PROGRAMMATIC :SILVER BULLET OR NOISE?

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Jessica HogueSVP, Client Service

Nielsen

Donnie WilliamsChief Digital Officer

Horizon Media

Lindsay FordhamDirector, Product Marketing

Rocket Fuel

Tod SacerdotiCEO & Founder

BrightRoll

Moderator

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WHAT IS PROGRAMMATIC?

• Programmatic marketing uses real time systems, rules and algorithms to automate the delivery of data-driven, audience-specific, relevant experiences to consumers as they interact with a brand’s many touch points. The experiences include focused offers, messages, content or ads across paid, owned and earned channels.

• It is the use of technology to automate processes and the use of math to improve results.

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GROWTH OF PROGRAMMATIC

2011 2012 2013 2014 2015 2016 2017

11%19%

28%34%

41%47% 52%

13%

18%

25%

29%

32%32%

31%76%

62%

47%36%

27%21% 17%

Non-ProgrammaticNon-RTB ProgrammaticRTB

US Display Ad Spending Share, By Type, 2011–2017

Note: Read as 28% of display-related spending was through RTB in 2013; numbers may not add up to 100% due to rounding. Source: MAGNA GLOBAL and eMarketer.

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FUTURE OF PROGRAMMATIC: CROSS-PLATFORM?

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Jessica HogueSVP, Client Service

Nielsen

Donnie WilliamsChief Digital Officer

Horizon Media

Lindsay FordhamDirector, Product Marketing

Rocket Fuel

Tod SacerdotiCEO & Founder

BrightRoll

Moderator