PROGRAMMATIC CRAVES AFTER

DATA & TRADING TRANSPARENCY

Programmatic Conference 2019

“EVERYTHING IS SCIENCE”

“SPEED, SPEED, SPEED”

“BRANDS MUST BE CULTURALLY RELEVANT”

WELCOME TO THE WORLD’S MOST INFLUENTIAL INDUSTRY

OUR CORE BELIEFS

“DATA IS THE NEW EVERYTHING”

IF TECHNOLOGY PLATFORM IS THE ENGINE THAT DRIVES CX AND MARKETING ACTIVITIES,

THEN THE DATA IS THE OIL THAT LUBRICATES AND POWERS THIS INCREASINGLY SOPHISTICATED MACHINERY.

AROUND A QUARTER OF LARGE SCALE COMPANY RESPONDENTS MAKE THIS THEIR NUMBER-ONE-CHOICE

Source: Adobe Digital Trends 2019

Source: ecosia

WE WILL DISCUSS

ABOUT DATA

A NICE VISUALIZATION

WHICH BECOMES LESS

AND LESS INTERESTING

IF WE CONSIDER HOW

FAR AWAY THAT WORLD

OF DATA AND TARGETING

IS FROM OUR GREEK

PROGRAMMATIC

REALITY

THE VALUE OF

PROGRAMMATIC IS

CLEAR

6

• Allowing all type of data segments gives us the great opportunity to

reach an infinite combination of potential customers

• Only with the right data, we can send personalized messages and

without them it’s worthless

Source: Lotame

DATA

MANAGEMENT

PLATFORM

IS THE BACKBONE ON

DATA DRIVEN

MARKETING

IT AGGREGATES

MARKETING DATA OF ALL

KINDS TO IMPROVE

MARKETING EXECUTION DMP

TARGETING IS

BEING DONE AND

IMPLEMENTED BY

THE DEMAND SIDE.

PERIOD.

ENSURE ADVERTISERS

HIT THEIR TARGET

AUDIENCE BETTER

WHILE NOT OVERPAYING

FOR IMPRESSIONS

Source: Lotame and econsultancy.com (Survey:

of those surveyed who manage to produce strong

ROI from data this is the type of data they claim

they use regularly → Respondents: 275

WHAT DOES IT ALL

MEAN?

9apr. ’19

1ST PARTY, 2ND PARTY, 3RD PARTY DATA

Data from brands

Audience data

collected directly

from the source

May lack scale

Examples: CRM,

Subscription data,

Social data, behaviors,

actions, interests,

demonstrated across a

website or app

Data from business partners

Someone else’s 1st party data

sold in a private data

marketplace

Purchased directly from the

Source

Examples: Activity on websites,

mobile app usage, social media,

customer surveys

Data suppliers

Aggregated from various

sources bought & sold

from data exchanges

Most Scale and not

exclusive – its publicly

available

Examples: all of the above

aggregated from sources

that are not the original

collectors of that data

ROI of 81% ROI of 77% ROI of 61%

DIRECT

COMPARISON

BETWEEN 1ST, 2ND

& 3RD PARTY DATA

10apr. ’19

QUALITY

REACH

1ST

PARTY

2ND

PARTY

3RD

PARTY

LOW

LOW

HIGH

HIGH

That is/will be also the order of arrival in Greece

*** Not interested in

operating in Greece yet

THE KEY TO SUCCESS IN PROGRAMMATIC ADVERTISING

BRACE YOURSELVES…

TRANSPARENCY IS COMING!

THE END2END

PROGRAMMATIC

PROCESS

• An advertiser hires a media agency.

• The media agency manages the campaign on a DSP and combines

first and second-party data

• The DSP connects to an Ad Exchange which combines the inventory

with third-party data

• The inventory on the ad exchange is supplied by the ad network

(SSP).

• Finally, the ad is passed on to the publisher.

Source: Association of National Advertisers

(ANA)

TRADING

TRANSPARENCY

FOR EVERY 1$ SPEND ON

PROGRAMMATIC

13

In GREECE what do we have at the moment? What kind of costs

and based on that how much do we expect the costs (CPM) will be

increased in the near future (2019-2020)?

58% of programmatic advertising spend goes toward purchasing media inventory

Source: Mindshare JWT

GR REALITY

CHECK

FOR EVERY 1€ SPEND ON

PROGRAMMATIC

-8 p.p. vs global average

PublisherAround 50%

Advertisers100%

0,29€

0,56€

0,01€

0,01€

0,06€

0,06€

Agency6%

0,06€

DSP fee8%-12%

0,08€

Brand SafetyLess than 1%

0,01€

MeasurementLess than 1%

0,01€

Targeting28%

0,28€

SSP feeAround 10%

0,06€

0,50€

DEMAND SIDE SELL SIDE

1,00€

All in

0,05€ 0,06€ 0,01€ 0,01€ 0,29€ 0,52€

50% of programmatic advertising spend goes toward purchasing media inventory

Source: Mindshare JWT

GR REALITY

CHECK

-8 p.p. vs. global average

TTL CPM of 7,08€ on

average

2€

4€

0,04€

0,04€

0,6€

0,4€ 0,4€

0,6€

0,04€

0,04€

2€

0,4€

3,6€

DEMAND SIDE SELL SIDE

7,08€

All in

6,48€ 6,08€ 6,04€ 6,00€ 4,00€ 3,60€

50% of programmatic advertising spend goes toward purchasing media inventory

PublisherAround 50%

Advertisers100%

Agency6%

DSP fee8%-12%

Brand SafetyLess than 1%

MeasurementLess than 1%

Targeting28%

SSP feeAround 10%

• DATA is the new everything

• DATA is the oil that lubricates machinery

• DATA is a powerful yet prosperous stream for publishers

• Old ways don’t open new doors – transparency,

transparency, transparency needed more than ever

• Anything or anyone that/who intermediates will eventually

increase those costs and the final CPM for advertisers

• Greek market seems to adapt at the moment a more “pricey”

model than the global average

WE NEED TO MAKE BRANDS “CULTURALLY RELEVANT”

DATA & TRADING

TRANSPARENCY

KEY TAKE OUTS

• Bring programmatic with the right terms in the core comms process

• Make sure all of its aspects like data and cost transparency will be in

place

• Move fast and adapt by being valuable consultants offering:

✓Quality Control Capabilities

✓Innovation Adaptability

✓Reduction in Costs

✓Instant experience with either short- or long-term commitment

• Its not an ecosystem that is driven either from in-sourcing or

out-sourcing teams its something beyond that!

WHAT YOUR

AGENCY SHOULD

OFFER YOU

Nick Emery, Global CEO

“This is MINDSHARE.

We BELIEVE that EVERYTHING begins and ends on

MEDIA.”