Programmatic TradingClearing the clutter

SO WHAT IS IT THEN?Programmatic Buying is the process of executing media buys in an automated fashion through digital platforms such as; exchanges, trading desks, and demand side

platforms (DSP’s).

This method replaces the traditional use of manual proposals, negotiations and insertion orders to purchase

digital media.

• Ad Verification• Privacy laws• Cookies• Behavioural targeting• Contextual targeting• Data Aggregators• Engagement Rates• Semantic Targeting• Sentiment Analysis

and there’s more on the menu..

PROGRAMMATIC TRADING

ADVANTAGES OF

EfficiencyControl

PROGRAMMATIC TRADING

“the power of no”

PERCEPTION VSREALITY

It’s all about THE INDIVIDUAL

What do you need for

Programmatic Trading?

BLOWING UPTHE BLACKBOX

DATA WORKS DIFFERENTLY FOR INDIVIDUAL ADVERTISERS

TECHNOLOGY SHOULD BE ASSISTING

HUMAN INSIGHTS ARE NEEDED FOR STRATEGIES

THIS YEAR’S NEW BUZZWORD:

PROGRAMMATIC PREMIUM

Branding vs. Performance budgets

Beyond the standard: Rich Media

Expandables, Floor Ads, Video &Home Page Takeovers

PROGRAMMATIC PREMIUM

Control: the Publisher is in full control with a new set of yield management controls

Efficiency: a workflow providing accurate balance machine-based decision and human involvement.

ROI: optimising guaranteed buys using impression-level decisioning right across the campaign

ADVANTAGES OF PROGRAMMATIC PREMIUM

Integration of technology

Mindset and metrics need to evolve

A lack of people with knowledge and experience

CHALLENGES OF PROGRAMMATIC PREMIUM

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PROGRAMMATIC BUYING IS HERE TO STAY, WILL CONTINUE TO GROW AND BECOME

AN INCREASINGLY IMPORTANT PART OF THE

OVERALL MARKETING MIX.

• Ignore it! – It will go away?• Get all the technology and read the manual?• Partner with a provider and read the manual?• Look at a self serve solution & recruit or dilute

existing staff?• Partner with a team of experts?

So what do you do?

• Which Technology?

• Which Data Partners?

• Internal Resource

Can you spare the staff?

Do they have the right

expertise?

Do you recruit ?

• Cost

Licensing Technology

Exchange seats

Verification, Brand Safety

Staff

Do It YourselfPoints to consider

Experience

Transparency

Knowledge

Flexibility

Service

Future proof

A truly tailored solution for an advertiser

What to look for when chosing a Partner?

CASE STUDY:CONVERGE

QUESTIONS

Sebastiaan Schepersnl.linkedin.com/in/sebastiaanschepers/

Michael Murrayuk.linkedin.com/in/michaelpmurray

T. +44 (0)203 427 6543

Sales@bannerconnect.co.uk