programmatic buying - daat media breakout room

Making Magic in the Era of Programmatic

Media Room Breakout Session

Q1.How would you describe programmatic Buying

Head of Platform Solutions and Innovation, SEARyan FergusonMaking Magic in the Era of Programmatic

Hi everyone! Im Steve, the mobile PM for Doubleclick.

Im going to talk about the amazing, unique mobile opportunity we have before us today, a bit about how we view it and what we doing to help markters reach their customers.

Programmatic is not the future.

Its the NOW.

PROGRAMMATIC IS THE FUTURENOW

Youve all probably heard the stats about the tremendous growth for Programmatic [enter stats about programmatic growth in the talk track]Analysts and industry pubs are all touting that Programmatic is the Future.Well,first off, today I want to debunk that myth. The truth is:Programmatic is NOT the future..its the NOW

83% of all digital media buys will be programmatic by 2017

Aims to buy 70% via programmaticAims to buy 80% via programmatic

Aims to buy 100% via programmatic

Set up in-house programmatic team

Source: emarketer

AU spend2014300M on display and vid

2015400M in 2015 on display and video (excluding Social)Display 300M, Video 100M

total spend - Mobile, display and video = $2.4B in 2014 (1.4B on display, 800M on Video)

Programmatic is already 15% in 2014 for display

Growing to 500M in 2016

Favorite StatsOnly 28 British-born boys were named Gary in 2013 compared

Programmatic is on the rise. We've never been closer to the ultimate promise of brand advertising in the digital age: to efficiently and effectively run highly relevant, creative, responsive and measurable brand campaigns at scale.

If you are confused,you are not alone.What does Programmatic mean?

so, this begs the question:

What the heck does Programmatic even mean?[if setting allows, ask one or two people in the audience to offer up a definition]

lets take a look.

It doesnt need to be complicated

It doesn't need to be complicated!

PROGRAMMATIC DECONSTRUCTED

So we wanted to use this as an opportunity to break it down for you.

At the most basic level its really quite simple, its about marrying:

Powerful Technology + Premium, Brand Safe Inventory + Insights & Ongoing Measurement

And if you think about it - Programmatic is all around us. we LIVE in a programmatic world. Lets take a look at what I mean.

Programmatic buying uses audience insights and technology to reach the right person, at the right time, with the right message.

our definition

step 5

MEASURE THE IMPACT

DESIGN COMPELLING CREATIVEstep 2

step 4

REACH AUDIENCES ACROSS SCREENS

EXECUTE WITH INTEGRATED TECHNOLOGYstep 3

ORGANIZE AUDIENCE INSIGHTSstep 1

.Outdoor

Everything will be programmatic SEARCH DISPLAY VIDEO TELEVISION MOBILE OUTDOOR WEARABLESPRINT

NowNext year1-2 yearsRADIO

2+ yearsFor a while

Programmatic is NOT the future. Its the NOW.

Marrying technology, premium inventory and data insights -- weve never been closer to serving the right ad to the right user at the right time. Thank You

Thank you for your time. Before I go, ill leave you with this one thought: Youll hear a lot in the industry that Programmatic is the future/I actually disagree.Programmatic is the NOW.

we truly live in a remarkable era for digital advertising. Weve made leaps and bounds in how we connect with our audiences. Programmatic is at the forefront of those connections. Through connectivity, context, content - and measurement, we are just one step closer to serviing the right ad to the right user at the right time/

Executive summary

Programmatic is helping brands realize the ultimate promise of advertising in the digital age: to efficiently and effectively run highly relevant, creative, responsive and measurable campaigns, at scale. Brands are getting started with programmatic buying by investing in data and technology while also empowering their teams to leverage these investments.

Brand love is close at hand.

Programmatic: A Bright Future for Brands-Consumers want relevant experiences delivered to them in real-time. -Thats why programmatic is the future and the marketers and publishers who embrace it will be the ones to succeed. -The way to connect with an audience has fundamentally changed and we all have a choice -We can continue business as usual or we can follow the user, like Netflix did - -Enabling you to build deeper engagement with consumers and move your audience in the moments that matter.

