A STATE OF BUSINESS IN PROGRAMMATIC

ADVERTISING WITH ADFORM & NAPOLEON GAMES

Presented by Dax Vercauteren, Commercial Director Belgium & Gianni Museeuw,

Digital Marketing Manager

COMMERCIAL

DIRECTOR BENELUX

✓ Programmatic expert since 2013

✓ Managed operations for Adform in the

Netherlands, Belgium & France

✓ 100% focus on Belgium since 2015

✓ 10+ years in online marketing (Search,

Affiliate, Display, RTB)DAX VERCAUTEREN

MARKET STATUSADOPTION OF PROGRAMMATIC ADVERTISING IS SOARING IN

BELGIUM

STATE OF BUSINESS 2017

LOCAL INVENTORY INTERNATIONAL INVENTORY NOT IN RTB

27 B impressions are available on RTB landscape, 8B are .be inventories

(30%)

+ more

STATE OF BUSINESS 2016 - 2017CPM TRENDS ON OPEN EXCHANGE IN BELGIUM

2016 was a record year for programmatic, 2017 starting off slower than years

before

€ 0,00

€ 0,50

€ 1,00

€ 1,50

€ 2,00

€ 2,50

€ 3,00

€ 3,50

€ 4,00

jan feb mrt apr mei jun jul aug sep okt nov dec

2014 2015 2016

STATE OF BUSINESS 2016 - 2017CPM TRENDS PER CHANNEL IN BELGIUM ON OPEN EXCHANGE

Native Mobile Display RTB avg. High Impact Video

Native CPMs (Facebook exit), mobile CPMs exceeding desktop pricing

in 2017

Complete and total data ownership. Your data, your rules

Fully Open

Lack of transparency, lack of

control, lack of learnings, lack

of trust

Walled

gardens

Searchdata

Mobiledata

Advertisingdata

Advertisingdata

ADVERTISER

EDGE

CROSS-

DEVICE

MobileDesktop Video DOOHPrint TV

Trading Base

Demand Side Platform

(DSP)

Audience Base

Data Management Platform

(DMP)

AdServer

(TPAS)

Creative Base

Creative Site Platform

(CSP)

Audio Native

Rich Media – Site tracking - HTML5

Studio - Dynamics / Rotators - Dynamic

Creative Optimization (DCO) - Creative

Library

Direct (AG/ IO) - RTB - PMP/ Deal

Management - Real-Time Forecasting

- viewability - CPC, CPM, CPA

Audience Builder - Audience

Extension - High-Reach 3rd Party

Data - Taxonomy Builder

Integrations - API -

Exposure rate:

DMP 100%

AdServer 75%

DSP 75%e

Intuitive UI –

Simple workflows

across platforms

DATA CREATIVITY TRADING

Cross-Device - Client-Side Encryption of Identifiers (PII) - Probabilistic + Deterministic Data

Social

CROSS-DEVICE DATA ATTRIBUTIONTRACKIN

GSUPPLY

+ many

more + many more

Our creative intelligence

platform empowers you to

create compelling brand

experiences across devices

based on consumer &

campaign data

1:1 Storytelling

The right creative

execution at the

right timeCreativity is crucial for doing

effective advertising. No

other platform connect data,

creativity and trading in real

time

ALL TRADING METHODSAutomated Guaranteed, RTB, PMP

ALL SCREENSAndroid, iOS, mobile

web, in-app

ALL FORMATSRich media, standard,

high impact, video,

native, responsive

ALL DEVICESDesktop, mobile,

outdoor, TV

ALL METRICSCustom reporting, CTR,

CPA, attribution, engagement

rate,

video play time, viewability

ALL TAG MANAGEMENT,

TRACKING, ANALYTICSPath to conversion, attribution,

frequency

ALL DATASocial, mobile, search, POS,

CRM, 1st, 2nd and 3rd party,

niche segments

FULL STACK PROPOSITION

ALL SAFEVerification, viewable,

brand safety

ALL INTEGRATIONSBrand safety, data, social,

search, CRM

APPROACHING THE STACK

WITHOUT OFFERING SILOED PRODUCTS

TRADING

• Open RTB

• Private Exchanges & Deals

• Automated Guaranteed

• Programmatic Guaranteed

• Direct IO

• Unified reporting across all

types of buys and campaigns

DAT

A• Data Management Platform

• Cross device & 360* view on

customer user journey

• NHT, brand protection, ad

verification & ad viewability

• Global WL / BL control

• Full support for custom

buying models

• Tag Management

CREATIVI

TY

• All screens

• High impact, & video

• Dynamic Creative Optimization

• Creative Studio

• Production team

• Heat map reporting and analytics

• EU privacy law compliance,

physical data centers in the EU

• ISO 27001 certified

EU DATA PROTECTION & PRIVACY

Fully compliant with international privacy laws

Data is never collected without user consent

Only non-PII information for probabilistic cookie matching

All profiles based on Cookies & Device IDs

All user-relevant data is one-way encrypted before stored on Adform

system

Annual Deloitte audits and security penetration tests

Retain protection, control and management of all 1st, 2nd and 3rd party

data as well as ROI and ROAS associated with your campaigns from

one single UI. Our data centres have the most stringent security

processes.

PROTECTIO

N

OWNERSHIP CONTROL

________________________________________________________________ CONFIDENTIAL

EDAA Certification Report

May 27, 2014

be@adform.com