The document discusses Dell's evolution from traditional to digital marketing approaches, including programmatic advertising. It outlines threats like too many KPIs, targeting the right audience, proving ROI, and ad fraud. Dell addressed these threats by implementing brand safe and viewable programmatic advertising through a data management platform, demand side platform, and dynamic content optimization technology. This enabled Dell to increase media budgets and marketing KPI buy-in, achieve agile and growing programmatic marketing, and realize significant cost savings and revenue increases compared to industry benchmarks.

1. Programmatic
Threats and Opportunities
Ana Villegas
Marketing Director, Dell EMC
@anavillegas
Dell Inc. © 2017. All rights reserved

2. Dell - Internal Use - Confidentialof 92
From Traditional marketing to Next Gen – an evolution through time
Our Digital Journey
Traditional
Marketing
Events
Sales enablement
Out of Home
Print
Digital traditional
approaches
Search
Social Media
Digital radio
Webinars
Content Syndication
Key publications
Digital new
approaches
Tele nurturing
Intent
Predictive score
Rich Media units
Cross device
Programmatic –
Third party
Native content syndication
Audience profile
Retargeting
Vendor with our DMP
Video, Mobile
Programmatic – In
House
DMP (Data Management
Platform)
DSP (Demand Side
Platform)
DCO (Dynamic Content
Optimization)
DMP DSP DCO

3. Dell - Internal Use - Confidentialof 93
From Traditional marketing to Next Gen – an evolution through time
Our Digital Journey
Traditional
Marketing
Events
Sales enablement
Out of Home
Print
Digital traditional
approaches
Search
Social Media
Digital radio
Webinars
Content Syndication
Key publications
Digital new
approaches
Tele nurturing
Intent
Predictive score
Rich Media units
Cross device
Programmatic –
Third party
Native content syndication
Audience profile
Retargeting
Vendor with our DMP
Video, Mobile
Programmatic – In
House
DMP (Data Management
Platform)
DSP (Demand Side
Platform)
DCO (Dynamic Content
Optimization)
Broad Banners Print
2010

4. Dell - Internal Use - Confidentialof 94
From Traditional marketing to Next Gen – an evolution through time
Our Digital Journey
Traditional
Marketing
Events
Sales enablement
Out of Home
Print
Digital traditional
approaches
Search
Social Media
Digital radio
Webinars
Content Syndication
Key publications
Digital new
approaches
Tele nurturing
Intent
Predictive score
Rich Media units
Cross device
Programmatic –
Third party
Native content syndication
Audience profile
Retargeting
Vendor with our DMP
Video, Mobile
Programmatic – In
House
DMP (Data Management
Platform)
DSP (Demand Side
Platform)
DCO (Dynamic Content
Optimization)
ABM Programmatic Omni-channel
2017

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Internal Use - Confidential
5
The threats we encountered
Pain Points
• Too many KPIs
• The right audience
• ROI
• Fraud
• Show value to the stakeholders
• Protect the brand
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Internal Use - Confidential
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And how we are eliminating them
Resolution
• Ad Fraud – Brand Safe, In GEO,
Viewability, fraud free
• Evolve KPIs – High Value
Engagement
Pain Points
• Too many KPIs
• The right Audience
• ROI
• Fraud
• Show Value to the stakeholders
• Protect the Brand
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Internal Use - Confidential
7
Which has enabled
• Increase media budget
• Buy in of marketing KPIs
• Agile marketing
• Programmatic growth
• Audience growth
• Shorter planning cycle
Ad Fraud
6X savings
HVE
+50%
reduction
ROI
25X
revenue
Ad Fraud
-20%
vs industry
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8. Key Takeaways
Customer
Guides conversation,
content across the
journey, nurture
Investment
Will grow, and ROI
will too!
People
Skills evolution, Learn,
Investment, Cross
functional
Technology
Fragmented. Best in
Market, Systems
Integration
KPIs
.Align, Less is More,
HVE, ROI
Timeline
Quick impact on fraud
metrics, campaign growth
through time
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