This document summarizes an event about advertising automation. It includes an agenda with speakers from Rubicon Project, Initiative, and Edmunds.com who will provide perspectives on programmatic advertising from buyers and sellers. The document then covers various topics around programmatic advertising including the landscape, how real time bidding works, case studies, and go-to-market strategies for sellers involving the four P's of marketing.
Xaxis CEO Caspar Schlickum - Programmatic media buyingThe_IPA
Xaxis CEO Caspar Schlickum's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he introduces programmatic media buying and real-time bidding from a trading desk perspective. Learn more about Agility www.ipa.co.uk/adapt/agility & Twitter #ipadapt
Understanding the Ins and Outs of Programmatic for PPCHanapin Marketing
In this presentation, Founder and CEO of MightyHive Pete Kim will join Hanapin Account Manager Bryan Gaynor to tell you all about the importance of implementing programmatic advertising into your PPC strategy. From day-to-day operations to explaining its importance to your CMO, we’ll give you expert insights on the world of programmatic.
Programatic Media Buying - Introduction by Aum JanakiramAum Jankakiram
When you need to advertise on channels beyond Adwrds and Facebook exchange. You need to use Google DoubleClick or Adobe Advertising Cloud to reach a wider audience with more flexibility.
Programmatic Right Here, Right Now ( English Version )Xavier Garrido
Presentation done at II Forum Programmatic during March the 1rst 2016 in Madrid.
In this presentation, i tried to bring closer programmatic in a simple way to the audience emphasizing that we are facing a paradigm shift in the advertising industry.
The Publishers Guide to Programmatic Media Buying and SellingGleanster Research
Programmatic direct demands that publishers take additional liberties to truly make their audience discoverable. You have to make it easier for brands to locate the audience they value. Only then can programmatic direct bidding deliver demand optimized pricing for publishers. Buyers will only demand higher prices if they know they can target audiences with programmatic direct as efficiently and effectively as they can with RTB on remnant inventory.
Xaxis CEO Caspar Schlickum - Programmatic media buyingThe_IPA
Xaxis CEO Caspar Schlickum's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he introduces programmatic media buying and real-time bidding from a trading desk perspective. Learn more about Agility www.ipa.co.uk/adapt/agility & Twitter #ipadapt
Understanding the Ins and Outs of Programmatic for PPCHanapin Marketing
In this presentation, Founder and CEO of MightyHive Pete Kim will join Hanapin Account Manager Bryan Gaynor to tell you all about the importance of implementing programmatic advertising into your PPC strategy. From day-to-day operations to explaining its importance to your CMO, we’ll give you expert insights on the world of programmatic.
Programatic Media Buying - Introduction by Aum JanakiramAum Jankakiram
When you need to advertise on channels beyond Adwrds and Facebook exchange. You need to use Google DoubleClick or Adobe Advertising Cloud to reach a wider audience with more flexibility.
Programmatic Right Here, Right Now ( English Version )Xavier Garrido
Presentation done at II Forum Programmatic during March the 1rst 2016 in Madrid.
In this presentation, i tried to bring closer programmatic in a simple way to the audience emphasizing that we are facing a paradigm shift in the advertising industry.
The Publishers Guide to Programmatic Media Buying and SellingGleanster Research
Programmatic direct demands that publishers take additional liberties to truly make their audience discoverable. You have to make it easier for brands to locate the audience they value. Only then can programmatic direct bidding deliver demand optimized pricing for publishers. Buyers will only demand higher prices if they know they can target audiences with programmatic direct as efficiently and effectively as they can with RTB on remnant inventory.
Presented on 2.24.2015.
This deck - focused on all things Programmatic at TMK - was presented at our most recent "Come See What I'm Working On" session.
Demystifying Programmatic Buying: What's Really Happening With Trading Desks ...AudienceScience
Michael Greene presented on Demystifying Programmatic Buying: What’s really happening with Trading Desks and RTB on June 11, 2014 at the Association of Canadian Advertisers Executive Forum in Toronto.
Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017Hanapin Marketing
[Fix These 5 Common Excel Issues To Achieve Pro Status]
Excel, while a fabulous tool for PPC, is not without its occasional hang-ups – as PPC thought-leaders, who would we be if we didn’t address them? In this live webinar, Account Analyst Rachael Law will ease your mind with solutions to all the common Excel issues, so that you too can be a pro.
[Excel Your Search Query Reports With These Must-Have Tips]
Search query reports are a fact of life in paid search. No matter how great your keywords are, there will always be queries that, for better or worse, don’t quite match your target. Although it’s a crucial part of account success, the web interfaces leave much to be desired. Choosing queries one by one and setting them as negative or adding them as keywords is inefficient and leaves you with a poor view of the situation. Join Hanapin’s Account Manager Alaina Thompson as she teaches you techniques to not only save time, but get more out of your SQRs in the process.
[Discover More Accurate Projections With Excel Data Tables]
We’ve all been in a situation where we needed to see the results of an equation based on a range of values. Maybe it was “what if we spent X amount or Y amount” or “what are the potential impacts of another ad test?” However, calculating by hand is slow and cumbersome. Thankfully, data tables allow you to quickly compare values and run calculations multiple times. In this live webinar, Senior Account Analyst Jacob Fairclough will teach you how data tables can save you time and sanity when making projections.
BrandsLab Media Value Session 3 | Programmatic 101: The Programmatic EcosystemEbiquity-NA
Programmatic advertising, as a new way of digital media buying, is creating buying and selling efficiencies with the technology behind automation. In this session, our digital experts will lead you through the basics of programmatic ecosystem, showing you now only the who, where, what and why, but also some new tactics that you can apply with your agencies.
Presented by Annie McAndrews: July, 25, 2017
Everyone is searching, but who knows exactly what they’re looking for? Paid search allows advertisers to step in and help point users in the right direction. In this class, we’ll discuss how paid search works and why it should be a part of your client’s digital strategy. We’ll also review the different ways advertisers utilize paid search to help us find the object of our desire, be it shoes, burritos, or even a college degree.
Uplevel your Amazon DSP Strategy with New Placements & FeaturesTinuiti
In this webinar, our Amazon expert discusses how to take advantage of new Amazon DSP features - and ensure that they fit into a larger, full funnel marketing strategy
Programmatic Buying: Unlocking Better Monetization for PublishersTailWindEMEA
Elias Gagas, the Managing Director of TailWind, participated at IAB Romania's “Digital Publishing & Αdvertising day 2014” in Bucharest, where he explained how Publishers can monetize the rapidly growing Programmatic market.
Programmatic Advertising: How To Join In On the FunHanapin Marketing
Carrie Albright, Associate Director of Services at Hanapin Marketing, discusses how to get into Programmatic Advertising, vendors you can hire, the definitions of different programmatic strategies, and steps to building your strategic plan.
Originally presented at Hero Conf London in October 2016.
From the conference: Ankara Marka Festivali
Subject: Data & Programmatic Advertising
We've discussed the details of data, programmatic advertising, and how these two concepts are related to each other.
Programmatic Elementes Guide: 85 elements of programmatic successHeadway
On the year of the periodic table of elements, we launched our Programmatic Elements, a tool for digital marketers to explore all the opportunities programmatic advertising has for brands.
Learn more at programmaticelements.com
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
Presented on 2.24.2015.
This deck - focused on all things Programmatic at TMK - was presented at our most recent "Come See What I'm Working On" session.
Demystifying Programmatic Buying: What's Really Happening With Trading Desks ...AudienceScience
Michael Greene presented on Demystifying Programmatic Buying: What’s really happening with Trading Desks and RTB on June 11, 2014 at the Association of Canadian Advertisers Executive Forum in Toronto.
