PROGRAMMATIC

WTF PROGRAMMATIC ADVERTISING

Speaker notes:WTF is programmatic

User lands on publisher’s website

1

Publisher reaches out to SSP to sell inventory

2

SSP sends bid request with audience data (DMP) to DSPs

3

SSP chooses the winner based on a 2nd price auction

5

PUBLISHER

SSPDMP

Traders send bids to DSP4

$2.00 CPM $1.50 CPM $1.20 CPM

DSP

Programmatic RTB Flow

Speaker notes:Real Time Bidding. Programmatic - the second price auction

Speaker notes: The Programmatic journey can be complex – we aim to simplify it for you

Mark Pritchard, Procter & Gamble’s

YouTube

Meth Bot

Speaker notes:3 events that led to the current brand safety and ad fraud saga

WHAT EXACTLY ISAD FRAUD?

Selling Fake Inventory

Domain Spoofing

Hiding Ads

Automatic Refreshing

Proxy Users

Speaker notes:Types of ad fraud

BRANDSAFETY

1 2 3

HOW WE ENSURE BRAND SAFETY

PRE-BID

Global and client specific blacklist of publishers. Programmatic vendors can use IAS, peer39 or DoubleVerify and their proprietary back list of publishers.

DURING THE CAMPAIGN

Real-time filtering and blocking of undesired publishers at the URL (or page) level.

POST-IMPRESSION

Impressions and click analysis generate powerful insights and recommendations for the next wave of the campaign.

Speaker notes:Basic steps to safe guard your campaign

ACQUIRE in-flight safety

Work with multiple brand safety vendors

Update our black list regularly

Invest in new technology

Question everything

Training and upskilling

Speaker notes: Acquire online brand safety pre-checks

Programmatic MythsMyth 1 Myth 2 Myth 3The YouTube crisis was a surprise

Programmatic will replace humans

MYTHS DEMYSTIFIED: Remnant inventory Programmatic is a black box

Marketers bringing programmatic in-house doesn’t threaten agencies 

Speaker notes:Programmatic Myths – 2017

EMERGING TRENDS

Programmatic Audio, Newsletters and OOH

Native – Google, content discovery and specialized platforms

Audience segmentation and DMP

AI, AR and chat bots

Influencer marketing

Speaker notes:Emerging programmatic trends overseas & in NZ

Take Aways1

Establish and measure the right KPI’s.

2Vet your vendors

and partners – and their vendors

and partners.

4Media buying has changed,

have you?

3Viewability and brand

safety

Speaker notes:Key take aways

PROGRAMMATIC