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AppNexus Inc. — Confidential
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The Evolution of Programmatic Publishing sponsored by AppNexus - DPSE, 10/6/15
The document discusses the growth of programmatic advertising and challenges with its adoption. It notes that programmatic advertising is expected to have a 20.56% CAGR from 2015-2019. While 92% of media buying agencies and 67% of the overall ecosystem feel programmatic plays an important role, only 61% of publishers agree. Common challenges include a lack of understanding of how programmatic works, lack of transparency around ad placements, and technical complexity. The document recommends evangelization and training, operating in a trusted marketplace, creating greater transparency through more open data and APIs, and improving automation to increase programmatic adoption.
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Similar to The Evolution of Programmatic Publishing sponsored by AppNexus - DPSE, 10/6/15
The Evolution of Programmatic Publishing sponsored by AppNexus - DPSE, 10/6/15
- 1. The E.T.T.A. Equation AppNexusInc. — Confidential!1 JC Conti, VP Publishers, EMEA! Evolution of Programmatic Publishing:!
- 2. 2 is the world’sleading independent advertising technology company!
- 3. It’s big. ! Really big.! AppNexus Inc. and Circle Research Ltd; 2015 3 of Global respondents feel that programmatic will play an important or dominant role in the future of digital advertising ! 91%!
- 4. Advertising Growth willcome from Programmatic AppNexus Inc. - Confidential – Not for Distribution 4! Global Advertising 2015 – 2019 . In Bn $! Source: IDC and AppNexus es4mates Global Advertising! $623 4.98%! CAGR! Digital! Advertising! $246! 11.53%! CAGR! Programmatic! Advertising! $61.9! 20.56%! CAGR!
- 5. Rational benefits havedriven strong adoption AppNexus Inc. - Confidential – Not for Distribution 5! AppNexus Inc. and Circle Research Ltd; 2015 Targeting Automation Real-time PROGRAMMATIC 92% media buying agencies… 67% total ecosystem… 61% Publishers
- 6. Still: Challenges ofadopting programmatic AppNexus Inc. - Confidential – Not for Distribution 6! AppNexus Inc. and Circle Research Ltd; 2015
- 7. So how totackle those hurdles: AppNexus Inc. - Confidential – Not for Distribution 7! Lack of understanding on how programmatic works Fear of Advertising appearing on undesirable sites Lack of transparency on where advertisements end up Technical Complexity Evangelization & Training Operate in a Trusted Marketplace Create Greater Transparency Improve Automation to Increase Yield E+T+T+A
- 8. Evangelization & Training AppNexusInc. - Confidential – Not for Distribution 8!
- 9. Operate in aTrusted Marketplace • Aggressive Policies • Product & Technology • Initiatives AppNexus Inc. - Confidential – Not for Distribution 9!
- 10. AppNexus Inc. -Confidential – Not for Distribution 10! $-‐ $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 CPM CPM CPMs ì 175%
- 11. AppNexus Inc. -Confidential – Not for Distribution 11! SEEKING THE TRUTH IN DATA! 0 0.00001 0.00002 0.00003 0.00004 0.00005 0.00006 Post-‐click conversion rate Post-‐click conversion rate Post-click Conversion Rate ì 130%
- 12. AppNexus Inc. -Confidential – Not for Distribution 12! SEEKING THE TRUTH IN DATA! $0 $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 Buyer spend Buyer spend Buyer Spend è (Unchanged)
- 13. Create Greater Transparency AppNexus Inc. — Confidential 13! [IMAGE / VISUAL]! beats!OPEN! CLOSED!
- 14. AppNexus Inc. —Confidential 14! • Minimal data • Low compa4bility • Lack of granularity • Hidden costs • Open, limitless data • Open API • Granularity • Actual costs
- 15. Improve Automation 15! “…If theobjective of ad tech is to streamline and simplify the process by which digital inventory is bought and sold, then the status quo is decidedly unsatisfying…” BUYER!SELLER! RTB Open Auction! Class 1 Ad serving! Deals! Programmatic Guaranteed! Data Platform! Yield Optim. /Analytic!
- 16. 16 AppNexus Inc.- Confidential – Not for Distribution! Key Takeaways! EVANGELIZATION + TRUST + TRANSPARENCY + AUTOMATION GREATER PROGRAMMATIC PLATFORM
- 17. Questions ! & Answers! 17 AppNexus Inc. — Confidential!