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    Programmatic Poster

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    Understand programmatic advertising

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    © All Rights Reserved
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    Programmatic Poster

    Uploaded by

    BorderBRE
    161 views2 pages
    Understand programmatic advertising

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    © © All Rights Reserved

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    Understand programmatic advertising

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    161 views2 pages

    Programmatic Poster

    Uploaded by

    BorderBRE
    Understand programmatic advertising

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 2

    programatic buying 2.

    qxp

    5/13/2014

    2:48 PM

    Page 1

    HOW
    TO
    BUY
    A
    PROGRAMMATIC AD
    AUTOMATED AD BUYING IS BECOMING WIDELY ADOPTED, BUT THE PROCESS REMAINS HARD TO UNDERSTAND. HERES YOUR GUIDE TO HOW IT WORKS.

    1.

    Programmatic ad
    buying can have many
    different flavors. This
    is what a common buy
    looks like:

    I WANT
    TO BUY A
    PROGRAMMATIC AD
    Great. Youve come
    to the right place.

    IM A BUYER

    SUCCESS!

    Its time to figure out how


    much you want to pay for your ads.
    Typically, ads are bought on a CPM
    (cost-per-thousand impression) basis,
    but you can also tell your DSP to
    optimize for certain goals, such as
    sales or clicks.

    SEND BID
    REQUEST TO
    EXCHANGES AND DSPs
    When an ad is available to be sold,
    your technology partner will send a bid
    request to the marketplace, selling
    the ad to the highest bidder.

    COLLECT YOUR
    AUDIENCE DATA

    DEFINE
    YOUR AUDIENCE

    This is where you choose the software


    through which youll execute your
    campaign, called a Demand-Side
    Platform; examples include Turn,
    MediaMath, Trade Desk and
    Googles DoubleClick
    Bid Manager.

    SET BID

    Campaigns can go live in seconds or


    hours, depending on your DSP or
    schedule. Youll only win a percentage of
    your bids, but once you do, the system will
    automatically serve your ads.

    2.

    CHOOSE YOUR
    BUYING
    PLATFORM

    You can go basic, targeting men,


    ages 25 to 54, for example. Or more
    advanced, such as baseball fans
    who live in New York and have
    recently purchased sports tickets.

    ADD A
    VERIFICATION
    VENDOR

    CHOOSE YOUR
    INVENTORY SOURCES
    Its time to choose the pipes youll use
    to access inventory. This is where you
    will connect to publisher-side
    technologies such as Supply-Side
    Platforms, or SSPs, like Rubicon
    Project, or ad exchanges
    like AppNexus and
    Casale Media.

    You probably want to be sure your


    ads are shown to people and not
    bots. To do this, you can add a
    verification vendor like Double
    Verify or Integral Ad Science.

    SET A PRICE
    FLOOR AND BLACKLIST
    Dont want to sell your inventory
    below a certain price? Dont want
    certain advertisers gaining access to it
    (your top direct clients, for example)?
    Set up these controls within your
    Supply-Side Platform.

    Your first-party data can be a goldmine.


    Add tracking pixels to your site via a
    Data-Management Platform, or DMP,
    to learn more about your website
    visitors and reach them with ads.
    Some examples are BlueKai, Lotame,
    Adobe, X+1, Exelate and
    Quantcast.

    CHOOSE
    SUPPLY-SIDE
    PLATFORM

    PLUG IN
    THIRD-PARTY DATA
    TO FIND OUT MORE
    Purchase additional data to build
    larger audiences and create new
    clusters of people you think will be
    receptive to your message.

    I WANT
    TO SELL ADS

    First, youll need a technology


    partner that can list your ads in the
    programmatic marketplace. Pick an
    SSP, like Pubmatic, or an ad
    exchange, like Googles AdX.

    Are you looking to make some money


    off the inventory your sales reps cant
    sell? Or perhaps you want to sell
    premium inventory to buyers without
    the pain of executing a direct buy?
    Youve come to the right place.

    IM A PUBLISHER

    PRIVATE MARKETPLACES:
    Advertisers can buy from specific
    publishers programmatically through
    private marketplaces. Its simpler, but
    the inventory is often more expensive.

    PUBLISHER
    SETS ASIDE INVENTORY
    A publisher such as Hearst
    sets aside ad inventory that
    programmatic buyers can unlock
    using a unique code called
    Deal ID.

    BUYERS UNLOCK
    INVENTORY WITH ID
    The publisher sends a Deal ID to
    the buyer, who enters it into his
    or her Demand-Side Platform
    to unlock inventory.

    THE BUY
    Advertisers set up their campaigns
    within their DSPs, upload their
    creative and set the campaign live.

    This document and information contained therein is the copyrighted property of Crain
    Communications Inc. and The Ad Age Group ( Copyright 2014) and is for your personal,
    non-commercial use only. You may not reproduce, display on a website, distribute, sell or republish this document,
    or the information contained therein, without the prior written consent of The Ad Age Group.

