@tdavidson  

The State of Programmatic

@tdavidson  

@tdavidson  

+ 2 unannounced

@tdavidson  

Ten years in, but still early.

@tdavidson  http://blogs.wsj.com/cmo/2014/03/31/marketers-want-more-transparency-from-media-agencies/

@tdavidson  http://reactionwheel.net/2014/03/automated-ad-buying-already-mainstream-whether-marketers-understand.html

@tdavidson  

Programmatic is evolving.

@tdavidson  

Pillars of programmatic

are under stress.

@tdavidson  

Ad formats

@tdavidson  

Third-party cookies

@tdavidson  

Mobile

@tdavidson  

Social

@tdavidson  http://www.businessinsider.com/how-people-use-smartphones-2013-4

@tdavidson  

Native

@tdavidson  

Massive shift in how people use

the “web”.

@tdavidson  

People de!ne the ad units.

http://taylordavidson.com/2013/adtech

@tdavidson  

@tdavidson  

Brands follow eyeballs.

@tdavidson  

Dollars follow performance.

@tdavidson  

In long run, ad units trend towards !tting the medium.

@tdavidson  

The process of programmatic

isn’t going away.

@tdavidson  

What’s native today will be programmatic

tomorrow. http://taylordavidson.com/2012/native

@tdavidson  

The venture funding of massive

consumer sites…

@tdavidson  

… creates advertising-based models down the

line.

@tdavidson  

That’s the con"ict the industry has

to balance.

@tdavidson  

@tdavidson  

Testing, guardedly.

@tdavidson  

Performance opens up scale.

@tdavidson  

Programmatic != native?

@tdavidson  

RTB != native?

@tdavidson  

Based on short-sighted view.

@tdavidson  

Focusing on monetization before

user experience.

@tdavidson  

Native ad units + relevant content + intent targeting + limited inventory

+ !rst-party data = user-centric native ad deployment

@tdavidson  

Native ad blindness

@tdavidson  

The pipes for banners will be !tted to native.

@tdavidson  

@tdavidson  

The inventory is light

@tdavidson  http://reactionwheel.net/2014/03/automated-ad-buying-already-mainstream-whether-marketers-understand.html

@tdavidson  

Bots

@tdavidson  

Viewability

@tdavidson  

Cross-device

@tdavidson  

Identi!cation

@tdavidson  

Tech + Standards

@tdavidson  

New inventory + new data = new creative

opportunities

@tdavidson  

That’s the real challenge to the next

phase of programmatic

@tdavidson  

Native ad units + relevant content + intent targeting + limited inventory

+ !rst-party data = user-centric native ad deployment

@tdavidson  

3 Key Takeaways

1.  Programmatic growth is real 2.  What people do determines what ads we see 3.  Programmatic buying will !t new mediums