data & programmatic advertising - iab
TRANSCRIPT
Data and Programmatic Advertising
Mutlu Dogus Yildirim - Arkitekt
Başlık2
Keywords: Digital, technology, innovation, efficiency, programmatic, data
Keywords: Computer Engineer, MBA, Hurriyet, MedyaNet, SONY, Digital, technology, innovation, efficiency, programmatic, data
http://www.slideshare.net/dogusy/the-impacts-of-data-on-the-online-advertising-industry
AutomationData
Programmatic
Data
$850M$638M
«Big Data
»
(?)
Data Management Platform (DMP)
Data Marketplace / Data Exchange
?
Programmatic
= Automated media buying/selling
<
?
Media Planning
Smart Algorithms
Buying / selling by «humans» Efficiency
Daily/Weekly etc. optimization
Real-time optimization
Dealing with each publisher seperately
Centralized
Local Global
«Spray & Pray» Laser-focus
Publisher has power
Marketer has power
2015 1. YY 2016 1. YY
30.7
164
Programmatıc spendıngs (turkey)Programatik Harcalamalar
%434
AutomationData
Programmatic
Programmatic & Data
Mutlu Dogus Yildirim
THANK YOU
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