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

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Jul 02, 2023 409 likes •555 views

P C I R T O A G M R A M 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

SLIDE 1

P

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R A M M

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SLIDE 2

WtF

PROGRAMMATIC ADVERTISING

Speaker notes:

WTF is programmatic

SLIDE 3 User lands on publisher’s website

Publisher reaches

ut to SSP to sell

inventory

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

SSP chooses the winner based on a 2nd price auction

P U B L I S H E R

SSP

DMP

Traders send bids to DSP

$2.00 CPM $1.50 CPM $1.20 CPM

DSP

Programmatic RTB Flow

Speaker notes:

Real Time Bidding. Programmatic - the second price auction

SLIDE 4

SLIDE 5

Speaker notes:

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

SLIDE 6 Mark Pritchard, Procter & Gamble’s YouTube Meth Bot

Speaker notes:

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

SLIDE 7

WHAT EXACTLY IS

AD FRAUD?

Selling Fake Inventory Domain Spoofjng Hiding Ads Automatic Refreshing Proxy Users

Speaker notes:

Types of ad fraud

SLIDE 8

BRAND SAFETY

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

SLIDE 9

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

SLIDE 10

Programmatic Myths

Myth 1 Myth 2 Myth 3

The 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

SLIDE 11

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

SLIDE 12

Take Aways

1

Establish and measure the right KPI’s.

2

Vet your vendors and partners – and their vendors and partners.

4

Media buying has changed, have you?

3

Viewability and brand safety

Speaker notes:

Key take aways