Embed Size (px)
Citation preview
The Online Advertising &
Programmatic Media Buying
Ecosystem
February 22, 2016
History of Digital Advertising
The Birth of Programmatic
1st Banner
1995
1st Ad Serving
1994 2001-2003
Pop Up Ads
Direct Buys
2007
1st Social Media Ads
2008
Current1999-2001
Internet Bubble
Tech Crash
20011998
Founded
Ready for Programmatic?
$10B was spent with
programmatic media
in 2014, and projected
to be $20B by 2016.
87% of buyers to grow
programmatic >50% in
the next 6 months
72% of brands primarily
value transparency in
increasing programmatic
spend
Access to 2M+
impressions in 145+
Countries and across 1M+
Publishers Every Second
What is Programmatic? RTB?
Buying media in an automated
fashion through digital platforms.
Replaces the traditional buying
options.
RTB is the ‘stock market’ of selling
and buying media in real time.
RTB is individual and instantaneous.
Advantages of Programmatic
1. Efficiency
2. Targeting
3. Transparency
4. Real-Time Optimization
5. Control
RTB
DSP
DMP
Ad Exchange
Win Rate
3rd Party Data
Key Terminology
Who Makes Up The Space
Demand Side
Platforms
Data Management
Platforms
Dig
ita
l M
ark
ete
rs
Au
die
nce
Media Planning
Performance
Retargeting
Analytics
Creative
Optimization
Ad Networks Ad Exchanges
Campaign
Reporting
How Does Programmatic Work?
Ad exchange
announces
available bid to bid
manager
Bid manager
evaluates
advertiser’s targeting
and bids id it
matchesAuction of all
bids takes
place
Winning
exchange
serves ad
User visits
webpage
100 ms
Why Does Programmatic Matter?
Digital advertising used
to be bought and sold
manually.
THEN NOW
Digital ad buying is
faster, more efficient,
and less expensive.
Programmatic Solutions with Choozle
• Access to
every major ad
exchange
• IAB standard
ad formats
DISPLAY SOCIAL VIDEO MOBILE
Reach your target audience
WHEREVER they are online
Play in the nowNike.com
A Highly Responsive, High-Powered Speed Machine
• Access to in-
app and mobile-
optimized web
inventory
• Every major
exchange and
SSP
• 15. 30, and 60
second inventory
• Pre, Mid & Post
Roll
Exchange
• Right Rail ads
• News Feed
ads
the SIMPLE digital marketing platform
Learn more at choozle.com
