3. Why Programmatic?
Direct
Sales
• Majority of trading eventually handled by programmatic channels
– Display > Video > Mobile > Programmatic TV
• Programmatic viewed as remnant/indirect/unsold bucket
• Expands advertiser base and source of market intelligence
• Advertisers moving to programmatic trading only
5. Evaluating Tech Vendors
• Ad Servers vs. SSPs vs Holistic
• Programmatic Infrastructure
• Cross device
• Transparency & Reporting
• Technology
• Customer Service
Programmatic is a Plan
10. Takeaways
Establish a Strategy for Programmatic
Create relationships with the buyers
Leverage Programmatic as Research Tool
Knowledge Share
Be Flexible
Ad spend hit $6 Billion in 2014, spend in 2015 will hit $7.7 billion – emarketer
$2.8 billion of that spend in 2015 to be programmatic growing to $3.8 the next year
-History as an indicator in the display space
-Pubs are missing out opportunities by reserving everything for traditional sales – DSP algos are designed to churn through as many impression opportunities as possible to identify the right user, site, and performance
-Opening programmatic allows you to identify new advertisers to transact with and identify how the market views your inventory
-More advertisers like AMEX, P&G…. Are moving budgets to only programmatic channels
Needless to say, it’s a complex industry
There are inherent differences from Display to Video
Programmatic is a plan, not automatic.
Ad servers can transact, mediate, serve deals – but do they have programmatic connections? SSPs are designed to incorporate programmatic. In some cases, your platform may have both
Mobile is now the medium of choice
Most important aspects are the technology, device agnostic, and service
Integration: Desktop is generally more straight forward as mobile requires more information to be passed for buyers. Tags, SDKs, and Plugins can be very necessary
Segmentation and Targeting: Separate Device, Be Transparent, and Pass Key Variables
Managing your Demand Stack: Leverage prioritization and tiering, your auction, and finally the demand sources. Are they really brining you proprietary demand or are they reselling?
Using data from the open marketplace, identify buyers to setup deals
Deal ID – server side, Tags – Daisy Chained
1st party vs. 3rd party - both can create value
Allow DSP & Trading Desk to leverage their DMPs
Leverage 1st party data to segment and target
Programmatic sellers
Focused on building tighter relationships with all facets SSPs, DSPs, Trading Desks, and brands
VAST allows communication between ad servers
VPAID enables communication between the ad unit and the player
Server – Fast Connections
Fraud – Need publisher help as well
33% of impressions are viewed, iFrames and invisible windows
Team up with a verification partner
Viewability – MRC vs Advertiser Standards, different devices cause changes to sizing and definition
There is a significant lack of high quality video content accessible to programmatic buyers at this time
Strategy: Open vs Private
Create The Relationships With Buyers: