/ The evolution of programmatic:

threats, opportunities and the future

–IAB UK

“At present, just 50 percent of UK marketers have bought mobile inventory programmatically, and 44 percent have

little or no knowledge of it – making it one of the least understood mobile topics.” 🤔

The big mobile programmatic bang

Why do the programmatic-first marketeers win?

The most common concerns• Learning curve

• Expensive technology

• Fraud and quality

• Bad experience

• Mobile-specific data

• Lack of the category-specific publishers

😱

Data is the heart of programmatic

And it get’s crucial when you go mobile!

Let’s define data/ 2nd Party/ 1st Party / 3rd Party

Data produced and stored by the source. Collected by the publisher or through the 1st hands access to the publisher.

Data shared by the 1st party directly or through the DMP.Data acquired through the real-time data auctions.

Aggregated data or the data collected by a 3rd party indirectly.Most common data on the market. Usually outdated.

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Everything that can be automated will be automated

It’s not about the data, it’s all about the data-based automation

Target everything ⦿• Emoji targeting• Apple Pay/Google Wallet based

targeting• Messenger bots usage and

context• Dynamic location based

targeting Credits: www.exchangewire.com

Opportunitiesand threats always come together

🤖💂💡🇬🇧• Moooore location data - position of the phone in the 3d space

• Programmable goes mobile 🔥

• Unlocking creativity - augmented reality ads, 360 pictures

• In-app user action-based advertising (native of the natives)

• Robot AdOps

• Pre-installed ad-blockers (ex. Opera Browser)

• Huge screens are mobile as well (All-screen strategies)

• Tap patterns could be linked to the neuro-marketing patterns

• Mind the squeezed traffic!

Thank you!Likedin: linkedin.com/in/guzenko

Twitter: @ivanguzenko

Skype: ivan.guzenko1

E-mail: ivan@smartyads.com