2. Why programmatic?
Data and technology better connect the right buyers with the right audience
Targeting
Massive Scale
.
Performance
Transparency
Operational
efficiency
Google Confidential
4. Important Trends Already Here
Formats: Media, Mobile & Video
Buyers: Deals & Creative Management
Inventory: Rules & DFP+AdX
Google Confidential
5. Formats: Media, Mobile & Video
Rich Media
More engaging formats
with seamless support for
third party expandables
Video
In-Stream video support for
all video ad lengths with
demand for 15s, 30s, and
longer formats
Mobile
Full mobile monetization
including mobile web,
optimized web and app
inventory
Google Confidential
6. Formats: Media, Mobile & Video
Non-PC impressions
as percentage of
DFP:
3X
We use an average of three different screen
combinations each day
81%
66%
Smartphone & Television
Smartphone & Laptop/PC
66%
what they were a
year ago
Laptop/PC & Television
Google Confidential
7. Buyers: Deals
Exclusive & Reduced Demand
Open & Liquid
Open Auction
Programmatic,
thousands of buyers
Ad Network
Optimization
Private Auctions
Preferred Deals
Direct Premium
in DFP
Maximize yield
from tag-based
networks
Programmatic,
Multiple buyers,
invitation only
Programmatic,
one buyer,
fixed price
Guaranteed direct
sales
(martini lunches
optional)
Google Confidential
8. AdX Programmatic Options
Pricing
Pricing
# of Buyers
Description
Negotiated, fixedprice, pre-auction
deal with one buyer.
Preferred Deals
Publishers
Fixed Price Deal
One Buyer
Private Auction
Publishers
2nd Price Auction
w/ price floors
Select Buyers
2nd price auction
with select group of
buyers.
Auction model with
set floor.
Standard auction
with all buyers.
Open Auction
Many Publishers
2nd Price Auction
All Buyers
Google Confidential
10. Buyers: Creative Management
Integrated Google Technology
Ads Review Centre, now with Image Search
● Quickly block creatives
● Integration with DFP coming soon
Publisher Toolbar, across Products
Google Confidential
11. Inventory: Rules
Rethink Your Inventory
New publisher controls with more power and less setup!
Management
• Before: Manually configure individual ad units
• Now: Make bulk changes with a few clicks, sync with DFP
Pricing
• Before: Set floors per unit, and only based on buyer
• Now: Set floors in bulk based on any combination of buyer/advertiser.
Transparency
• Before: Sell inventory in a branded or anonymous fashion
• Now: Semi-transparency, branded & anonymous
Google Confidential
12. The Future of Exchanges:
Upcoming Trends
Google Confidential
13. Trend 1: Audience
Nothing drives value like users
Before: Buyer-driven
Now: Publisher-supported
● Create User Segments
● Across Devices (PPID)
Google Confidential
14. Trend 2: 1st Party Data
Not just Audience
Before: drives significant value only in direct
Now: also for programmatic
● Combining data signals multiplies targeting
● Already powerful in deals, soon to be powerful for advertisers
Google Confidential
15. Trend 3: Programmatic Direct
Efficiency, but also larger market reach
Before: two distinct types of selling
Soon: spectrum of selling
Sidebar: definition of Programmatic Direct
• The market is unsure of implementation, but it’s inevitable
o Cost reduction
o Revenue uplift (for sellers and buyers)
Google Confidential
16. Preparing for the Future
What Should You Be Doing Now
Experiment with Deals
Experiment with Data
Rethink Your Inventory
Google Confidential
