CONNECTING THE DOTSOF THE PROGRAMMATIC ECOSYSTEM

The industry is moving incredibly fast and not everybody can catch up with trends

Programmatic is really just a way of using technology to buy and sell media

At first we need to understand how the relationship between advertisers and publishers evolve

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AD EXCHANGE

TRADING DESK

BUYING SOLUTIONS

Marketer(brand)

Publisher(audience)

Lots of Point players = Fragmented Ecosystem

TOP myths of Programmatic

Myth 1: Programmatic Means Targeting

PROGRAMMATIC SIMPLY MEANS AN AUTOMATED PROCESS

Both are not synonymous. Targeting means delivering the right ad to the right user at the right time. Digital ads bought programmatically mean that they been purchased through advertising technology platforms

TOP myths of Programmatic

Myth 2: Technology Is All You Need

THE HUMAN TOUCH IS STILL NEEDED IN THE PROGRAMMATIC WORLD

Programmatic simply automates the process, which enables sales teams to focus on building better relationships with their customers

TOP myths of Programmatic

Myth 3: Programmatic Is Only For Direct Response

PROGRAMMATIC IS AN EFFICIENT WAY TO MEET BRANDING CAMPAIGN GOALS (AWARENESS, BRAND ATTRIBUTES LIFT, ETC.)

Today automatic trading includes more insights about consumer profiles and behavior than ever before. It also has the ability to build a brand while adopting a targeted “mass” marketing approach, establish brand image and market presence.

TOP myths of Programmatic

Myth 4: Programmatic = Death Of Creativity

IN FACT PROGRAMMATIC ECOSYSTEM BRINGS NEW OPPORTUNITIES IN CREATIVES

Automated trading processes work best with formats available with large scale and a degree of uniformity. But as Programmatic comes of age, a wider variety of formats will become standardized. Also it provide opportunity for the data driven creatives called “Dynamic Ads”.Without outstanding creative work, an ad will not keep target audience engaged. And Programmatic is not an exception

TOP myths of Programmatic

Myth 5: It’s About Paying The Lowest Price

PROGRAMMATIC IS NOT A RACE TO THE BOTTOM

Every impression now has a value. The questions that buyers now need to ask are, based on historical performance, how much should I be paying against my goal, and how much do I need to bid to win that impression. Impressions with high CPMs are worth every penny if they convert users for a lower CPA/CPC

TOP myths of Programmatic

Myth 6: Programmatic Is Just For Display

PROGRAMMATIC BUYING IS EVERYWHERE

Programmatic is not just Display. It includes Mobile, Video, Native, Social, Email, Rich Media, DOOH and even TV

TOP myths of Programmatic

Myth 7: Programmatic Is Remnant And Not Premium Inventory

THE OPPOSITE OF PROGRAMMATIC IS NOT PREMIUM. IT’S MANUALProgrammatic has tools to control and manage how the ad was seen and for how long. Together with Header Bidding it will be wrong to say that only remnant inventory is sold programmatically.

Still it has some integrity issues: fraud, brand safety and supply chain transparency.

TOP myths of Programmatic

Myth 8: Programmatic = Real-time Bidding (RTB)

RTB IS JUST A PART OF THE PROGRAMMATIC ECOSYSTEMRTB uses algorithms to decide whether to buy an ad impression (or not) in real-time. Programmatic is about creating a connected ecosystem that enables automation of the overall planning and buying phase.Media buys using programmatic trading can bevia RTB or via automated guaranteed buys