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xavier-garrido
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PROGRAMMATIC
PROGRAMMATICRIGHT HERE. RIGHT NOW.
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WE LIVE IN A TECH WORLDFINTECH . MARTECH . ADTECH
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ADTECH
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FOCUS
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PROGRAMMATICWhat is?Is the automatization of the media buying and selling using the technology to target the correct audiences in a efective way,
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PROGRAMMATICWhere it comes from?Is the evolution of the traditional media buying that involves manual IOs, reconciliations, calls, etc .
PROGRAMMATICA new standardThe matter is WHEN we will start doing programmatic, not IF we need to do it.
WHEN YOU DISCOVER THAT NOT ALL PROGRAMMATIC IS RTB.
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THERE IS LIFE BEYOND RTBPROGRAMMATIC DIRECT
ADVERTISERCONSUMERPUBLISHERSAGENCIESTRADING DESKSADNETWORKSRETARGETERS
TECHNOLOGYTHE PLAYERSBUY SIDE. SELL SIDE.
ADEXCHANGETECHNOLOGY
CRMADSERVERAD VERIFICATION TOOLSATTRIBUTION MODELS
BUYING PLATFORMSDSP
SELLING PLATFORMSSSP
DMP
DMPDYNAMIC CREATIVESANALYTICSADSERVERANALYTICSTAG MANAGERWEBCOOKIESBROWSERS
DATAPROVIDERS
BUY SIDESELL SIDEADVERTISERCONSUMERSPUBLISHERSAGENCYTRADING DESKS
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PROGRAMMATIC DIRECTopen auction
private auction*INVITATIONpreferred deal
programmatic guaranteed
INVENTORYguaranteednot guaranteedPRICEfixauction
MODELSBUYING &SELLING
open auction
private auction*INVITATIONpreferred deal
programmatic guaranteed
MODELSBUYING &SELLING
RTBPROGRAMMATIC DIRECT
INVENTORYguaranteednot guaranteedPRICEfixauction
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WHOWHENWHEREWHATRIGHT PersonRIGHTPlacementRIGHT Moment
RIGHTMessageTHE 4 W OF PROGRAMMATIC
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THE 5 W OF PROGRAMMATICWHY
WHY?
ADVERTISERTARGETINGBetter tools to target the audiencePROFITABILITYEffective costsEfficiency in resourcesOPTIMIZATIONReal Time OptimizationANALYSISMore data and granularity for analyzing
PUBLISHERSINVENTORYBetter control and monetization
SEGMENTATION Better capacity to target the audienceYIELDInventory and price optimizationNEW INCOMESData Selling
WHY?
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CHALLENGES & OPPORTUNITIES PROGRAMMATIC
AD FRAUD / CLICK FRAUD / NHTREAL TIME GEO LOCALITATIONAD BLOCKINGCUSTOM MESSAGESVIEWABILITY
CROSS SCREEN.
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THANKSXAVIER GARRIDOHEAD OF PROGRAMMATICGROUPM SPAIN
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