What is Programmatic Advertising and how does it work? This talk by Webrepublic's Tech Lead Dorian Kind explains the basic principles and discusses the importance of creatives, media buying and tracking in a shifting advertising world.
The talk was given at the University of Zurich on November 4, 2016.
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
A short and basic presentation on programmatic advertising, how media buying was done in the past and difference it has made.
This presentation can be useful if the audience is new or has very little idea about programmatic or digital marketing.
What is Programmatic Advertising and how does it work? This talk by Webrepublic's Tech Lead Dorian Kind explains the basic principles and discusses the importance of creatives, media buying and tracking in a shifting advertising world.
The talk was given at the University of Zurich on November 4, 2016.
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
A short and basic presentation on programmatic advertising, how media buying was done in the past and difference it has made.
This presentation can be useful if the audience is new or has very little idea about programmatic or digital marketing.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
'The Programmatic Jargon Buster' is an in-depth view from Sociomantic Labs by dunnhumby, that serves as a tool to help digital marketers cut through the noise of the marketing industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
Learn how to build and leverage your current customers database in this digital age of disruption, where barriers to play and compete in the marketplace are low.
Data-driven marketing refers to strategies built on insights pulled from the analysis of big data, collected through consumer interactions and engagements, to form predictions about future behaviors.
Learn the following:
* Digital Marketing
* Facebook Ads
* Audience Management
* Events trackings through Pixels
* Digital Advertising
* Google Ads
* Google Analytics
* Google Merchant Center
* Google Tag Manager
* Google Search Console
* eCommerce Marketing
This month we launched our Google Marketing Platform Singapore meetup. The event was a huge success and we will continue to host events on Google Marketing Platform tools every third Thursday of the month in Singapore. We started with the latest Google Search & Tool Updates, followed by a presentation by our resident Analytics and Google expert, Benoit Weber, on Google marketing tools.
Google Marketing Platform Tools: Ultimate Guide
Google marketing tools enable you to interact with your users at different stages along their customer journey.
Agenda:
We will provide a brief overview of each of the tools, what they do and for each of the products, we will provide an example of how the tool could integrate or be used with other Google Marketing tools or Google Cloud Products.
Here, Benoit will take you through the 7 Google Marketing Platform tools and show you how to improve your marketing performance.
*Gather the insights you need about your prospects with Google Surveys
*Grow your business faster with Google Search
*Deliver faster, smarter marketing across media with Search and Display & Video 360
*Measure and collect the right data with Google Tag Manager
*Monitor and report on your performance with Google Analytics
*Share insights across your teams with powerful dashboards in Google Data Studio
*Run A/B testing to optimise user experience towards conversions with Google Optimize
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
The process that happens between the time a site visitor clicks a link and a page loads with targeted ads can seem mysterious – but this infographic sheds light on what goes on behind the scenes of programmatic advertising and the technology that brings your message to your buyers.
Performance Marketing in a digital worldForestView
This is the introductory presentation that Zhivko Kalotov, Country Manager of ForestView Bulgaria, delivered at the "Performance Marketing in a Digital World" Masterclass. The event was hosted on March 12, 2014 by ForestView, in collaboration with the Bulgarian Association of Advertisers.
In this master class you will gain an increased confidence and understanding of the programmatic advertising ecosystem specific to your company needs towards improved performance in your marketing strategies.
We’ll cover various forms of programmatic advertising from guaranteed and non-guaranteed deals, to direct deals, open auctions, PMP’s and the dynamics between Supply-Side and Buy-Side. We’ll address common misconceptions about Programmatic Advertising and best practices when establishing which programmatic advertising strategies and solutions to utilize, and the process flows thereof. This masterclass will be an interactive session in which we will have plenty of time for Q&A throughout the session. This will ensure you get the maximum value specific to your personal business needs.
Driving Growth With Omnichannel Marketing MoEngage Inc.
Today’s consumers live in a hyper-connected world. They switch between mobiles, desktops, using multiple channels and platforms. This presentation covers the strategies and best practices to implement omni-channel user engagement to drive growth for your company in 2019.
What is programmatic advertising?
