It’s an amazing time to be a marketer—but also an incredibly challenging one. Consumer attention is fractured across countless channels and screens while data grows exponentially. Meanwhile, CMOs and agencies are under tremendous pressure to produce more results with less budget. But super-intelligent programmatic marketing can help you meet these demands head-on, and come out with better results than ever before. Rocket Fuel's VP of Marketing Rhonda Shantz will walk through how marketers can take advantage of programmatic today, including how to: -Engage a consumer across all of his/her devices to drive him/her from awareness to conversion and beyond. -Target people, not devices. -Leverage machine learning for higher conversions and deeper marketer insight to make more meaningful connections across the consumer journey. -Connect offline CRM data to access anonymous online profiles to address offline consumers in any programmatic channel.

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at the end of the webinar to answer your questions
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GUIDE TO PROGRAMMATIC
MARKETING WEBINAR
Rhonda Shantz
VP of Marketing

2. Create brand
love
Awareness, Affinity, Retention, Loyalty
Drive business
results

4. Programmatic Marketing encompasses an array
of technologies that automate the buying,
placement, and optimization of media inventory,
in turn replacing human-based methods.

5. What’s happened to create the
Programmatic Revolution?

6. Circa 1960s
TV
Circa 1990s
Internet
Today
Digital
Everywhere

7. How do we find the
customers that’s are ready
to engage?

8. websites and over
when there are
bid requests per second

9. and access to over
television channels

10. on an average of
devices per
person for the
overr online

11. What can Programmatic Marketing do
to increase brand equity and drive the
bottom line?

12. 1. Drive a Consumer From Awareness to
Conversion, and Beyond
2. Get More Share of Wallet from Current
Customers
3. Use Your Offline CRM Data Online
4. Find New Customers
5. Target the Right Consumer

13. Drive a Consumer from
Awareness to Conversion,
and Beyond

14. Debbie’s daydreaming
of a family vacation
Learn what matters
to Debbie
Learn when and where
to seal and customize
the deal

15. Brand ads served by an
AI-optimized DSP
leveraging brand
metrics
DMP and DSP to send
her customized paid
media and email
marketing
DSP, DMP and Site
Optimization to send her
the ad that gets her to
convert, and a customized
call center call to upsell her

16. Get More Share of Wallet
from Current Customers

17. Sandy purchased pink
boxing gloves
Let time pass before
cross-selling the
matching headgear
Drive her to convert

18. Using Site
Optimization, we know
when Sandy purchased
her pink boxing gloves.
With a DMP, advertisers
can time that ad to
effectively cross-sell and
upsell
DMPs can store
information on your
customers – like when
they make online
purchases, and what
messages they are likely
to convert on

19. Use Your Offline Data
to Target Your
Customers Online

20. Match CRM offline data
to Bobby online – while
protecting his privacy
Now learn about
Bobby’s habits to figure
out
Target him while he’s
on Facebook

21. Start with your CRM
data to create a master
key ID
Take this data through
a clearinghouse to
remove personally
identifiable
information (PII), store
it in a DMP
Activate the data through
a DSP and target Bobby
through online ads, or
even back offline with a
direct mailer

22. Find New Customers

23. Follow Rob’s car
searches
And learn when to nudge
him for a test drive
He goes from dreaming of
a new car to buying one

24. AI can see Rob’s
interests based on his
search habits
And learns the sites he
frequents and his likely
habits on those sites to
determine when and
where he’s most likely
to convert
Using the DSP, Rob can
see branding ads when
searching on news sites
in the morning, and a
DR ad to do a test drive
on his evening searches

25. Target the Right Consumer

26. Bobby is looking for a
new Telecom carrier
Target Bobby on the
right device
Bobby lives in the same
house as many other
people… and devices

27. AI follows Bobby’s habits DSP knows when and
where to serve the right
ad to Bobby, and not
another Miller
The AI knows which
devices are Bobby’s or
when he’s using the
family computer, based
his unique behaviors

28. What are the essential
components of a
Programmatic Marketing
Platform?

29. Core Platform: DMP + DSP
Methodology: Artificial Intelligence at the individual profile vs. segment level
Multi-Channel: Across paid and owned
Flexible: Co-exist within all marketing platforms in the ecosystem
Personalization: At the individual vs. audience segment level at scale
Data Collection: Activated in real time across the customer journey
All Data Types: Offline to online, one common ID
Professional Services: Expert-to-expert collaboration and partnership
Industry Leading: Awards, accolades, and industry recognition

30. Why is it important to have a DMP
+ DSP to work in real-time?

31. What Does a DMP Do?
Ingesting and
normalizing a wide array
of data streams
Providing tools to turn data
into both insights and
targetable audiences
Creating and maintaining
links to live channels for
message delivery

32. Handle multiple ad
exchanges and data
exchange accounts in
one interface
Optimize based on set KPIs
such as eCPCs and eCPAs
Manage bids for online ads
and the pricing for third
party data for targeting
What Does a DSP Do?

33. Why are they better together?
One command and
control center
Consistent learningNo data loss

34. How is AI different than
automating manual
process?

35. Traditional Segment Optimization
- Automated

36. AI that learns and acts in the
moments that matter

37. MarketingThat Learns™
Predict the next action by
learning what worked and
what didn’t work
Learn what matters to
the individual
Past purchases
Interests
Time of day
GEO
Day of week
Age
Content
Household
Act in milliseconds to
deliver the right ad at
the moment of
influence

38. What can you learn
from an AI-based
Programmatic Platform?

42. Five questions you need to ask yourself

43. Are you targeting segments
or individuals?

44. Are you using first-party data to
inform your advertising?

45. Are you able to optimize a single campaign
across multiple devices and channels?

46. Can you target your offline
customers online?

47. Do you want higher impact results?

48. Q&A