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AppNexus' Nigel Gilbert, VP, Strategic Development, Emea, discusses programmable marketing at Mobile World Congress 2016.
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The Programmable Future
- 1. Nigel Gilbert VP Strategic Development, EMEA The Programmable Future
- 2. 2
- 3. 3
- 4. • Advent of Technology • Applying Data • Testing & Understanding 1.0 – Formative stages of digital advertising AppNexus Inc. - Confidential – Not for Distribution4 2010v2.0 v3.02005-2009 2010-2014v1.0PRE-PROGRAMMATIC 201520102005-2009 2010-2015 2016v3.0v2.0v1.0
- 5. • Advent of Technology • Applying Data • Testing & Understanding • Rapid scaling • Excitement and investment • Iteration • Cross Device • #ATPG 2.0 – Programmatic and Black Box AppNexus Inc. - Confidential – Not for Distribution5 201520102005-2009 2010-2015 2016v3.0v2.0v1.0
- 6. “Transformation isn't about improving, its about rethinking” — Malcolm Gladwell 6 AppNexus Inc. - Confidential – Not for Distribution
- 7. 3.0 7 AppNexus Inc. - Confidential – Not for Distribution 3.0 Programmable Marketing
- 8. • Rapid scaling • Excitement and investment • Iterating • Comprehension • Advanced Data Analysis and Application • Open versus Closed • Transparency and Control 3.0 – Programmable Marketing AppNexus Inc. - Confidential – Not for Distribution8 20152010v1.0 2005-2009 2010-2015 2016v3.0v2.0
- 9. AppNexus Inc. - Confidential – Not for Distribution9 While on the train For Social For Messaging Whilst watching TV NATIVEBANNER VIDEO INTERSTITIAL RICH MEDIA Handsets Data Mobile Ad Formats Cell Coverage
- 10. AppNexus Inc. - Confidential – Not for Distribution10
- 11. SCENARIO 1 11 With Programmable Marketing, a brand can apply their proprietary intelligence to compete in increasingly complex scenarios user product The algorithm and intelligence can get increasingly more complicated without adding campaign management work. user product inventoryuser product inventory geouser product inventory geo time
- 12. 12 AppNexus Inc. - Confidential – Not for Distribution Takeaways Use Data to Differentiate1 2 Open beats Closed 3 The Future is Programmable
- 13. Thank you @nigelgilbert 13 AppNexus Inc. - Confidential – Not for Distribution