N a t u r a l l y B o u l d e r :

P r o g r a m m a t i c M e d i a

• What is Programmatic

• Why Programmatic Matters

• Executing Programmatic

Media

2

Programmatic is King

3

$17.50

$25.48

$32.56

$39.46

$45.94

2015 2016 2017 2018 2019

US Programmatic Digital Display Ad Spending, 2015-2019, in billions

eMarketer, April 2017

What is Programmatic?

4

Who Manages This?

5

How it Really Works

6

Why it Matters

7

Ages

18-35

Phoenix

DMA

Version1.0

DEMOGRAPHICS

Ages

18-35

Phoenix

DMA

+

AFFINITY/BEHAVIO

RVersion2.0

DEMOGRAPHICS

Ages

18-35

Phoenix

DMA

+

AFFINITY/BEHAVIO

RVersion3.0

DEMOGRAPHICS

+PURCHASE & GEOLOCATION DATA

Test and Learn with Programmatic

11

Programmatic for Small Brands

12

Display

Traditional: $1.90

Premium: $9.30

Video

Traditional: $24.60

Premium: $32.80

Mobile

Traditional: $3.00

Premium: $10.40

Average CPM (Cost per Thousand Imps) by creative type

Who Owns Execution

13

Managed Service

100% In house buying

Hybrid Models

14

1. Campaign runs

2. Campaign Exposure Tracked

3. Exposed Purchase Tracked

4. Analysis for Future Optimization

Next Steps – Closed Loop Attribution

Questions?

16