INTRO TO PROGRAMMATIC MARKETING

GENE HUANG LEEVICTOR RAMOS

COMMON TERMS

+ Impressions - a countable ad

+ DSP - Demand Side Platform

+ SSP – Supply Side Platform

+ Creatives - the actual ad (asset)

+ RTB – Real Time Bidding

AGENCIES

What are they?

+A company dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients.

What do they do?

+Agencies buy media on the behalf of their clients. They can buy inventory directly from a publisher, through an ad network, or directly from ad exchanges.

How do they do this?

+Agencies typically run their ad units through an ad server in order to have additional tracking and reporting numbers for verification purposes.

DIGITAL AD FORMATS

Display Mobile Video

PROGRAMMATIC?! WHAT’S THAT?

NO, IT’S NOT 1984, IT’S 2016

BIG BROTHER, BIG DATADATA ANALYTICS DATA MANAGEMENT DATA SUPPLIERS

Financial Data

Demographic

TARGETING

Daypart TargetingDaypart Targeting

Tech Targeting

Tech Targeting

MOAR TARGETING!!!

Browser TargetingBrowser Targeting

GeotargetingGeotargeting

Sites Targeting

Sites Targeting

Environment

Environment Categories TargetingCategories Targeting

Language TargetingLanguage Targeting

Keyword Targeting

Keyword Targeting

REAL TIME BIDDING (RTB)

The buying and selling of ad impressions, in real time, is called Real Time Bidding or RTB.

+ RTB takes place over online media exchanges which connect buyers (advertisers) and sellers (publishers)

+ Benefit for Publishers: RTB provides publishers with the opportunity to get fair market value for each impression.

+ Benefit for Advertisers: RTB allows advertisers to decide, in real time, whether or not they want to bid on media taking into account the audience is being targeted.

PROGRAMMATIC UMBRELLA

PROGRAMMATIC IN THE FUTURE

THANKS!

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