Mastering Excel for PPC: An Advanced Series for Better Marketing Results in 2017Hanapin Marketing
[Fix These 5 Common Excel Issues To Achieve Pro Status]
Excel, while a fabulous tool for PPC, is not without its occasional hang-ups – as PPC thought-leaders, who would we be if we didn’t address them? In this live webinar, Account Analyst Rachael Law will ease your mind with solutions to all the common Excel issues, so that you too can be a pro.
[Excel Your Search Query Reports With These Must-Have Tips]
Search query reports are a fact of life in paid search. No matter how great your keywords are, there will always be queries that, for better or worse, don’t quite match your target. Although it’s a crucial part of account success, the web interfaces leave much to be desired. Choosing queries one by one and setting them as negative or adding them as keywords is inefficient and leaves you with a poor view of the situation. Join Hanapin’s Account Manager Alaina Thompson as she teaches you techniques to not only save time, but get more out of your SQRs in the process.
[Discover More Accurate Projections With Excel Data Tables]
We’ve all been in a situation where we needed to see the results of an equation based on a range of values. Maybe it was “what if we spent X amount or Y amount” or “what are the potential impacts of another ad test?” However, calculating by hand is slow and cumbersome. Thankfully, data tables allow you to quickly compare values and run calculations multiple times. In this live webinar, Senior Account Analyst Jacob Fairclough will teach you how data tables can save you time and sanity when making projections.
BrandsLab Media Value Session 3 | Programmatic 101: The Programmatic EcosystemEbiquity-NA
Programmatic advertising, as a new way of digital media buying, is creating buying and selling efficiencies with the technology behind automation. In this session, our digital experts will lead you through the basics of programmatic ecosystem, showing you now only the who, where, what and why, but also some new tactics that you can apply with your agencies.
Presented by Annie McAndrews: July, 25, 2017
Everyone is searching, but who knows exactly what they’re looking for? Paid search allows advertisers to step in and help point users in the right direction. In this class, we’ll discuss how paid search works and why it should be a part of your client’s digital strategy. We’ll also review the different ways advertisers utilize paid search to help us find the object of our desire, be it shoes, burritos, or even a college degree.
Uplevel your Amazon DSP Strategy with New Placements & FeaturesTinuiti
In this webinar, our Amazon expert discusses how to take advantage of new Amazon DSP features - and ensure that they fit into a larger, full funnel marketing strategy
Programmatic Buying: Unlocking Better Monetization for PublishersTailWindEMEA
Elias Gagas, the Managing Director of TailWind, participated at IAB Romania's “Digital Publishing & Αdvertising day 2014” in Bucharest, where he explained how Publishers can monetize the rapidly growing Programmatic market.
Programmatic Advertising: How To Join In On the FunHanapin Marketing
Carrie Albright, Associate Director of Services at Hanapin Marketing, discusses how to get into Programmatic Advertising, vendors you can hire, the definitions of different programmatic strategies, and steps to building your strategic plan.
Originally presented at Hero Conf London in October 2016.
From the conference: Ankara Marka Festivali
Subject: Data & Programmatic Advertising
We've discussed the details of data, programmatic advertising, and how these two concepts are related to each other.
Programmatic Elementes Guide: 85 elements of programmatic successHeadway
On the year of the periodic table of elements, we launched our Programmatic Elements, a tool for digital marketers to explore all the opportunities programmatic advertising has for brands.
Learn more at programmaticelements.com
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
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?
Presented by Rohit Bagalkot: September 29, 2016
Everyone says programmatic is the future of media buying. But what exactly is it? How does programmatic work? And what do things like DSP and DMP mean? This class will go through the basics of programmatic buying, specifically a brief history of how programmatic came to be, the flow of programmatic, its components, and some behind-the-scenes look at how it is optimized.
Programmatic Advertising Solutions for Retailers and BrandsVeronika Sonsev
This presentation was originally given at Shop.org in Philadelphia on October 2015. It is a primer on programmatic advertising with specific solutions that can be used for retailers and brands.
Here are the key takeaways:
- Programmatic ads are more than retargeting. You can use programmatic for top and mid-funnel marketing activities.
- Leverage CRM data as broadly as possible to help target your ad campaigns.
- Programmatic ad creative can ensure you are using the right message for each potential customer.
How to Win the Big Bet on PersonalizationJake Borr
How often do you visit a site and are presented with content that does not pertain to your behavior and interests? While amusing at times, poorly personalized digital experiences can be frustrating for the end user, and reflect negatively on brand image.
Forrester research found that “Only 16% of marketers currently have the capability to capture customer intent and deliver real-time, behavior-based marketing across all channels.” While personalization’s slow adoption can be attributed to its perceived risk, <strong>personalization is a proven winner in terms of delivering greater engagement, sales uplift and repeat website visits
In this webinar, you will hear from Acquia and MRM on how to take the fear out of personalization, and how successful implementation can help your organization:
-Increase revenue from product recommendations
-Drive conversion rates with personalized call-to-actions (CTAs)
-Influence customer purchasing decisions
-Create a more consistent and engaging digital brand experience
The term “programmatic” is not new or fresh. You’ve probably heard a lot about it. It’s a channel that is here to stay. However, many advertisers are still struggling to truly understand what it is, why they need it and how to get started. The landscape is a sea of logos and different technologies, all claiming to have the ultimate solution.
In this presentation, Hanapin Marketing’s Bryan Gaynor and MightyHive’s Myles Younger guide you through the Top 5 FAQs When Considering Programmatic. Whether you are an in-house marketer, or part of an agency team, we will guide you through some of the most common questions you should be asking when considering your programmatic stack.
Many PPC and SEO professionals spend their days justifying their work by using tracking information that is, at best, misleading and, at worst, completely wrong. In this session, Bart Burggraaf, Partner at MediaGroup Worldwide, discusses the pitfalls of digital marketing tracking, how we got into this mess and what to do about it (hint: it involves statistical analysis!).
Three key takeaways: 1. Understanding what the tracking data REALLY tells you. 2. Understanding how we got to the point that we are tracking all the wrong things. 3. Understanding how to get reliable, accurate data that measures actual incremental business.
Programmatic media buying is expected to grow over 30% in 2017, ahead of all other channels. If there was ever a time to go the programmatic way, it is now.
Here's your chance to brush up on all things programmatic and get ready to scale your campaigns!
In this exclusive webinar Rishi Agarwal (Managing Director, AppLift India and DataLift 360 Enterprise), demystifies the basics of programmatic advertising, explores how it differs from traditional media buying and explains why it is a game changer for mobile advertising.
Mobile is changing - are you ready?
We are a team of data driven enthusiasts that are passionate about online advertising. If you are looking for a
professional online advertising agency you’ve come to the right place! We set up your campaign and assist you with
accurate reporting in order to deliver significant results.
We make sure to track all metrics in real time and run a smarter campaign! The MediaDonuts DSP helps you go way beyond clicks and realizes the highest possible results. It does not matter if you’re after sales, leads or traffic we will help you reach your desired online goals!
Real–Time bidding, Dynamic Creative Retargeting or advertising through FBX, the MediaDonuts platform offers the most powerful algorithm’s and strategies in the market. ROI is still the magic word in 2016 and our platform works magical!
We are a team of data driven enthusiasts that are passionate about online advertising. If you are looking for a
professional online advertising agency you’ve come to the right place! We set up your campaign and assist you with
accurate reporting in order to deliver significant results.
We make sure to track all metrics in real time and run a smarter campaign! The MediaDonuts DSP helps you go way beyond clicks and realizes the highest possible results. It does not matter if you’re after sales, leads or traffic we will help you reach your desired online goals!
Real–Time bidding, Dynamic Creative Retargeting or advertising through FBX, the MediaDonuts platform offers the most powerful algorithm’s and strategies in the market. ROI is still the magic word in 2016 and our platform works magical!
