This document discusses programmatic advertising solutions for retailers and brands. It begins by defining programmatic advertising as using technology to automate digital ad placement and transactions. It then outlines how programmatic has transformed media buying from direct deals to real-time bidding on ad exchanges. Specific programmatic solutions for retailers are presented, including retargeting, custom audiences using first-party data, behavioral targeting, and location targeting. The document also discusses programmatic creative solutions like using product feeds for targeted ads and dynamically changing ad content based on customer profiles and context.

1. Programmatic
Advertising Solutions for
Retailers and Brands
by Veronika Sonsev, CEO
of inSparq

2. TODAY’S MEDIA LANDSCAPE
• Much of the complexity
comes from
programmatic ads.
• So what does all this
mean?
• And how do you use it?

3. AGENDA:
1. What is Programmatic Advertising and how
does it work?
2. Programmatic Media Buying Solutions
3. Programmatic Creative Solutions

4. WHAT IS PROGRAMMATIC
ADVERTISING?
HOW DOES IT WORK?

5. Who in the audience has done programmatic
media buying?
Who has done retargeting?
Then, you’ve done programming media buying!

6. WHAT IS PROGRAMMATIC ADVERTISING?
Uses technology to buy and sell digital ads:
• Automates the decision-making process of where ads
are placed;
• Often uses algorithms and/or real-time bidding (RTB);
• Used for online display, mobile, social and video
campaigns.

7. WHY DOES PROGRAMMATIC MATTER?
• $15B will be spent on US
programmatic ad revenue in
2015.
• Programmatic transactions
will be a majority (52%) of
non-search digital-ad spend
in 2015.
• Retailers make up 25% of
programmatic ad spending.

8. OLD SCHOOL MEDIA BUYING
ADVERTISER PUBLISHERAGENCY
AD NETWORK
Advertiser Direct
Agency Direct
Ad Network Direct

9. PROGRAMMATIC MEDIA BUYING
AGENCY
DSPs
• Rockerbox
• AppNexus
• OpenX
• The Trade Desk
EXCHANGE
• AppNexus
• Google
• Facebook
• OpenX
SSP
• Rubicon Project
• Pubmatic
• MoPub
DATA SUPPLIERS & AGGREGATORS
BlueKai, eXelate, LiveRamp, RetailNext
ADVERTISER
Data Data
PUBLISHER
AD
NETWORK
DMP
1ST PARTY DATA

10. PROGRAMMATIC
MEDIA BUYING SOLUTIONS

11. APPLYING PROGRAMMATIC TO RETAIL
Top Funnel
Mid
Funnel
MARKETINGFUNNEL
AWARENESS AND INTEREST
• Demographic targeting
• Interest-based targeting
CONSIDERATION AND INTENT
• Behavioral targeting
• Custom audiences
• Location targeting
EVALUATION AND SALES
• Retargeting
Bottom
Funnel

12. RETARGETING
• How Does it Work?:
• Retargets visitors to your site.
• What’s Programmatic?:
• Can trigger off site visits, add to cart,
views of specific product.
• Creative and media is dynamically
generated.
• ROI: 3-10X (conversion optimization).
• Solution Providers: Criteo, Google, AdRoll,
Steelhouse.
Example from: Criteo

13. CUSTOM AUDIENCES
• How Does it Work?:
• Targeting based on CRM data (e.g.,
inactive customers).
• Look-a-likes based on CRM data.
• What’s Programmatic?:
• Starts with current customer base.
• Matches emails to cookies/profiles.
• Creates look-a-like models.
• ROI: 1-3X.
• Solution Providers: Facebook, LiveRamp,
Viant, Google.

14. BEHAVIORAL TARGETING
• How Does it Work:
• Finds customers similar to current
customers.
• What’s Programmatic:
• Creates models of browser behavior
to create behavior profiles (like
tracing footsteps to store).
• ROI: 1-3X.
• Solution Providers: Rockerbox, Distillery.
Example: Rockerbox

15. LOCATION TARGETING
• How Does it Work?:
• Designed to drive in-store foot traffic
with ads targeted based on location
plus demographics and interests.
• What’s Programmatic?:
• Audience profiles built in real-time
using 1st & 3rd party data.
• Ad is then targeted based on habitual
behaviors to drive path to purchase.
• Creative can include directions.
• Solution Providers: Sonata Mobile, 9th
Decimal.Example: Sonata Mobile

16. PROGRAMMATIC
CREATIVE SOLUTIONS

17. FEED BASED PRODUCT CREATIVE
• How Does it Work?:
• Increases relevancy of creative with
products selected in real-time.
• What’s Programmatic?:
• Based on product catalogue feeds.
• Products selected based on trends
and personalization strategies.
• Can be optimized without
trafficking new ads.
• Solution Providers: inSparq, AdRoll,
Facebook.Example: inSparq

18. DYNAMIC CONTENT TARGETING
• How Does it Work?:
• Advertising message targeted
based on customer and context.
• What’s Programmatic?:
• Elements of creative change based
on location, weather, time of day or
customer profile.
• Uses 1st party and third party data
to inform creative.
• Solution Providers: Celtra, Adacado,
Spongecell.
Example: Celtra

19. KEY TAKEAWAYS:
1. Programmatic ads are more than retargeting. You can use
programmatic for top and mid-funnel marketing activities.
2. Leverage CRM data as broadly as possible to help target
your ad campaigns.
3. Programmatic ad creative can ensure you are using the
right message for each potential customer.