PROGRAMMATIC EVOLUTION: BE TRANSPARENT OR BE FORGOTTEN

TRANSPARENCY AS THE STRAW THAT BREAKS THE OPAQUE CAMEL’S BACK

A LITTLE CONTEXT ON YOUR SPEAKER

DATA GEEK

45% AVERAGE MEDIA REVENUE MAKING ITS WAY TO PUBLISHERS

(SOURCE: IAB)

$6.3B TOTAL ESTIMATED AD DOLLARS LOST TO FRAUD IN 2015

(SOURCE: WHITE OPS)

A DIFFERING PERSPECTIVE

TRANSPARENCY IS INTELLECTUAL PROPERTY

TECHNOLOGY OPPORTUNISM

MIGRATION OF PROGRAMMATIC TO THE BRAND

• WORKING CAPITAL • AUDIENCE • DISTRIBUTION

• WORKFLOW • ALERTING • EDUCATION

• CONSULTATIVE • NWC EFFICIENCY • DIFFERENTIATION

TRANSPARENCY… IT’S KIND OF A BIG DEAL

NOT FOR THE REASON YOU THINK

BRAND EQUITY MUST BE CHERISHED

CONTROL YOUR BRAND

FROM “NUNYA” TO TRANSPARENT

Source: AppNexus/WARC Trust Study (September 2015)

TRANSPARENCY IS ONLY AS VALUABLE…

TARGET PEOPLE NOT DEVICES

BECOME A DATA MIXOLOGIST

RESOURCE EFFICIENT ANALYTICALLY IMPACTFUL

ampSTOREROOM

WAREHOUSE

THE SHIFT TO PEOPLE TARGETING

30% AVERAGE REACH DISCREPANCY

(SOURCE: ATLAS)

27% AVERAGE FREQUENCY DISCREPANCY

(SOURCE: ATLAS)

LEVERAGING YOUR #1 ASSET YOUR RELATIONSHIP WITH YOUR CUSTOMERS

30-40% AVERAGE 1ST PARTY TO COOKIE DATA

MATCH RATE (SOURCE: LIVERAMP)

TO MAKE PEOPLE TARGETING WORK AT SCALE

• MATCH RATES

• REFRESH RATES

• PII SECURITY

• LOGISTICS EFFICIENCY

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IT’S ALL IN THE BLEND

GOOD DATA IN…GREAT INSIGHTS OUT

WAREHOUSE

API’S AND DATA CONNECTORS

DATA STANDARDIZATION, PROCESSING AND AUDITING THE FUN STUFF

DATA, DATA, DATA THAT DOESN’T SOUND VERY FUN

AUTOMATE THE BORING STUFF!

GET NERDTASTIC

HOW TO GET JIGGY WITH IT

• TAKE YOUR PROGRAMMATIC PERSONALITY TEST

• IDENTIFY YOUR GAPS

• BUILD A 2-YEAR ROADMAP TO OWN YOUR STRENGTHS

• ASSEMBLE YOUR SOLUTIONS FOR THE GAPS