ProTableau is a programmatic digital media buying specialist agency serving marketers, advertisers and agencies. We plan and buy online advertising across all digital media formats using the latest programmatic technology, data and cost efficiency - for better campaign ROI.
On Tuesday 20th March, 2018, TradeGecko, Shopify and Wave Commerce co-hosted the Shopify Meetup in Hong Kong. Industry experts and Shopify merchants discussed how to optimise your online store and grow the business in 2018.
Why A Programmatic Advertising Strategy Is No Longer OptionalHanapin Marketing
Programmatic advertising is slowly becoming a popular new trend among advertisers. It not only makes ad transactions more efficient, but also more effective, as long as the right data is applied. Programmatic buying is on track to make up $14.88 billion of the approximately $58.6 billion digital advertising pie in 2015, according to eMarketer. That’s a nearly $5 billion leap from 2014, when it accounted for $9.9 billion. In short, if you’re not thinking about a programmatic advertising strategy, you should be.
In this webinar presentation, experts from Quantcast, a data-intelligence platform for programmatic advertising, and Hanapin Marketing discuss what programmatic buying is, how it works, the value of serving ads to a highly-qualified audience, and insights we’ve discovered using the technology.
Understanding Strategy, Copy and Design
Creative is the vehicle that delivers a product's message. Jordan Atlas, SVP & Creative Director at Edelman PR, will show us how important it is to create breakthrough work.
2. Advertising is last frontier of large markets yet to become automated
Agenda
• Welcome – Ed Carey
• Programmatic Landscape – Trent Beckley & Michael Gellar
• Buyer Perspective – Elvin Kawasaki, Initiative
• Seller Perspective – Jennifer Dodez, Edmunds.com
Ed Carey
VP, National Sales
Rubicon Project
Trent Beckley
Director, West Coast Sales,
Buyer Cloud
Rubicon Project
Michael Gellar
Sr. Director - Central, West &
Canada Head of Sales, Buyer Cloud
Rubicon Project
Elvin Kawasaki
VP Digital Group
Account Director
Initiative
Jennifer Dodez
Account Director
Programmatic Solutions
Edmunds.com
3. Advertising is last frontier of large markets yet to become automated
Advertising: Last Frontier Of Large Markets Yet To Become Automated
6. How much of each ad dollar the trading desks have already
automated, and how much they expect to automate in 2015:
IPG Mediabrands
(Magna Global)
WPP Group
(Xaxis)
Omnicom
(Accuen Media)
Havas Media
(Affiperf)
#thinkAdU
13. Open Marketplace vs. Private Marketplace
• Open Marketplace allows buyers to purchase media on an audience
basis through cookie-based targeting
• Private Marketplaces (PMP) allows publishers to leverage
programmatic technologies while maintaining a direct relationship with
agencies, advertisers, trade desks and other programmatic buyers
using a “Deal ID” to transact
• Benefits of Private Marketplaces
Control
Transparency
Access
#thinkAdU
18. Case Study: A Leading Digital Entertainment Provider
GOALS:
• Always-on
• Reallocate FTE hours to higher ROI
activities – like creating better content
SOLUTION:
• 20+ hand selected premium publishers
• Execute buys in under 2 days
• Eliminated insertion orders (IO), emails, RFPs and
phone calls
RESULTS:
• Achieved 100% of campaign performance
goals programmatically
• Reallocated FTE hours to higher ROI
activities
19. Why are they adopting?
Buyers Sellers
• More $$$$
• Tech is ready
• Expand sales channel
• Data/Audience
• Consolidation
• ROI
#thinkAdU
22. • One of the biggest inhibitors of programmatic growth has been education
• As marketers, educate yourself to make informed decisions
• Ask questions:
Who?
Why?
When?
How?
WTF (about me)?!
#thinkAdU
23. Who?
Ecosystem is not complicated, but…
• Transitional buying options make for
clutter
• Constant demand for new
technology solutions like attribution
and data management
• Consolidation
#thinkAdU
24. Why?
What is the No. 1 reason that an advertiser or
agency would buy programmatically vs. direct
with publisher?