Q.2 What are the benefits of programmatic buying as we understand that its not about cheaper media 13

Benefit of programmatic

Apichakris KalambasutaCountry Consultant THAug 201514

2014 Sizmek, Inc. all rights reserved.#9/7/2015

Founded in 1999HQ in New YorkListed in NASDAQ stock exchange 25 office covering 48 countriesWork with many media agencies, creative agencies, publishers and advertisers15

CampaignManagementAnalyticsDynamicCreativeProgrammatic Trading DeskClient ServicesVerificationAttributionProgrammatic Data [Peer39]MobileVideoRich MediaDisplaySocial Ad DeliveryServicesChannelsAdvance DataCapabilities

2014 Sizmek, Inc. all rights reserved.

Talk to the Platform and it capabilitiesThis conversation can be tailored for the audience and the detail required. Effectively there are 13 chargeable services that we provide as part of Sizmek MDXTalk through them logically and focus on the ones that matter, but make sure they are aware that it more than just what they use it for.

ChannelsMobileA digital campaign platform, fully integrated for mobile. Wow.The roving mobile consumer is a hot commodity in todays market. Maximize all of the potential of this consumer channel with Sizmek. Our market-leading responsive ad serving technology means you have one less thing to worry about: the fragmentation in the mobile space. And with the most extensive HTML5 creative toolset on the market today, our mobile solutions are here to help you help you reach your consumer on any screen. These capabilities built into the largest media-independent third-party ad server translate into success on many levels: in campaign management efficiencies, creative impact and performance insights your brand can realize.Were here to help make your mobile campaigns a raging success.Rich MediaWhy not make it easy on yourself and your campaign?Sizmek eliminates the complexity of delivering rich media advertising across multiplescreens, for seamless engagement across desktop/laptop, mobile, and tablet inboth Flash and HTML5. Our state-of-the-art technology builds extremely rich andengaging ads with highly dynamic interactive features. And the best part?Youget to reach your target audience immediately.VideoAs consumers ping pong between devices, apps and viewing environments, advertisers are faced with trying to find the best and most effective way to capture their attention.With Sizmek Video, its never been easier.Sizmek offers a single platform with flexible creative options and extensive analytics for marketers to harness the full power of video with the rest of their digital marketing. The result: engaging multiscreen strategies for video campaigns that reach today's globally connected consumer.SocialYes, we know you start your day with acup of coffee with a side of status updates.Social is very much embedded into thefabric of our daily lives - and marketers get that, too (we know you do!). Social platforms are one of the most powerfulchannels for brands and advertisers to not just communicate with their targetaudiences, but engage with them. And all the while, achieving those campaignobjectives, from lead generation to user acquisition and branding.Its a good thing social is part of ourbrand DNA.Sizmek is the technology partner to manage, deliver, and track your advertising on the social platforms where your audiences live. Sizmeks social toolset creates value for advertisers looking for compelling control of their social media advertising programs.

Ad Delivery

Campaign ManagementDigital marketers are faced with endless choices and flexibility when it comes to the timing, placement, format, targeting, device and measurement of digitally served ads. With the SizmekMDX Platform advertisers and agencies can make informed optimizations across complex campaigns, including delivery, targeting, and analysis. This sophisticated platform can help anyone targeting specific ads drive a greater ROI.The most robust platform for multiscreen digital campaigns, Sizmek MDX reduces the inefficiencies rampant in advertisers workflows. Not only does it save you time, but our platform is the largest independent and truly scalable choice for ad serving and global online campaign management. Whether its making bulk changes and edits to ads,or simply viewing your campaign performance, well make sure you have to click less to perform common trafficking tasks.With Sizmek MDX, you can easily find your audience and ensure they are targeted with the right message, at the right time, and on the right sites. Our& effortless and superior workflow capabilities allow you to reach your intended audience quickly, efficiently, and effectively. If targeting your audience is important to you, our process can help you achieve those goals and make them happen in real time.

