Programmatic Whitepaper Summary & Takeaways
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Programmatic Whitepaper Summary & Takeaways 11/4/13 PowerPoint PPT Presentation


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Programmatic Whitepaper Summary & Takeaways 11/4/13. CONSOLIDATED TAKEAWAY:. Programmatic marketing has been widely adopted across all major marketing and media industry segments…. … but for reasons that differ across the “ demand ” and “ supply ” sides of the industry, respectively….

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Programmatic Whitepaper Summary & Takeaways 11/4/13

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Programmatic whitepaper summary takeaways 11 4 13

Programmatic Whitepaper Summary & Takeaways

11/4/13


Programmatic whitepaper summary takeaways 11 4 13

CONSOLIDATED TAKEAWAY:

Programmatic marketing has been widely adopted across all major marketing and media industry segments…

… but for reasons that differ across the “demand” and “supply” sides of the industry, respectively…

is now being deployed primarily in support of automated, auction-based digital media buying…

… but is growing to support a widening range of strategic use cases.

Programmatic marketing has seen its progress encumbered by internal organizational hurdles that are progressively fading from relevance…

… though meaningful issues are still hindering more widespread adoption.


Programmatic whitepaper summary takeaways 11 4 13

DEVELOPING TRENDS:

  • DEATH OF THE COOKIE CREATES OPPORTUNITIES FOR NEW STANDARDS

  • PROGRAMMATIC HAS GROWN ACROSS ALL MEDIA TYPES – PAID, OWNED AND EARNED

  • EXPLOSION IN GROWTH OF DATA DEMANDS STRONGER MANAGEMENT PLATFORMS

  • WAVE OF EVOLUTION IS TOWARDS MODELS THAT SUPPORT PROGRAMMATIC

  • ECOSYSTEM OF SOLUTIONS WILL FAVOR TWO USE CASES

    • COMPLEX, INTEGRATED LARGE-SCALE EXECUTION NEEDS OF ENTERPRISE MARKETERS

    • FOCUSED REQUIREMENTS OF SMALLER MARKETERS WHO REQUIRE CONTRIBUTIONS OF BEST-IN-CLASS ‘POINT’ SOLUTIONS


Programmatic whitepaper summary takeaways 11 4 13

OTHER KEY POINTS:

  • 20 years since first banner was executed

  • The ‘promise’ in those early days was ‘…letting marketers and publishers engineer a careful balance of ad inventory and contextual relevance with eye toward unlocking vast new repositories of value.”

  • US marketers invest $42 Billion in digital, annually

  • Defining programmatic: a holistic approach through which media buyers and sellers may align organizational processes with automation technology in support of ongoing, channel-agnostic customer engagement (and to allow for the continuous optimization of that effort as business strategies evolve).

  • RTB is simply one ‘use-case’ of programmatic

  • Programmatic ‘is evolving substantially to address a wider range of applications, presenting advertisers and publishers alike with a new foundation for driving both process efficiency and customer marketing effectiveness across a combination of paid, earned and owned media.’


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