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PROGRAMMATIC EVOLUTION: BE TRANSPARENT OR BE FORGOTTEN
TRANSPARENCY AS THE STRAW THAT BREAKS THE OPAQUE CAMEL’S BACK
A LITTLE CONTEXT ON YOUR SPEAKER
DATA GEEK
45% AVERAGE MEDIA REVENUE MAKING ITS WAY TO PUBLISHERS
(SOURCE: IAB)
$6.3B TOTAL ESTIMATED AD DOLLARS LOST TO FRAUD IN 2015
(SOURCE: WHITE OPS)
A DIFFERING PERSPECTIVE
TRANSPARENCY IS INTELLECTUAL PROPERTY
TECHNOLOGY OPPORTUNISM
MIGRATION OF PROGRAMMATIC TO THE BRAND
• WORKING CAPITAL • AUDIENCE • DISTRIBUTION
• WORKFLOW • ALERTING • EDUCATION
• CONSULTATIVE • NWC EFFICIENCY • DIFFERENTIATION
TRANSPARENCY… IT’S KIND OF A BIG DEAL
NOT FOR THE REASON YOU THINK
BRAND EQUITY MUST BE CHERISHED
CONTROL YOUR BRAND
FROM “NUNYA” TO TRANSPARENT
Source: AppNexus/WARC Trust Study (September 2015)
TRANSPARENCY IS ONLY AS VALUABLE…
TARGET PEOPLE NOT DEVICES
BECOME A DATA MIXOLOGIST
RESOURCE EFFICIENT ANALYTICALLY IMPACTFUL
ampSTOREROOM
WAREHOUSE
THE SHIFT TO PEOPLE TARGETING
30% AVERAGE REACH DISCREPANCY
(SOURCE: ATLAS)
27% AVERAGE FREQUENCY DISCREPANCY
(SOURCE: ATLAS)
LEVERAGING YOUR #1 ASSET YOUR RELATIONSHIP WITH YOUR CUSTOMERS
30-40% AVERAGE 1ST PARTY TO COOKIE DATA
MATCH RATE (SOURCE: LIVERAMP)
TO MAKE PEOPLE TARGETING WORK AT SCALE
• MATCH RATES
• REFRESH RATES
• PII SECURITY
• LOGISTICS EFFICIENCY
amp
IT’S ALL IN THE BLEND
GOOD DATA IN…GREAT INSIGHTS OUT
WAREHOUSE
API’S AND DATA CONNECTORS
DATA STANDARDIZATION, PROCESSING AND AUDITING THE FUN STUFF
DATA, DATA, DATA THAT DOESN’T SOUND VERY FUN
AUTOMATE THE BORING STUFF!
GET NERDTASTIC
HOW TO GET JIGGY WITH IT
• TAKE YOUR PROGRAMMATIC PERSONALITY TEST
• IDENTIFY YOUR GAPS
• BUILD A 2-YEAR ROADMAP TO OWN YOUR STRENGTHS
• ASSEMBLE YOUR SOLUTIONS FOR THE GAPS