the brave new world of programmatic media by alistair dent
TRANSCRIPT
#SMX #14C2 @AlistairDent
Alistair Dent, Head of Product, iProspect
THE BRAVE NEW WORLD OF PROGRAMMATIC MEDIA
#SMX #14C2 @AlistairDent
What is programmatic?
Programmatic automates buying to
make split second decisions based on
context
#SMX #14C2 @AlistairDent
What is programmatic?
Programmatic buying provides real time
feedback for optimisation
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Search is already programmatic
DEVICE
AUCTION
ADS DISPLAYED
DECISION ENGINE
KEYWORD
USER SEARCH
TIME
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Content negative targeting
AD
DEMOGRAPHIC
LOCATION
DEVICE
CONTENT
DEVICE HISTORYHISTORY
LOCATION
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TV campaigns
54%go online via a mobile or tablet
while they watch TV
87%of people use
a second screen while they watch TV
90%of our media
interactions are screen based
34%go online for a third of their TV
viewing time
#SMX #14C2 @AlistairDent
Summary
YOU’RE ALREADY DOING PROGRAMMATIC
PEOPLE DO IT FOR EFFICIENCY, COST AND PERFORMANCE
BRAND SAFETY IS GENUINELY DIFFICULT
DON’T FORGET TO BE CREATIVE
USE ALL THE DATA
THINK CROSS DEVICE
DON’T FORGET YOUR OWN PROPERTIES