WTF is Programmatic? (Digiday WTF Programmatic for Publishers - 4/30/15)
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The document explains programmatic advertising, focusing on automated media buying and selling through various auction types. It highlights the significance of data for audience engagement and emphasizes the growth of programmatic spending across sectors. Key aspects include understanding inventory types, pricing mechanisms, and accessibility in programmatic transactions.
WTF is Programmatic? (Digiday WTF Programmatic for Publishers - 4/30/15)
- 1. 1 WTF is programmatic? Real Time Bidding Cheap Remnant inventory Crappy inventory Race to the bottom Automation Efficiency @carlkalapesi
- 2. • Technology can deliver benefits through automation • The object of “engagement” shifting to the audience—not the channel • Rich datasets can fuel the identification and engagement of target audiences Several themes have come together… 2 @carlkalapesi
- 3. Promise of programmatic: Right Message + Right Person + Right Time At Scale Personalization at scale? 3 @carlkalapesi
- 4. So what is programmatic? 4 The process of buying and selling media in an automated fashion usually with data Image credit: www.deviantart.com @carlkalapesi
- 5. Programmatic is more than RTB… 5 Invitation-Only Auction (Private Auction) Fixed Reserved Auction Unreserved Open Auction Automated Guaranteed Non-Guaranteed Fixed Rate (Preferred Deal) How price is set Type of inventory Real Time Bidding (RTB) 5 @carlkalapesi
- 6. Cutting through the crap… Three key questions for working out what “type” of programmatic transaction you are dealing with… 1. Is the inventory reserved or unreserved? 2. Is the price set fixed or set by auction? 3. Can anyone buy or is it by invite only? 6 @carlkalapesi
- 7. Defining the different types of programmatic 7 Type of Inventory Pricing Who? Automated Guaranteed (aka Programmatic Direct) Reserved Fixed One-One Unreserved Fixed Rate (aka Preferred Deal/First Look) Unreserved Fixed One-One Invitation-Only Auction (aka Private Auction) Unreserved Auction One-Few Open Auction Unreserved Auction One-All @carlkalapesi Together often referred to as a “Private Marketplace (PMP)
- 8. Typical Publisher Waterfall 8 Direct Sold/Automated Guaranteed Unreserved Fixed Rate Invitation-only Auction/Private Auction Open Auction @carlkalapesi
- 9. Programmatic is big, across sectors and growing fast 9 Source: eMarketer, Oct 2014 2013 2014 2015 2015 140% 48% 37% US Programmatic Ad Spend, $B Sectors and Brands Top Sectors • Retail • CPG • Financial • Auto • Telecom • Travel Top Brands • Target • Kelloggs • Gap • Chrysler • Comcast • Verizon Source: Index Exchange, Q3 2014 @carlkalapesi
- 11. So what actually happens in RTB 11 @carlkalapesi
- 12. 1 Programmatic = automation with data 2 Programmatic > RTB ● Automated guaranteed ● Unreserved fixed rate ● Invitation-only auction ● Open auction 3 Ask 3 questions to cut through the crap - what type of inventory, how price is set and who can buy? 3 things to remember 12 @carlkalapesi