Programmatic 101: The Programmatic Ecosystem

#EMPOWERBL16

#EMPOWERBL16

Presenters

DIGITAL ACCOUNT MANAGER

LAURIE SHINBAUMHEAD OF DIGITAL- NORTH AMERICA

GEOFF GREENBLATT

#EMPOWERBL16

This session will cover…

What is Programmatic?

Questions for Better Performance & Transparency

Questions

3

4

1

Understanding Programmatic2

#EMPOWERBL16

What is programmatic?A brief look into a complex structure

#EMPOWERBL16

What is programmatic?Programmatic, in its simplest term, is a modern means of media buying that incorporates the use of data, technology, and algorithms to automate, predict, and present relevant ads in real-time.

Demand Side Platform (DSP): Platform that enables buyers/advertisers to access & purchase inventory in real time through SSPs and exchanges Supply Side Platform (SSP): Platform that enables publishers to sell & manage digital inventory on a large scale to buyers/advertisers

Managed Service: Dedicated account manager or team creates/manages the campaign & spend on advertiser’s behalf Self Service: Technology & dashboard provided for buyers/advertisers to manage campaign & spend with limited additional services

Exchange: System of available inventory from publishers & SSPs that DSPs can access for purchasing

Have Executed Digital Ads Programmatically in the Last Year…

Source: eConsultancy Programmatic Branding Report, 2015

#EMPOWERBL16

What is programmatic?How brands are activating it today:

Deeper, More Specific Targeting Dynamic Creative TV, Radio, Non-

traditional (OOH)

#EMPOWERBL16

Understanding Programmatic

#EMPOWERBL16

Landscape Assessment

Planning & Activation

Reporting & Optimization

Development Cycle Phases

#EMPOWERBL16Defining the Phases of the Programmatic Cycle

Landscape Assessment

01. Identification: Who is involved in the assessment?

Planning & Activation

Reporting & Optimization

02. Exploration: What are the elements and assessment details?

03. Presentation: How is the information presented?

Demand Side – Advertisers/Agencies Supply Side - Publishers

Agency Trading Desks

Data Partners

Ad Exchanges

Demand Side Platforms/Technology

Dynamic Creative Partners

Verification Partners

Ad Networks

Supply Side Platforms

#EMPOWERBL16Why Landscape Assessment is ImportantWhat are the options?

Inventory

Targeting

Data

Tech (Verification)

#EMPOWERBL16Why Landscape Assessment is Important

Sample DSP-Type

Programmatic DSP OverviewAgency Video DSP Display DSP Walled Garden 1

Walled Garden 2 Mobile DSP

Case Use

Agency model with ability to use multiple

DSPs

Managed service DSP

with ability to plug into multiple

technologies

Managed service DSP

with ability to plug into multiple

technologies

Managed service using

Walled Garden Technology with inventory pool

Managed service with

ability to plug into multiple technology

Managed service DSP

with ability to plug into multiple

technologies

Unique

Capabilitie

s

Tailored reporting with

team of experts optimizing

between DSPs

Video DSP with buying ability

across multiple video formats &

technologies

First DSP with largest amount

of data providers & advanced

algorithms

Used in conjunction with Walled

Garden Technology for

preferential bidding

In conjunction with Walled

Garden data & Technology to further target

consumers

Cross-screen proprietary data

to target on connected TVs

& mobile screens

Distributes Log Files

Transparent model with ability to

implement log file technology

Transparent model with ability to

implement log file technology

Transparent model with ability to

implement log file technology

Transparent model with ability to

implement file technology

Does not allow for log files

creating non-transparent

view

Unknown if log files can be collected

#EMPOWERBL16Defining the Phases of the Programmatic Cycle

Landscape Assessment

01. Consideration: How is programmatic beingconsidered?

Planning & Activation

Reporting & Optimization

02. Cultivation: What are all of the elements and details that must be addressed in the programmatic planning process?

03. Activation: How is the approved plan implemented?

#EMPOWERBL16

Planning & ActivationAdvertiser understands how programmatic is being used (strategy) and what is being done (implementation).

Strategy RFP Considerations Implementation

Transparency – A Dollar in isn’t a Dollar Out

$.60 (markup)

$1 $.40

*Source: WFA 2014, LUMA partners

#EMPOWERBL16

Key Process Development Points

Landscape Assessment

01. Stewardship: How is activity monitored, reported,and optimized?

Planning & Activation

Reporting & Optimization

02. Presentation: What are the in-depth campaign reporting details?

03. Presentation: How is the information presented?

#EMPOWERBL16

Synopsis Questions to Ask YourselfAfter cycle completion, you will come to understand:

Media Performance

Verification

Data Layers

Pricing

#EMPOWERBL16

Questions to Ask

#EMPOWERBL16Questions Every Advertiser Should be Asking

Disclosed vs. Not Disclosed Transaction Data Budget & Supply Chain

Furthering agency transparency within the Programmatic space