Check out the slides from our sold-out October 2019 Beer + Learn on Programmatic Advertising. Learn the basics of applying targeted digital advertising to reach the exact set of job titles, regions, revenue size, skillsets, and more that you want in your sales pipeline.

1. @emfluence
Beer and Learn:
Programmatic Advertising
Erik Dahlstrom, emfluence
@realdstorm
edahlstrom@emfluence.com

2. @emfluence
AGENDA
• Session | 45 minutes
• Intro to Programmatic Advertising
• Programmatic Myths
• Strategy
• Beer and Networking | 30 minutes

3. @emfluence
QUICK CONFESSION
I haven’t always been in favour of
Programmatic Advertising
You can read more on my blog post: https://emfluence.com/blog/evolve-your-
strategy-with-programmatic-advertising

4. @emfluence

5. @emfluence
PROGRAMMATIC
[ˌprōɡrəˈmadik/ ] Adjective.
Employing an automated technology
infrastructure to target a person vs. a
website.

6. @emfluence
BEFORE PROGRAMMATIC
IT WAS JUST ADVERTISERS AND PUBLISHERS
AUDIENCE
(AD VIEWER)
ADVERTISER
(YOU)
PUBLISHER
(WEBSITE)

7. @emfluence
programmatic site direct
BEFORE PROGRAMMATIC
IT WAS JUST ADVERTISERS AND PUBLISHERS

8. @emfluence
CURRENT LANDSCAPE
DSP SSP PUBLISHERADVERTISER AUDIENCEEXCHANGE

9. @emfluence
CHANGES OUR INVENTORY

10. @emfluence
CHANGES HOW WE PAY

11. @emfluence
CHANGES OUR TARGETING OPTIONS
AUDIENCE CONTEXTUALINVENTORY

12. @emfluence
CHANGES TARGETING
Audience Campaign:
Targets users based on
demographic,
psychographic, or intent
CRM Campaign:
Targets 1st party data
lists
Retargeting Campaign:
Reaches users who
visited a site or clicked on
an ad
Hyperlocal Campaign:
Targets Mobile App users
based on their current
location
Contextual Campaign:
Targets domains with
content matching specific
content
In-email Campaign:
Targets users within
email
Website Campaign:
Targets a whitelist of
desktop domains
Run of Network Campaign:
Maximizes reach across a
wide variety of domains
Video Campaign:
Delivers :15 or :30 second
video ads to targeted
placements
Mobile App Campaign:
Targets specific Mobile
Apps to target users on
mobile/tablet devices
Native Campaign:
Delivers ads in-line with
content utilizing dynamic
creative assets
Private Marketplace
is a customized, invitation-only
marketplace where publishers
make their inventory available
to a select group of buyers.

13. @emfluence
WHAT’S NEXT?
PROGRAMMATIC
NATIVE
PROGRAMMATIC
TVPROGRAMMATIC
OOH
PROGRAMMATIC
AUDIO

14. @emfluence
PROGRAMMATIC
MYTHS

15. @emfluence
REAL-TIME BIDDING (RTB)
A media
buying method
of purchasing a
single impression via
an auction-based
system in real time
PROGRAMMATIC AND REAL-TIME BIDDING ARE
NOT THE SAME THING
PROGRAMMATIC
An automated technology
infrastructure

16. @emfluence
• There are programmatic aspects to it
• However it is but one network among many
• Doesn’t touch some Premium, Native, & Private Marketplace
Inventory
• Not equipped for ad fraud
• Missing many of the data partnerships that give true
Programmatic an advantage
Google DoubleClick is an alternative, but has high cost of entry
GOOGLE ADS IS NOT
AN EQUIVALENT ALTERNATIVE

17. @emfluence
PROGRAMMATIC IS NOT A FAD
Billions, % change and % of total digital display ad spending*
U.S. Programmatic Digital Display Ad Spending 2016-2020
The vast majority of
digital display ad dollars
now transact
programmatically in the
U.S.
By 2021, nearly 88% of
all U.S. digital display ad
dollars will flow via
automation

18. @emfluence
PROGRAMMATIC DOES NOT AUTOMATE
THE MEDIA BUYER’S RESPONSIBILITIES
ACCRUE
DATA
Ensure sample size is
large enough to make
statistically sound
decisions
DAILY
OPTIMIZATIONS
Begin to make changes
on budget level to push
spend toward
performance
WEEKLY
OPTIMIZATIONS
Start pulling
optimization controls:
1 2 3
Sites • Creative
Data Segment • Time of Day

19. @emfluence
PROGRAMMATIC IS NOT JUST A
TOP FUNNEL STRATEGY
eCPM, eCPC, CTR, Brand Study
eCPC
eCPA, eCPC
Reach & Branding
Traffic
Consumer Action
CLIENT
OBJECTIVE
MEASUREABLE
KPIS

20. @emfluence
STRATEGY

21. @emfluence
Target users based
on information we
know like Job Title
and Industry
• LinkedIn
Private Market
Place Deals
Access premium
publishers
programmatically, like
Forbes, WSJ, FOX,
Bloomberg etc.
Retargeting
Reach users who
have visited your
website
• Top performing
tactic
GOAL: More applications at an efficient rate.
Hyperlocal
Target users based
on real-time location,
like Trade Shows,
Conferences,
Corporate Events
Industry/Job
Title Targeting
EXAMPLE B2B STRATEGY

22. @emfluence
Target users based on
behaviors learned from
3rd party data
providers
• Apps downloaded
• Purchase history
• Property ownership
Contextual
Targeting
Access publishers
with content relevant
to the industry
Retargeting
Reach users who
have visited your
website
GOAL: More customers through local actions
Hyperlocal
Target users based
on real-time location,
specifically
competitors’
locations
• Top performing
tactic
Behavioral
Targeting
EXAMPLE B2C STRATEGY

23. @emfluence
THINGS TO REMEMBER
THE OLD WAY
Buying meant trafficking and monitoring
delivery
Performance = Delivery & CTR
Inventory is reserved
Targeting is content-focused
Pricing is fixed
Optimizations are scheduled
THE NEW WAY
Buying is highly analytical & strategic,
streamlining the ad buying process
Performance is measured in many ways
Inventory is non-guaranteed
Targeting must be flexible & multi-level,
hyper-relevant
Pricing is fluid
Optimizations are continual

24. @emfluence
THINGS TO REMEMBER
THE BENEFITS OF
PROGRAMMATIC:
Access to all channels in one platform
More control over your buying
Real-time data & data-driven
optimizations that allow for
cost efficiency
Enhanced targeting

25. @emfluence
QUESTIONS?

26. @emfluence
THANK YOU!

27. @emfluence
Want to learn more?
Talk to an emfluencer:
Dave Anderson
Director of Search
danderson@emfluence.com
Hayley Cacioppo
Senior Growth Strategist
hcacioppo@emfluence.com