Definition for programmatic advertising
Facts about programmatic advertising
examples of programmatic advertising
how does programmatic advertising work?
advantages of programmatic advertising
challenges of programmatic advertising
factors necessary for programmatic advertising
Display ads
Diving Deeper into Programmatic: Succeeding Beyond the PPC LandscapeHanapin Marketing
Programmatic technology allows advertisers to take everything they know about their customers and potential customers and deliver a unique experience at each stage of the consumer journey.
Marketing managers are eager to take advantage of these opportunities, but many struggle to adapt and fully leverage the channel’s unique capabilities. CPM-based buying models and highly-flexible targeting complicate the transition away from PPC-only advertising, leaving many advertisers unsure of where to start.
In this webinar, Hanapin’s John Williams and MightyHive’s Ellen Perfect discuss programmatic’s expanding role within a mature digital strategy and walk through the ways advertisers can change their approach to the channel.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
'The Programmatic Jargon Buster' is an in-depth view from Sociomantic Labs by dunnhumby, that serves as a tool to help digital marketers cut through the noise of the marketing industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
Learn how to build and leverage your current customers database in this digital age of disruption, where barriers to play and compete in the marketplace are low.
Data-driven marketing refers to strategies built on insights pulled from the analysis of big data, collected through consumer interactions and engagements, to form predictions about future behaviors.
Learn the following:
* Digital Marketing
* Facebook Ads
* Audience Management
* Events trackings through Pixels
* Digital Advertising
* Google Ads
* Google Analytics
* Google Merchant Center
* Google Tag Manager
* Google Search Console
* eCommerce Marketing
This month we launched our Google Marketing Platform Singapore meetup. The event was a huge success and we will continue to host events on Google Marketing Platform tools every third Thursday of the month in Singapore. We started with the latest Google Search & Tool Updates, followed by a presentation by our resident Analytics and Google expert, Benoit Weber, on Google marketing tools.
Google Marketing Platform Tools: Ultimate Guide
Google marketing tools enable you to interact with your users at different stages along their customer journey.
Agenda:
We will provide a brief overview of each of the tools, what they do and for each of the products, we will provide an example of how the tool could integrate or be used with other Google Marketing tools or Google Cloud Products.
Here, Benoit will take you through the 7 Google Marketing Platform tools and show you how to improve your marketing performance.
*Gather the insights you need about your prospects with Google Surveys
*Grow your business faster with Google Search
*Deliver faster, smarter marketing across media with Search and Display & Video 360
*Measure and collect the right data with Google Tag Manager
*Monitor and report on your performance with Google Analytics
*Share insights across your teams with powerful dashboards in Google Data Studio
*Run A/B testing to optimise user experience towards conversions with Google Optimize
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
The process that happens between the time a site visitor clicks a link and a page loads with targeted ads can seem mysterious – but this infographic sheds light on what goes on behind the scenes of programmatic advertising and the technology that brings your message to your buyers.
Performance Marketing in a digital worldForestView
This is the introductory presentation that Zhivko Kalotov, Country Manager of ForestView Bulgaria, delivered at the "Performance Marketing in a Digital World" Masterclass. The event was hosted on March 12, 2014 by ForestView, in collaboration with the Bulgarian Association of Advertisers.
In this master class you will gain an increased confidence and understanding of the programmatic advertising ecosystem specific to your company needs towards improved performance in your marketing strategies.
We’ll cover various forms of programmatic advertising from guaranteed and non-guaranteed deals, to direct deals, open auctions, PMP’s and the dynamics between Supply-Side and Buy-Side. We’ll address common misconceptions about Programmatic Advertising and best practices when establishing which programmatic advertising strategies and solutions to utilize, and the process flows thereof. This masterclass will be an interactive session in which we will have plenty of time for Q&A throughout the session. This will ensure you get the maximum value specific to your personal business needs.
Driving Growth With Omnichannel Marketing MoEngage Inc.
Today’s consumers live in a hyper-connected world. They switch between mobiles, desktops, using multiple channels and platforms. This presentation covers the strategies and best practices to implement omni-channel user engagement to drive growth for your company in 2019.
What is programmatic advertising?