AnalyticsNeed razor sharp insights? Yourcampaign certainly does. SizmekAnalytics provides the most in-depth insights in the industry to help you gaugehow well your ads are performing at every stage of campaign management.Leverage insights from our proprietary Dwellengagement metric or from exclusive metrics youcan only access with the SizmekMDX Platform. Keep tabs on your campaign performance with advanced data feeds that provideaccess to large volumes of data via granular cookie-level feeds, API, or aggregated flat files. Our contextualdata collection and monitoring ensures your data will be safe and secure. Need to know whats going onwith your campaign, now? Not to worry. We refresh data multiple times a day toensure your data is the both accurate and the most up-to-date to satisfy yourclient needs. And with our One Click PowerPoint,creating presentations is a snap. With the advanced infrastructure of theSizmekMDX Platform we are able to handle your complex campaigns seamlesslyand at lightning speed. Sizmek Visual Analyticsoffers super-fastconvenience for checking out just how your campaign is performing in real time.With our Campaign Monitor,view all of your active campaigns in a single location. And tap into our Report Builder to deliverrobust campaign reporting and analysis for optimization across all your paidmedia channels.

Dynamic CreativeFor many advertisers and agencies, being relevant to your target audience is one of the biggest challenges for marketers today. The answer lies with one of the most powerful tools for achieving relevance on a massive scale: Sizmek Dynamic Creative. We provide advertisers with the ability to leverage user-level data and deliver targeted and, oh, so meaningful messages to each consumer.We facilitate the production, review and approval workflow for dynamic creative particularly if your ad template is used to produce hundreds, even thousands, of ad variations.Give your campaign that extra boost and find out which ad versions get the best results. Yes, we can do that, too. Serve a variety of ad versions with Sizmek Dynamic Creative and the best performers will be automatically promoted.Masterful targetingRetarget keen consumers - customize direct marketing messages to audiences who previously engaged with your ads or other specified digital content.Speak to your segments - build your brand by targeting specific ads to audience segments based on any combination of geographic, behavioral or demographic data.Infinite products, one ad - leverage content management systems to stream a whole catalog of thousands of products, prices and text versions through a single banner, with display choices optimized by segment or response.Manage your creativeUpdate creative directly from the platform. Every long-running campaign should be backed by a way to update the creative. Whenever creative sparks fly, the original creative concept can be enriched directly from the platform.Some advertisers enjoy the simplicity of managing their dynamic creative from the familiar environment of Excel. Managing a campaign with infinite versions is so much simpler through our Excel management option for dynamic creative.Use an XML Data Feed for campaigns with large catalogs of products, properties or destinations that requires hundreds, or even thousands, of creative versions. Products can be taken on or off the market automatically and its all synchronized with the advertisers database.Advanced DataAttributionWe know you put so much into your media investments. Now its time to find out how those dollars influenceyour customers across all your marketing channels.Make sense of your fragmented media.Advertisers invest a lot of money and effort managing an increasing number of campaigns, channels and media placements, hoping that the winning combination of consumer touch points will deliver results. As channels proliferate, understanding which of your media investments contribute most to your financial goals becomes challenging.The Sizmek Attribution Suite helps advertisers understand and optimize their ROI across multiple campaigns, creative types and media. A part of the comprehensive Sizmek Analytics, Sizmek Attribution lets advertisers track the contributions of each touch point, and optimize the media investment mix.Tracking beyond displayUpper-funnel marketing techniques, such as display, help stimulate demand and lift lower-funnel performance. However, it has still been difficult to measure the impact of upper-funnel efforts on lower-funnel performance. With the Sizmek Attribution Suite, you can see and quantify that cross-channel impact across paid, owned and earned media across the entire funnel. In addition to display, the Attribution Suite lets you track the impact of:Paid SearchNatural SearchSocialEmailAffliates...and