Data Driven Media: Understanding Programmatic Advertising
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The document serves as an introduction to programmatic advertising, explaining its nature as automated buying facilitated by algorithms and data, with human guidance. It discusses the significant growth and impact of programmatic trading in Australia and worldwide, emphasizing the importance of real-time bidding and demand-side platforms. Additionally, it provides insights into the integration of artificial intelligence and big data in optimizing advertising strategies and metrics.
Data Driven Media: Understanding Programmatic Advertising
- 1. AN INTRODUCTION TO PROGRAMMATIC ADVERTISING
- 2. The hosts Rochelle Cass The Holla Agency Media Director JJ Eastwood Rocket Fuel Managing Director ANZ
- 4. Programmatic is automated buying, at a large scale, accomplished via a combination of machine-based transactions, data, and algorithms.
- 5. DOES THAT MEAN MACHINES DO ALL THE WORK?
- 6. The process is guided by a human element, with the end goal of centralising data and generating meaningful intelligence that buyers can act upon quickly
- 7. WHY SHOULD I CARE?
- 8. $500MEstimated AU spend in 2015 “Long term, the majority of premium inventory (an estimated 80%) will be sold through RTB platforms. Eventually, almost all premium inventory will be sold programmatically, with the sole exception of custom executions.” - IDC, November 2013 27% of total display ad spend $300MEstimated AU spend in 2014 $50BWorldwide spending in 2018 Programmatic trading is already big business in Australia
- 9. I KEEP HEARING THE ACRONYMS DSP AND RTB, WHAT ARE THESE?
- 10. Real Time Bidding (RTB) has been the most common way to buy programmatic inventory: similar to Adwords But the advent of Private Marketplaces means not all programmatic is RTB
- 11. • DSP – Demand Side Platform • SSP – Supply Side Platform Breaking Down The Most Commonly Used Acronyms
- 12. Produced by: Programmatic workflow – complex view
- 13. Produced by: Programmatic workflow – advertiser view Advertisers deal straight with DSP
- 14. IN THE AGE OF TARGETING…OPTIMIZATION… DEMOGRAPHIC A BEHAVIORAL SEGMENT B CONTENT CATEGORY C AI + BIG DATA
- 15. Age/ Gender Occupation IncomeEthnicity Purchase Intent Online Purchases Offline Purchases Browsing Behavior Site Actions Post CodeCity/DMA Search Sites Search Categories Recency Search Keywords Web Site/ Page Referral URLSite Category Bizographic s Social Interests Lifestyle ROCKET FUEL x + - -7 +17 X -2 +8 +14 X -9 -13 -12 X +19 +13 X +11 X X X +25 +6 X -7 +17 -2 +28 X +11 X X -9 +14 +17 +19 +8 +11 X X +17 -23 +6 X +17 -7 X -2 -13 -12 X +13 +6 X X X -9 X +17 X +19 +8 +14 +18 -23 +17 -12 +11 -9 +8 +14 X +11 -13 -12 +11 X X -7 +17 +8 +18X +11 X -12-10 +6 +14 X +8 +11 -10+13 +28 +6 +13 +19 X +11 -10 +13 -12 +17 X -7 +8 X 60 11MM+ Features Positive Lift Marginal Lift Negative Lift +8+13+11-9+11 Understanding artificial intelligence and big data’s influence on programmatic
- 16. AI uncovers non-intuitive connections…
- 17. Business goals vs media metrics: what should you be measuring?
- 18. 1. Are they independently certified? 2. Do they offer logins to their platform that allows you to monitor campaign performance and where ads are are being served? 3. Do they offer full-funnel and cross channel solutions? Assessing best programmatic partners: questions you should be asking
- 19. Key highlights from “Guide to Creative Optimisation”
- 20. The Media Agency of the future: Focus on Strategic Business
- 21. Big 3 Takeouts – Why you should embrace Programmatic Finding customers you might not have spoken to before Move beyond CPM. Optimised performance and business outcomes Big Data into Advertising delivers sophisticated understanding of consumers1 2 3
- 22. QUESTIONS?