Definition for programmatic advertising
Facts about programmatic advertising
examples of programmatic advertising
how does programmatic advertising work?
advantages of programmatic advertising
challenges of programmatic advertising
factors necessary for programmatic advertising
Display ads
Diving Deeper into Programmatic: Succeeding Beyond the PPC LandscapeHanapin Marketing
Programmatic technology allows advertisers to take everything they know about their customers and potential customers and deliver a unique experience at each stage of the consumer journey.
Marketing managers are eager to take advantage of these opportunities, but many struggle to adapt and fully leverage the channel’s unique capabilities. CPM-based buying models and highly-flexible targeting complicate the transition away from PPC-only advertising, leaving many advertisers unsure of where to start.
In this webinar, Hanapin’s John Williams and MightyHive’s Ellen Perfect discuss programmatic’s expanding role within a mature digital strategy and walk through the ways advertisers can change their approach to the channel.
Understanding the Ins and Outs of Programmatic for PPCHanapin Marketing
In this presentation, Founder and CEO of MightyHive Pete Kim will join Hanapin Account Manager Bryan Gaynor to tell you all about the importance of implementing programmatic advertising into your PPC strategy. From day-to-day operations to explaining its importance to your CMO, we’ll give you expert insights on the world of programmatic.
A customer acquisition strategy is critical for the success of every business at any age or size. Companies tend to concentrate marketing effort at the bottom of the funnel but need to systematically feed the top to enable continuous growth. Our seasoned experts will unpack an integrated customer strategy for acquiring new customers – profitably – keeping in mind the customer journey and the aggregate return on a new customer. Our four back-to-back sessions will dive into our experts’ approaches on customer analysis, budget allocation, customer lifetime value, and customizing messaging in creative.
Digital Advertising & Marketing Entrepreneurship: current building blocks and...Elias Gagas
Presented at Hellenic American college on April 28th ( http://haec.gr/en/aboutus/past-events/elias-gagas )
Additional links to material contained within:
- http://www.lumapartners.com/resource-center/lumascapes-2/ (these are the Lumascapes - some were included in the presentation)
- http://www.conversationprism.com/ (this is the social map)
- https://www.youtube.com/watch?v=-Glgi9RRuJs (the video showed)
Programmatic Buying: Unlocking Better Monetization for PublishersTailWindEMEA
Elias Gagas, the Managing Director of TailWind, participated at IAB Romania's “Digital Publishing & Αdvertising day 2014” in Bucharest, where he explained how Publishers can monetize the rapidly growing Programmatic market.
The Publishers Guide to Programmatic Media Buying and SellingGleanster Research
Programmatic direct demands that publishers take additional liberties to truly make their audience discoverable. You have to make it easier for brands to locate the audience they value. Only then can programmatic direct bidding deliver demand optimized pricing for publishers. Buyers will only demand higher prices if they know they can target audiences with programmatic direct as efficiently and effectively as they can with RTB on remnant inventory.
PROGRAMMATIC FOR PUBLISHERS
An Insider’s Guide to Leveraging Technology to Increase Ad Inventory Value and Profitability
NTRODUCTION: WHAT IS PROGRAMMATIC?
Just like traditional media, digital media began with a similar buying process of negotiating with a publisher’s account executives on
CPM rates/impressions and signing off on an insertion order.
Programmatic Elementes Guide: 85 elements of programmatic successHeadway
On the year of the periodic table of elements, we launched our Programmatic Elements, a tool for digital marketers to explore all the opportunities programmatic advertising has for brands.
Learn more at programmaticelements.com
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Similar to Programmatic 101: What All Publishers Need to Know (Digiday WTF Programmatic for Publishers - 4/30/15) (20)
Multi-cluster Kubernetes Networking- Patterns, Projects and GuidelinesSanjeev Rampal
Talk presented at Kubernetes Community Day, New York, May 2024.
Technical summary of Multi-Cluster Kubernetes Networking architectures with focus on 4 key topics.
1) Key patterns for Multi-cluster architectures
2) Architectural comparison of several OSS/ CNCF projects to address these patterns
3) Evolution trends for the APIs of these projects
4) Some design recommendations & guidelines for adopting/ deploying these solutions.