moreVerificationAd performance is critical, but Key Performance Indicators only tell half the story. What your ads really need is context. And how do you get context? With the Sizmek Verification Suite, of course.The wide range of analysis on our Verification Suite means you can verify whether or not an ad appeared according to expectations.We only use the best data available to provide a truly comprehensive view of your campaign. Built on precise measurement captured through page-level analysis and user-level data inputs, the Sizmek Verification Suite is the only assurance your campaign needs.Programmatic DataNever compromise your brand.We look after your ads. With dimension andcontext RTB inventory, your ads are in the most safe, appropriate and relevantenvironment with Sizmek Programmatic Data.And its all cookie-free.We provide knowledge at scale. Our semantic analysis technology dynamically classifies web pages - providing immediateinformation in real-time about each page before a biddecision is made. Weanalyze content holistically, using words, patterns of words and predictivetechnology to understand page meaning.Sizmek is the industrys largest provider ofdata for ad decisions. By processing more than 60 billion ad impressions everyday, we classify nearly 95% of all real-time bidding (RTB) inventory atpage-level. Attributes are available in nine languages.ServicesProfessional servicesSizmek is one of the only companies to offer a fully customizableservice package tailored specifically for your online production needs.With Sizmek Professional Services, youre incharge. From creative consultation andproduction, to campaign management and analysis, we have a solution that willsolve your key objectives.Here are just a few things we are proud to offer you:In-market presence in regions across the globeProviding you the flexibilityto use our team as an integral part of your operations, or relying on our first-class support to guide youthrough the Sizmex MDX PlatformIts your pick: an -la-carte suite of service offeringsWe go beyond the tactical and partner with you strategicallyto help you optimize your campaignsIntegration of any combinationof our services into yourexisting workflowTrading ServicesSizmek Trading Desk designs and executes complex real-time bidding (RTB) campaigns on your behalf. Forget thecomplication and unnecessary expense typically associated with programmaticmedia buying our service eliminates all that.Our trading team is not tied to a buying platformor part of an agency, so we can use every available programmatic buying servicefor optimizing your campaigns, in conjunction with our own ad serverperformance data.Proof Points: We build technology that addresses these core beliefs: All Screens, All Media - Sizmek gives advertisers one marketing platform, [platform name], to successfully engage their audiences in a world of connected screens across all digital media investments. Sophisticated and Independent - Sizmek gives advertisers maximum sophistication, utilizing full suite of tools to optimize for the best outcome, without limiting advertiser choice on the source of media inventory (Intelligence products) Data Drives Success With Sizmek, advertisers goals are achieved by utilizing data to find the successful combinations of audience, the context at moment of delivery and the creative content being delivered. ( ROI) 16

Introducing

Automated Media match makingProgrammatic Media

Before ProgrammaticProRelationship basedPremium position **ConA lot of phone calls (Room for errors)Not scalable Wasted impressions (Not targeted)Lack of Past data usage

Manually One by one calls/emailsEach campaign live/updateThe larger the size the larger the detailCreative sizesPublishers Ratecard of each publishers

18

AfterProgrammaticProAccess to broader inventoriesTargeting technologyLearn from past data 24/7 availability

Con**ViewabilityRemnant inventoriesPremium positionDMAP

Manually One by one calls/emailsEach campaign live/updateThe larger the size the larger the detailCreative sizesPublishers Ratecard of each publishers

19

20

Like Stock ExchangeAutomated(Programmatic)Bid/Offer match making

21

22Programmatic Targeting Technology**The more targeted, the more the impression cost.

#1Message Personalization




Programmatic tips

26

Programmatic tips27

CTR

CPM

Or CPC, CPA, CPV

Video CPV is around 0.03 USD27

Why should you care?First Mover advantageCRM data on mediaSpeak: right message , right time ,Reasonable cost28

Thank you

29Apichakris [email protected] Consultant TH

Appendix

Before Programmatic31

Manually One by one calls/emailsEach campaign live/updateThe larger the size the larger the detailCreative sizesPublishers Ratecard of each publishersOnline media processHello 20 publishers,Live my campaign NOW!!

