how programmatic advertising pulled the trigger on (dis)trust

Welcome To The “Wait A Minute”:

How To Reconcile Conflicting Signals In Today’s Marketing World

Kevin RettigJanuary 19, 2016

WELCOME TO THE “WAIT A MINUTE”

• Tying together trends in the modern media buying landscape

• What’s a marketer to do?

AGENCY REBATES AND KICKBACKS…?

THE DISAPPEARING PROGRAMMATIC DOLLAR

For every dollar put in to Programmatic…~60% could be going to non-media costs• Platform fees• Data costs• Management feesNote: These fees are going to be part of any Programmatic buying, but the mark-ups on the fees needs to be monitored

Advertiser is left with ~ $0.25 per dollar of their Programmatic spend doing what they intended

The other 40% goes to media, but 30-50% of those impressions are typically waste• Non-viewable ads• Bot & fraudulent impressions• Incorrect targeting

AGENCY

TRADING DESK

HOLDING COMPANIES INVESTING IN AD TECHS

AGENCIES WALKING BACK FROM THE HOLDING COMPANY TRADING DESK MODEL

v

AGENCIES NOW OFFER MANY DIFFERENT TOOLS, PROGRAMMATIC JUST A PART

Death By A Thousand Tools…Connections Planning Tool

Audience Analytics Tool

Multi-Touch Attribution Tool

Audience Modeling Tool

Programmatic Tool

Survey Panel Tool

Connections Planning ToolAudience Analytics Tool

Multi-Touch Attrib

ution ToolAudience Modeling Tool

Programmatic Tool

Survey Panel Tool

BRAND-NAME AD TECH COMPANIES STRUGGLING TO GET PROFITABLE

AD SPEND EXPECTED TO KEEP HUMMING ALONG AT +4-6%, PROGRAMMATIC HIGHER

TAKEN TOGETHER…

• Low confidence, high spend

• Obfuscation and confusion

• What’s a marketer to do…?

“IF YOU WANT A JOB DONE RIGHT… DO IT YOURSELF”?

Why you would…

• Transparency, control, agility

• Organizational development

Why you wouldn’t…

• Lack of organizational structure and/or talent

• Lack of agenda capacity

Programmatic In-Housers

IS THE PROGRAMMATIC IN-HOUSING TREND REALLY HAPPENING?

IS THE PROGRAMMATIC IN-HOUSING TREND REALLY HAPPENING?

If by “Programmatic” you mean…

… Then no, not really.

IS THE PROGRAMMATIC IN-HOUSING TREND REALLY HAPPENING?

If by “Programmatic” you mean corralling and optimizing data for personalized marketing…

… Then yes, absolutely!

CRM & Touchpoint

Data1st Party

Data

Past Campaign

Data

Consumer Profile, Behavior,

Intent , Exposures & Engagement

3rd Party Data

Paid Media Buys

Service/CRM Experiences

Online & Offline Retail Experiences

Informs Targeting, Messaging

and Experiences

Enabling Technologies

• Data Management Platform (DMP)

• Analytics Platforms

2nd Party Data SEO/SEM,Social & Email

Website Experiences

AD TECH IS A SUBSET OF MARKETING TECH

“Over the next five years we will see ad tech supplanted, albeit short-circuited, by technology and companies that directly serve marketers and their

enterprises -- rather than ad industry ecosystem intermediaries, where most ad tech today is centered.”

- Dave Morgan, CEO, Simulmedia

It’s no longer a game of using technology for an ad transaction, it’s a game of using data, technology and

processes to enable all personalized marketing functions.

Welcome To The “Wait A Minute”:

How To Reconcile Conflicting Signals In Today’s Marketing World

Kevin RettigJanuary 19, 2016