THE PERIODIC TABLE OF PROGRAMMATIC ELEMENTS OPTIMIZATION AND TARGETING

BY HEADWAY DIGITAL

MORE ON PROGRAMMATICELEMENTS.COM

Why do we need another periodic table of elements to explain programmatic media buying.

Programmatic is not a technology. Programmatic is the discipline of using technology toAutomatize the excetution of media buying, targeting and optimization in order to Reach audiences at sacle.

The numbers of options available for marketers is – many times – notFully visible for those who are not in charge of execuing their campaigns.

The goal of this Project is to give marketers a tool to understand the complexicity and Possibilities of programmatic.

The Five Dimenions of Targeting and optimizationEach dimensión groups a set of categories based on the type of elementsAvailable.They involve different technologies and affects differently to the outcome of thecampaign.

Accesing advertising spaceINVENTORY

On of the pillars of programmatis is the interconnected ecosystem of advertisingMarketplaces that are not accesed from a single platform (DSP). The elements of The Inventory dimension defines where to show the ad, how it is found and bought, And on what devices is this available.

INVENTORY: The Publishes where the advertiser can show the ad an Ad ExchangesWhere this inventory can be bought.

MARKETPLACE: how this inventory can be boght,. Be it on open auctions acrossthe exchanges (Open), grouped Premium publishersThat sell their inventory as a whole (Premium), pre-negotiated deals accessesprogrammaticaly (PMP) or accesses directly (guaranteed).

INVENTORY TYPE: From traditional web space to in-app inventory.

DEVICES: All devices where the ad can be shown. From Desktop to Mobioe..

CAMPAIGN FUNDAMENTALSPLATFORMAt the platform level optimizers set the fundamentals of the campaigns. Budgets, Dates, Values and Goals.Using targeting partners the campaign can be filtereed by location, technology and inventory level data likeViewability, Brand safety and content.

FILTERS: Partners offer the capability of targeting sites by its content, or pre-vid viewability information and block pages thatAre not compatible to the Brand.

CAMPAIGN: Fundamental campaign configuration like pacing, Budget and bid.TARGETING: Basic timing, technology and location targeting elements.

LOCATION: From country level to neighborhood targeting.

MAKING THE MSSAGE TO WORKCREATIVE

Once the audience has been identified and reached it is important to understandwhich creativePiece is the best fit.From Copy to Visuals, the use and testing of multiple combinations of creatives is oneofThe récipes to programmatic sucesss.

TYPE: Displau, Video, Native and Rich Media.

Format: Optimizers get the most of theri campaign by finding the most effectivecombination of Size, format and concept.

Audience TargetingDATAAdvanced advertisers consider DATA as a strategic asset for their marketing efforts. From Company level data to Marketplace sourced audiences, building an audienceplan is key to succeed.

TARGETING DATA: Source of data. First to third party data.

DEMOGRAPHIC DATA: Data that defines demographic information abou theaudience.

INTENT DATA: Audiences that have shown intentions of acquiring or using a productor service.

INTEREST DATA: Audiences with interest on specific subjects.

SETTUP UP THE OPTIMIZATION ENGINEGOALSCampagns can serve multiple goals. During campaign setup the optimizer informsThe DSP against which variable it should optimize and what kind of variables should be reported.

REACH: For mcampaigns where the advertiser wants to reach as many people as posible for a specific target.

CLICKS AND ENGAGEMENT: When the advertiser wants to reach to users who are more likely to respnd to theCreative.

LEADS, ACTIONS, SALES: For Direct Response goals, optimizing impresisons delivery forusers who are on the bottomStage of the funnel and are more likely to convert into a lead or a sale.

VIEWS: When running video campaigns, the optimizer can focus the campaign onusers who are more likely to Watch the promoted video.