What !! No slot?!!? Change rates?

Before Programmatic32

ProRelationship basedEnsure premium position**ConNot scalable Wasted impressionsLack of Past data usagePro/Cons

Digital Big Data roadmap Products

Phase16 monthsPhase26 monthsPhase36monthsAdservingDisplay FB, Search, YT, GDN, AODVersatagAll Brands pagesAbakus ReportDisplay FB, Search, YT, GDN, ProgrammaticDCO Creative For Display always on mediaData Hub (set up DMP)DMP Tagging Client requirements analysisAudience SegmentationData Hub(Execute DMP + Programmatic )Media target by SegmentCreative target by Segment

Continue improve.. Is a long term project33

Q3.What are some of the challenges that arise with programmatic buying today? How are you tackling them

2015 Innity Group. All Rights Reserved.

What are some of the challenges that arise with programmatic buying today? How are you tackling them?


35

Lack of understanding due to how programmatic was educated in the market (The RTB phase)Lack of resourcesLack of a unique selling point


36

Our Programmatic DifferenceHigh Impact Ads that are available programmatically

UPPER FUNNELLOWER FUNNELMIDDLE FUNNEL

Customers

PRE-ROLL = brandingSTANDARD BANNER = performance?HIGH IMPACTPROGRAMMATIC AD= favorability/consideration


Q4.What advice would you give a new client who is intending to come on board programmatic


DAAT

August 28, 2015

Robert WoolfreyManaging Director - Asia Pacific


39

What advice would you give a new client who is intending to come on board programmatic.


1.Build your strategy and get started!


The market is already shifting


42

2.Understand the terminology and landscape so that you can make informed decisions.


The ABCs of Programmatic

ProgrammaticAutomated buying & selling of impressionsReal-Time Bidding (RTB)Auction-based transactions completed in real-time; non-guaranteedExchangeMarketplace facilitating the purchase of impressionsPrivate Marketplace (PMP)Curated content facilitating 1:1 or 1:few deals between publishers & buyers

Demand-Side Platform (DSP)Tool used by buyers to aggregate media purchase, campaign management & reporting across multiple supply sourcesSupply-Side Platform (SSP)Tool enabling publishers to manage inventory across multiple exchanges, ad networks, direct buyersProgrammatic DirectOften referred to as Automated Guaranteed, terms/price are negotiated and inventory is delivered over programmatic pipes


Before we get too far into the presentation, lets define some common terms. This is by no means an exhaustive list of acronyms in the programmatic space, but these are commons terms and tools that youll want to understand. Open up any marketing publication these days and youre bound an article touting the benefits of any one of these tools.

Lets start with programmatic. Its a broad term and at is core is just the automated buying and selling of impressions. Period. This can come in a lot of flavors, some of which well discuss, but it is basically just utilizing technology to execute the sale.

Often youll hear programmatic and RTB, or real-time bidding, used interchangeably. RTB is just one way to execute a programmatic buy. RTB enables buyers to bid on a single impression, with specific attributes in a specific context, to show a single ad. This bidding occurs in a real-time auction, with potentially hundreds (or more) bidders vying for the opportunity to reach that individual consumer.

The exchange is where this bidding happens. The exchange is the marketplace, where the transaction happens. It is the storefront, if you will. It is where impressions are bought and sold. Buyers and sellers, using various tools, plug into an exchange (or multiple exchanges) to target and purchase impressions. Exchanges can support a variety of transaction types, from real-time bidded transactions, transactions purchased in a private marketplace (or private exchange), and guaranteed impressions delivered using programmatic channels.

The DSP, or demand-side platform, is the layer which buyers use to tap into multiple supply sources and aggregate the targeting, purchase, management and reporting of campaigns. DSPs connect to multiple exchanges, ad networks, SSPs, and directly to publisher inventory.