ER(Entity Relationship) Diagram for online shopping - TAEHimani415946
https://bit.ly/3KACoyV
The ER diagram for the project is the foundation for the building of the database of the project. The properties, datatypes, and attributes are defined by the ER diagram.
1.Wireless Communication System_Wireless communication is a broad term that i...JeyaPerumal1
Wireless communication involves the transmission of information over a distance without the help of wires, cables or any other forms of electrical conductors.
Wireless communication is a broad term that incorporates all procedures and forms of connecting and communicating between two or more devices using a wireless signal through wireless communication technologies and devices.
Features of Wireless Communication
The evolution of wireless technology has brought many advancements with its effective features.
The transmitted distance can be anywhere between a few meters (for example, a television's remote control) and thousands of kilometers (for example, radio communication).
Wireless communication can be used for cellular telephony, wireless access to the internet, wireless home networking, and so on.
This 7-second Brain Wave Ritual Attracts Money To You.!nirahealhty
Discover the power of a simple 7-second brain wave ritual that can attract wealth and abundance into your life. By tapping into specific brain frequencies, this technique helps you manifest financial success effortlessly. Ready to transform your financial future? Try this powerful ritual and start attracting money today!
4. terminology: the painful stuff
RTB Real Time Bidding –the technology that allows the selling and buying of inventory one impression at a time.
Ad Exchange Transparent real-time marketplace where large pools of inventory are bought and sold.
Agency Trading
Desk
Holding company-created division to execute audience buying strategies, both direct and programmatic.
DSP
Demand Side Platform - Technology company that powers RTB buying for advertisers and agencies. Leverages
Demand Side Decisioning.
SSP Supply Side Platform - Technology platform that powers RTB selling for publishers. Aka a ‘publisher biased exchange.
PMP Strategy to create a premium sales channel using RTB to execute direct buys, aka Private Exchange.
Deal ID RTB indicator/’Flag’ to execute PMP buys for direct deals between publishers & buyers.
Automated
Guaranteed
Workflow automation and execution channel for direct sold reserved inventory.
Bid Request/
Bid Response
Action in auction where SSP solicits all requests for bids, and DSPs respond with bids.
5. ‘programmatic’ defined
The Meredith Definition
Programmatic Advertising is machine-to-machine
automation of advertising/media transactions. This
typically involves machine-learning decisioning and
both biddable and non-biddable inventory, but currently
relies human input to create rules for both the buy and
sell side.
Some examples of programmatic:
Ad Networks
Search
Real Time Bidding
Automated Guaranteed
6. why is RTB growing so fast?
From past to present
Buyers
Sellers
Past Present
Execution Transparency
Cheap Media
High liquidity
High ROI on Direct Response
Scale
Data Collection
Transparency
Access to premium inventory
Contextual Relevance
Operational + Media efficiencies
Flexibility in planning
1st party data access
Yield Management
Revenue for unsold media
Sales Channel Conflict
Transparency
Premium Environments
Control
Scale
Operational Efficiency
Higher Yield
1st Party Data Usage
7.
8. the programmatic evolution
Ad Networks
ad networks aggregated
inventory and sold it to
advertisers. helped
publishers by selling
inventory they could not
sell themselves.
Ad Exchanges
& SSPs
real-time
marketplaces with a
large pools of liquid
inventory not sold in
direct buys; SSP’s
have more controls
for publishers to
optimize yield
DSPs
Bidding technology
designed to help
advertisers/agencies
target and optimize
their buys across
multiple ad
exchanges/publisher
inventory pools
Reservation
Buying
ads sold via direct
transactions between
advertisers/agencies
and publishers
1990s
Private
Exchanges &
Automated
Guaranteed
Exclusive advertiser-to-
publisher inventory
relationships for
programmatic
purchasing in brand
safe environments
Programmatic
Premium
Direct Sold/
Guaranteed/
Reserved
Indirect/
Programmatic/
Unreserved
Now
9. actors & acronyms
Comparative analysis of the actors
AdNets
Started as budget
aggregators
Now seen as in
agency
specialists
No technology
Semi transparent
“Buy thru Us”!
