Crimtan. Why programmatic?
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Transcript of Crimtan. Why programmatic?
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DATA AUDIENCE TARGETING
Why programmatic?
Benefits to agencies and clients
DATA AUDIENCE TARGETING
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WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Agencies historically spent tons of media dollars with ad networks, who aggregated online display inventory through direct relationships with publishers. With the arrival of the ad exchanges & associated, agencies realized they could purchase most/all of this media directly through the ad exchanges.
Since ad networks historically took a ~50% gross margin, the client can ostensibly get a better deal while the media agency, ATD, DSP, and exchange all get paid.
http://www.quora.com/Demand-Side-Platform-DSP/What-is-the-difference-between-Agency-Trading-Desk-ATDs-and-Trading-Desk-And-What-is-the-difference-between-ATDs-and-DSPs
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WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Source: Ghostery.com Apr 2014
Programmatic platforms deployed on Estonian publishers
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WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Programmatic platforms deployed on Latvian publishers
Source: Ghostery.com Apr 2014
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WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Source: Ghostery.com
Programmatic platforms deployed on Lithuanian publishers
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WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Availability of RTB inventory in Latvia
Branding Prospecting Retargeting Search
Sit
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Pu
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ase
Source: Ghostery.com
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WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
We have had three-to-four years of the agency trading desk model. It’s been reasonably successful, eating up traditional ad network spend and becoming a permanent fixture on the media plan.
http://www.exchangewire.com/blog/2013/09/25/the-rise-of-the-client-trading-desk-and-its-knock-on-effect/
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WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
"We are starting to spend more money with fewer bigger and better partners. That gives us leverage. Michael Brunick, senior VP-programmatic at IPG's Magna Global.
http://adage.com/article/special-report-advertising-week-2013/media-agency-execs-explore-implications-trading-desks/244419/
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WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
Tech –
Performance Feedback
Data Insights
Real-Time Optimisation
It’s a learning system -
the more you deliver, the
better it performs
the benefits of a single, integrated stack
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WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
In a world where agency compensation is continually squeezed, trading desks remain a bright spot. They have helped many a holding company claw back some of the margins they once enjoyed.
It will be “years, not quarters” before agency teams are able to effectively use programmatic planning and forecasting tools to implement, optimize, analyze and report campaigns without error. Mac Delaney, Publicis’ Audience on Demand trading desk.
http://digiday.com/platforms/pulsepointes-whats-future-agency-trading-desk/
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WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY
MAJOR OPERATOR in CEE
UNDERSTAND complex marketplace
UNIQUE TECHNOLOGY with proprietary strategies and algorithms
LOCALLY BASED tech teams and data analysts
INTEGRATED with local data and inventory suppliers
HTML5 Creative formats available
BRANDING AND PERFORMANCE tools
DISPLAY AND MOBILE RTB capability
DATA AUDIENCE TARGETING