The term “programmatic” is not new or fresh. You’ve probably heard a lot about it. It’s a channel that is here to stay. However, many advertisers are still struggling to truly understand what it is, why they need it and how to get started. The landscape is a sea of logos and different technologies, all claiming to have the ultimate solution. In this presentation, Hanapin Marketing’s Bryan Gaynor and MightyHive’s Myles Younger guide you through the Top 5 FAQs When Considering Programmatic. Whether you are an in-house marketer, or part of an agency team, we will guide you through some of the most common questions you should be asking when considering your programmatic stack.

1. 1
www.dublindesign.com
The Top 5 FAQ’s When
Considering Programmatic
HOSTED BY:

2. Presenters
• Myles Younger
– Director of Marketing at MightyHive
– 10+ years in ad tech, digital marketing + advertising, B2B
marketing
– Co-founded dynamic ads platform
www.cannedbanners.com
• Bryan Gaynor
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @BryanGaynor12

3. – Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?

4. Our Clients

5. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box to
send us questions.

6. Live Poll Question #1
How long have you been in Marketing?
#thinkppc
A. Less than 2 years
B. 2-5 years
C. 5-10 years
D. 10+ years

7. Top Five Programmatic FAQs
1. What is “Programmatic?”
2. How do I know I need Programmatic?
3. How do I pick a Programmatic Stack?
1. What ad inventory is available via Programmatic?
2. What is available for reporting?
3.X Bonus FAQs!

8. #thinkppc
What is
PROGRAMMATIC?
[FAQ #1]

9. What came BEFORE programmatic?

10. What came BEFORE programmatic?
Hmm, haven’t
seen your fax
come through!
Sorry, we don’t
accept scanned
docs, only faxes!
Whoops, fax
machine was out
of paper! My B!

11. Ad Networks = more scale
Site A Site B Site C
Site D Site E Site F
{
Now I work
at an Ad
Network!

12. Let there be Programmatic!
Site A
Site B
Site C
Ad impressions
Ad impressions
Ad impressions
{

13. Meanwhile, several billion times a day...
Ad impressions
ONE AD
IMPRESSION
(do you want to buy it?)
(OK, how much will you pay?)
FUN FACT:
This is what “Real-time Bidding” (RTB) is.

14. Hmm...this reminds me of something...

15. Now back to that ad impression
● Audience / suppression lists
● Page URL, publisher site, ad placement
● Cookie data
● Device data
● Geographic data
● Time of day
● Customer ID
● Previous ad views, clicks, conversions
ONE AD
IMPRESSION
(do you want to buy it?)
(OK, how much will you pay?)

16. Let’s blow this out
● Impression
● Level
● Data
ONE AD
IMPRESSION
Product feed
CRM / customer
profile data
3rd party audience
segments
{
API (weather, travel, etc)
User / cross-device /
household graph
Publisher user/visitor data

17. Programmatic craves FEEDBACK
Ad impressions
● Clicks
● Views
● Interactions
● Completions
● Site-side goals
● Attribution
● Conversions / revenue
● Creative optimization

18. Data begets data begets data begets data
Gee whiz! That sure
is a lot of data!

19. Eventually: logo barf

20. So what is Programmatic?
It’s a methodology, rather than any specific technology.
Programmatic integrates data & technology to
efficiently & intelligently manage digital advertising.

21. Control of your
data
Unified
technology
That covers every facet of digital buying, programmatic
included.
Total control over collection, usage and
portability.
A single view of
the user
Deduplicated, cross-device, for measurement, attribution
and optimisation.
The Programmatic Vision

22. The Programmatic Pillars
Audience
Who should I
target?
Inventory
Where should I
target them?
Creative
What ad should I
target them with?
Decisioning
How should I
spend my budget?
Feedback
What did I learn?

