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The PMP Evolution Digiday Programmatic Summit Chip Schenck VP of Data & Programmatic Solutions November 15, 2016

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PMP Evolution

Open RTB provided…

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BUYER PERCEPTION

Improved inventory Strategy Execution Path Choice & Control

PMP then…

Choice and Addressability

Value and Control

Cheap Inventory Engagement and Access

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PMP Evolution 3

NowPast Future

•  ‘adjusted’ inventory •  Considered as part of a waterfall

decision (after this, before that) •  It was about earlier access

PMP FIRST

•  Unique existing capabilities •  Ability to operate in ubiquitous

environment

MIRROR OF AN AD SERVER PRODUCT

BIDDABLE ONLY/FIRST

•  Considers unique publisher assets

•  Not necessarily inventory (e.g. content exchange)

•  Built incombination with exchanges, or publisher creates its own vertical exchange

You can combine any number of ‘products’ to achieve client KPI’s but they must be decided in advance by your planning team.

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What Can Be Programmatized? 4

DATA – an asset many pubs have, but how to customize segments specifically for biddable (frequency, suppressions, de-dupes, behavioral audiences) UNIQUE TECHNOLOGY – for us that would be shopper, Selectable Native Units and Video (Mirror of ad server) SPECIAL AD UNITS/SIZES - that have demonstrate effectiveness against specific KPI

ACTION: Work with a single DSP with highest concentration of client base, identify customization needed from either partner, test and rollout to multiple DSPs

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Leverage Existing Assets 5

SHOPPABLE SOLUTIONS

RECIPE INTEGRATION

CUSTOM UNITS

INFLUENCER CUSTOM CONTENT

BRANDED & EDITORIAL CONTENT

NATIVE (VIDEO AD SELECTOR)

MEASUREMENT

DATA & INSIGHTS

PROGRAMMATIC & BRANDED MEDIA Brand

KPIs CUSTOM RECIPE

DEVELOPMENT

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Key Takeaways

PMP is now an execution path…consider it part of

your arsenal in a hybrid fashion, not separately

Programmatic is about ubiquity…what can be

biddable? How can you productize it?

in a world where inventory is commoditized…

how are you going to differentiate yourself

and be effective for clients?

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