    Illustrations by Chi Birmingham for Ad Age

    %UDQGVOLNH1HWL[.LDDQG.HOORJJV
    DUHZLQQLQJZLWKSURJUDPPDWLF
    QGRXWKRZ

    PROGRAMMATIC:
    THE BRAND ERA
    Programmatic has transformed media buying and is now a must for successful digital brand marketing
    2013 saw programmatic growth explode

    56%

    Brand safety meets ecient buying, as premium


    inventory and programmatic converge

    industry growth
    in programmatic
    display1

    BRAND
    SPOTLIGHT
    BY

    2015

    which represents
    28% of all US
    display spend1

    Premium media buying


    automation via programmatic
    grows

    59%

    grows 2014 investment in


    programmatic through
    preferred deals after
    initial tests with Cadillac

    PLAN
    TO USE2

    EXECUTIVES SAID

    28%

    79%
    S

    ARE

    ALREADY USING2

    4 WAYS BRANDS WIN WITH PROGRAMMATIC

    1 CONNECT 1:1 WITH AUDIENCES

    2 EMBRACE CROSS SCREEN


    Programmatic is aiding marketers in their
    rapid shift to cross-screen advertising

    By design, programmatic is able to deliver


    personalized messages, at scale, in real time

    HOW MARKETERS
    ARE DOING IT

    HOW MARKETERS
    ARE DOING IT
    Rapid growth in mobile programmatic

    Typical audience reach

    297%

    96%+

    Buying decisions made in milliseconds

    18 ms

    Projected industry
    mobile programmatic
    growth in 20145

    uses programmatic
    to reach new customers,
    spread awareness for new
    ight routes and drive
    sales. In a recent
    campaign, they used
    custom rst party data to
    reach millions of
    target customers in
    top performing regional
    markets, with their agency
    Camelot Communications

    active online adults


    in the US7

    across billions of
    impressions in
    real-time, globally8

    Mobile display ads bought programmatically

    ENGAGE WITH VIDEO


    Nothing connects like video, and programmatic
    can make it more powerful

    2017

    MEASURE WHAT MATTERS


    Programmatic buying is a leap forward to
    integrated marketing and measurement

    HOW MARKETERS
    ARE DOING IT
    Upsurge in programmatic video spend

    427%

    YOY spend
    increase
    on non-YouTube sites
    across Google properties4

    PROGRAMMATIC
    VIDEO

    VIDEO

    3X

    FASTER
    GROWTH

    rate of growth
    compared to
    overall video
    between
    2011-20143

    82%

    64%

    signicant ad
    recall lift9

    signicant brand
    awareness lift9
    Results from brands using Google measurement tools

    Programmatic helps address media fragmentation


    through integrated marketing

    in impressions
    for videos transacted
    programmatically4

    Precision targeting,
    combined with the sight,
    sound, and motion the
    format oers, makes
    programmatic video
    integral to Netix's
    content marketing eorts

    4.7
    +

    growth

    HOW MARKETERS
    ARE DOING IT

    Measuring what matters for brands is


    nally possible with new tools

    Sony Mobile is
    investing more
    in programmatic
    video after
    seeing positive
    results on their
    branding eorts
    for the launch of
    the new Sony Mobile
    Xperia Z1s

    Access to video inventory has skyrocketed

    4X

    12%

    88%

    68%
    2013

    used HTML5 to
    increase reach
    across screens
    while reducing eCPA by

    average number of
    digital platforms used
    by advertisers
    to address
    cross-channel
    needs10

    centralized technology
    and data on DoubleClick
    across channels
    Gained Insight:
    Better
    performance
    and cross-channel
    insights across
    search and display

    30%

    increase in
    conversions

    uses viewability as a metric


    to understand who saw
    their ad
    Gained Insight:

    15%
    Learn how you
    can embrace
    programmatic
    to win in the
    moments that
    matter

    AA012480Poster.indd 1

    higher
    viewability
    with
    programmatic

    Sources:
    Programmatic Advertising: Forecast and Future Growth Trends, eMarketer, Nov 2013
    Programmatic Everywhere: Data, Technology and the Future of Audience Engagement, IAB and the Winterberry Group, Nov 2013
    3
    RTB Gives Digital Video an Extra Boost, eMarketer, Aug 2013
    4
    Google Internal Data, 2014
    5
    Worldwide and U.S. Real-time Bidding Forecast, IDC, Nov 2013
    6
    Ad Forecasts- Programmatic buying reaching a tipping point, MAGNA GLOBAL, October 2013
    789
    Google Internal data, 2014
    10
    DoubleClick by Google survey, 2014
    1
    2

    thinkwithgoogle.com/programmatic

    5/9/14 12:11 PM

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