A brief look at how the media buying landscape has changed with the evolution of programmatic and audience targeting

1. THE EVOLUTION
OF DIGITAL MEDIA
BUYING AND
AUDIENCE
TARGETING

2. Digital Media Buying: Then and Now
The Old Way of Media Buying:
• Media was purchased via human
interactions and negotiations
• Process time: hours to days
• Transactions were completed over the
phone, email or fax
• Media buyers purchased specific
publisher inventory
• Audience targeting was based on
geography and IP address

3. Digital Media Buying: Then and Now
Media Buying Today:
• A fully automated process; completed
over exchanges and networks; AKA
programmatic
• Process time: milliseconds
• Media buyers purchase targeted
audiences based on behaviors,
demographics and interests leveraging 1st,
2nd and 3rd party data

4. It’s All About Data

5. Data: Understanding the Differences
1st Party Data
• Your data
• Everything you know about your customers
2nd Party Data
• Collected by other, similar companies
• Shared, given, swapped or sold from one company
to another
3rd Party Data
• Mixed sources: online and offline
• Gathered by publishers
• Sold to data aggregators

6. 1st-Party data is managed by a Data Management
Platform (DMP)
Collect Data
On Your
Website Users
Process
the Data
Segment the Data
Where Does 1st-Party Data Come From?

7. What is Programmatic:
Buying and selling media in an automated fashion,
utilizing a Demand Side Platform (DSP) powered by
algorithms.
What is a DSP?
A Demand Side Platform which allows media buyers
to buy media in a real-time auction environment
across multiple AdExchanges within a split second.
Leveraging Data with Programmatic

8. In 2016, US programmatic digital display ad
spending will reach $22.10 billion - 39.7% increase
over 2015. It represents 67.0% of total digital display
ad spending in the US.
*Source: eMarketer
Leveraging Data with Programmatic

9. Leveraging Data with Programmatic
Efficient:
Auction based
buying within 50
milliseconds
Data-Driven:
Leverage 1st-party
data
Targeted:
Reach specific
audience
segments
Chose Your Path:
Bid pricing, reach,
day parting and
fold settings
Programmatic is the Now and Future of Media Buying

10. About Mountain News
Mountain News helps global brands reach an
active and affluent audience called the Mountain
Travel Consumer.
We leverage premium 1st party data to help our
partners deliver targeted brand messaging across
our multi-channel platform, enabling our clients
to achieve measurable marketing results.
Click here to learn more

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