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Myths & Realities of Programmatic Display
Point it Digital Marketingwww.pointit.com 05.12.2015
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Housekeeping Slide
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About Point It
Our Clients
Our Services
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Today’s Presenters
Evan BarocasPoint It Digital MarketingSenior Account Manager - Display
About Presenter
Passionate about effective marketing, eight year stint in national politics,
and a deep knowledge of media planning and optimization.
@EvBarocas
Sherveen ShinguPoint It Digital MarketingAd Operations Manager
About Presenter
Digital marketing specialist and analytics practitioner. Blends SEM, Analytics
and programmatic display to achieve client goals
@sjshingu
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Benefit #1
The right message, to the right people at the right time for
the right price.
Benefit #2
New customers need to come from
somewhere. Fill up your funnel with your
best customers.
Why Programmatic Ad Buying?
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Agenda
1
2
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Definitions
The Ecosystem
The Myths & Realities
4 Questions & Answers
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1.Definitions
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A few definitions:
In plain English:Programmatic buying is a method of cost
effectively connecting an advertiser with a desired user
while they are browsing the internet.
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• Inventory Source: Where we are serving the impression: Desktop, Mobile, Social, Video
• Remanent Inventory: A publisher's leftover inventory. Typically, this is leftover from a direct buy and publishers push the remnant inventory to Real Time Bidding (RTB) platforms (or exchanges).
Inventory
Definition – Part 1
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• DSP: Demand-side is also another way of saying Advertiser-side or buy-side. An Advertiser-side platform automates media buying across multiple sources with unified targeting, data, optimization and reporting.
• SSP:A technology platform with the single mission of enabling publishers to manage their ad impression inventory and maximize revenue from digital media.
Platforms
Definition – Part 2
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• Ad Exchange: Technology platforms for buying and selling online ad impressions. Exchanges represent organizations beyond ad networks as defined by the Interactive Advertising Bureau (IAB).
• Ad Network: A company that connects websites that want to host ads (i.e., Publishers) with advertisers who want to run ads. See Also: Ad Exchange
• Real Time Bidding (RTB): A dynamic bidding methodology for remnant inventory where impressions are bidded on in real time.
Exchanges & Bidding
Definition – Part 3
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2. The Ecosystem
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The Ecosystem
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Why an Agency?
• Cost• Transparency
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• Expertise• Service
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2.The Myths and Realities
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It’s the same bang for your buck as the Google Display Network
MYTH:
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for your buck as the Google Display
Network
It’s too expensive to run those types of campaigns
MYTH:
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Isn’t programmatic ad buying justbanner ads?
MYTH:
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Conclusion
• Feed the funnel
• Programmatic helps Search –Search helps programmatic
• Have an insider guide you through the complexities and help you maximize performance
Just remember…
100%of Point It clients that try
programmatic ad buying, KEEP USING programmatic
ad buying.
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Questions?
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May 20th @ 11:00am
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