1) Programmatic advertising uses automated technology to buy and sell digital media in real-time, optimizing campaigns based on performance data. It provides targeted opportunities for B2B advertising across display, mobile, social, and other channels.
2) There are four types of programmatic transactions: open auctions, invitation-only/private auctions, unreserved fixed rate/preferred deals, and automated guaranteed/programmatic guaranteed deals. The two key factors differentiating these are how price is set and the type of inventory available.
3) Programmatic allows advertisers to target audiences based on their interests and behaviors across devices and platforms, rather than just buying placements on specific sites. It provides opportunities to reach audiences
Demo Event: Four Innovative Apps for Food Pantries and Food BanksNetSquared Vancouver
TechSoup Public Good App House demo event from July 20, 2021.
https://events.techsoup.org/events/details/techsoup-techsoup-community-events-presents-demo-event-four-innovative-apps-for-food-pantries-and-food-banks/
Food insecurity affects about a quarter of the world's population and more than 80 percent of US food banks are serving more people now than they did a year ago. How can we apply technology towards these challenges?
See four apps addressing food insecurity in action during this Public Good App House event. Explore solutions for volunteer scheduling, distribution, route planning, and managing inventory.
DEMOS
Jersey Cares app by MilkCrate
Learn how MilkCrate and Jersey Cares launched an app in three weeks to help volunteers deliver groceries to seniors during COVID while saving Jersey Cares $40,000 in staff time per year.
P2 from Primarius
Manage your foodbank with P2, a web-based platform with tools to help you efficiently manage your operations. P2 gives you a flexible and integrated solution to extend your capabilities beyond your warehouse.
HelpAction by NonProfit Exchange
HelpAction connects people in critical need with volunteers to provide assistance and free delivery of essential items. Discover how HelpAction addresses emergency food accessibility for the homebound and developed a new way for communities to volunteer.
OptimoRoute
OptimoRoute plans and optimizes hundreds of orders with multiple variables, for multiple drivers at once. Super-efficient routing is then sent to drivers' mobile app where they can navigate, get updates, complete orders, get proof of delivery and have their arrival time communicated to end customers.
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
Demo Event: Four Innovative Apps for Food Pantries and Food BanksNetSquared Vancouver
TechSoup Public Good App House demo event from July 20, 2021.
https://events.techsoup.org/events/details/techsoup-techsoup-community-events-presents-demo-event-four-innovative-apps-for-food-pantries-and-food-banks/
Food insecurity affects about a quarter of the world's population and more than 80 percent of US food banks are serving more people now than they did a year ago. How can we apply technology towards these challenges?
See four apps addressing food insecurity in action during this Public Good App House event. Explore solutions for volunteer scheduling, distribution, route planning, and managing inventory.
DEMOS
Jersey Cares app by MilkCrate
Learn how MilkCrate and Jersey Cares launched an app in three weeks to help volunteers deliver groceries to seniors during COVID while saving Jersey Cares $40,000 in staff time per year.
P2 from Primarius
Manage your foodbank with P2, a web-based platform with tools to help you efficiently manage your operations. P2 gives you a flexible and integrated solution to extend your capabilities beyond your warehouse.
HelpAction by NonProfit Exchange
HelpAction connects people in critical need with volunteers to provide assistance and free delivery of essential items. Discover how HelpAction addresses emergency food accessibility for the homebound and developed a new way for communities to volunteer.
OptimoRoute
OptimoRoute plans and optimizes hundreds of orders with multiple variables, for multiple drivers at once. Super-efficient routing is then sent to drivers' mobile app where they can navigate, get updates, complete orders, get proof of delivery and have their arrival time communicated to end customers.
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
The majority of CMOs (67%) say they’re either unaware of programmatic marketing, don’t understand it or need to learn more about how to apply it to their marketing campaigns. Ten percent claim they understand it, but haven’t used it. Which leaves less than one-quarter of CMOs who actually get programmatic marketing.
