Laurent Deramaix

Country Manager Microsoft Advertising Belux

RTB Forum - 27 March

Selling or

Programmatic

Selling?

4

2012

1.Programmatic Selling..is selling.

Data Workflow

Ability to leverage 1P and 3P data targeting segments in

buying against media (via DMP)

Leverage multiple data sources with the ability to use them

against their own first party data

Pricing

Why ‘Programmatic’:Expectations vary by customer

Efficiency of programmatic buying without the need for

paper Insertion Orders, phone calls, and direct sales person involvement. UI/tool-based booking and confirmations

Consolidation of buyer toolsets on particular platforms (typically

DSP) – unified media buying, tracking, and execution

Non fixed-price CPM models; auction-based ‘market pricing’

Cheaper pricing than hand-sold due to selling efficiencies

(perceived or real)

7

Not a campaign by

campain, but a

constant process

1

8

Trade Marketing

Is key

2

9

It’s not a

strategy but a

way to execute

a strategy

3

The Market is ready for more

Up to 80% of spend expected to

trade programmatically in next 12 months

Buyers want us to better sell our

products

Desire for more premium inventory

Desire to build the brand, high impact end of programmatic: data,

formats

• Real time requires a data-driven mindset

• X-screen: Usage of devices expanding significantly, as is the range of connected devices

• X-platform: Microsoft offers it services across it own

ecosystem, and partner ecosystems – launching office for Ipad

• Mobile Phones and tablet devices account for up to 25% of usage

• Creating new opportunities and new complexities

• Mobile Web opportunities across devices

• Apps opportunities

• Future sees Living Room opportunities via Xbox

• Not having a mobile strategy is no strategy at all

New opportunities and complexities

Meet the Buyer and the Seller

• Landscape reminiscent of early RTB marketplace

• Needed to refresh SDK to support new advertising formats

• What level of data am I prepared to share - device

id or app category?

• Content: Mobile Web, or Mobile app or both

• Different demand states – App Install cross app advertising

Complexity for the Seller

• The lack of cookies that align to

web cookies

• How to track and target

• Capabilities of buying technologies

• Specialist technology and partner

or one consistent buying tool

• Responsibility is switched at the

buyer side.

Complexity for the buyer

14

Conclusion