Submit questions via the Q&A panel, we'll have time at the end of the webinar to answer your questions

Session is being recorded - slides and recording will be sent to everyone following the webinar

GUIDE TO PROGRAMMATIC MARKETING WEBINAR

Rhonda Shantz

VP of Marketing

Create brand love

Awareness, Affinity, Retention, Loyalty

Drive business results

Programmatic Marketing encompasses an array of technologies that automate the buying, placement, and optimization of media inventory, in turn replacing human-based methods.

What’s happened to create the Programmatic

Revolution?

Circa 1960s TV

Circa 1990s

Internet

TodayDigital

Everywhere

How do we find the customers that’s are

ready to engage?

64 millionwebsites and over

when there are

1 m bid requests per

second

and access to over 15,000 television channels

on an average of3.8

devices per person for the overr

3bonline

What can Programmatic Marketing do to increase brand

equity and drive the bottom line?

1. Drive a Consumer From Awareness to Conversion, and Beyond

2. Get More Share of Wallet from Current Customers

3. Use Your Offline CRM Data Online

4. Find New Customers5. Target the Right Consumer

Drive a Consumer from Awareness to

Conversion, and Beyond

Debbie’s daydreaming of a family vacation

Learn what matters to Debbie

Learn when and where

to seal and customize

the deal

Brand ads served by an AI-optimized

DSPleveraging brand

metrics

DMP and DSP to send her

customized paid media and email

marketing

DSP, DMP and Site Optimization to send her the ad that gets her to convert, and a

customized call center call to upsell

her

Get More Share of Wallet from Current

Customers

Sandy purchased pink boxing gloves

Let time pass before cross-selling

the matching headgear

Drive her to convert

Using Site Optimization, we know when Sandy purchased her pink

boxing gloves.

With a DMP, advertisers can time that ad to effectively cross-sell and upsell

DMPs can store information on your

customers – like when they make online purchases,

and what messages they are likely to

convert on

Use Your Offline Data to Target Your Customers Online

Match CRM offline data to Bobby online – while protecting his

privacy

Now learn about Bobby’s habits to

figure out

Target him while he’s on Facebook

Start with your CRM data to create

a master key ID

Take this data through a

clearinghouse to remove personally

identifiable information (PII), store it in a DMP

Activate the data through a DSP and

target Bobby through online ads, or even back offline with a

direct mailer

Find New Customers

Follow Rob’s car searches

And learn when to nudge him for a test

drive

He goes from dreaming of a new car to buying one

AI can see Rob’s interests based on his search habits

And learns the sites he frequents and

his likely habits on those sites to

determine when and where he’s most likely to

convert

Using the DSP, Rob can see branding

ads when searching on news

sites in the morning, and a DR

ad to do a test drive on his

evening searches

Target the Right Consumer

Bobby is looking for a new Telecom

carrier

Target Bobby on the

right device

Bobby lives in the same house as

many other people… and

devices

AI follows Bobby’s habits

DSP knows when and where to serve

the right ad to Bobby, and not another Miller

The AI knows which devices are Bobby’s or when he’s using

the family computer, based his unique

behaviors

What are the essential components of a

Programmatic Marketing Platform?

Core Platform: DMP + DSP

Methodology: Artificial Intelligence at the individual profile vs. segment level

Multi-Channel: Across paid and owned

Flexible: Co-exist within all marketing platforms in the ecosystem

Personalization: At the individual vs. audience segment level at scale

Data Collection: Activated in real time across the customer journey

All Data Types: Offline to online, one common ID

Professional Services: Expert-to-expert collaboration and partnership

Industry Leading: Awards, accolades, and industry recognition

Why is it important to have a DMP + DSP to work in real-

time?

What Does a DMP Do?

Ingesting and normalizing a wide

array of data streams

Providing tools to turn data into both insights

and targetable audiences

Creating and maintaining links to

live channels for message delivery

Handle multiple ad exchanges and data exchange accounts

in one interface

Optimize based on set KPIs such as eCPCs and

eCPAs

Manage bids for online ads and the pricing for

third party data for targeting

What Does a DSP Do?

Why are they better together?

One command and control center

Consistent learningNo data loss

How is AI different than automating manual process?

Traditional Segment Optimization - Automated

AI that learns and acts in the moments that matter

Marketing That Learns™

Predict the next action by learning what

worked and what didn’t work

Learn what matters to the individual

Past purchasesInterests

Time of dayGEO

Day of weekAge

ContentHousehold

Act in milliseconds to deliver the right ad at the moment

of influence

What can you learn from an AI-based

Programmatic Platform?

Five questions you need to ask yourself

Are you targeting segments

or individuals?

Are you using first-party data to inform your

advertising?

Are you able to optimize a single campaign across multiple devices

and channels?

Can you target your offline customers online?

Do you want higher impact results?

Q&A