making sense of programmatic buying - abc - richard foan
Post on 09-May-2015
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Trusted digital advertising
Richard Foan
Procter & Gamble Aims to Buy 70% of Digital Ads
Programmatically
Next year P&G plans a
similar shift of mobile-ad
buying to programmatic
buying – auction-based
systems where ads are
bought and served
across the web to a
specific audience in real
time.
28% of ANA members felt
they understood
programmatic well enough
to use it
10% understood it but still
wouldn’t use it
Transparency of complex deals that wind through
agency desk and other third parties was biggest concern.
ANA citing estimates that publishers get as little as 25%-
50% of the dollars.
Ad trading prior to digital (1900s)
Advertiser Media
Agency Publisher
Money flow
Real time bidding or Programmatic trading
Advertiser
Money flow ?
Media
Agency
Agency
Trading
Desks
Demand
Side
Platforms
Exchange
Supply
Side
Platforms
Ad
Networks
Sales
Houses
Media
Owners
2014 Display Advertising Ecosystem Europe
What you buy from print and broadcast TV
To buying a million individual ad impressions
3 key “issues” that may be holding things back
Viewability Online Brand
Safety Non human traffic
Viewability
Viewability
Brand Safety
See JICWEBS.org for details
Agreed schedules of ‘ok’ & ‘not ok’
Don’t let my ads
appear on
these!
“Black List”
Only place my
ads on these
sites please
“White List”
PIPCU launches
Infringing Website List
31.03.14
Non Human Traffic – bots and spiders
Very useful but not what you
want to pay for
Global approach IAB and ABC
The UK media industry standards
Homework for us all
• http://www.themediabriefing.com/article/programmatic-advertising-
rubicon-richter
• http://www.ted.com/talks/kevin_slavin_how_algorithms_shape_our
_world.html
• http://www.indexexchange.com/h/
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