Started as RTB
tech platforms for
Demand
Migrating to
become
operational
platforms (DMP/
DSP/Workflow)
All technology
Fully transparent
“Automation
solves all!”
Started (and still
are) large
aggregated pools
of sellers and
buyers
transacting via
RTB
All technology
Fully transparent
“Liquidity Rocks!”
Started as
perceived pub tool
Now seen as a
demand tool
No technology
Non-transparent
margins
"We have
publisher
exclusives" or
"Uh Oh"
ATD's DSPs Exchanges
Started as RTB
tech platforms for
Pubs
Migrating to
become
operational
platforms (DMP/
DSP/SSP/
Workflow)
All technology
Semi transparent
“Technology +
strategy = pub
success”
Started as tech
platforms to
collect and
manage data
Migrating to
become
execution
platforms for
using data
All technology
Fully transparent
“You can’t live
without us”
SSPs DMPs
10. MARKETPLACE
actors & acronyms
What role each plays in the ecosystem
10
ADVERTISER/AGENCY
PUBLISHER
DSP
ADVERTISERADSERVER
SSP
AGENCY
TRADING DESK
DMP
PUBLISHERADSERVER
SERVICES
DMP
12. actors & acronyms
How each fits into the digital planning/buying universe now
With whom, and how, do we interact?
DSP
(Direct
Buying)Obs & Strats
Media mix planning/
Target development
Media specialist/
Budgeting & Planning
Digital Media Selection
MediaPlanningProcess
Client Marketing
Agency Strategy &
Planning
Planning Agency
Broadcast Out of Home Print AOR Digital AOR
Sponsorship
Agency
Programmatic
Agency (ATD)
Programmatic
budgets
typically split
here
AdNets
typically
bought here
13. actors & acronyms
How each fits into the digital planning/buying universe – where it is going in future
With whom, and how, do we interact?
Obs & Strats
Media mix planning/
Target development
Media specialist/
Planning & Budgeting
Digital Media Implementation
MediaPlanningProcess
Client Marketing
Agency Strategy &
Planning
Planning Agency
Broadcast Out of Home Print AOR
Digital Media
Planning
Specialists
embedded within
implementation
DSP
(Direct
Buying)
Sponsorship
Search,
Programmatic,
Mobile, Video
14. the agency reclaims budget control
Programmatic Budgets climb as % of total Digital Spend
> Half of Senior Ad Buyers allocate between 31-60% of digital budget
to programmatic
> By 2016, programmatic will be 65% of US Digital Spend
Programmatic Budgets determined at Agency Level
> Agencies have reclaimed control of programmatic budgets
> Agency Trading Desk Model is challenged i.e. Vivaki
> Agencies have created programmatic teams in-house
As Agencies drive budget, demand increases for innovative
products
> Viewability
> Rising Stars
> Guaranteed buys (thru AG or PMP G)
15. Advertisers and Agencies are putting a stake in the ground to fund and resource
programmatic initiatives in house
Retail + CPG + Financial Sectors = 52% of all spend in Q2 2014
scoping the market
16.
17. how does a publisher manage its business?
