Programmatic Advertising allows Marketers to tailor messages covering several objectives such as brand awareness, customer acquisition, development or loyalty and retention. We can identify multiple use cases as well as different solutions and players on the market to implement them. Every advertiser has its own Digital & Programmatic ecosystem: RTB, DMP, DSP, CRM, TMS, Analytics and so on... Simalaya's conference at the Programmatique Expo 2015 provides key insights to understand this complex ecosystem.

1. 1
Simply beyond
Use cases & programmatic ecosystem:
How to cover all marketing objectives?
Jean Meneveau, associated director

2. 2
Programmatic ads is only the first step
in the Digital Marketing ecosystem for advertisers

3. 3
Feeling lost?

4. 4
2011-2014 2015-2017
RTB development and democratization The RTB is unavoidable
Appearance of new
techniques
Media diversification
KPI enrichment
Private
marketplaces
CRM
Data marketing
development
Channel multiplication
Engagement
Media
attribution
+ + + +
Open
auctions
Automatic prices
guarantee
Fixe prices
Third party
cookies
Cross
device
Offline
Premium
stocks AffiliationUnsold “fat middle”
PerceptionAudience
Programmatic ads development is unlimited

5. 5
Very wide marketing objectives to cover

6. 6
Develop awareness and generate recognition of the brand
/ product
DMP
pre-roll video for Rexona #jedefietsonga
Touch
Cookie enrichment with
data to determine that
this is a man who
practices sports

7. 7
Generate interaction on the advertiser's site
CTA dynamic variations to
determine the best creative
TESTING DCO
Interact
L’Oréal banners

8. 8
Increase online sales by better targeting
Real time targeting of purchase
intent through different channels
and user devices with
geolocation
REAL
TIME
OMNI-
CHANNEL
Convert
Orange retargeting offers

9. 9
Build customer loyalty with personalized offers
Link to the user profile to push
relevant offers
Nestlé Coupon
Engage
DMPCRM

10. 10
Programmatic remains frozen on a strong dichotomy
between media buying and data users / customers
SEM,
display
…
CRM www.
X DSP
Ad
server
Data supply, aggregation,
optimization
Creative optimization
Creative creation
Reporting
Media buying platform (media decisioning)
Data marketing univers “user-centric” Programmatic media buying

11. 11
Advertisers and agencies occupy a separate scope which
reproduces technology silos
SEM,
display
…
CRM www.
X DSP
Ad
server
Data supply, aggregation,
optimization
Creative optimization
Creative creation
Reporting
Media buying platform (media decisioning)
Univers Data marketing “user-centric” Programmatic media buying
Managed by
agencies
Data fragmented
managed by advertisers

12. 12
Marketing data introduces a revolution that reconciles user
data with media buying
SEM,
display
…
CRM www.
X DSP
Ad
server
Data supply, aggregation,
optimization
Creative optimization
Creative creation
Reporting
Media buying platform (media decisioning)
DMP
Data marketing univers “user-centric” Programmatic media buying

13. 13
But this data marketing revolution rises the question of
agencies and advertisers roles
SEM,
display
…
CRM www.
X DSP
Ad
server
Data supply, aggregation,
optimization
Creative optimization
Creative creation
Reporting
Media buying platform (media decisioning)
DMP ??
?
??
?
?
?
Data marketing univers “user-centric” Programmatic media buying

14. 14
1. Media ecosystem fragmentation
SEM
SEO
Search Affiliation Display Social
Network
Direct
Brand
Perf.
Advert.
Viral
Digital
channels for
acquisition
Program.
SEM
dec.
SEO
dec.
Network
dec.
Direct
dec.
Brand
dec.
Perf.
dec.
Social
dec.
Social Viral
dec.
Bid Mt Net. AdS
Ad Server
Overall Media decisioning
Management
Analytics
Publication
tools
Performance
measurement
tools
Ad ServerAd Server
TDTDTD
Ad Server
Bid Mt Ad Server Ad Server
Ad
Server
Web anal.
Report Report Report Report Report Report Report Report
Ad
Server
Web anal.

15. 15
2. Generalization of programmatic multi-channel
SEM
SEO
Search Affiliation Display Social
Network
Direct
Brand
Perf.
Advert.
Viral
ProgrammaticProgram.
SEM
dec.
SEO
dec.
Network
dec.
Direct
dec.
Brand
dec.
Perf.
dec.
Social
dec.
Social Viral
dec.
Bid Mt Net. AdS
Ad Server
Overall Media decisioning
Ad ServerAd Server
TDTDTD
Ad Server
Bid Mt Ad Server Ad Server
Ad
Server
Web anal.
Report Report Report Report Report Report Report Report
Ad
Server
Web anal.
Digital
channels for
acquisition
Management
Analytics
Publication
tools
Performance
measurement
tools

16. 16
3. Ad serving and analytics centralization
SEM
SEO
Search Affiliation Display Social
Network
Direct
Brand
Perf.
Advert.
Viral
ProgrammaticProgram.
SEM
dec.
SEO
dec.
Network
dec.
Direct
dec.
Brand
dec.
Perf.
dec.
Social
dec.
Social Viral
dec.
Bid Mt Net. AdS
Centralised Ad Server
Ad Server
Overall Media decisioning
Attribution modeling
Ad ServerAd Server
TDTDTD
Ad Server
Digital
channels for
acquisition
Management
Analytics
Publication
tools
Performance
measurement
tools

17. 17
4. Adding DMP to "user-centric“ vision
SEM
SEO
Search Affiliation Display Social
Network
Direct
Brand
Perf.
Advert.
Viral
ProgrammaticProgram.
SEM
dec.
SEO
dec.
Network
dec.
Direct
dec.
Brand
dec.
Perf.
dec.
Social
dec.
Social Viral
dec.
Bid Mt
Centralised Ad Server
Overall Media decisioning
Attribution modeling
DMP
CRM
Ext.
data
On-site data
…
Net. AdS
Ad Server Ad ServerAd Server
TDTDTD
Ad Server
Digital
channels for
acquisition
Management
Analytics
Publication
tools
Performance
measurement
tools

18. 18
Programmatic is an accelerator of the digital
transformation of advertisers

19. 19
Questions