data driven media: understanding programmatic advertising
TRANSCRIPT
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AN INTRODUCTION TO PROGRAMMATIC ADVERTISING
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The hosts
Rochelle Cass The Holla Agency
Media Director
JJ Eastwood Rocket Fuel
Managing Director ANZ
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WHAT IS PROGRAMMATIC?
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Programmatic is automated buying, at a large scale, accomplished via a combination of machine-based
transactions, data, and algorithms.
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DOES THAT MEAN MACHINES DO ALL THE WORK?
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The process is guided by a human element, with the end goal of centralising data and generating meaningful
intelligence that buyers can act upon quickly
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WHY SHOULD I CARE?
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$500M Estimated AU spend in 2015
“Long term, the majority of premium inventory (an estimated 80%) will be sold through RTB platforms. Eventually, almost all premium inventory
will be sold programmatically, with the sole exception of custom executions.” - IDC, November 2013
27% of total display
ad spend
$300M Estimated AU spend in 2014
$50B Worldwide
spending in 2018
Programmatic trading is already big business in Australia
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I KEEP HEARING THE ACRONYMS DSP AND RTB, WHAT ARE THESE?
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Real Time Bidding (RTB) has been the most common way to buy programmatic inventory: similar to Adwords
But the advent of Private Marketplaces means not all
programmatic is RTB
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• DSP – Demand Side Platform • SSP – Supply Side Platform
Breaking Down The Most Commonly Used Acronyms
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Produced by:
Programmatic workflow – complex view
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Produced by:
Programmatic workflow – advertiser view
Advertisers deal straight with DSP
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IN THE AGE OF TARGETING… OPTIMIZATION…
DEMOGRAPHIC A
BEHAVIORAL SEGMENT B
CONTENT CATEGORY C
AI + BIG DATA
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Age/Gender
Occupation
Income Ethnicity
Purchase Intent
Online Purchases
Offline Purchases
Browsing Behavior
Site Actions
Post Code City/DMA
Search Sites
Search Categories
Recency
Search Keywords
Web Site/Page
Referral URL Site
Category
Bizographics
Social
Interests Lifestyle
ROCKET FUEL
x + -
-7 +17
X
-2
+8
+14
X
-9
-13
-12
X
+19
+13
X
+11
X
X X
+25
+6
X
-7 +17
-2
+28
X +11
X X
-9
+14
+17 +19
+8 +11
X
X
+17
-23
+6
X
+17
-7
X
-2
-13
-12
X
+13
+6 X
X
X -9 X
+17
X
+19
+8
+14
+18
-23
+17
-12
+11
-9
+8 +14 X
+11
-13
-12 +11
X
X -7
+17 +8
+18 X
+11 X -12 -10
+6
+14
X
+8
+11 -10 +13
+28 +6
+13 +19
X
+11 -10
+13
-12
+17
X
-7
+8
X
60
11MM+ Features
Positive Lift
Marginal Lift
Negative Lift
+8 +13 +11 -9 +11
Understanding artificial intelligence and big data’s influence on programmatic
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AI uncovers non-intuitive connections…
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Business goals vs media metrics: what should you be measuring?
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1. Are they independently certified?
2. Do they offer logins to their platform that allows you to monitor campaign performance and where ads are are being served? 3. Do they offer full-funnel and cross channel solutions?
Assessing best programmatic partners: questions you should be asking
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Key highlights from “Guide to Creative Optimisation”
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The Media Agency of the future:
Focus on Strategic Business
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Big 3 Takeouts – Why you should embrace Programmatic
Finding customers you might not have spoken to before
Move beyond CPM. Optimised performance and business outcomes
Big Data into Advertising delivers sophisticated understanding of consumers 1
2 3
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QUESTIONS?
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