data driven media: understanding programmatic advertising

AN INTRODUCTION TO PROGRAMMATIC ADVERTISING

The hosts

Rochelle Cass The Holla Agency

Media Director

JJ Eastwood Rocket Fuel

Managing Director ANZ

WHAT IS PROGRAMMATIC?

Programmatic is automated buying, at a large scale, accomplished via a combination of machine-based

transactions, data, and algorithms.

DOES THAT MEAN MACHINES DO ALL THE WORK?

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

WHY SHOULD I CARE?

$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

I KEEP HEARING THE ACRONYMS DSP AND RTB, WHAT ARE THESE?

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

•  DSP – Demand Side Platform •  SSP – Supply Side Platform

Breaking Down The Most Commonly Used Acronyms

Produced by:

Programmatic workflow – complex view

Produced by:

Programmatic workflow – advertiser view

Advertisers deal straight with DSP

IN THE AGE OF TARGETING… OPTIMIZATION…

DEMOGRAPHIC A

BEHAVIORAL SEGMENT B

CONTENT CATEGORY C

AI + BIG DATA

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

AI uncovers non-intuitive connections…

Business goals vs media metrics: what should you be measuring?

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

Key highlights from “Guide to Creative Optimisation”

The Media Agency of the future:

Focus on Strategic Business

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

QUESTIONS?