Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Transparency Will Be the Straw that Breaks the Opaque Camel’s Back

1. PROGRAMMATIC EVOLUTION:
BE TRANSPARENT OR BE FORGOTTEN
TRANSPARENCY AS THE STRAW THAT BREAKS THE OPAQUE CAMEL’S BACK

2. A LITTLE CONTEXT ON YOUR SPEAKER
DATA GEEK

3. 45%
AVERAGE MEDIA REVENUE MAKING ITS WAY TO PUBLISHERS
(SOURCE: IAB)
$6.3B
TOTAL ESTIMATED AD DOLLARS LOST TO FRAUD IN 2015
(SOURCE: WHITE OPS)

4. A DIFFERING PERSPECTIVE
TRANSPARENCY IS
INTELLECTUAL PROPERTY
TECHNOLOGY
OPPORTUNISM
MIGRATION OF
PROGRAMMATIC
TO THE BRAND
• WORKING CAPITAL
• AUDIENCE
• DISTRIBUTION
• WORKFLOW
• ALERTING
• EDUCATION
• CONSULTATIVE
• NWC EFFICIENCY
• DIFFERENTIATION

5. TRANSPARENCY…
IT’S KIND OF A BIG DEAL

6. NOT FOR THE REASON YOU THINK

7. BRAND EQUITY MUST BE CHERISHED

8. CONTROL YOUR BRAND

9. FROM “NUNYA” TO TRANSPARENT
Source: AppNexus/WARC Trust Study (September 2015)

10. TRANSPARENCY IS ONLY AS VALUABLE…
TARGET PEOPLE
NOT DEVICES
BECOME A
DATA MIXOLOGIST
RESOURCE EFFICIENT
ANALYTICALLY IMPACTFUL
amp
STOREROOM
WAREHOUSE

11. THE SHIFT TO PEOPLE TARGETING
30%
AVERAGE REACH DISCREPANCY
(SOURCE: ATLAS)
27%
AVERAGE FREQUENCY DISCREPANCY
(SOURCE: ATLAS)

12. LEVERAGING YOUR #1 ASSET
YOUR RELATIONSHIP WITH YOUR CUSTOMERS
30-40%
AVERAGE 1ST PARTY TO COOKIE DATA
MATCH RATE
(SOURCE: LIVERAMP)

13. TO MAKE PEOPLE TARGETING WORK AT SCALE
• MATCH RATES
• REFRESH RATES
• PII SECURITY
• LOGISTICS EFFICIENCY
amp

14. IT’S ALL IN THE BLEND

15. GOOD DATA IN…GREAT INSIGHTS OUT
WAREHOUSE
API’S AND
DATA CONNECTORS
DATA STANDARDIZATION,
PROCESSING AND AUDITING
THE FUN STUFF

16. DATA, DATA, DATA
THAT DOESN’T SOUND VERY FUN
AUTOMATE THE
BORING STUFF!

17. GET NERDTASTIC

19. HOW TO GET JIGGY WITH IT
• TAKE YOUR PROGRAMMATIC PERSONALITY TEST
• IDENTIFY YOUR GAPS
• BUILD A 2-YEAR ROADMAP TO OWN YOUR STRENGTHS
• ASSEMBLE YOUR SOLUTIONS FOR THE GAPS