Pharma Marketing: Get Started on Creating Great Customer Experiences with Jou...run_frictionless
A well-defined customer journey strategy is critical to customer experience management (CEM) initiatives.1 Yet most pharmaceutical companies have not followed the lead of industries like consumer packaged goods, retail, or travel and hospitality, which pioneered and mastered the art and science of personalized, cross-channel customer journeys. While recognizing that customer journeys are often more complex for pharma than for other sectors, it’s imperative for life sciences to develop and apply journey strategies similar to those of other industries when transforming customer experiences.
https://runfrictionless.com/b2b-white-paper-service/
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer
Join eMarketer for a discussion on how Data Management Platforms (DMPs) are enabling marketers to use their big data to make smarter and more efficient marketing decisions.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
The majority of CMOs (67%) say they’re either unaware of programmatic marketing, don’t understand it or need to learn more about how to apply it to their marketing campaigns. Ten percent claim they understand it, but haven’t used it. Which leaves less than one-quarter of CMOs who actually get programmatic marketing.
Pharma Marketing: Get Started on Creating Great Customer Experiences with Jou...run_frictionless
A well-defined customer journey strategy is critical to customer experience management (CEM) initiatives.1 Yet most pharmaceutical companies have not followed the lead of industries like consumer packaged goods, retail, or travel and hospitality, which pioneered and mastered the art and science of personalized, cross-channel customer journeys. While recognizing that customer journeys are often more complex for pharma than for other sectors, it’s imperative for life sciences to develop and apply journey strategies similar to those of other industries when transforming customer experiences.
https://runfrictionless.com/b2b-white-paper-service/
Speaker: Jon Worren, MaRS Discovery District
In this session we look at the basic concepts and principles of marketing that are relevant for early stage start-ups. Jon uses real-life examples to illustrate some of the following:
* What is particular about marketing technology products?
* Understanding the language of marketing for start-ups
* Designing the marketing function in early stage companies
* Creating marketing plans for companies with scarce resources
Part of the MaRS CIBC Presents Entrepreneurship 101 lecture series.
http://www.marsdd.com/ent101
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer
Join eMarketer for a discussion on how Data Management Platforms (DMPs) are enabling marketers to use their big data to make smarter and more efficient marketing decisions.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
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.
Summary of Stacey Delaney's presentation from SAGE 2016Ruperta Daher
Stacey Delaney, Managing Director at Sparcmedia, presented on 'How to Add New Revenue Streams to your Business by Incorporating Programmatic Capabilities' at Sparcmedia's sponsored breakfast session at SAGE.
Programmatic Branding: Moving Beyond Direct ResponseDigiday
With the evolution of programmatic inventory and targeting, ad agencies are looking to real-time bidding as a sizable resource for all kinds of campaigns with diverse KPIs. While RTB has moved beyond the display banner ad, marketers are looking beyond traditional direct response calls to action. How have marketers leveraged programmatic branding and where is its place in the media mix?
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.
A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.
Während viele noch etwas verhalten gegenüber Programmtic Buying sind, charakterisiert und beeinflusst Programmatic Buying – der automatisierte Ein- und Verkauf von Werbeplätzen – und die damit einhergehende Marketing-Automatisierung, die Marketing-Branche nachhaltig. Unklar ist für viele, in welcher Form und in welchem Umfang es sie selbst und damit ihren Job und ihr Daily Business betreffen wird.
When Device Recognitio an Programmatic Buying IntersectAdTruth
Mobile presents a major challenge to marketers: how to recognize and reach audiences programmatically, at scale, with support for sophisticated targeting and measruemtn models- whie still adhereding to consumer privacy best practices. This paper describes how mobile RTB - enabled by a new approach to device identification - meet this challenge.
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.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
Programmatic : a brand marketer's guide - Google - 2015Romain Fonnier
Google publie un livre blanc intitulé «Programmatic: a Brand Marketer's Guide». A travers 94 pages, l’étude détaille le programmatique au sein de plusieurs marchés européens et se compose de 5 parties principales, qui représentent les étapes à suivre pour un marketer :
1 - Organiser les insights d’audience
2 - Concevoir des créations pour tous les canaux, notamment avec du HTML5
3 - Exécuter en intégrant la technologie
4 - Atteindre les audiences à travers tous les écrans
5 - Mesurer l’impact
Le livre blanc compile également plusieurs études et reprend des cases studies tirés des solutions technologiques de Google pour toutes les étapes à suivre. «Il s’agit d’avoir une vision globale sur les enseignements que l’on observe un peu partout et d’accompagner les annonceurs dans leur réfléxion, avec une dimension à échelle locale», indique Grégoire Peiron, Head of Media Buying Solutions de DoubleClick.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...
