1. Advertising Automation 101
#thinkAdU

2. Advertising is last frontier of large markets yet to become automated
Agenda
• Welcome – Ed Carey
• Programmatic Landscape – Trent Beckley & Michael Gellar
• Buyer Perspective – Elvin Kawasaki, Initiative
• Seller Perspective – Jennifer Dodez, Edmunds.com
Ed Carey
VP, National Sales
Rubicon Project
Trent Beckley
Director, West Coast Sales,
Buyer Cloud
Rubicon Project
Michael Gellar
Sr. Director - Central, West &
Canada Head of Sales, Buyer Cloud
Rubicon Project
Elvin Kawasaki
VP Digital Group
Account Director
Initiative
Jennifer Dodez
Account Director
Programmatic Solutions
Edmunds.com

3. Advertising is last frontier of large markets yet to become automated
Advertising: Last Frontier Of Large Markets Yet To Become Automated

4. Why we are all here? Why is this important?

5. All Marketplaces Mature From Unsold To Premium

6. How much of each ad dollar the trading desks have already
automated, and how much they expect to automate in 2015:
IPG Mediabrands
(Magna Global)
WPP Group
(Xaxis)
Omnicom
(Accuen Media)
Havas Media
(Affiperf)
#thinkAdU

7. Automation 101
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8. How the world looks
without automation
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11. Legacy Advertising “Automation”: People Powered by Excel Spreadsheets
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12. Automation
=
RTB + Programmatic + Workflow
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13. Open Marketplace vs. Private Marketplace
• Open Marketplace allows buyers to purchase media on an audience
basis through cookie-based targeting
• Private Marketplaces (PMP) allows publishers to leverage
programmatic technologies while maintaining a direct relationship with
agencies, advertisers, trade desks and other programmatic buyers
using a “Deal ID” to transact
• Benefits of Private Marketplaces
 Control
 Transparency
 Access
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14. What is Real Time Bidding?
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15. Programmatic Transactions from Advertiser to Publisher
Source: IAB

16. How the auction works:

17. The Future Of Seller Storefronts
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18. Case Study: A Leading Digital Entertainment Provider
GOALS:
• Always-on
• Reallocate FTE hours to higher ROI
activities – like creating better content
SOLUTION:
• 20+ hand selected premium publishers
• Execute buys in under 2 days
• Eliminated insertion orders (IO), emails, RFPs and
phone calls
RESULTS:
• Achieved 100% of campaign performance
goals programmatically
• Reallocated FTE hours to higher ROI
activities

19. Why are they adopting?
Buyers Sellers
• More $$$$
• Tech is ready
• Expand sales channel
• Data/Audience
• Consolidation
• ROI
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20. The Big Spenders Are Changing The Way They Spend
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21. Elvin Kawasaki
Initiative
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22. • One of the biggest inhibitors of programmatic growth has been education
• As marketers, educate yourself to make informed decisions
• Ask questions:
 Who?
 Why?
 When?
 How?
 WTF (about me)?!
#thinkAdU

23. Who?
Ecosystem is not complicated, but…
• Transitional buying options make for
clutter
• Constant demand for new
technology solutions like attribution
and data management
• Consolidation
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24. Why?
What is the No. 1 reason that an advertiser or
agency would buy programmatically vs. direct
with publisher?
• There are a lot of reasons why programmatic
technology is powerful.. but
• The real value for advertisers is being able to
buy individual impressions based on the value
of those customers you want to reach – right
impression at the right time
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25. When?
When shouldn’t you buy your media
programmatically?
• When buying custom that isn’t done at
scale or isn’t connected through
programmatic channels
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26. How?
How can someone differentiate themselves in a programmatic marketplace
when media is becoming more and more commoditized?
• You have to do your research to ensure a partner has access to a broad
scope of capabilities that might meet your business objectives
• Adopt a culture of testing
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27. WTF (about me)?!
• Will programmatic technology put media planners and buyers out of work?
• Is programmatic technology a threat to the agency business model?
• If programmatic technology is supposed to make things more efficient, why
does it seem so complicated and difficult?
• Who are the biggest winners and losers as media gets bought and sold
programmatically?
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28. Jennifer Dodez
Edmunds.com
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29. #thinkAdU

30. Go-To-Market Approach & Strategy
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31. Marketing 101
THE FOUR P’S
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32. PRODUCT: What inventory will be included?
• All unsold inventory
• Platforms: Desktop, Mobile, Tablet
• Standard IAB sizes
• Rising stars
• Homepage inventory
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33. PRODUCT: What type of Programmatic products will
you offer?
• Open Exchange
• Preferred Deals
• Private Marketplace
• Data
#thinkAdU

34. PRODUCT: Our Strategy
Launch against all products to
capture the full potential
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35. PRODUCT: Our Strategy
Open Exchange
• Run of Site inventory at
the Platform and Size
level
• Impressions available to
most Advertisers
• Impressions are Semi-transparent/
Blind
• No Homepage inventory
• Most Advertisers accepted
• Capture re-targeting
budgets that would
otherwise not be targeted
• “Always-on”
Preferred Deals
• Impressions at a
negotiated fixed CPM
• Priority serving – best
inventory
• Access to new ad sizes
(Rising Stars)
• One-to-One relationship
• Selected set of
Advertisers – typically
endemic and near
endemic
Private Marketplace
• Carve out special
inventory sets exclusively
for an Advertiser
• Allow use of our 1st party
data
• Allow full transparency of
impressions
• Typically our largest direct
advertisers
• Most similar to a direct buy
TECHNOLOGY

36. PRICE: How do I price out my inventory?
• Price by ad size & platform
• Price by Advertiser
• Best Practice: Develop Rate Card
Biggest Challenge: Does programmatic mean lower CPMs?
#thinkAdU

37. You are in
control.

38. You are in
control.
Be Confident
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39. PRICE: How do I price out my inventory?
• Launch first with an Open Exchange – set a low floor and
let the market decide the value
• Launch with floors at the advertiser level/categories and
then adjust
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40. PRICE: Our Strategy
Open
Exchange
• Launched high and then
reduced CPMs to
maximize fill rate
• Established Rate Cards
by Advertiser category
Preferred
Deals
Private
Exchanges
• Established Rate Cards by Inventory type
• Use a consultative approach and adjust strategy by
Advertiser
• Supply/Demand
#thinkAdU

41. PROMOTION: Who will sell our programmatic offering?
• Programmatic-specific sales staff
• Direct sales staff adds programmatic to their product offering
#thinkAdU

42. PROMOTION: How will we sell our programmatic offering?
• Develop target audience
• Education: Direct Sales staff should be educated and
empowered to sell programmatic
#thinkAdU

43. PROMOTION: Our Strategy - Who?
Open
Exchange
Preferred
Deals
Private
Exchange
Programmatic Specialist
With
Direct Sales Account Director
#thinkAdU

44. PROMOTION: Our Strategy - How?
Open
Exchange
Preferred
Deals
Private
Exchange
Target Audience:
Direct clients
DSPs
Near endemic
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45. PLACE: Where will I put my impressions?
• Choose your Ad Exchange / Demand Partner
• How many partners will I work with?
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46. PLACE: Our Strategy
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47. #thinkAdU

48. Contact
Ed Carey
ecarey@rubiconproject.com
Michael Gellar
mgellar@rubiconproject.com
Trent Beckley
tbeckley@rubiconproject.com
#thinkAdU
Elvin Kawasaki
Elvin.Kawasaki@initiative.com
Jennifer Dodez
jdodez@edmunds.com