The SSP, or supply-side platform, is the reverse of the DSP. It is the tool often used by publishers to manage their yield and inventory across a variety of exchanges, networks and buyers.

Private Marketplaces are an increasingly common way to package inventory. Sellers can package specific placements, content, ad units into a private marketplace. Publishers may can have their own private exchange to provide programmatic access to their inventory in a way that doesnt compete with their direct sales teams. Content in a private marketplace is curated and pricing, terms can be negotiated. Transactions are typically held in a private auction (accessible on an invite-only basis), and preferential treatment (such as first-look on impressions) can be given to participants.

The last of our common terms is programmatic direct. Still nascent, this segment is expected to grow in the coming years as more buyers and sellers adopt programmatic. This is essentially automating the direct buy. Programmatic Direct is typically a guaranteed number of impressions that the publisher has agreed to sell under specific terms and the [single] buyer has agreed to purchase at a pre-negotiated CPM. This inventory is then delivered over programmatic pipes to take advantage of the oprimization capabiliites afforded by programmatic. 44

Choose your DSP partnerThe path to programmatic starts with your DSP partner


Our comprehensive product and solution set simplifies mobile for our clients. We have more in one place and tailor our solutions to meet our clients needs. We also absorb the technological complexities so mobile is simplified for our clients & they can focus on driving their own businesses rather than how mobile works. From managed services to programmatic offerings, we are investing in new products & solutions every day.

45

3.Choose the right buying model.


Choose the right buying model

Open Auction___

Bidded Marketplace(1 : many)

Open Auction

Scale

Robust Targeting Option

Flexible Pricing

Private Marketplace___

Less Buyer Competition(1 : 1 or 1 : few)

Curated / Exclusive Content

Increased Transparency

Negotiated CPMs

First Look Access


Benefits of a Private Marketplace

The Efficiencies of Programmatic Buying with Brand SafetyTransparencyVisibility into the sites you are buying, including site level reporting

Establish a Fixed PriceGreater predictability and inventory access. Delivery can be biased in brands favor based on spend level

Brand Safe EnvironmentsProtect brand alignment and ensure where ads are served

Client ChoiceOnly buy the sites you want

$

$$


48

Programmatic DirectFacilitate a 1:1 relationship between buyer and seller.

Ideal for buyers that want to buy inventory from trusted publishers

BuyerAgrees to purchase minimum number of impressions at a fixed rateImpressions can be guaranteedSpecific publishers, sites, or placements can be purchasedSellerAgrees to sell a minimum number of impressions at a fixed rateMinimum revenue guaranteeSpecific data, sites, placements can be offered based on buyer


49

4.Dont forget creative.


Creative Matters

Rich Media & MRAID-Compatible Creative


Ads that run seamlessly within an experienceNATIVE

A full suite of in-app, mobile web, and pre-roll video ad productsVIDEO

A full suite of in-app and mobile web customizable mobile ad formats for any marketer goalRICH MEDIA

Standard mobile banner and interstitial adsSTANDARD

Ad Formats


5.Data.


BYOA: Build Your Own Audience

ConnectionContentOSLat / LongLanguage+DeviceCarrier

Buyers can combine data from a variety sources to build, target and reach unique buyer segments at scaleEMAILPURCHASE HISTORYCRM+SOCIALONLINE

OURSYOURSTHEIRS`


Millennial offers a number of data targeting and onboarding options, essentially allowing buyers to build their own audience. We offer:

1st party native mobile data obtained via our SDKClient 1st party data obtained via customers (loyalty program, purchase database, etc)3rd party data accessed via partners

Note, Blue Kai, Experian and Neustar are currently in the integration process54

6.Protect your Brand


Protect Your BrandOnline tools enable buyers to configure white/block lists, view contextual & privacy data, understand & honor consumer preferences, and more

Inventory is:Brand safeViewableBrand alignedPrivacy safe56


As media buyers, you are making an investment your brand (or your clients brand). We offer a variety of online tools giving buyers more control over their ability to configure white and block lists, view data, honor consumer preferences and more. Our tools provide:

