Presented to the Miami Ad School by Brandon Schifrien: August 8, 2017 A topline overview of programmatic media, along with a description of why creatives should understand what it is and how it impacts them (DCO). The latter half of the presentation includes a brief overview of DCO, before concluding with key takeaways from the presentation.

1. WTF is Programmatic?
8.8.17

2. About Me
2
Senior Media Strategist
The Media Kitchen

3. Agenda
3
• Programmatic Overview
• How does it work?
• DCO
• Q&A

4. 4
Raise your hand if you have heard the term Programmatic?

5. 5
US Display Ad Spending Share, by Type
53%
63% 65%
73%
78% 82%
47%
37% 35%
27%
22% 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014 2015 2016 2017 2018
Programmatic Non Programmatic
Source: eMarketer: “US Display Ad Spending Share, by Type” 2016

6. 6
In 2017…..
$33,000,000,000

7. 7
What is “Programmatic”?
The use of software to automate the purchasing of
digital advertising

8. How does it work?
8

9. 9
Another Example

10. 10
Great, now what does this mean for me as a creative?

11. 11
One to Many

12. 12
One to Many, now Many to Many

13. 13
DCO (Dynamic Creative Optimization)
Practice of serving and testing interchangeable
combinations of copy and art to see which are most
effective

14. 14
How does DCO work?

15. 15
How does DCO work?

16. 16
DCO Adoption & Benefits

17. 17
Takeaways
• A lot of $$$ is being poured into programmatic media, with no sign of slowing
down
• Programmatic = Automation
• Audience targeting is a commodity, creative needs to differentiate from the pack
• DCO has resulted in increased engagement, lower costs, and more efficient
performance

18. Q&A
18

19. 19
Be Brave Be Inventive Defy Expectations
Thank you!