thinkLA Programmatic Summit 2014 Carl Kalapesi Presentation Slides
Programmatic: Diving In
Head of Industry Initiatives IAB
So what is programmatic?
Real-time bidding (RTB)?
Remnant and crappy inventory?
Race to the bottom?
Technology can deliver benefits through automation
The object of “engagement” shifting to the audience—not the channel
Rich datasets can fuel the identification and engagement of target audiences
Several themes have come together…
Promise of programmatic:
Right Message + Right Person + Right Time
Personalization at scale?
The process of buying and selling media in an automated fashion
Ultimately, programmatic is…
Programmatic is more than RTB…
Invitation-Only Auction (Private marketplace)
Unreserved Fixed Rate (Preferred Deal)
How price is set
Type of inventory
Real Time Bidding (RTB)
So what actually happens in RTB
Click image or here to play video
Open vs. Private Auction: Retail Analogy
Source: Matt Prohaska, Prohaska Consulting
Simplifying the direct deal…
AUTOMATED GUARANTEED PLATFORM
Concerns over transparency, fraud and trust
Fear, limited understanding and knowledge
Confusion over terminology
Moving from DR to branding dollars
From banners to native, video, rising stars, audio…
Internal organizational challenges in brands & publishers
Delivering different creative through programmatic
Lots of challenges remain…