> Price
> Delivery
> Sell thru (STR)
> Revenue
> Price
> Delivery
> Sell thru (STR)
> Revenue
> Yield
> Fill
> Transparency
> Data Leakage
& Protection
> Viewability
> Discoverability
Transaction
Automation
RTB World
Before RTB
18. PREMIUM
DIRECT
STANDARD
DIRECT
OPEN
PROGRAMATIC
> High CPM and yield
> Direct Demand
> Non Standard
> High Volume
> Guaranteed Delivery
> Prioritized remnant
> Repackaged media
> Undifferentiated media
> Demand-Supply
imbalance
prioritization in the ad server
a.k.a. “The Waterfall”
PREMIUM
DIRECT
STANDARD
DIRECT
PREMIUM
PROGRAMMATIC
OPEN
PROGRAMATIC
> Sponsorship
> Custom Executions
> Context Targeting
> Audience Targeting
> ROS & RON
> PMP
> SSP
> Ad Nets
Typical Publisher
19. layers of programmatic
Automated
Guaranteed
Private
Marketplace
Open
Market
Direct bought guaranteed
inventory access, non-RTB
Direct bought RTB based
inventory access
RTB based inventory access in
open marketplace
Predictable and scalable
high value placements
Controlled buying with
price agreements for bids
Efficient and targeted
audience buying
channels definition value
ProgrammaticDirect
Premium at scale, across all buying channels
20. deal constructionComponents in a deal and how each contributes
Sponsorship
Ideation for
Impact
Context
Scale within
environment
Audience Targeting
Driving awareness with
the right person
Programmatic Premium/PMP
High quality, efficient audience
and contextual scale
RON Media
Audience Extension
Additional quality scale for efficiency (as needed)
Audience
Targeting &
ROS
ROC
Scale within
environment
RON
Quality Scale across
environments
Use PMP to
replace
ROS & RON
KEY BENEFITS TO CLIENTS:
Ability to choose , maximizes spend,
relieves ops burden, lower net price
KEY BENEFITS TO PUBLISHER:
Boost direct, bigger deals, more PMP
volume, relieves ops burden
21. deal types & anatomy
HYBRID PARALLEL PROGRAMMATIC ONLY
PROGRAMMATIC
MIGRATION
Description
Deal that combines Programmatic
Premium and Direct in one buy/
budget
Independent sales initiatives with
direct and programmatic teams
(coordinated)
Deal with existing or new client
where no direct business is
transacted
Transition of deal terms and
execution from direct to
Programmatic Premium
Proactive VS
Reactive
Proactive (pitched) or Reactive
(RFP)
Proactive Highly Proactive Reactive
Who Leads
Direct Seller and/or Programmatic
seller
Both Programmatic Seller
Direct Seller pre-transition,
Programmatic Seller post
Deal Content
Direct: sponsorship, takeovers,
unique media unavailable to PMP
Programmatic: PMP inventory
Similar to Hybrid deal PMP and/or AG products
All standard media that can be
migrated
22. what did he say??
‘Programmatic’ is an evolving set of capabilities and players
> What we have today will be outdated in 6-12 months
With Programmatic Premium, Sellers and Buyers are more
aligned
> Transparency, Operational efficiency, effective reach, supporting
the marketer are areas of alignment
Spend your time with agency partners and client
> Tech platforms are still buying evergreen deals, but that isn’t where
the money is
Programmatic should not just be about yield or price
> Leverage in your strategy for client success
> Learn how to work with Demand Side Decisioning
> Use programmatic capabilities as a learning playground: win fast,
fail fast
The
Basics
– Defini&ons
– Why?
Landscape
– Market
Progression
– Actors
&
Acronyms
– Media
Buying
Publisher
POV
– Deal
Anatomy
&
Construc&on
– Deal
Types
– Key
Takeaways
23. PREMIUM
DIRECT
PREMIUM
PROGRAMMATIC
STANDARD
DIRECT
OPEN
PROGRAMATIC
> Sponsorship
> Audience Targeting
> Custom Executions
> PMP
> Targeted Media
> ROS
> RON
> SSP
> AdNets
prioritization in the ad server
a.k.a. “The Waterfall”
Meredith
PREMIUM
DIRECT
STANDARD
DIRECT
PREMIUM
PROGRAMMATIC
OPEN
PROGRAMATIC
> Sponsorship
> Custom Executions
> PMP
> SSP
> Ad Nets
Typical Publisher
> Context Targeting
> Audience Targeting
> ROS & RON
24. proprietary data shapes everything we do
FOOD
pregnant women
parents
w/ kids 0-2
parents
w/ toddlers
active families
tweens & teens
free birds
healthy living
auto
travel
beauty/fashion
finance
pet owners
cleaning
home
decorating
gardening
offers
walmart shoppers
target shoppers
fashion retail
big box shoppers
sam’s club
shoppers
kroger shoppers
publix shoppers
milk drinkers
dessert
food lifestyle
meat lovers
holiday meals
cheese heads
soft drink
breakfast
pasta
vegetarians
BBQ + grilling
seafood lovers
condiments
soup lovers
juice lovers
coffee / tea
ADDITIONAL OVERLAYS & PACKAGES
demographics, price sensitivity, engagement, lifestyle, psychographics, seasonal
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