Presentatie YIM@Night 2014 van Stephen, Google

1. Google confidential | Do not distribute
YIM@Night
Programmatic
27 november
Created by Stephen Ansinger

2. How has Programmatic evolved over the years?
Google confidential | Do not distribute
Google Confidential and Propriety
not so programmatic

3. Google confidential | Do not distribute
How Programmatic has evolved
Google Confidential and Propriety
Reservation
Buying
ads sold via direct
transactions between
advertisers/agencies
and publishers
1990s
Programmatic
Guaranteed
Ad Networks
aggregated inventory
and sold it to
advertisers. helped
publishers by selling
inventory they could not
sell themselves.
Ad Exchanges
a real-time
marketplace with a
large pool of liquid
inventory not sold in
direct buys
DSPs
Bidding technology
designed to help
advertisers/agencies
target and optimize their
buy across multiple ad
exchanges
Private Exchanges
Exclusive advertiser-to-publisher
inventory
relationships for
programmatic purchasing
in brand safe
environments

4. Google confidential | Do not distribute
What does Google do in programmatic?
[proh-gruh-mat-ik]

5. Google confidential | Do not distribute
The Online Advertising Market
Source: Luma Advertising Landscape Google Confidential and Propriety

6. Is not that complicated….
Source: Luma Kitchen Landscape Google confiGdoeongtliea Cl o|n Dfidoe nntoiatl dainsdtr Pibrouptreiety

7. Google confidential | Do not distribute
Google in the Programmatic space
Creative Studio Marketing Platform DSP SSP Adserver
Unified Serving, Tracking and Reporting
Source: Google Internal Google Confidential and Propriety

8. Google confidential | Do not distribute
What is the future of
Programmatic?
Google Confidential and Propriety

9. Brian Morrissey, Editor-in-Chief, DigiDay
Google Confidential and Proprietary
Programmatic Reservations
Bringing automated technology to direct and
guaranteed buys

10. Google confidential | Do not distribute
Viewability
Google Confidential and Propriety

11. Google confidential | Do not distribute
New Devices
Google Confidential and Propriety
Connected TV Wearables

12. How does Google adapt to changes in the
Programmatic space?
Source: Google confiGdoeongtliea Cl o|n Dfidoe nntoiatl dainsdtr Pibrouptreiety

13. Lining up all technologies to co-operate as a single
Google confidential | Do not distribute
solution.
Google Confidential and Propriety

14. How is the Netherlands doing compared to
other countries?
Connected Users Smaller Market Open-Minded
Source: Google confiGdoeongtliea Cl o|n Dfidoe nntoiatl dainsdtr Pibrouptreiety

15. Google confiGdoeongtliea Cl o|n Dfidoe nntoiatl dainsdtr Pibrouptreiety