The Promise of Programmatic, WTF Programmatic, December 2016
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Elizabeth Gill Murphy presentation at WTF Programmatic, December 2016
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The Promise of Programmatic, WTF Programmatic, December 2016
- 1. The promise of programmatic
- 2. How do I navigate this marketplace?
- 3. And what about “Programmatic TV”?
- 4. Talk to me about brand safety
- 5. So, what should I take away from this chat? • Programmatic is no longer “emerging” – experts predict ~90% of all advertising will be programmatic within a decade • Programmatic is precision at scale • Programmatic enhances how we connect with our audiences & buying efficiencies and marketing effectiveness
Hinweis der Redaktion
- Programmatic TV Targeting Age/Gender Age/Gender Behavioral/ Psychographic Data Sources Nielsen Nielsen, Rentrak, MRI, Axciom, Polk, Experian Managed service fee Falls in line with cable CPP Inventory All Broadcast (prime, EM, etc.) and Cable National cable, local cable, local broadcast
- Through a Programmatic solution, we’re able to maintain our premium-ness while delivering control, flexibility, efficiency and ultimately effectiveness of our buys New safeguards and verification tools Focus on partners who are agnostic to the marketplace
- Programmatic TV Targeting Age/Gender Age/Gender Behavioral/ Psychographic Data Sources Nielsen Nielsen, Rentrak, MRI, Axciom, Polk, Experian Managed service fee Falls in line with cable CPP Inventory All Broadcast (prime, EM, etc.) and Cable National cable, local cable, local broadcast
- Value of Inventory Source Do preferred deals have higher impact? Value of Data Test Do paid data sources drive scale and efficiency? Always-on Optimization & Learning Approach: Algorithmic learning applied in real-time Weekly human oversight & optimizations Test & learn focused on programmatic efficiencies