Road to Programmatic Webinar:Operational Considerations for a

Programmatic Trading Strategy

Thursday 16th July

Good afternoon and

welcome to the Webinar,

we will start shortly

• Introduction to White Paper – Alison Fennah, IAB Europe

• Traditional media buying moving to a programmatic era – Graham Wylie, Chairman IAB Europe Programmatic Trading Committee and Senior Director EMEA & APAC Marketing, AppNexus

• Programmatic operational model considerations – Joel Livesey, Director of Business Development and Privacy, AudienceScience

• Choosing the right solution for your company – Joel Livesey, Audience Science and Graham Wylie, AppNexus

• Brand advertiser example – Ange Bussy-Socrate, Online Marketing Manager, Evans Cycles and Helen Miall, Head of Marketing EMEA, Turn

• Understanding the Value Chain – Rahman Mohammed, Head of Strategic Services, Yahoo!

Today’s agenda and presenters

Introduction to IAB Europe’s Road to Programmatic White Paper

The IAB Europe Road to

Programmatic White Paper is aimed

at helping brand advertisers, agencies

and publishers formulate their

programmatic strategies by detailing

some key factors for consideration.

Traditional media buying moving to a programmatic era

Traditional media buying moving to a programmatic era

Media buying Audience buying

Traditional Programmatic

Programmatic operational model considerations

Two key considerations

WHO?

WHICH BUSINESS

MODEL?

Programmatic products model

CPM

CPM

CPM

CPM

CPC

CPA

Programmatic service model

Agency

Independent

Programmatic

services

Client

In-house

Hybrid

Choosing the right solution for your company

Choosing a solution

Five starting points

Where is my business starting its programmatic journey?

How does the company I am thinking of working with make money?

Is my organisation happy to ‘pay by results’?

Do I have the budget, people and resources to make the change?

How will I measure progress?

Toolkit selection

DSP

SSP

DMP

Brand advertiser example – Evans Cycles and Turn

Evolution of data

Presentation name | 15

Now to 2020data will nearly double

every two years

68% of that datais being created by

consumers

Harnessing data

Presentation name | 16

Can marketers harness this data to achieve

cut-through, even though it changes with each event and

with each consumer touch point?

• Answer multiple objectiveso Either Brand Awareness or Direct Response

• Understand our audiences bettero Gather single customer view about cyclists’

online behaviour

• Increase campaign management

efficiency o Register historical performance in one place

Evans Cycles - Why

Evans Cycles - How

Objective

definition

Data collection

Audience creation

Insights

&

Optimisation

Evans Cycles – Take Aways

1. Define your objectives and expectations

2. Consider both the technology and the people

3. Build your programmatic advertising step by step

4. Test, learn and iterate

Understanding the Value Chain

Technology and services

WFA Money Flow Diagram – Source: WFA Guide to Programmatic Media

Key considerations

Is the service required?

Double counting

Consolidate services

Payment model

Q&A

Please address any further questions and comments to

Alison Fennah – fennah@iabeurope.eu

Next steps:

Watch the webinar recording – contact Puffett@iabeurope.eu for the link

Download the Road to Programmatic White Paper from the IAB Europe website

Survey at the end of this Webinar – please provide your feedback

Thank you for attending

ContactAlison Fennah, IAB Europe – fennah@iabeurope.eu

Marie-Clare Puffett, IAB Europe – puffett@iabeurope.eu

@IABEurope

IAB Europe

www.iabeurope.eu

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