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Programmatic: Diving In 
Carl Kalapesi 
Head of Industry Initiatives IAB 
Twitter: @carlkalapesi
1 
So what is programmatic? 
Cheap? 
Real-time bidding (RTB)? 
Remnant and crappy inventory? 
Race to the bottom? 
Automat...
• 
Technology can deliver benefits through automation 
• 
The object of “engagement” shifting to the audience—not the chan...
Promise of programmatic: 
Right Message + Right Person + Right Time 
At Scale 
Personalization at scale? 
3
The process of buying and selling media in an automated fashion 
Ultimately, programmatic is… 
4
Programmatic is more than RTB… 
5 
Invitation-Only Auction (Private marketplace) 
Fixed 
Reserved 
Auction 
Unreserved 
Op...
RTB - Different ads to different users 
6
So what actually happens in RTB 
http://www.iab.net/simplified 
Click image or here to play video 
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Open vs. Private Auction: Retail Analogy 
Open 
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Source: Matt Prohaska, Prohaska Consulting 
Private
Simplifying the direct deal… 
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P 
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A 
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V 
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EMAIL 
PHONE 
SPREADSHEET 
AUTO...
1 
Concerns over transparency, fraud and trust 
2 
Fear, limited understanding and knowledge 
3 
Confusion over terminolog...
thinkLA Programmatic Summit 2014 Carl Kalapesi Presentation Slides
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thinkLA Programmatic Summit 2014 Carl Kalapesi Presentation Slides

  1. 1. Programmatic: Diving In Carl Kalapesi Head of Industry Initiatives IAB Twitter: @carlkalapesi
  2. 2. 1 So what is programmatic? Cheap? Real-time bidding (RTB)? Remnant and crappy inventory? Race to the bottom? Automation? Efficiency?
  3. 3. • Technology can deliver benefits through automation • The object of “engagement” shifting to the audience—not the channel • Rich datasets can fuel the identification and engagement of target audiences Several themes have come together… 2
  4. 4. Promise of programmatic: Right Message + Right Person + Right Time At Scale Personalization at scale? 3
  5. 5. The process of buying and selling media in an automated fashion Ultimately, programmatic is… 4
  6. 6. Programmatic is more than RTB… 5 Invitation-Only Auction (Private marketplace) Fixed Reserved Auction Unreserved Open Auction (Open Marketplace) Automated Guaranteed (Programmatic Guaranteed) Unreserved Fixed Rate (Preferred Deal) How price is set Type of inventory Real Time Bidding (RTB) www.iab.net/programmatic 5
  7. 7. RTB - Different ads to different users 6
  8. 8. So what actually happens in RTB http://www.iab.net/simplified Click image or here to play video 8
  9. 9. Open vs. Private Auction: Retail Analogy Open 9 Source: Matt Prohaska, Prohaska Consulting Private
  10. 10. Simplifying the direct deal… 10 P U B L I S H E R A D V E R T I S E R EMAIL PHONE SPREADSHEET AUTOMATED GUARANTEED PLATFORM
  11. 11. 1 Concerns over transparency, fraud and trust 2 Fear, limited understanding and knowledge 3 Confusion over terminology 4 Moving from DR to branding dollars 5 From banners to native, video, rising stars, audio… 6 Internal organizational challenges in brands & publishers 7 Delivering different creative through programmatic Lots of challenges remain… 11 www.iab.net/programmatic

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