TransparencyProvides transparent inventory to which advertisers and media buyers can discover and target tat the impression level and deliver creative in a well-lit environment

Privacy SignalsProvides privacy data to enable advertisers and media buyers to understand and honor consumer preferences, COPPA and other consumer-defined targeting opt-outs

Contextual DataPasses app-, site-, and page-level contextual data from Proximic to enable targeting (or negative targeting) to avoid inappropriate or negative association with surrounding content for both mobile web and app

Impression-level ProtectionEnables visibility and decisioning in real-time and at the impression level to ensure brand safety

56

Thank You.Robert WoolfreyManaging Director Asia PacificMillennial [email protected]


DAAT

August 28, 2015

Robert WoolfreyManaging Director - Asia Pacific

58

What advice would you give a new client who is intending to come on board programmatic.

1.Build your strategy and get started!

The market is already shifting

61

2.Understand the terminology and landscape so that you can make informed decisions.

The ABCs of Programmatic

ProgrammaticAutomated buying & selling of impressionsReal-Time Bidding (RTB)Auction-based transactions completed in real-time; non-guaranteedExchangeMarketplace facilitating the purchase of impressionsPrivate Marketplace (PMP)Curated content facilitating 1:1 or 1:few deals between publishers & buyers

Demand-Side Platform (DSP)Tool used by buyers to aggregate media purchase, campaign management & reporting across multiple supply sourcesSupply-Side Platform (SSP)Tool enabling publishers to manage inventory across multiple exchanges, ad networks, direct buyersProgrammatic DirectOften referred to as Automated Guaranteed, terms/price are negotiated and inventory is delivered over programmatic pipes

Before we get too far into the presentation, lets define some common terms. This is by no means an exhaustive list of acronyms in the programmatic space, but these are commons terms and tools that youll want to understand. Open up any marketing publication these days and youre bound an article touting the benefits of any one of these tools.

Lets start with programmatic. Its a broad term and at is core is just the automated buying and selling of impressions. Period. This can come in a lot of flavors, some of which well discuss, but it is basically just utilizing technology to execute the sale.

Often youll hear programmatic and RTB, or real-time bidding, used interchangeably. RTB is just one way to execute a programmatic buy. RTB enables buyers to bid on a single impression, with specific attributes in a specific context, to show a single ad. This bidding occurs in a real-time auction, with potentially hundreds (or more) bidders vying for the opportunity to reach that individual consumer.

The exchange is where this bidding happens. The exchange is the marketplace, where the transaction happens. It is the storefront, if you will. It is where impressions are bought and sold. Buyers and sellers, using various tools, plug into an exchange (or multiple exchanges) to target and purchase impressions. Exchanges can support a variety of transaction types, from real-time bidded transactions, transactions purchased in a private marketplace (or private exchange), and guaranteed impressions delivered using programmatic channels.

The DSP, or demand-side platform, is the layer which buyers use to tap into multiple supply sources and aggregate the targeting, purchase, management and reporting of campaigns. DSPs connect to multiple exchanges, ad networks, SSPs, and directly to publisher inventory.

The SSP, or supply-side platform, is the reverse of the DSP. It is the tool often used by publishers to manage their yield and inventory across a variety of exchanges, networks and buyers.

Private Marketplaces are an increasingly common way to package inventory. Sellers can package specific placements, content, ad units into a private marketplace. Publishers may can have their own private exchange to provide programmatic access to their inventory in a way that doesnt compete with their direct sales teams. Content in a private marketplace is curated and pricing, terms can be negotiated. Transactions are typically held in a private auction (accessible on an invite-only basis), and preferential treatment (such as first-look on impressions) can be given to participants.

