This document discusses RTB/programmatic buying and selling, including private deals. It covers developments in 2014 such as increased monthly bid opportunities and new data buying options. It also addresses issues like viewability, fraud, and how private deals fit into the programmatic landscape. The document questions whether it is time for the industry to address viewability issues and outlines several types of programmatic fraud. Finally, it raises questions around private deals and issues like waterfall problems, pricing discrepancies, and loss of flexibility.

1. RTB/programmatic buying & selling
-Private deals & Kvalitet

2. Overblik
• Året der gik
• Problemer der skal løses
• Svindel
• Viewability
• Hvordan passer private deals ind?

3. Programmatic
Buying
Udvikling
2014
• Nu mere end 9 mia. månedlige budmuligheder
• Mange nye muligheder for at købe data
• Video, mobil og high-impact formater voksede
• Programmeringsmulighederne øget
• Cookien mere udfordret
• KVALITET et større issue
• Private market place deals

4. Viewability…
Er det ikke på tide at branchen handler?
4
• "Half the money I
spend on advertising is
wasted;
•the trouble is I don't
know which half."
• "Half the money I
spend on online
advertising is not seen;
•the trouble is I do
know which half but I
am not doing anything
about it"

5. @OMD
Svindel i programmatic / programmeret svindel
• Cyclops, Click Farms, Computer Malware, VaderBots, PhantomBots
(NHT), Ad Stacking, Ad injection, Domain Identity Theft

6. Programmatic Inventory

7. 7
Løsning: Private deals?

8. @OMD
Private deals – den nye olie?
• Private deal eller pirate deal?
• Vandfaldsproblemer
• First look eller looks
• Diskrepans
• CPM loft/bud loft –
• Garanteret inventory – tab af fleksibilitet
• Kendte annoncører - kendte problemer

9. New Year’s