PowerPoint Presentation
THE FUTURE OF AUTOMATION
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THE FUTURE OF AUTOMATION
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Jason DeMarcoVP Programmatic & Audience SolutionsA+E
Networks 9+ years in digital advertising4+ years in
programmatic
Humble intro slide.3
Jason DeMarcoVP Programmatic & Audience SolutionsA+E
Networks 9+ years in digital advertising4+ years in
programmatic
Built A+Es programmatic business from the ground up
YoY growth ranging from 50%-80% in revenue
Market leader in programmatic adoption amongst premium video
Thought leader & champion for adopting new technology,
strategies and partnerships in market
Go-to source for evaluating and testing new ideas internally and
externally
Intro slide4
Automation:the technique, method, or system of operating or
controlling a process by highly automatic means, as by electronic
devices, reducing human intervention to a minimum.
Definition of automation5
Current state of digital advertising when considering current
state of technology, vendors, partners, data sets, data providers.
An ecosystem that has been preyed upon by opportunists 6
Thank you to Luma Partners we are all familiar with the
Lumascapes which represent both the complication in the digital
space as well as the opportunity that exists. As long as venture
capitalists and entrepreneurs continue to see the monetary benefit
of participating in advertising technology, this area will continue
to see new companies created. This is not a bad thing as much of
the evolution has come from new ideas, products and companies
exposing issues in the previous and current workflow and process
that could be solved for through tech. 7
MERGERS AND AQUISITIONS
HELP DEFINE AND CREATE COMMONALITY IN GOALS
Larger firms acquiring smaller tech companies helps create
similar goals in product creation and workflow resolutions8
5891210?
Not how we count at A+E however the number of digital tech and
network partnerships we have just based on monetization. The goal
has always been to minimize the number of partnerships to reduce
complexities although each partner presents a unique solution.
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A+E Networks currently partners with exchange platforms like
StickyAds (recently acquired by Freewheel/Comcast) to automate the
buying and selling of video inventory on our sites and apps.
Buy-side partners like The Trade Desk have helped brands and
agencies automate the targeting, optimization, and activation of
campaigns into programmers inventory like A+E. This is nothing
revolutionary and has been common practice for many of us for a few
years.
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Now lets take that approach one step further and look at how a
publisher leveraging a DMP, A+E partners with Krux, can create
additional opportunity. Still leveraging the partnerships we have
in place to minimize manual reliance, we are able to facilitate
audience based buys through existing pipes and setup. There is no
denying that data is becoming, if not already is, one of the
biggest components to ad spend. By allowing data for targeting
purposes to freely flow into existing setups, we can benefit from
the upside like incremental advertisers, incremental spend, and
marketing our inventory in real-time.
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Why not incorporate brand data, match it to publisher data,
create additional look-a-likes based on publisher 1st party data,
and create a marketplace opportunity for the brand to activate
against all of the included data. When they use a DSP, it also
affords the brand all of the benefits of consolidated reporting,
frequency controls and even more. 12
Greatbut you said the future of automation!
Automation of STB VOD through the use of a DSP to plan, buy,
report, and analyze impact of the campaign into a programmers
inventory.
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RTB MarketplacePrivate MarketplaceProgrammatic DirectDirect
Sales
Yield OptimizationStrategy
DFP and AdX already provide a certain capability around dynamic
pricing and real-time yield optimization, however there are
limitations defined by partnership and tech stack components. Also,
this can be sometimes associated with black-box decision making. So
how about an ability to run a true yield optimization strategy
based on real-time price awareness. Create an environment where
parameters can be controlled by the publisher and all demand is
created equal despite how it was curated. Lets go one step further
and think about how this can be leveraged in content creation and
responsive page setup.
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USER A: article reader; light video watcher
Responsive site highlights articles for consumptionNative ad
formats prioritizedFocus on display ads Short-form video ads
suggested w/ max ad time reduced
USER B: full episode video watcher
Responsive site highlights new episodes availableSite design
removes majority of text and display adsMaximize ad loads for full
episode contentActivate exit adsContent Generation and Site
Design
This example highlights how automation can go beyond just ads.
Content generation and site configuration should be able to
leverage some of the same data as advertising to influence the
content being provided to a user. Even the site design can be
influenced and repurposed in real-time to create the best viewing
experience. This will hopefully lead to better and longer user
sessions, more site loyalty, and ultimately increased revenue.
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Questions?
THANK YOUJason DeMarcoA+E
[email protected]
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