dmsso 2016 - an introduction to programmatic advertising beyond google by barrie jarman @ iponweb
TRANSCRIPT
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Introduction to ProgrammaticAdvertising
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IPONWEB• Global media-trading engineering
company.
• Formed in 2004• 330 Employees• Offices in 4 continents• Privately owned• The “godfathers” of our industry.
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What is Ad Tech?
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What is Ad Tech?The set of technologies that allows the trading of digital advertising, from flights to reporting and each step in between.
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What is Programmatic Advertising?
Adserver
“Direct”Advertiser or
Agency
“Prog
ramma
tic”
AGEN
CIES
£8.10
£4.60
£6.20
£5.54
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Real-Time BiddingDecision made in Real-time (<300ms)
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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
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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
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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.
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Fast and continued growth
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Fast and continued growth
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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
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Working with Programmatic - Demand• Work with agency that use
programmatic• Act as your own DSP
