M WtF PROGRAMMATIC ADVERTISING Speaker notes: WTF is programmatic - PowerPoint PPT Presentation

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WtF PROGRAMMATIC ADVERTISING Speaker notes: WTF is programmatic

Programmatic RTB Flow SSP sends bid 3 request with SSP SSP chooses audience data 5 the winner (DMP) to DSPs based on a 2nd price auction DMP User lands on 1 publisher’s website Traders send bids to DSP 4 Publisher reaches 2 out to SSP to sell $2.00 CPM $1.50 CPM $1.20 CPM inventory DSP P R U B H E L I S 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 Meth Bot YouTube Speaker notes: 3 events that led to the current brand safety and ad fraud saga

Selling Fake Domain Inventory Spoofjng WHAT EXACTLY IS AD FRAUD ? Automatic Refreshing Hiding Ads Proxy Users Speaker notes: Types of ad fraud

HOW WE ENSURE BRAND SAFETY BRAND 1 2 3 PRE-BID DURING THE POST-IMPRESSION CAMPAIGN Global and client specific Impressions and click SAFETY blacklist of publishers. Real-time filtering and analysis generate Programmatic vendors blocking of undesired powerful insights and can use IAS, peer39 or publishers at the URL recommendations for DoubleVerify and their (or page) level. the next wave of the proprietary back list of campaign. publishers. 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 Myths Myth 1 Myth 2 Myth 3 The YouTube crisis Programmatic will Marketers bringing was a surprise replace humans programmatic in-house doesn’t threaten agencies MYTHS DEMYSTIFIED: Remnant inventory Programmatic is a black box 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 Infmuencer marketing Speaker notes: Emerging programmatic trends overseas & in NZ

Take Aways 1 2 3 4 Establish and Vet your vendors Viewability Media buying measure the and partners – and brand has changed, right KPI’s. and their vendors safety have you? and partners. Speaker notes: Key take aways

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