatic strategy