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WHAT the F*** is Programmatic Trading & what's in it for us?
The document discusses programmatic trading in digital advertising. It begins by defining common acronyms used in programmatic advertising like RTB, DSP, SSP. It then discusses how programmatic trading benefits various stakeholders in digital advertising like advertisers, agencies, ad networks, publishers. Programmatic trading allows for bidding infused buying, data targeting, faster go-to-market times, automated procedures and operational efficiency. It also allows for more control, transparency and ability to reclaim data for stakeholders. The document provides next steps publishers and agencies can take to leverage programmatic trading and data to increase revenues and operational efficiency.
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WHAT the F*** is Programmatic Trading & what's in it for us?
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- 2. DigitalAdvertising is not soDigital!
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- 9. The acronyms bomb ›RTB › DSP › SSP › DMP
- 10. Back to the A,B, Cs
- 12. › StakeHolders › Advertisers ›Agencies › AdNetworks › Goals › Reach › Resonance › Results › Campaign types › Brand › Performance › StakeHolders › Publishers › Sales Houses › Goals › Traffic › Monetization › Yield › Inventory Types › Bespoke › Premium › Remnant
- 13. WHAT the F*** isprogrammatic trading?
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- 23. Revenues › Bidding InfusedBuying › Data Targeting › Faster go to market Operational Efficiency › Automated Procedures › Consolidation of sources Control & Transparency › Reclaim Data › Control of buying › Pricing Transparency Revenues › New Advertisers › Increased eCPM (Data) › Sales focuses on key clients Operational Efficiency › Automated Procedures › Consolidation of sources Control & Transparency › Reclaim Data › Full Control on trading rules › Pricing Transparency
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- 28. › Understand yourinventory strengths & weakness by reviewing which part is getting high & low demand › Enhance your inventory’s value by using data to offer segmented target audiences › Grab revenue share by using advertiser data (i.e. retargeting) VALUE THROUGH DATA › Review the structure and job descriptions of your sales teams › Open up all your inventory to programmatic buying › Build custom features / functionality for internal use and customers › Work with other publishers to jointly create new audience target groups THRIVE BUILD REVENUES & EFFICIENCY › Introduce programmatic as the way of trading with your key clients › Monetize your unsold inventory through the open exchange Publisher Next Steps
- 29. › Move fromsite centric to audience centric buying › Build long-lasting data driven advertising strategies instead of ad-hoc campaigns › Continuously analyze and optimize across key metrics. Always in beta. VALUE THROUGH DATA › Build custom features / functionality for internal use and customers › Integrate CRM Data as an extra data layer that can enhance targeting › Work with 3d party data providers to acquire missing data pieces THRIVE BUILD REVENUES & EFFICIENCY › Introduce programmatic as the default way of buying display inventory › Increase efficiency through automation Agency Next Steps
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