Sean_Gibbs_Programmatic_presentation_Nov_2016
- 2. WTF is Programmatic Advertising… • “Programmatic’’ has become a buzzword that many people use but few really understand. • “Programmatic advertising is the use of technology to reach your target audiences on whatever digital media channel they can be found, at the best time and in the right context.” • This is opposed to the traditional process.
- 3. How does it work?
- 4. How does it work? • User lands on page, ad impression goes up for auction in ad marketplace. • The ad marketplace then runs an auction among advertisers. • The auction can be completed within the milliseconds.
- 5. WTF is an Ad Server & Trading Desk… • An Ad Server is a web based tool used by publishers, networks and advertisers to help with ad management. • Agency Trading Desk are in-agency teams that execute online media buying as a managed service.
- 6. The Past of Programmatic… • Why is everybody talking about it? • It’s been 21 years since the first banner ad appeared on the web. • Remember when booking a hotel room meant calling a concierge or travel agent? Or when buying stocks required being on the New York Stock Exchange floor?
- 7. The Present of Programmatic… • Already 33% of digital advertising globally is bought through programmatic channels. • Programmatic media buying is enjoying exponential growth in North America and Europe, but the concept is still relatively new in South Africa. • However, many believe it is the next big wave in the digital marketing landscape.
- 8. The Future of Programmatic … • Are premium publishers going programmatic? • For all the ink spilled, you'd think the entire world had gone programmatic. • At the moment, it’s mainly online ads that are traded programmatically, but media companies and agencies are exploring ways to sell “traditional” media this way, including TV spots and out-of-home ads.
- 9. WTF is DSP, Ad Exchange & SSP… • A DSP is a piece of software used to buy advertising in an automated fashion. • An ad exchanges is a digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions. • A supply-side platform is a piece of software used to sell advertising in an automated fashion. The yin to the DSPs’ yang
- 10. Cons of programmatic… • A lot of advertisers still don't understand programmatic. They hear real-time bidding and think bottom-dollar auctions. • Programmatic buying comes with a risk of fraud. • Ads bought programmatically can end up in the wrong place.
- 11. Pros of programmatic… • It’s cost-efficient • It frees up the time of marketing personnel. • Programmatic is wide-reaching.
- 12. WTF is RTB & Second Price Auction… • Real-time bidding refers to the buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load. • Second price Auction avoid massively outbidding a competitor !
- 16. WTF is CROSS-DEVICE TRACKING … • Cross-device tracking identify users across smartphones, tablets and desktops. • Cross-device tracking DETERMINISTIC platforms ask their users to sign in on every device. • Cross-device tracking, PROBABILISTIC is a well-informed estimate.
- 17. Back to DSP Setup…
- 21. WTF is Targeting… • Retargeting focuses on a consumer’s online actions (clicks, page visits) more directly tied to an incomplete conversion. • Behavioural Targeting sometimes, look at users past behaviour. • Contextual Targeting seeks to serve ads in a relevant context alongside relevant content.
- 22. WTF is … .
- 23. Thanks