AppNexus' Nigel Gilbert, VP, Strategic Development, Emea, discusses programmable marketing at Mobile World Congress 2016.

1. Nigel Gilbert VP Strategic Development, EMEA
The Programmable Future

2. 2

3. 3

4. • Advent of Technology
• Applying Data
• Testing & Understanding
1.0 – Formative stages of digital advertising
AppNexus Inc. - Confidential – Not for Distribution4
2010v2.0 v3.02005-2009 2010-2014v1.0PRE-PROGRAMMATIC 201520102005-2009 2010-2015 2016v3.0v2.0v1.0

5. • Advent of Technology
• Applying Data
• Testing & Understanding
• Rapid scaling
• Excitement and investment
• Iteration
• Cross Device
• #ATPG
2.0 – Programmatic and Black Box
AppNexus Inc. - Confidential – Not for Distribution5
201520102005-2009 2010-2015 2016v3.0v2.0v1.0

6. “Transformation isn't
about improving,
its about rethinking”
— Malcolm Gladwell
6 AppNexus Inc. - Confidential – Not for Distribution

7. 3.0
7 AppNexus Inc. - Confidential – Not for Distribution
3.0 Programmable Marketing

8. • Rapid scaling
• Excitement and investment
• Iterating
• Comprehension
• Advanced Data Analysis and Application
• Open versus Closed
• Transparency and Control
3.0 – Programmable Marketing
AppNexus Inc. - Confidential – Not for Distribution8
20152010v1.0 2005-2009 2010-2015 2016v3.0v2.0

9. AppNexus Inc. - Confidential – Not for Distribution9
While
on
the
train
For
Social For
Messaging
Whilst
watching
TV
NATIVEBANNER VIDEO INTERSTITIAL RICH MEDIA
Handsets Data Mobile
Ad
Formats Cell
Coverage

10. AppNexus Inc. - Confidential – Not for Distribution10

11. SCENARIO 1
11
With Programmable Marketing, a brand can apply their proprietary intelligence to
compete in increasingly complex scenarios
user product
The algorithm and intelligence can get increasingly more
complicated without adding campaign management work.
user product inventoryuser product inventory geouser product inventory geo time

12. 12 AppNexus Inc. - Confidential – Not for Distribution
Takeaways
Use Data to Differentiate1
2 Open beats Closed
3 The Future is Programmable

13. Thank you
@nigelgilbert
13 AppNexus Inc. - Confidential – Not for Distribution