how programmatic advertising pulled the trigger on (dis)trust
TRANSCRIPT
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