The last of our common terms is programmatic direct. Still nascent, this segment is expected to grow in the coming years as more buyers and sellers adopt programmatic. This is essentially automating the direct buy. Programmatic Direct is typically a guaranteed number of impressions that the publisher has agreed to sell under specific terms and the [single] buyer has agreed to purchase at a pre-negotiated CPM. This inventory is then delivered over programmatic pipes to take advantage of the oprimization capabiliites afforded by programmatic. 63

Choose your DSP partnerThe path to programmatic starts with your DSP partner

Our comprehensive product and solution set simplifies mobile for our clients. We have more in one place and tailor our solutions to meet our clients needs. We also absorb the technological complexities so mobile is simplified for our clients & they can focus on driving their own businesses rather than how mobile works. From managed services to programmatic offerings, we are investing in new products & solutions every day.

64

3.Choose the right buying model.

Choose the right buying model

Open Auction___

Bidded Marketplace(1 : many)

Open Auction

Scale

Robust Targeting Option

Flexible Pricing

Private Marketplace___

Less Buyer Competition(1 : 1 or 1 : few)

Curated / Exclusive Content

Increased Transparency

Negotiated CPMs

First Look Access

Benefits of a Private Marketplace

The Efficiencies of Programmatic Buying with Brand SafetyTransparencyVisibility into the sites you are buying, including site level reporting

Establish a Fixed PriceGreater predictability and inventory access. Delivery can be biased in brands favor based on spend level

Brand Safe EnvironmentsProtect brand alignment and ensure where ads are served

Client ChoiceOnly buy the sites you want

$

$$

67

Programmatic DirectFacilitate a 1:1 relationship between buyer and seller.

Ideal for buyers that want to buy inventory from trusted publishers

BuyerAgrees to purchase minimum number of impressions at a fixed rateImpressions can be guaranteedSpecific publishers, sites, or placements can be purchasedSellerAgrees to sell a minimum number of impressions at a fixed rateMinimum revenue guaranteeSpecific data, sites, placements can be offered based on buyer

68

4.Dont forget creative.

Creative Matters

Rich Media & MRAID-Compatible Creative

Ads that run seamlessly within an experienceNATIVE

A full suite of in-app, mobile web, and pre-roll video ad productsVIDEO

A full suite of in-app and mobile web customizable mobile ad formats for any marketer goalRICH MEDIA

Standard mobile banner and interstitial adsSTANDARD

Ad Formats

5.Data.

BYOA: Build Your Own Audience

ConnectionContentOSLat / LongLanguage+DeviceCarrier

Buyers can combine data from a variety sources to build, target and reach unique buyer segments at scaleEMAILPURCHASE HISTORYCRM+SOCIALONLINE

OURSYOURSTHEIRS`

Millennial offers a number of data targeting and onboarding options, essentially allowing buyers to build their own audience. We offer:

1st party native mobile data obtained via our SDKClient 1st party data obtained via customers (loyalty program, purchase database, etc)3rd party data accessed via partners

Note, Blue Kai, Experian and Neustar are currently in the integration process73

6.Protect your Brand

Protect Your BrandOnline tools enable buyers to configure white/block lists, view contextual & privacy data, understand & honor consumer preferences, and more

Inventory is:Brand safeViewableBrand alignedPrivacy safe75

As media buyers, you are making an investment your brand (or your clients brand). We offer a variety of online tools giving buyers more control over their ability to configure white and block lists, view data, honor consumer preferences and more. Our tools provide:

TransparencyProvides transparent inventory to which advertisers and media buyers can discover and target tat the impression level and deliver creative in a well-lit environment

Privacy SignalsProvides privacy data to enable advertisers and media buyers to understand and honor consumer preferences, COPPA and other consumer-defined targeting opt-outs

Contextual DataPasses app-, site-, and page-level contextual data from Proximic to enable targeting (or negative targeting) to avoid inappropriate or negative association with surrounding content for both mobile web and app

Impression-level ProtectionEnables visibility and decisioning in real-time and at the impression level to ensure brand safety

75

Thank You.Robert WoolfreyManaging Director Asia PacificMillennial [email protected]

programmatic buying - daat media breakout room

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