In-Housing Programmatic is the latest frontier for CMOs, and we tried and simplified it in a webinar. Do share your views and questions to us in comments.

1. Presented by:
Raghavendra Agarwala
CTO
TorcAI Digital
Prashant Dixit
Director Sales
TorcAI Digital

2. Agenda
• What is Programmatic In-Housing
• The Building Blocks and its Extensions
• The CXO Perspective
• Owned Audience Data Connecting Dots
• Supply Path Optimization
• Intelligent Buying
• Accountability and Transparency
• Challenges
2
Bringing programmatic in-house is a tough choice

3. What is Programmatic In-Housing ?
3
• Mostly talks about getting the programmatic
buy operations to be done in-house
• Talks about hybrid and pure models but no
clear characteristic
Programmatic In-Housing E2E: The TorcAI
Way
• Own the tech stack
• Run programmatic buy operations
• Use Exchange, SSP or aggregate level supply
• Use one, none or multiple 3rd party data sources
• Align tech and operational capabilities to CMO’s
KPI
• The Data Science personals taking care of
customer experience and CRM also extends the
biz knowledge into media buying
© 2018 Interactive Advertising Bureau

4. Publisher 1
Publisher 2
Publisher 3
Publisher 4
Bidder
Campaign
Manager
Buy
Algorithms
Data
Management
Programmatic
In-housingCRM
BI
Data
Science
The Building Blocks
4
Exchange
SSP
3rd Party
Data
3rd Party
Data
Publisher 7
Publisher 6
Publisher 5

5. CEO
•One consolidated
stack ensures
accountability
•In the world of bots
and frauds, quality
needs to be ensured
from in-house
sources
•Need to innovate on
digital front beyond
CRM & CMS is now.
The next frontier is
acquisition & churn.
CMO
•Can’t handle the ever
increasing
complexities
•Need to see the real
numbers
•Need honesty and
transparency in the
process to deliver
sustainable ROI
CTO
•With 50% internet
traffic as bot /fraud
traffic, organization
is at a great risk of
loosing money and
credibility
•Need to innovate
•Need to see holistic
view of acquisition,
engagement and
churn
•Need tech solution
to deliver current
requirements of
media buy
CFO
•Bringing media-
buying in-house
brings down the cost
by up to 50%
•Sustainable spends
and ROIs
•Understand that the
current ecosystem
promotes fraud and
opaque pricing: if an
agency gets paid %
of media buy, then
there is no incentive
left to deal with
frauds
The CXO Perspective
5

6. CONNECTING DOTS
• Ad-tech works on cookie
• CRM works on UID, usually system generated
• There are times during the user session
when we can overlap this info by combining
the two user ids
USING DATA
• The data can be used for prospecting, re-
targeting, etc. for reach
• Internally this data can be used for
understanding and determining user life
cycle, customer engagement thresholds, etc.
Owned Data Connecting Dots
DATA SOURCES
CRM
RTB Stream
3rd Party Data
6

7. Current Scenario
• Today, invariably, every supply is
available to every DSP / Bidder.
• The inventory aggregation system
works like a mesh
• The advanced prebid.org and similar
systems pump the inventory into
multiple channels to get the
maximum value
Supply Path Optimisation
• Between TagID, Domain, IP, Exchange
and SSP an inventory has multiple
channels to reach the bidder.
• SPO selects the right channel from
which the scale and price band can be
attained
• Optimise media cost by 30-70%
SPO: Supply Path Optimisation
7

8. Data Activation
• When buying becomes an
internal process multiple
data sources can be
deployed to do buying
using deep analytics
• The data led media buy
enable to maintain long
term engagement,
custom micro user
segments, custom
retargeting etc.
Measuring Incremental
Impact of Media Buys
• Custom BI dashboards
can measure KPI on biz
specific params
• Measuring trends on KPI
enable a consolidated
view on incremental
impacts.
Campaign Measurement &
Analytics
• Various metric on CPM,
CPC, viewability, bounce,
reach, etc. can be
measured
Enables Intelligent Buying
8

9. Accountability & Transparency
• Understanding the ecosystem helps in signing
right partners and balance the rights and
responsibility matrix
• Controlling the buy process at event level
helps not only optimize the buy but also helps
attain brand safety and various compliances
e.g. GDPR, COPPA, etc.
• Internal resources are more focused on
revenue and profitability to attain brand KPIs
• Achieve strict KPI parameters and
transparency on quality, scale and KPIs.
9

10. Challenges
• Organisational Consensus - CXO led
• Long Range Planning - Time & Efforts
• Right Talent
• Right Technology
• Transition and Coexistence
10

11. Key Takeaways
• Programmatic in-housing is “the”
alternative to DBM, MM, TDD, AppNexus,
etc.
• Programmatic in-housing will require
CMO & CTO to work together
• Programmatic in-housing will lead to
achieving brand KPIs and higher ROI over
time
• Brings in a culture of accountability and
transparency, with shared knowledge and
execution
11

12. 12
Questions & Answers
Thank you for your time.
Happy to discuss more over
a cup of coffee.
pd@torcai.com