This document summarizes a conference on programmatic advertising and internalizing digital capabilities. It includes the following key points: 1. The French digital advertising market grew 17% in 2018 to 4.9 billion euros, with programmatic spending increasing 26% and accounting for 46% of display budgets. 2. There are different types of programmatic auctions and deals, with "guaranteed deals" reserving premium inventory and accounting for 30% of programmatic budgets. 3. Trends include the "premium-isation" of inventory, emergence of new demand-side platforms, and internalization of capabilities by large companies like Amazon. The document provides an overview of major demand-side platforms

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Taking control of
programmatic .. to the
point of internalizing ?
Chapter conducted by

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Taking control of programmatic...
to the point of internalizing ?
BENJAMIN COURDIER
Senior Digital & Data Expert
Sutter Mills
Conference 9:45 AM - 10:25 AM
CLAIRE MORLON
Head of Media Buying
Programmatic & Social Media
Air France
Aurélien Deschodt
Communication & Digital Leader
Decathlon

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MARKET
TRENDS

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● The French digital advertising markets represented 4.9 billion €
in 2018 - a 17% increase compared to 2017
● Programmatic spends increased by 26% YOY, accounting for
46% of Display budgets overall
(Source SRI Report - Advertising Observatory)
MARKET
OVERVIEW

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TYPE OF
AUCTION
PRICING INVENTORY
OPEN AUCTION Open Bids Not reserved
PRIVATE AUCTION Restricted Bids Not reserved
PRIVATE / PREF.
DEAL
Restricted Fixed CPM Not reserved
GUARANTEED DEAL
Restricted
to one buyer
Fixed CPM Reserved
3 TRENDS
01. PREMIUM-ISATION 02. EMERGENCE OF NEW DSPs
More & more advertisers are considering going “in house”
03. INTERNALIZATION
Amazon Proprietary consumer behavior
data
Tabmo Mobile, App, Mobile Video
Displayce DOOH (Digital Out of Home)
Adswizz Audio
“Deals” provide premium access to inventory and data
now account for 30% of programmatic budget - and growing

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BENCHMARK

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OMNICHANNE
L DSP
Formats
Web, Mobile, Video,
Native, App, Audio,
CTV
Web, Mobile, Video,
Native, App, Audio
Web, Mobile, Video,
Native, App, Audio,
CTV, DOOH
Web, Mobile, Video,
Native, App
Web, Mobile,
Video, App
Web, Mobile, Video,
Native, App, CTV
Web, Mobile, Video,
Native, App
Web, Mobile, Video,
Native, App, Audio,
CTV
Web, Mobile, Video,
Native, App, CTV,
Social
Web, Mobile,
Video
STACK
Ad verification
& Brand safety
DCO
DMP
Plus
- A Xander
(AT&T)
company,
operating on
Buyer & Seller
sides
- Positioned as
best of breed &
open source
- Google’s DSP,
incl. YouTube
- Google
Marketing
Platform for :
easier audience
bulding and
sharing, unfied
tracking &
Attribution etc
- Independent
solution
- Positionned as
a proprietary,
customisable,
omnicanal
stack
- ex-Turn
- End-to-end
campaign
management
- through TV,
digital and
social
channels
- Amazon’s
DSP
- Latest giant
newcomer
- Unique access
to purchase
behavioral
data
- American and
independant
- Positionned on
precision
marketing
- Relative
newcomer in
Europe
- From Northern
Europe,
expanding
globally
- Positioned as
a full stack
alternative to
Google
- Filed for
bankruptcy
and purchased
by Zeta in
2019
- Expected to
grow toward
1st party data
- Adobe’s DSP
- Based on
TubeMogul,
originally
focused on
Video
- Indepdnant
French
- DMP first
approach
BENCHMARK OF DSP SOLUTIONS

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Agency TD Independant TD “Hybrid” TD
Affiperf, Havas Tradelab Weborama
Amnet, DAN Gamned Rhythmone
OMD Trading Desk Audi 0n Numberly
Publicis Media Trading Desk Displayce Quantcast
Cadreon, IPG
PBU, GroupM
Artefact
TRADING DESK LANDSCAPE

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EXPERT
TOPICS

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Skills improvement Data-driven strategies
Direct relationship
with the market
Run a DSP from A to Z
PASSIVE
ACTIVE
MATURE
IN-HOUSE
PROGRAMMATIC
MATURITY
MATRIX

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5%
1. ROI opportunity analysis
1. Technical planning
1. Organisational / HR planning
FOCUS ON
IN-HOUSE
ADVERTISERS
● ONLY FOR A FEW ADVANCED
ADVERTISERS
● 2 PRECURSORS OPERATE DSPs
INTERNALLY :
THERE ARE 3 KEY PREREQUISITES

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PRESENTATION
OF SPEAKERS
BENJAMIN
COURDIER
Manager
& Head of Media
SUTTER MILLS
CLAIRE
MORLON
Head of
Digital Media Buying
AIR FRANCE
AURELIEN
DESCHODT
Digital Communication
Leader
DECATHLON FRANCE

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CONTACTS
BENJAMIN
COURDIER
Manager
& Head of Media
bcourdier
@suttermills.com
CLAIRE
MORLON
Head of
Digital Media Buying
clmorlon
@airfrance.fr
AURELIEN
DESCHODT
Digital Communication
Leader
aurelien.deschodt
@decathlon.com

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THANK
YOU !