Technology environment, programmatic strategies – where we are and where are we heading? Best worlwide practices and how to apply them in Bulgarian market, Tomasz Musial, General Manager CEE Region and Nikodem Sarna, Business Development Manager-Demand CEE , SmartAdServer

1. Technology environment, programmatic strategies
.
Where we are and where we are heading?
Tomasz Musial, General Manager CEE, Smart AdServer
Nikodem Sarna, Business Development Manager, Demand CEE, Smart AdServer

2. Who is playing the game of ad tech in 2017?
In house
Trading
Desk
Client
Data
management
and
analytics
platform
1st and 3rd
party data
Consolidated
media buying
platform
Programmatic buyers
Media buying agency
Independent
trading desk
Brand experience buyers
Real time
addresable supply
Online Video
Mobile
Addresable TV
Search
Display
Social
Publisher
Direct-
custom
Publisher
Direct-
custom
Publisher
Direct-
custom
Source: Nielsen

4. What are we seeing now?

5. Programmatic ad spend in Italy
Source: L’Osservatorio del Politecnico di Milano
Programmatic ad spend in France
Source: PwC analysis, SRI and UDECAM statements, public information
~49% of
growth!
Growing budgets

6. Mobile, video and deals/PMPs on the rise
Source: PwC analysis, SRI and UDECAM statements, public information
Double digit
growth in France!

8. What is the answer of the market?

9. With all this in mind, are we still allowed
to talk about „publisher business” and
„buyer business” as siloes?
Shall we see direct sales and
Programmatic separately?

10. So what are the challenges?
We are facing multiple problems in CEE
In our opinion the traditional models are still prevailing:
• Waterfall
• RTB available only for remnant inventory
• Lack of trust
• Direct sales and programmatic competeing with each other
No holistic approach applied

11. But other markets have their problems too…

14. Tomasz Musial
tmusial@smartadserver.com
+48 500 185 605
Thank you!
Nikodem Sarna
nsarna@smartadserver.com
+48 506 804 506