the truth about programmatic

Banners to Programmatic

Google Confidential & Proprietary

People Data

Technology

#Harmony


The growth of programmatic (Billion)

2015$29.3

2016$38.4

2017$45.7

2018$53.4

2014$21.0


Display surpassed search in the US


72 67 32 20 5


It’s early morning on the web

Google Confidential & ProprietaryGoogle Confidential & Proprietary

The next 3.6 billion present a massive opportunity


Mobile share of inventory

70% 55%

Display Video


Mobile share does not match consumption (US)

4%

16%

13%

10%

36%

39%

22% 23%25%

12%

Time Spent

Ad Spend

Print Radio TV Internet Mobile

$22bn


Publisher’s Opportunity (US)

60%

30%


Ad Fraud

Non-Human

Non-Viewable

FraudulentClick


Ad Blocking

420Million

220Million


KEEP

AND

BE

CALM

RESPONSIBLE


People Data

Technology

#Harmony


The (Gartner) Hype Cycle

Technology Trigger

Trough of Disillusionment

Peak of Inflated Expectations

Slope of Enlightenment

Plateau of Productivity


The Hype Cycle

Dynamic Creative

Real TimeBidding

Programmatic Television

Cross-DeviceIdentification

ProgrammaticDirect

TagManagement

Data-DrivenMarketing

Data Management

Platforms

In-App Advertising

DataExchanges Campaign

Segmentation

Digital OOH

Digital Ad Operations


Technology consolidation


Data

Technology in other media

Creation

DistributionMonetisation


Creation curve

1 2 3 4 5 6 7 8 9 10

Rating

# of shows


Distribution

40%

5+Devices+


Monetisation

There are deeper layersto who we are


Marshall, 36 years-oldLives in London

Demographic SELF

Marshall, 36 years-oldLives in London

Demographic SELF

+DeeperSELF

baby Astrid

Kasper

DIY

Cycling

Bread lover

Puppy research


Programmatic Television Value (US)

$10 BillionBy

2019


What to takeaway

Mobile is critical to programmatic

Be responsible with your advertising strategy

Focus on using the technology, not building it

Get ahead by looking at automation