Programmatic: Beyond Unsold Inventory

A Local Media Association WebinarJune 2015

What is Programmatic?

• It depends on who you ask, to some extent.o Use of technology to buy/sell.o Targeted connections between brands, audience.o “Everything from behavioral and intent-based

targeting to real-time bidding and exchange-based buying of inventory.”

o It’s a way to buy media, not a type of media.

What it’s not… • Myth 1: The robots have come for our jobs.• Myth 2: Programmatic and real-time bidding: same thing. • Myth 3: Programmatic is just for remnant ads.

Source: Strata 2014

Programmatic Capabilities: The Set Up

• Where do you start? Honest accounting of inventory, sales, assessment of opportunity.

o “If you have enough inventory to sell on a CPM basis and support your business, there’s no reason why you shouldn’t get into programmatic and get away from old school ad networks.” – Tobias Bennett

• Ask questions!

Programmatic Capabilities: The Set Up

• Evaluate Exchanges and Private Marketplaces

o “You don’t want to water-down the value of your inventory by putting it alongside less premium publishers,” said Katie Risch of Centro. “Any reputable exchange will give their site list.”

• Base Your Evaluation on:o satisfaction with the quality of

advertiserso level of service o rates you’re getting on inventory

Programmatic (Done Right) Yields…

• Better monetization of unsold inventory (and not just remnant ad space).

• Better monetization of first-party data.

• Digital audience extension.

Future of Programmatic Advertising• “Anything that can be automated, will be automated,” Centro’s Risch said.

“Whether it’s radio, broadcast, television or print, anything that can be transacted in an automated fashion will be.”

Report Available!

• Go to localmedia.org • Click on the reports tab