yim@night_stephen_google
TRANSCRIPT
Google confidential | Do not distribute
YIM@Night Programmatic
27 november
Created by Stephen Ansinger
Google confidential | Do not distribute
How has Programmatic evolved over the years?
Google Confidential and Propriety
not so programmatic
Google confidential | Do not distribute
How Programmatic has evolved
Google Confidential and Propriety
1990s
Programmatic
Guaranteed
Reservation Buyingads sold via direct transactions between advertisers/agencies and publishers
Ad Networksaggregated inventory and sold it to advertisers. helped publishers by selling inventory they could not sell themselves.
Ad Exchangesa real-time marketplace with a large pool of liquid inventory not sold in direct buys
DSPsBidding technology designed to help advertisers/agencies target and optimize their buy across multiple ad exchanges
Private ExchangesExclusive advertiser-to-publisher inventory relationships for programmatic purchasing in brand safe environments
Google confidential | Do not distribute
The Online Advertising Market
Google Confidential and ProprietySource: Luma Advertising Landscape
Google confidential | Do not distributeGoogle Confidential and ProprietySource: Luma Kitchen Landscape
Is not that complicated….
Google confidential | Do not distribute
Google in the Programmatic space
Unified Serving, Tracking and Reporting
Google Confidential and ProprietySource: Google Internal
Creative Studio Marketing Platform DSP SSP Adserver
Google confidential | Do not distribute
What is the future of Programmatic?
Google Confidential and Propriety
Brian Morrissey, Editor-in-Chief, DigiDay
Google Confidential and Proprietary
Programmatic ReservationsBringing automated technology to direct and
guaranteed buys
Google confidential | Do not distribute
New Devices
Google Confidential and Propriety
Connected TV Wearables
Google confidential | Do not distributeGoogle Confidential and ProprietySource:
How does Google adapt to changes in the Programmatic space?
Google confidential | Do not distribute
Lining up all technologies to co-operate as a single solution.
Google Confidential and Propriety
Google confidential | Do not distributeGoogle Confidential and ProprietySource:
How is the Netherlands doing compared to other countries?
Connected Users Smaller Market Open-Minded