23. The Programmatic Pillars
Audience
Inventory
Creative
Decisioning Feedback

24. That was a lot. Let’s relax a sec.

25. #thinkppc
What are the
BUSINESS USE CASES
for Programmatic?
[FAQ #2]

26. When Does Programmatic Make Sense?
“I want to move towards a view-
through or data driven
attribution model.”
“We want to remarket to our
audiences with dynamic creative.”
“I want to connect my own CRM data
to my ad buys.”
“How can I buy cross-exchange and
track all my buys in one place?”
“We need to improve the
efficiency of our prospecting
campaigns across networks.”
“I need help optimizing the reach and
frequency of my display buys in real time.”
“I need a way to efficiently
manage and report across
multiple search engine
accounts.”
“How can I get more visibility into
my cross-channel and cross-
device buys today?”

27. When Doesn’t It Make Sense
Programmatic is not for everyone, and that is ok.
● You don’t have budget to test
● Immediate results are expected
● View through conversions are not part of your
attribution models
● This is your first experience with display
advertising.

28. #thinkppc
How Do I Pick a
PROGRAMMATIC STACK?
[FAQ #3]

29. FAQ 3.1 - Inventory and Audience
What Inventory and Audiences
are available?

30. FAQ 3.1 - Inventory and Audience
You know your audience of customers and prospects. Will your stack allow
you to reach them?
● Where are they in the world?
● What languages do they speak?
● Will you be targeting people, households, cookies, geographies, demographics,
interests, Device IDs, IP addresses...or something else?
● Of your target, what % is reachable with your stack?
● Can you target your own customer / contact / user lists?

31. FAQ 3.1 - Inventory and Audience
Can you reach customers and prospects in the digital world THEY inhabit?
● What devices do they use?
● What do they like to read, view,
watch, or play?
● What variety of ad channels and ad
formats is available?

32. FAQ 3.1 - DoubleClick Creative Formats
Dynamic Display Expandable Display Masthead Skippable VideoDisplay
Forced View Video TrueView YouTube Bumper Mobile VideoInteractive Video
High Impact Display Lightbox SkinsIn-App AdsMobile Display

33. Auction
Multiple pubs & buyers
Unreserved inventory
Real time bidding
Auction/Upfront Agreement
One pub, multiple buyers
Unreserved inventory
Real time bidding
Upfront Agreement
One pub, one buyer
Unreserved inventory
Fixed price
Upfront Agreement
One pub, one buyer direct
Reserved inventory, tagless
Fixed price
Upfront Agreement
One pub, one buyer direct
Reserved inventory, tagged
Fixed price
(by invitation)
Consolidates buying to one
platform with one invoice
More premium inventory
available via programmatic
Deal transparency and measure
performance across all inventory
More efficient with a tagless
workflow
RTB pubs & exchanges
RTB pubs using Deal
ID
RTB pubs using Deal
ID
DFP Publishers Non DFP Publishers
Open Auction Private Auctions Preferred Deals
Programmatic
Guaranteed
Traditional
Tag-Based
FAQ 3.1 - DoubleClick Deal Types

34. FAQ 3.2 - What should I measure?
What SHOULD I measure?
What CAN I measure?

35. FAQ 3.2 - What should I measure?
Viewability
Was my ad seen?
Fraud
Was it seen by a human?
Verification
Was it seen in the right environment?
Cross
DeviceIs there tracking across devices?
Audience / GRP
Was it seen by my target audience?
Brand Lift
What branding impact was there?
Sales Lift
Did it result in an offline conversion?
Attribution
Measure all devices and channels

36. FAQ 3.2 - Report on Customer Journeys
● Comprehensive reporting for analysis and
optimisation
● One centralised solution for reporting on
all your data
● See how display impressions and clicks
drive site traffic (and engagement on site)
● Understand the path to conversion

37. #thinkppc
Additional Programmatic
Considerations
[FAQ #3.X]

38. Walled Gardens? Inside or out?
WALLED GARDENS “UN-WALLED” GARDENS?

39. Why Should I?
● The consumer journey has changed
● Programmatic technology allows advertisers deliver a
unique experience at each stage in the consumer
journey.
● Display is expected to outspend search by the end of
2017 with 82% of these ads being bought
programmatically.
● Advertisers (and Competitors) are becoming aware.
Searches around programmatic have increased over
the past 5 years

40. Integrated stack or point solutions?
Should you go all-in on an integrated stack, or create your own stack from
available point solutions?
● How many components do you need?
● Cost
● “Walled Gardens” usually require less stack-building
● Do you have unique / bespoke needs?

