programmatic is data

programmatic is mobile

outline

history and definitions Warply programmatic ad network

targeting formats

omnichannel payments and wallets

history

90s

today

publishers direct

ad networks

ad exchangers

DSPsagency trading desks

programmatic

definitions

• WHAT ? Automated buying, placement and optimisation of media inventory

• HOW ? Media buying decisions taken impression by impression, user by user

• WHY ? Data Driven

data

1st Party Data 2nd Party Data 3rd Party Data

convergence

1st Party Data 3rd Party Data

obfuscation

marketing cloud

re-marketing re-targeting

mobile ad network GR

mobile apps

mobile web

mobile ad network CY

share of impressions

20-35% mobile web

10-25% mobile apps

10-12% tablets

source: Warply Ad Network

share of attention

source: Warply Ad Network, emarketeer

volume

115Μ ad impressions in

mobile web

245Μ ad impressions

in apps245Μ

3.2M unique mobile devices

source: Warply Ad Network

ad blocking

source GlobalWebIndex

10% increase during Q4 2015 because of mobile iOS

ecosystem

agency trading desk

advertiser

ad network (advertiser side)

advertiser ad server

DSP (RTB Client)

SSP (RTB Server)

Publishers

ad network (publisher side)

publisher ad server

Data Broker Consumers

Buy Side Sell Side

DMP

Lifestyle American Football Auto Enthusiasts

Avid Runners Engineering Enthusiasts

Fashionistas Food & Dining Lovers

Health & Fitness Enthusiasts High Net-Worth Individuals

Home & Garden Pros Mothers

New Mothers Parenting & Education

Pet Owners Photo & Video Enthusiasts

Singles Social Influencer Spanish Speakers

Sports Fans Tech & Gadget Enthusiasts

Business Business Professionals

Personal Finance Geeks Real Estate Follower

Small Business Owner

Sports Sports Fans

Avid Runners American Football Fans

Travel Business Travelers Flight Intenders Leisure Travelers

Shopping Catalog Shoppers In-app Purchasers

Mobile Payment Makers Value Shoppers

Entertainment Bookworms

Casual and Social Gamers Entertainment Enthusiasts

Hardcore/Midcore Gamers Movie Lovers Music Lovers

News and Magazine Readers Slots Players

TV Lovers

Audiences

targeting - device

targeting - location

mobile only targeting data points

native ads - homepage

native ads - timeline

native ads - inbox

native ads - vertical video

native ads - awards

native ads - prestitials

adaptive creatives - weather

adaptive creatives - audiences Business

Professionalsparentstech & gadget

lover

performance

4.5%

2.1%

4.6%

3.7%

3.7%

3.2%

omnichannel

personalisation

fingerprinting

customer id email

advertising id cookie

permission marketing

mobile retention

mobile wallets

programmatic is data

programmatic is mobile