Download - The Role Programmatic Technology Plays in the User Experience - Digiday Programmatic Rome, 11/12/15
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Competition Versus Priority In Our Fast Growing Industry
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Stress And Pressure To Get Quick Results While Education Is Lacking
Publish, agencies and tech
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What Happens
Ad tsunami’s on profiled visitors Bad quality advertisers
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Programmatic Technology Could Play A Positive Role In The User Experience
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Challenge To Apply Effective Programmatic Technology Better
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Metrics As A Natural Enemy Of UX
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Creatives Can Be Winners
Rewarding good creatives: small return or publisher paid on programmatic
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I’m Losing Time On These
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How I’m Working On A More Improved UX
Building a sustainable proposition Quality over quantity
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Use Your Best Inventory For Programmatic
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100% Programmatic
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6 Competing Demand Sources To Increase Quality
1. Programmatic trading + total transparancy (RTB, Programmatic) 2. Direct sales (non-guaranteed, no ratecard, manual sales) 3. VI Marketing premium subscriptions (max € 2,30 CPM, targeted and capped) 4. Partnerships (max € 1,00 CPM, targeted) 5. VI Marketing standard subsriptions and magazine webshop (max € 0,90 CPM, targeted and capped or € 0,40 CPM ros, capped) 6. Webshop (VI travel, football related merchandise) (max € 0,30 CPM argeted and capped, or max € 0,20 CPM ros) 7. Charity (€ 0,00 CPM)
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Revenue Growth
+30% increase on RTB revenue 10% increase on total digital revenues
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Takeaways:
• Earning the most revenue today doesn’t mean earning the most long term
• Reward partners using good creatives • Be transparent, help advertisers get the best results