The Basics of Programmatic Advertising
1. 1PROGRAMMATIC BASICS
THE BASICS OF
PROGRAMMATIC
Media + Marketing for Technology Companies
How to use real-time, automated
technology for B2B digital advertising
WHITE PAPER
2. 2PROGRAMMATIC BASICS
What is Programmatic?
In the world of digital advertising, programmatic is a way of buying and selling
media in real time using automated technology.
This technology recruits extensive data, analytics, and dynamic creative to
continuously optimize ad campaigns based on performance over time.
Programmatic advertising holds distinct opportunities for B2B in the form of
incredibly granular data, improved media buying, and precision targeting - not just
with display, but across a variety of channels including tablet, mobile, social, native,
and even TV.
For the first time this year,
programmatic transactions will be
the majority (52%) of non-search
digital ad spend in the U.S.
Programmatic 101 for
B2B Digital Advertising
It’s Not a Question of If We Need Programmatic,
but a Question of How We Need to Approach It
Spending on programmatic
advertising in the U.S. is growing
quickly, at ~20% annually.
20% 52%
Programmatic is a wonderful tool
that puts a lot of analytics and a lot
of buyer needs into the same hands.
- Paul Caine
Global CRO, Bloomberg
Source: Hoelzel, Mark, ”The fusion of native and
programmatic advertising is finally underway.”,
Business Insider, June 16, 2015
3. 3PROGRAMMATIC BASICS
4 Types of Programmatic
Transactions
According to the Interactive Advertising Bureau (IAB),
there are four types of programmatic transactions:
OPEN AUCTIONS
++ Real-time bidding
(RTB)
++ Open exchange
++ Open marketplace
INVITATION-ONLY/
PRIVATE AUCTIONS
++ Private exchange (PX)
++ Private marketplace
(PMP)
++ Closed auction
++ Private access
UNRESERVED FIXED RATE/
PREFERRED DEALS
++ Private access
++ First right of refusal
++ Private exchange (PX)
++ Private marketplace (PMP)
AUTOMATED GUARANTEED/
PROGRAMMATIC GUARANTEED
++ Programmatic premium
++ Programmatic direct
++ Programmatic reserved
As programmatic advertising has evolved, so has the terminology for the methods
in which we buy and sell media. It is essential for B2B advertisers to understand
which terms fall under which transaction types, in order to give ads the best
chance for success.
1. Open Auctions
2. Invitation-only / Private Auctions
3. Unreserved Fixed Rate / Preferred Deals
4. Automated Guaranteed / Programmatic Guaranteed
Common Terms for Transaction Types
TYPE OF
INVENTORY
HOWPRICE
ISSET
AUCTIONBASEDFIXED
RESERVED UNRESERVED
Two Key Factors for Differentiating Transaction Types
The four types of transactions can best be differentiated by two key factors:
1) how the price is set and 2) the type of inventory.
4. 4PROGRAMMATIC BASICS
What’s Happening Now
with Programmatic
Buying For People Instead Of Places
In the early days of digital, advertisers bought inventory from publishers and
hoped the right audience showed up.
With better data and targeting options available, B2B advertisers can now buy
interactions with their audience across the web - on and off major publisher sites
- whereever an audience actually spends their time.
Algorithmic prospecting
is a reality
Feedback is perpetually
processed to continually
optimize campaigns
Learning is always
happening as performance
data becomes available
Live data that is
always collecting,
analyzing, updating
We buy for people instead of places because we now
have access to real-time data. For B2B, that means:
5. 5PROGRAMMATIC BASICS
It’s Not Only People that Matter,
but also Channels & Devices
Programmatic advertising transcends multiple channels
and devices, as more consumers quickly switch between
applications and screens throughout the day.
For advertisers, this means developing a strategy to hit
consumers with targeted ads based on the sites and
screens they frequent.
Both as a channel and as a device, mobile is dominating
programmatic forecasts and spending. Yet other channels
and devices have their places in an overall approach to
programmatic campaigns.
Channels/Formats Where US Marketers See
The Most Opportunity For Programmatic Advertising
2013
69%
31%
2014 2015 2016
US Programmatic Digital Display Ad Spending by Device
% of total programmatic digital display 2013-2016
Desktop /
Laptop
Mobile
56%
31%
69%56%
44%
44%
Ad Spending
(in Billions)
Ad Spending
(in Billions)
%Change
%Change
$2.92 ——
$1.33 ——
$5.62 93%
$4.44 234%
$6.52 16%
$8.36 88%
$6.26 -4%
$14.15 69%
The largest group that browses
the Internet solely on mobile devices
consists of young adults and women.
