Post on 26-Jul-2020
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Building BridgesAdam Markey
Sr. DirectorTV Solutions
Priti OhriDirector
Global Solutions
2w w w . d a t a x u . c o mconfidential
90%of users use at least 2 devices at the same time
Health
Style
Sports
Morning Afternoon Evening
NEWS
Source: United Internet Media, Catch Me If You Can!
Today’s Reality
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Activity:1. What does cross-device mean to you? 2. What are the biggest opportunities you see it
creating?
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Cross-Device is Top of Mind
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U.S. Programmatic Digital Display Ad Spending 2014-2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2014 2015 2016 2017 2018
45%
35%
27%22%
18%
55%
65%
73%78%
82%
Source: *eMarketer U.S. Programmatic Forecast Q3 2016 Report
**Research and Markets. “Global Programmatic Advertising Spending Market 2016-2020” May 2016
PROGRAMMATIC DISPLAY
NON-PROGRAMMATIC DISPLAY
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U.S. Programmatic Mobile Ad Spending 2014-2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2014 2015 2016 2017 2018
54%
34%
25%
80% 83%
20% 17%
Source: *eMarketer U.S. Programmatic Forecast Q3 2016 Report
46%
66%
75%PROGRAMMATIC MOBILE
NON-PROGRAMMATIC MOBILE
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U.S. Programmatic Video Ad Spending 2014-2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015 2016 2017 2018
12%
61%
40%
31%26%
39%
60%
69%74%
88%
Source: *eMarketer U.S. Programmatic Forecast Q3 2016 Report
NON-PROGRAMMATIC VIDEO
PROGRAMMATIC VIDEO
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Digital Will Outpace TV by 2017
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Mobile is media’s link to the real world
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Bridging the TV-Digital Data Gap
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What is a Graph?
G = ( V,E )VV
V
V
E
E
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What is a Graph?
iPhone
Tablet
Laptop
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What is a Graph?
iPhone
Tablet
Laptop
ChromeCookie
FirefoxCookie
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What is a Graph?
iPhone
Tablet
Laptop
ChromeCookie
FirefoxCookie
TV
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What is a Graph?
iPhone
Tablet
Laptop
ChromeCookie
FirefoxCookie
TV
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Combine Data Sources
iPhone
Tablet
Laptop
ChromeCookie
FirefoxCookie
Purchased on my Website
High Net Worth
New York City
Visited my Website
Location
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Combine Data Sources
iPhone
Tablet
Laptop
ChromeCookie
FirefoxCookie
Purchased on my Website
High Net Worth
New York City
Visited my Website
Location
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TV Data into a digital graph has different requirements
Bringing the Graph to TV
Visited my Website
High Net Worth
New York City
TV
Ad Exposure
Programs Viewed
• Lack of identifiers
• Privacy implications
• Based on household-level data
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Enter Programmatic TV (PTV)TV inventory that is planned, bought and sold on impressions using digital (audience) data and software automation.
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Programmatic Linear
Traditional Broadcast automated through APIs
Audiences purchased through indices
Three PTV “Flavors” today
Connected TV (OTT)
“TV” content on internet connected devices
RTB programmatic channels and direct
Addressable TV
Household Level targeting of TV and Video on Demand
Allows digital audiences
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What Does PTV Mean for Advertisers?
Measurement & reporting beyond ratings points
Increased automation
Incorporate 1st & 3rd
party data into TV
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Different Approaches for Each Channel
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Extending the Graph to Connected TV
Visited my Website
High Net Worth
New York City
Step 1: Build Target Audience Data across devices
Step 2: Build a household model
Using a household algorithm, device data can be aggregated one layer up
Step 3: Execute your campaign like Programmatic Video
Use most key elements of today’s DSPs for planning, campaign management and reporting
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Extending the Graph to Addressable
Visited my Website
High Net Worth
New York City
Step 1: Build Target Audience Data across devices
Step 2: Build an audience model
Privacy issues prevent targeting set top boxes directly
Modeling can be used to take 1st party / 3rd party data
“Modeled” Set-top boxes that look like your audience. Can be targeted Directly by the MVPD
Step 3: Execute and Measure Reach and ROIMeasure reach and frequency and traditional metrics
True ROI of TV based on exposure data
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Extending the Graph to Programmatic Linear
Visited my Website
High Net Worth
New York City
Step 1: Build Target Audience Data across devices
Step 3: Execute a Programmatic TV Plan276%: New York City, Walking Dead, AMC, Sunday @ 9pm
150%: Los Angeles, NCIS, CBS, Tuesday @ 7pm
Execute via API integrations for granular control
Step 2: Connect to an Opt-In Panel
Collects Panel Based Viewing Data for Ads and Shows
Bridges Digital Behavior to TV Watching
Creates indices for Programs, Channels, Times, and Regions
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New Approaches to Measurement
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Cross Device Enables New KPIs and Attribution Models
TelevisionMobileDisplayVideo
Impression Channel Web Site
In-AppIn-StoreLocation
Conversion Channel
Attribution ModelsLinear
Time DecayFirst / Last Touch
Weighted Multi-Touch
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Activity:Define you’d use cross-device technology to reach consumers and measure effectiveness in:Auto, CPG, Retail, or Financial Services (pick one)
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Thank you!
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Despite the challenges, programmatic TV is projected to grow to over $11B by 2019 accounting for 16% of US TV advertising spend.
Programmatic TV market is growing rapidly
Source: Weide, Karsten. International Data Corporation, Aug. 2015: “Programmatic TV Advertising: Bigger than RTB By 2019”
$0.20$0.99
$2.94
$6.17
$11.48
$0
$2
$4
$6
$8
$10
$12
$14
2015 2016 2017 2018 2019
Total Programmatic TV Ad Spend ($B)
Programmatic TV Ad Spend ($B)
Billions ($)