During this webinar you will learn: -What programmatic is (hint: it’s more than just RTB) -How programmatic offers a substantial potential to support audience engagement and long-time value -What programmatic means in a multiple device world -What’s required (from the perspective of data, technology and process) to unlock programmatic’s potential -How the programmatic approach is likely to evolve in the future

2. CHANGO IN A NUTSHELL
Chango is a programmatic advertising
platform that connects marketers with
their customers in real time across
Display, Social, Mobile, & Video.

3. We help in three ways
Build brand
awareness
Acquire new
customers
Retarget existing
site visitors
Chango solves 3 essential challenges for marketers. We work towards the
marketer’s goal, and leverage all available tactics. Algorithms collect and
review all of this data and make programmatic decisions about optimization.

4. Programmatic Everywhere?
What the marketer needs to know to succeed in a cross-device
world

5. About Winterberry Group
• Corporate Strategy
• Marketing System Engineering
• M&A Due Diligence Support
• Market Intelligence
• Investment Banking, through

6. Thanks to Our Generous Sponsors!
In partnership with:

7. A 1994 Ad Innovation Promised to Ignite a
New Era of Marketing Possibility

8. A 1994 Ad Innovation Promised to Ignite a
New Era of Marketing Possibility
Search
Ad Networks
Real-time Bidding
Video, Social &
Mobile
Demand- & Supplyside Platforms
Data Management
Platforms

9. Over the Years, the Industry Has Coalesced
Around Several Key Themes
• Technology can, and should, empower the
benefits of automation
• The object of “engagement” can, and
should, be the audience—not the channel
• The growing availability of rich datasets
can, and should, fuel the identification and
engagement of target audiences

10. “Programmatic” is a Tangible Response to
Those Evolving Opportunities
Media Execution
Open Auction / RTB
Automated Guaranteed
Unreserved Fixed Rate
Invitation-only Auction
Paid
Owned
Earned
Audience
Touchpoints

11. Programmatic Buying Approaches Have Been
Widely Adopted...
91%
85%
Today
Publishers
Advertisers
Publishers
72%
Advertisers
Panelists: Has your
organization pursued a
programmatic approach to
media buying/selling? Are you
likely to do so within two
years?
83%
In Two Years

12. … Though Fundamental Interests Differ Across
“Supply” and “Demand” Sides
What objectives are driving your organization’s
interest in programmatic approaches?
Improve
operational
efficiency
More effectively
target consumers
across digital
properties
Publishers
Advertisers
0%
20%
40%
Top responses among panelist groups
60%

13. Today, Programmatic = Automated Auctions
What does “programmatic” mean to you?
Machinedriven
automation
Real-time
bidding (RTB)
Auction-based approach to media buying
0%
20%
40%
60%
Percent of panelists who mentioned each in their “top 3”

14. And Not Surprisingly, Various Approaches to
“Buying” Have Already Emerged

15. But Tomorrow’s Programmatic Use Cases Will
Address a Wider Breadth of Strategic Purposes
Has your organization pursued a programmatic approach to the following
use cases? Are you likely to do so within two years?
91%
79%
88%
Audience Segmentation
In two years
Today
In two years
Today
63%
Actionable Insight Development

16. New Approaches to Creative and Content, For
Example, Are Gaining Traction
Has your organization pursued a
programmatic approach to the following use
case? Are you likely to do so within two
years?
69%
In two years
Today
47%
Content Optimization
“Dynamic creative
and message
matching is
growing… and
that’s something
that’s good for the
consumer and for
the advertiser”
— Panelist

17. Though Early Organizational Hurdles Have
Receded, Challenges Still Hindering Adoption
Which pain points are inhibiting your organization’s
adoption of programmatic approaches?
Brand Safety
Issues
Resistance from
Current Process
Owners
Advertisers
All Panelists
0%
10%
20%
30%
40%

18. Programmatic’s Evolution Will By Marked by
Five Developing Trends
“Cookie-less,”
cross-device
audience
recognition
“Omnichannel”
addressability—
spanning paid,
owned and earned
channels
Holistic process
optimization to
support
programmatic
execution
Executive-level data
governance and
management
practices/platforms
Evolution of the
ecosystem, creating
“stacks” to support
enterprise & SMB
needs

19. Questions?
Jonathan C. Margulies
Managing Director
jmargulies@winterberrygroup.com
@jcmargulies
www.winterberrygroup.com
@WinterberryGrp

20. Download the report (and more)
at chango.com/resources