10 MYTHS

ABOUT PROGRAMMATIC

Anke Kuik

General Manager, EMEA Activation Centre

What is

Programmatic?

CONSIDERABLE GLOBAL EXPERTISE

AOD AC Amsterdam

• 12 Markets

• 10 Talents

• 7 Nationalities

• 7 Languages

100% focused on programmatic

campaign implementation &

optimisation

10 MYTHS

Programmatic is…..

1/ …the same as RTB

2/ …only display

3/ …remnant inventory

4/ …just performance

5/ … just retargeting

6/ …only about tech

7/ …about low CPM

8/ …unsafe

9/ …a black box

10/ …killing creative

PROGRAMMATIC IS MORE THAN RTB

1/ The same as RTB

Automated Guaranteed

Reserved

Unreserved fixed rate

Invitation only auction

Open auction

Unreserved Unreserved Unreserved

Fixed Fixed RTB RTB

One Buyer One Buyer

Select

Buyers All Buyers

Programmatic guaranteed

Programmatic premium

Programmatic direct

Programmatic reserved

Private marketplace

Preferred deals

Private access

First look

Private marketplace

Private auction

Closed auction

Private access

Open exchange

Open marketplace

PROGRAMMATIC IS

MULTI-CHANNEL,

SCREEN & DEVICE

2/ Only Display

PREMIUM

PUBLISHERS

EMBRACING

PROGRAMMATIC

3/ Remnant inventory

REACH PEOPLE

ACROSS THE

ENTIRE FUNNEL

Awareness

Intent

Desire

Action

Awareness

Intent

Desire

Action

Likes

Recommends

Advocates

4/ Just performance

5/ Just retargeting

Age targeting, gender targeting, look a like

modelling, behavioural targeting, contextual

targeting, channel targeting, geo-fencing,

search remarketing, time targeting, browser

targeting, device targeting, carrier targeting,

app vs web targeting, operating system, site

targeting, display, video, mobile, connected

tv, device model, income targeting

WTF Happened?

HUMAN INSIGHT &

EXPERTISE

430+ activation, analytics

and campaign managers

43 Countries, 23 Offices

6/ Only about tech

BUY CHEAP

BUY TWICE

7/ About the lowest CPM

INDUSTRY &

AGENCY

VERIFICATION

8/ Unsafe

Data providers are put through a legal

& technical vetting process to ensure

capabilities, brand safety and OBA

compliance

Websites undergo human and technology

inspections to confirm adherence to

industry safety standards

Technology providers go through a

200+ point inspection process and

pilot testing to validate existence

of mission-critical criteria and

platform functionality

Data

Media

Technology

86,000+ Inventory Sources

31 Data Partners

15 Technology Partners

TRANSPARENCY IS

KEY

WTF Happened?

9/ A black box

10/ Killing creative

“Programmatic has not killed creativity. It has just taken a different guise…

Increase in smart technology means you can now be creative

with not just the message but the method of delivery and the

audience itself”

Danny Hopwood, VivaKi

SO WHAT’S COMING

DOWN THE ROAD?

FROM PROGRAMMATIC BUYING TO PROGRAMMATIC

MARKETING

Consolidated Data Management Platform

Marketing tech meets Ad tech

Cross channel expertise

WTF Happened? 17

PROGRAMMATIC

FOR YOU

► Be open minded

► Be brave time - to revolutionise

► Move fast