Havas - focusemarketing - programmatic trading - benoit michielsens
WHAT the F*** is Programmatic Trading & what's in it for us?
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Transcript of WHAT the F*** is Programmatic Trading & what's in it for us?
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Programmatic Trading
What’s in it for us?
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Digital Advertising
is not so Digital!
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Page 8
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The acronyms bomb
› RTB
› DSP
› SSP
› DMP
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Back to the
A, B, Cs
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› 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
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WHAT the F***
is programmatic trading?
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What’s in it
for us?
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Cards Reshuffle
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Revenues› Bidding Infused Buying
› 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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Publisher Alliances
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› Understand your inventory 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
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› Move from site 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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