programmatic everywhere – transitioning to the marketing o.s. · transitioning to the marketing...

Programmatic Everywhere –

Transitioning to the Marketing O.S.

Gustav Mellentin, CEO and Co-Founder, Adform

Programmatic Is Not

A Channel

It’s a Methodology for

All Channels

The Future Is a

Programmatic

Marketing O.S.

How We See It

Outside vs. Inside

Trust With Our Audiences

Is Critical

Tech tax

Transparency

Ad quality

Data usage (GDPR) Standardization

Certification

At One End, Ad-Tech

Remains Fragmented

Source: The Economist

Transparency is more important than ever

✓ Consistent, seamless user experience

✓ Consolidated data storage and handling

✓ Consistent methodologies

✓ Lowering cost of ownership

✓ Development cost synergies

✓ Increasing return on ad spend

Balance Is Needed

Steps You Can Achieve

On Your Own

Be Open(and be open to the possibilities)

Plan for

Programmatic

Everywhere

The Emerging Programmatic Marketing O.S.

Data Targeting

Direct RTB Social Outdoor Homepage Print Mobile Video

Cross Device • User Journey • Data Modeling • User Profiling • Silo Busting • GDPR Ready

The Path Ahead?

• Clean up (transparency and privacy)

• Break down the silos

• Be open (and open to the

possibilities)

• Leverage programmatic as a

methodology