BrandsLab Media Value Session 3 | Programmatic 101: The Programmatic Ecosystem
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Transcript of BrandsLab Media Value Session 3 | Programmatic 101: The Programmatic Ecosystem
Programmatic 101: The Programmatic Ecosystem
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Presenters
DIGITAL ACCOUNT MANAGER
LAURIE SHINBAUMHEAD OF DIGITAL- NORTH AMERICA
GEOFF GREENBLATT
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This session will cover…
What is Programmatic?
Questions for Better Performance & Transparency
Questions
3
4
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Understanding Programmatic2
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What is programmatic?A brief look into a complex structure
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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
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What is programmatic?How brands are activating it today:
Deeper, More Specific Targeting Dynamic Creative TV, Radio, Non-
traditional (OOH)
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Understanding Programmatic
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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?
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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
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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?
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Synopsis Questions to Ask YourselfAfter cycle completion, you will come to understand:
Media Performance
Verification
Data Layers
Pricing
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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