Source: RBC Capital Markets and Advertising Age, “Social Media Survey,”
March 15, 2015
Source: eMarketer, Oct 2014
– Pew Internet and American Life Survey
MOBILE 33%
TV 8%
NATIVE 10%
SOCIALMEDIA 14%
DISPLAY 16%
VIDEO 20%
6. 6PROGRAMMATIC BASICS
Programmatic Must-Have:
Cross-Channel & Cross-Device Advertising
The B2B customer journey spans various channels, and programmatic enables
advertisers to combine, for example, display and video ads for better outcomes.
15-25%
reduction in consideration
time when programmatic display is
paired with video, for items that have
over a month of typical consideration
time in the purchase path.
‑ Adam Markey,
DataXu Director of Product Management
As the Director of Product Management for DataXu,
Adam Markey manages omni-channel marketing campaigns
and analytics across mobile, video, and social. DataXu is a
data-driven programmatic marketing platform.
B2B advertisers can plan programmatic ads across all devices where customers
will consume content – including mobile, desktop and TV – to cater to their specific
place in the customer path to purchase.
Digital natives switch their attention between
media platforms (i.e. TVs, magazines, tablets,
smartphones or channels within platforms)
27 times per hour, or about every other minute.
Source: Time, Inc. 2013, "A (Biometric) Day in the Life"
7. 7PROGRAMMATIC BASICS
Programmatic and
Account-Based Marketing (ABM)
Account targeting has made B2B marketing more efficient, but traditional ABM
relies on IP and static title data, hindering marketers' ability to identify the true
buying team within accounts.
DWA has pioneered an advanced approach that combines programmatic tools and
intent data to improve account-based marketing - allowing marketers to better
understand and target a collective team of buyers, from product researchers, to
influencers, to final decision makers, within the larger organization.
Improved targeting allows
advertisers to understand which
accounts are most interested
in a particular solution, and guides
marketers in crafting messages
that resonate with the collective
buying team during various stages
of their journey.
– Bob Ray,
President, Americas, DWA Media
The major limitation of account-based
marketing has been the inability to target the
individual people who have a role in the buying
process, within each named account.
8. 8PROGRAMMATIC BASICS
Building Your B2B
Programmatic Framework
4 Stages to Bring it All Together
Data Development
With programmatic, you
have access to billions of
data points through
DSPs, particularly when
ABM is employed.
Programmatic Funnel
You can use data to
help position consumers
in the right place within
the funnel.
Creative
Develop specific creative based
on target audience, where they
are in the funnel, what devices
they use, and which channels
they frequent. Create different
ads for different combinations
of user behaviors/patterns.
Analytics/Reporting
Gain insight on campaign
outcomes and refine ads
using real-time data.
PROSPECTING
CONTEXTUAL
AUDIENCE TARGETING
IP TARGETING
SEARCH RETARGETING
RETARGETING
ALGORITHMIC
OPTIMIZATION
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NURTURE/CROSS SELL / UPSELL
9. 9PROGRAMMATIC BASICS
B2B Programmatic
Best Practices
UNDERSTAND THAT TRANSPARENCY, CONTROLS
AND PRICING ARE RELATED.
Although the programmatic environment is improving,
some transaction types are more transparent and have
better controls than others, yet are more expensive.
“You get what you pay for”certainly applies.
KNOW THE DIFFERENCES IN INVENTORY AND
WHAT TO EXPECT.
Direct, private and open exchanges do not offer the same
types of inventory, and some is by invitation only. You may
need to select inventory from different exchanges to
achieve your goals.
THE INDUSTRY HAS TAKEN STEPS TO IMPROVE
BRAND SAFETY AND FRAUD, BUT BUYERS MUST
STILL BEWARE‑AND KNOW WHAT TO LOOK FOR.
Transparency is improving; however, you should do your
research on non-human traffic, unviewable ads, and how to
get your ads shown only on sites that support an audience
and content in line with your campaigns.
PICK THE RIGHT PARTNER.
Evaluate platforms and vendors, and align with those who
share your values (transparency, controls, pricing, and
target audiences). Pick partners who will assist with
strategy and technology infrastructure development.
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vs. vs.