1. A4U
Marco Kloots, CEO 161MEDIA / Platform161

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Topics
o Background
o Part 1 - De Market
o Part 2 – Programmatic Buying

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Background
o MBA, Erasmus University, Rotterdam
o Reddion, Universal Media, Zenith Optimedia,
Mediacom, KLM, Belcompany, Martinair
o Founder en CEO, ClickDistrict
o Netherlands, Germany, Spain, Nordics, Russia
o Custom DSP: Platform161

4. Part I
The Market

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The Market in 2005

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Advertiser
Agency
Network
Publisher

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Now

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Network
Publisher
Trading Desk/DSP
Advertiser
Agency
Data
Verification
SSP

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A Summary
o Increased Complexiteit
o New technology
o Real Time Bidding
o Data Nieuwe Business Modellen
o DSP’s, SSP’s
o New Metrics
o Conversion attribution

10. PART 2 – Programmatic buying

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13. Programmatic BuyingReal Time Bidding

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Programmatic Buying
o Automated process proces
o Digitaal medium
o Groot volume van transactions
o CPM-based
o Overcapaciteit
o Second price auction
Real Time Bidding

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DSP SSP
The Players

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The auction
SSP
Cnn.com
Above the fold
468x60
23:40
DSP
Interest in carMaleSunday
One Impression

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What does technology do?
o Make decisions
o Automate processes
o Beslissingen nemen (CPC naar CPM)
o Buy Efficient

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19. Questions?