dmsso 2016 - an introduction to programmatic advertising beyond google by barrie jarman @ iponweb

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

Introduction to ProgrammaticAdvertising

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

IPONWEB• Global media-trading engineering

company.

• Formed in 2004• 330 Employees• Offices in 4 continents• Privately owned• The “godfathers” of our industry.

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

What is Ad Tech?

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

What is Ad Tech?The set of technologies that allows the trading of digital advertising, from flights to reporting and each step in between.

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

What is Programmatic Advertising?

Adserver

“Direct”Advertiser or

Agency

“Prog

ramma

tic”

AGEN

CIES

£8.10

£4.60

£6.20

£5.54

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

Real-Time BiddingDecision made in Real-time (<300ms)

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

How RTB Differs from Direct BuysWhile the end result of having ads placed in a digital environment is reached, there are a number of key differences between RTB and Direct advertising buys.

Reach

Not-Guaranteed

Price Revenue

Effort

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

1. Impression-by-Impression buying and valuation

- Access to inventory which may have been non-accessible through “traditional: channels

2. Dynamic optimisation & real-time analytics

- Audience- Inventory- Additional parameters: ex. Geo / Day-Part /Ad Position /

Creative etc.

3. Utilising data for targeting technologies

4. End-to-End Transparency

5. Efficiency

• Optimise floor pricing• Align correct ad inventory levels• Increase ad impressions by adjusting editorial

content

BENEFITS FOR SELLERS• Optimise campaigns by testing simultaneous

advertising strategies• Increase effectiveness of ads by changing them

quickly• Increase ROI by identifying fraudulent inventory• Limit buying wastage

BENEFITS FOR BUYERS

Benefits of Programmatic

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

RTBEcosystemWhile the ecosystem is complex and expansive, IPONWEB do not fit into the traditional LUMAscape as we do not take part in the media process.

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

Fast and continued growth

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

Fast and continued growth

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

AGENCIES

PUBLISHERS

ADVERTISERS

DSP

SSP

New programmatic opportunities moving towards advertisers &

publishers and expanding to new

channels.

MOBILE

VIDEORADIO

DIGITAL OUT OF HOME

TV

Programmatic Market is Evolving

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B G m b H

Working with Programmatic - Demand• Work with agency that use

programmatic• Act as your own DSP

w w w. i p o n w e b . c o m C o p y r i g h t © 2 0 1 6 I P O N W E B L t d

fbarrie@iponweb.net

@baj