programmatic advertising @ uzh

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Programmatic AdvertisingUniversity of Zürich — 4. November 2016

Dorian KindTechnology Lead @ Webrepublic

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What Is Programmatic?

Programmatic Buyingdescribes all digital advertising where demandand supply of ad space isconnected automatically.

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What Is Programmatic?

As we automate, as technology advances through machine learning, and things just become better, faster and more proficient, we can actually start to identify things in real time, make changes to our campaigns and achieve better results as a consequence.That’s a huge opportunity.

— Rob Moore, Roadshow Films Programmatic Summit 2016

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Enter Programmatic

Up until not too long ago, a large part of advertising was about having the right access to the right people. Human-to-human interaction defined the market.

With the advent of the internet, marketers quickly determined that a new channel for advertising was born.

Available ad space eventually outgrew media buyer’s capabilities.

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Enter Programmatic

First advertising techology solutions came into existence.

Publisher-Advertiser interaction was being increasingly automated.

Ad networks and exchanges moved from leftover inventory dump to a place where every impression is being auctioned off the exact millisecond it happens.

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6A Programmatic Ecosystem✭

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The Life of an Impression

A user visits a web site where an ad space is waiting to be filled✭

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The Life of an Impression

This ad space is being managed by the publisher’s ad server,collecting signals about this particular visit.

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The Life of an Impression

A supply side platform (SSP) collects the impression, bundles it with other signals and offers the ad impression to an ad exchange.

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The Life of an Impression

Advertiser employ Demand Side Platforms (DSP) that have the opportunity to bid on the ad impression if its signals are relevant for the advertiser’s targeting.

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The Life of an Impression

After the auction is over, the winning advertiser’s creative is served from its ad server to the visitor

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Signals, Lots of Signals

Demographic CRM Data Web Analytics Social (YouTube)Interests

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THE PROGRAMMATIC PYRAMID PITCH

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CREATIVES

MEDIA BUYING

TRACKING & DATA

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CREATIVES

MEDIA BUYING

TRACKING & DATA

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Recap: What Is My Advertising Goal?

My target audience should SEE my ad

My target audience should CLICK my ad

My target audience should KNOW my brand

My target audience should SIGN UP

My target audience should BUY something

My target audience should be CUSTOMER forever

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My target audience should SEE my ad

My target audience should CLICK my ad

My target audience should KNOW my brand

My target audience should SIGN UP

My target audience should BUY something

My target audience should be CUSTOMER forever

SEXYNESS

Recap: What Is My Advertising Goal?

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Tracking Interactions on Websites

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Measuring Brand Searches

BRAND AWARENESS

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All Campaign Data Is Centrally Tracked

ADSERVERPerformance

Data on Unique User Level

DISPLAY SEARCH NEWSLETTERVIDEO SOCIAL MEDIA

Goals:- Visibility- Clicks- Leads- Sales

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Consolidated Reporting

VIDEO DISPLAY SOCIAL

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The Advertising Journey

Display Ad ImpressionPremium Placement

Video ViewYouTube

Social Media ClickFacebook

Click on Retargeting AdDisplay Ad Exchange

CAMPAIGN GOAL

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CREATIVES

MEDIA BUYING

TRACKING & DATA

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Demand Side Platform

Unified and Real Time:

Goal Optimization

Targeting

Bidding

Budgeting

Frequency

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Cherry Picking Impressions

USER INTERESTEDIN COOKING

USER NOT INTERESTEDIN COOKING

RESERVED BUY(the old way)

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Switzerland Is (Mostly) Programmatic

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70%UK65%US

15%CH25%DE

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Why Programmatic?

Find your audience across multiple channels.

Only pay for ad impressions generated by your target audience.

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Why Programmatic?

Optimize for your campaign goal in real time.

Change your media plan in an instant if needed.

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Why Programmatic?

Pay transparent and competitive prices.

Programmatic CPMs are often cheaper - for the same inventory.

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Example: Ideal Frequency Capping

4.80

5.79

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CREATIVES

MEDIA BUYING

TRACKING & DATA

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Rich Media: Big and Bold Formats

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Storytelling Across Creatives

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Changing Creatives Based On Weather

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CREATIVES

MEDIA BUYING

TRACKING & DATA

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Bold formats, storytelling and dynamic elements

Data-driven and efficient media buying across platforms

Smart goal tracking & unified reporting

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PITFALLS AND DANGERS

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Not All Is Well In Programmatic Land

Ad fraud is wasting billions of advertisers’ money

Fake clicks, impression fraud ✭

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Nobody really knows which impressions are actually seen

Google: 56% of ad impressions are never seen

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Not All Is Well In Programmatic Land

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People seem to be quite fed up with display ads

Usage of ad-blocking tools on the rise since years

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Not All Is Well In Programmatic Land

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