• There are a lot of reasons why programmatic
technology is powerful.. but
• The real value for advertisers is being able to
buy individual impressions based on the value
of those customers you want to reach – right
impression at the right time
#thinkAdU
25. When?
When shouldn’t you buy your media
programmatically?
• When buying custom that isn’t done at
scale or isn’t connected through
programmatic channels
#thinkAdU
26. How?
How can someone differentiate themselves in a programmatic marketplace
when media is becoming more and more commoditized?
• You have to do your research to ensure a partner has access to a broad
scope of capabilities that might meet your business objectives
• Adopt a culture of testing
#thinkAdU
27. WTF (about me)?!
• Will programmatic technology put media planners and buyers out of work?
• Is programmatic technology a threat to the agency business model?
• If programmatic technology is supposed to make things more efficient, why
does it seem so complicated and difficult?
• Who are the biggest winners and losers as media gets bought and sold
programmatically?
#thinkAdU
32. PRODUCT: What inventory will be included?
• All unsold inventory
• Platforms: Desktop, Mobile, Tablet
• Standard IAB sizes
• Rising stars
• Homepage inventory
#thinkAdU
33. PRODUCT: What type of Programmatic products will
you offer?
• Open Exchange
• Preferred Deals
• Private Marketplace
• Data
#thinkAdU
34. PRODUCT: Our Strategy
Launch against all products to
capture the full potential
#thinkAdU
35. PRODUCT: Our Strategy
Open Exchange
• Run of Site inventory at
the Platform and Size
level
• Impressions available to
most Advertisers
• Impressions are Semi-transparent/
Blind
• No Homepage inventory
• Most Advertisers accepted
• Capture re-targeting
budgets that would
otherwise not be targeted
• “Always-on”
Preferred Deals
• Impressions at a
negotiated fixed CPM
• Priority serving – best
inventory
• Access to new ad sizes
(Rising Stars)
• One-to-One relationship
• Selected set of
Advertisers – typically
endemic and near
endemic
Private Marketplace
• Carve out special
inventory sets exclusively
for an Advertiser
• Allow use of our 1st party
data
• Allow full transparency of
impressions
• Typically our largest direct
advertisers
• Most similar to a direct buy
TECHNOLOGY
36. PRICE: How do I price out my inventory?
• Price by ad size & platform
• Price by Advertiser
• Best Practice: Develop Rate Card
Biggest Challenge: Does programmatic mean lower CPMs?
#thinkAdU
39. PRICE: How do I price out my inventory?
• Launch first with an Open Exchange – set a low floor and
let the market decide the value
• Launch with floors at the advertiser level/categories and
then adjust
#thinkAdU
40. PRICE: Our Strategy
Open
Exchange
• Launched high and then
reduced CPMs to
maximize fill rate
• Established Rate Cards
by Advertiser category
Preferred
Deals
Private
Exchanges
• Established Rate Cards by Inventory type
• Use a consultative approach and adjust strategy by
Advertiser
• Supply/Demand
#thinkAdU
41. PROMOTION: Who will sell our programmatic offering?
• Programmatic-specific sales staff
• Direct sales staff adds programmatic to their product offering
#thinkAdU
42. PROMOTION: How will we sell our programmatic offering?
• Develop target audience
• Education: Direct Sales staff should be educated and
empowered to sell programmatic
#thinkAdU
43. PROMOTION: Our Strategy - Who?
Open
Exchange
Preferred
Deals
Private
Exchange
Programmatic Specialist
With
Direct Sales Account Director
#thinkAdU
44. PROMOTION: Our Strategy - How?
Open
Exchange
Preferred
Deals
Private
Exchange
Target Audience:
Direct clients
DSPs
Near endemic
#thinkAdU
45. PLACE: Where will I put my impressions?
• Choose your Ad Exchange / Demand Partner
• How many partners will I work with?
#thinkAdU