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Banners to Programmatic
Google Confidential & Proprietary
People Data
Technology
#Harmony
Google Confidential & Proprietary
The growth of programmatic (Billion)
2015$29.3
2016$38.4
2017$45.7
2018$53.4
2014$21.0
Google Confidential & Proprietary
Display surpassed search in the US
Google Confidential & Proprietary
72 67 32 20 5
Google Confidential & Proprietary
It’s early morning on the web
Google Confidential & ProprietaryGoogle Confidential & Proprietary
The next 3.6 billion present a massive opportunity
Google Confidential & Proprietary
Mobile share of inventory
70% 55%
Display Video
Google Confidential & Proprietary
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
Google Confidential & Proprietary
Publisher’s Opportunity (US)
60%
30%
Google Confidential & Proprietary
Ad Fraud
Non-Human
Non-Viewable
FraudulentClick
Google Confidential & Proprietary
Ad Blocking
420Million
220Million
Google Confidential & Proprietary
KEEP
AND
BE
CALM
RESPONSIBLE
Google Confidential & Proprietary
People Data
Technology
#Harmony
Google Confidential & Proprietary
The (Gartner) Hype Cycle
Technology Trigger
Trough of Disillusionment
Peak of Inflated Expectations
Slope of Enlightenment
Plateau of Productivity
Google Confidential & Proprietary
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
Google Confidential & Proprietary
Technology consolidation
Google Confidential & Proprietary
Data
Technology in other media
Creation
DistributionMonetisation
Google Confidential & Proprietary
Creation curve
1 2 3 4 5 6 7 8 9 10
Rating
# of shows
Google Confidential & Proprietary
Distribution
40%
5+Devices+
Google Confidential & Proprietary
Monetisation
There are deeper layersto who we are
Google Confidential & Proprietary
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
Google Confidential & Proprietary
Programmatic Television Value (US)
$10 BillionBy
2019
Google Confidential & Proprietary
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