41. Pricing model
What programmatic ad pricing models work best for your company and your
marketing goals?
● “Black box” performance (CPC) or self-directed CPM?
● Flat fees and minimums?
● What happens to cost as your programmatic footprint scales up OR down?
● Pricing / cost / billing transparency

42. Service
What level of service is available?
● Service tiers (full / managed / self)
● Account management and support staff
● Helpdesk and support documentation
● What level of help do you anticipate needing?
Do you have in-house expertise?
● Training?

43. 1996
DoubleClick’s ad
server DCM built 20
years ago
2004
DoubleClick stack
developed with the
acquisition of Search
Management
2007
Google purchases
and starts rebuilding
on Google
infrastructure
2005
Urchin acquisition
(Google Analytics)
2010
Google purchases
DSP Invite Media
and starts rebuilding
into DoubleClick Bid
Manager
2011
Google Analytics
Premium launched
2014/15
DoubleClick rebrand
and purchases of
industry leading fraud
and measurement
companies
2016
GA360 Suite
launched
How Google/DoubleClick built its stack

44. End Result: An Integrated Solution
Audience
Inventory
Creative
Decisioning Feedback

45. #thinkppc
Other stacks to consider

46. Other Stacks Are Developing
Strengths: site-side products, creative tools
Weaknesses: no ad serving solution, weak on
attribution, no unique data or inventory for media buying
Strengths: interesting user and device data, unique
inventory
Weaknesses: not an integrated solution today, unclear
to the extent 1st party data can be leveraged

47. While New Stacks Emerge
Sizmek: acquired by a private equity firm in 2016, then acquired
RocketFuel this year.
Takeaway: Integrated stacks are greater than the sum of their parts.
Sizmek, an ad server, and RocketFuel, a DSP and DMP, have come
together to work towards their own stack.
Oracle: acquiring ad tech and martech companies
aggressively.
Takeaway: Oracle has a strong foothold with CIO's / CTO’s, but is relatively
limited when it comes to ad tech assets, hence these three acquisitions.

48. Great Data, No Stack (Yet?)
Strengths: the Gold Standard of purchasing history data
Weaknesses: only recently started developing their DSP from
scratch so lacks key features like the ability to integrate with
DMP's (for now)
Strengths: one of the world’s largest software companies, unique
data assets especially via LinkedIn, strong B2B potential
Weaknesses: much weaker on cross-device than Google, no
stack solution
Strengths: huge reach, great behavioral, demographic, and
cross-device data
Weaknesses: can only buy inventory on Facebook, limited 3rd-
party tracking/verification, unclear strategy

49. Control of your
data
Unified
technology
That covers every facet of digital buying, programmatic
included.
Total control over collection, usage and
portability.
A single view of
the user
Deduplicated, cross-device, for measurement, attribution
and optimisation.
The Programmatic Vision

50. Confidential + Proprietary
Proprietary + Confidential
1B+1B+1B+1B+1B+1B+1B+
1B+ Google users
Reach millions of people,
across their entire day
Cross-Device is
critical to
programmatic
measurement and
optimization

51. #thinkppc
Thank you!
[Fin.]

52. Offers!
A. I’d like $1K off setup fees for MightyHive.
B. I’d like to stay up-to-date on Hanapin’s all-PPC
conference, Hero Conf.
C. No, thanks.

53. Live Q&A Time!

54. #thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact MightyHive Directly: questions@mightyhive.com
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