In this master class you will gain an increased confidence and understanding of the programmatic advertising ecosystem specific to your company needs towards improved performance in your marketing strategies. We’ll cover various forms of programmatic advertising from guaranteed and non-guaranteed deals, to direct deals, open auctions, PMP’s and the dynamics between Supply-Side and Buy-Side. We’ll address common misconceptions about Programmatic Advertising and best practices when establishing which programmatic advertising strategies and solutions to utilize, and the process flows thereof. This masterclass will be an interactive session in which we will have plenty of time for Q&A throughout the session. This will ensure you get the maximum value specific to your personal business needs.

1. Amanda Louw Bester
FOUNDER
PRAGMATTICA CONSULTING
AMSTERDAM, NETHERLANDS ~ SEPTEMBER 12 - 13, 2019
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands
Programmatic Advertising
Master ClassMASTERCLASS

2. PROGRAMMTIC
ADVERTISING
MASTERCLASS

3. Reservation
Buying
Ads sold via direct
transactions
between advertisers
/ agencies and
publishers
Ad
Networks
Aggregators of
unsold ad
inventory. Helped
publishers by
selling inventory
they could not sell
themselves
Ad Exchanges
& SSPs
Real-time marketplaces
with large pools of
liquid inventory not
sold in direct buys. SSPs
provide more control
for publishers to
optimize yield
DSPs
Bidding technology
designed to help
advertisers / agencies
target & optimize their
buys across multiple
ad exchanges /
publisher inventory
pools
Private
Exchanges &
Automated
Guaranteed
Exclusive advertiser-to-
publisher inventory
relationships for
programmatic
purchasing in brand
safe environments
1990s Now

5. PUBLISHERS
VS
ADVERTISERS

6. Ad Servers
Cross publisher ad serving with centralized
creative management, campaign
management & reporting.
Eg: Google DoubleClick (DFP) Sizmek,
OpenX, Adtech
Data Management Platforms
Audience management consolidates
audience data from various sources to
help advertisers mange their audience
communications & marketing programs
more efficiently.
Eg: Krux, Lotame, Adobe Audience
Manager, Blue Kai, Oracle
3rd Party Data Providers
Providers of compiled data for display
audience targeting & analysis, may
specialize in consumer, business or offline-
online data.
Eg: eXcelate, LiveRamp, datalogix
Ad
Exchange
Advertiser
/ Agency /
Buyer
Sell Side
Platform
(SSP)
Ad
Network Publisher
Demand Side
Platform
(DSP)
Buyer spends on
marketing to grow
revenue and manage
ad buying, creative
process & budget
allocation.
Advertiser: Coca
Cola, Nike, Barclays
Agency: GroupM,
Ogilvy,
Also known as a
Trading Desk, enables
media & audience
buying on ad
exchanges & SSPs
DSPs: Google /
DoubleClick Bid
Manager (DBM),
Criteo, MediaMath
An Advertising
Marketplace for
buying & selling of
ads. Publishers’
inventory is auctioned
off to advertisers in
real-time (RTB)
AdExchanges: Google
AdX, FacebookAdX,
Nexage (Mobile)
Platform for
Publishers to
manage yield of ad
inventory & enables
routing to ad
exchanges
SSPs: Rubicon,
AppNexus, Google’s
DoubleClick
Aggregator of
publishers’ unsold
inventory packaged
into contextual
channels.
Usually sold at
CPC, CPL, CPD
rates)
AdNetworks:
GoogleAdSense,
AdMob, AirPush,
Leadbolt
Website or app
owner creating
content online
generating traffic &
acquiring
audiences.
Publishers:
Media24, IOL,
Facebook,
YouTube, Snapchat

7. Publisher
& Buyer
negotiate
a deal
• Buyer provides a
brief, Publisher
submits a
proposal.
An IO is
generated
• Media buyer
confirms deal in
the form of an IO
provided by
Publisher.
Campaign
Managed
by
Publisher
• Creative Material,
monitoring
performance,
optimizations,
reporting
Buyer
requests
campaign
info
• The Media Buyer
repeats this
process with each
publisher in their
campaign brief
• Guaranteed Delivery
Traditional
Reservation
Buying
(1990s)
• Mostly used for Brand
Awareness & Sponsorships
• Known as Top Tier Media
Buying
• High CPM Rates
• Highly Manual Process
• Limited Targeting Functionality

8. Publisher
makes
inventory
available
• In PMP in SSP
• Buyer Submits a
proposal
Publisher
Accepts
Proposal
• A Deal ID is
generated
• Campaign is live in
RTB environment
Buyer
Activates
Deal ID in
DSP
• Buyer Manages
campaign
performance within
DSP
• Both Non - Guaranteed &
Guaranteed Delivery (RTB)
Programmatic
Direct Buying
• Vast targeting functionality
(Audience, time, frequency
cap, block lists etc
• Automated Media Buying &
Selling
• Used for all forms of Digital
display advertising
• Varied CPM Rates

10. PRIVATE MARKET PLACES

11. Programmati
c Buying
Strategy
OPEN AUCTION PREFERRED DEALS
PRIVATE AUCTION
• Many Publishers
• 2nd Price Auction
• All Buyers
• 1 Publisher
• 2nd Price Auction
• Selected Buyers
• 1 Publisher
• Fixed Price Deal
• 1 Buyer

13. PROGRAMMATIC AUDIO

14. Amanda Louw Bester
Founder and Consultant
084 626 1994
amanda@pragmattica.co.za
www.pragmattica.co.za
THANK YOU!