PROGRAMMATIC

PROGRAMMATICRIGHT HERE. RIGHT NOW.

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WE LIVE IN A TECH WORLDFINTECH . MARTECH . ADTECH

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ADTECH

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FOCUS

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PROGRAMMATICWhat is?Is the automatization of the media buying and selling using the technology to target the correct audiences in a efective way,

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PROGRAMMATICWhere it comes from?Is the evolution of the traditional media buying that involves manual IOs, reconciliations, calls, etc .

PROGRAMMATICA new standardThe matter is WHEN we will start doing programmatic, not IF we need to do it.

WHEN YOU DISCOVER THAT NOT ALL PROGRAMMATIC IS RTB.

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THERE IS LIFE BEYOND RTBPROGRAMMATIC DIRECT

ADVERTISERCONSUMERPUBLISHERSAGENCIESTRADING DESKSADNETWORKSRETARGETERS

TECHNOLOGYTHE PLAYERSBUY SIDE. SELL SIDE.

ADEXCHANGETECHNOLOGY

CRMADSERVERAD VERIFICATION TOOLSATTRIBUTION MODELS

BUYING PLATFORMSDSP

SELLING PLATFORMSSSP

DMP

DMPDYNAMIC CREATIVESANALYTICSADSERVERANALYTICSTAG MANAGERWEBCOOKIESBROWSERS

DATAPROVIDERS

BUY SIDESELL SIDEADVERTISERCONSUMERSPUBLISHERSAGENCYTRADING DESKS

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PROGRAMMATIC DIRECTopen auction

private auction*INVITATIONpreferred deal

programmatic guaranteed

INVENTORYguaranteednot guaranteedPRICEfixauction

MODELSBUYING &SELLING

open auction

private auction*INVITATIONpreferred deal

programmatic guaranteed

MODELSBUYING &SELLING

RTBPROGRAMMATIC DIRECT

INVENTORYguaranteednot guaranteedPRICEfixauction

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WHOWHENWHEREWHATRIGHT PersonRIGHTPlacementRIGHT Moment

RIGHTMessageTHE 4 W OF PROGRAMMATIC

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THE 5 W OF PROGRAMMATICWHY

WHY?

ADVERTISERTARGETINGBetter tools to target the audiencePROFITABILITYEffective costsEfficiency in resourcesOPTIMIZATIONReal Time OptimizationANALYSISMore data and granularity for analyzing

PUBLISHERSINVENTORYBetter control and monetization

SEGMENTATION Better capacity to target the audienceYIELDInventory and price optimizationNEW INCOMESData Selling

WHY?

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CHALLENGES & OPPORTUNITIES PROGRAMMATIC

AD FRAUD / CLICK FRAUD / NHTREAL TIME GEO LOCALITATIONAD BLOCKINGCUSTOM MESSAGESVIEWABILITY

CROSS SCREEN.

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THANKSXAVIER GARRIDOHEAD OF PROGRAMMATICGROUPM SPAIN

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