1. The document discusses various topics related to digital advertising and programmatic buying, including definitions of common terms, adoption rates of auction-based approaches, challenges, and the importance of transparency.
2. It also covers native advertising, identifying the six main types of native ad units and emphasizing the need for clear disclosures.
3. Key recommendations include educating the sales force, addressing issues like brand safety and technical standards, and treating native advertising as both an opportunity and another display product while differentiating through content expertise.
2. Are You Smarter than an Average
American?!
2! Source: LA Times!
What is HTML?!
a) Texting abbreviation for “hot tamale”!
b) A language used to create websites!
c) A sexually transmitted disease!
A recent study found that Americans are lost when
it comes to tech-related terms. !
3. Are You Smarter than an Average
American?!
3! Source: LA Times!
What is a Motherboard?!
a) The deck of a cruise ship!
b) a circuit board that holds many of the
key components of a computer!
c) The process by which one is abducted
onto an alien aircraft!
A recent study found that Americans are lost when
it comes to tech-related terms. !
4. Digital Media’s Biggest Tent!
4!
600+!
leading media companies responsible
for selling 86% of US online advertising.!
7. Real time bidding allows different
ads to be shown to different users!
7!
8. Undeniable growth and potential in an
automated marketplace!
8! www.iab.net/programmatic!
9. The Big Bang: it began with ad
networks!
9! www.iab.net/programmatic!
As much
as you
can!
The rest!
10. 10! www.iab.net/programmatic!
Increasingly used to
transact broader range
of inventory, higher
value inventory, for
audience targeting,
and business
automation!
Then! Now!
Business rules &
practices stem from
origin to clear remnant
inventory typically at
low value!
!
Enter the Exchange…!
11. Who Makes the Auction Happen?!
11!
Publisher! SSP!
Sell Side!
DSP!
Trading
Desk!
Agency!
Buy Side!
The exchange!
Brand!
Auctioneers! Bidders!
www.iab.net/programmatic!
12. Panelists: Has your
organization pursued an
auction based approach to
media buying/selling? Are
you likely to do so within
two years?!
85%
72%
Advertisers!
Publishers!
Today!
91%
83%
Advertisers!
Publishers!
In Two Years!
Auction based approaches
have been widely adopted...!
12! www.iab.net/programmatic!
13. More
effectively
target
consumers
across digital
properties!
0% 20% 40% 60%
What objectives are driving your
organization’s interest in programmatic
approaches? !
Top responses among panelist groups!
Advertisers!
Publishers!
Improve
operational
efficiency!
… Though interests differ
between buyers & sellers!
13! www.iab.net/programmatic!
14. 0% 20% 40% 60%
What does “programmatic” mean to you? !
Percent of panelists who mentioned each in their “top 3”!
Auction-based approach to media
buying!
Machine-
driven
automation!
Real-time
bidding (RTB)!
Programmatic focus is on
automation & auction!
14! www.iab.net/programmatic!
Workflow automation!
Auction based buying!
15. What we talk about when we
talk about programmatic!
15! www.iab.net/programmatic!
16. 0% 10% 20% 30% 40%
Which pain points are inhibiting your
organization’s adoption of programmatic
approaches? !
Advertisers!
Resistance
from Current
Process
Owners!
Brand Safety
Issues!
All Panelists!
Some organizational hurdles
still hindering adoption!
16! www.iab.net/programmatic!
17. 1 Building transparent & fair marketplace!
2 Marketplace education and training!
3 Standardization of definitions, terminology,
and sharing best practices!
4 Making Programmatic work for brands!
Challenges to making
programmatic premium!
17! www.iab.net/programmatic!
18. 1 Different expectations of “value” of inventory!
2 Difficult to accurately forecast, optimize inventory
across channels and do yield management!
3 Deals not clearing due to limited transparency!
4 Fragmented “marketplace” on guaranteed deals!
5 Limited inventory transparency through auction!
Concerns over transparency
are a key bottleneck!
18! www.iab.net/programmatic!
19. Overcoming internal organizational
challenges for publishers!
19!
Stage 1-
Operations
focused
• Build internal ops
capability to offer
programmatic
sales
Stage 2 –
Developing
internal sales
capabilities
• Start to build
programmatic
sales capability &
comp structure
Stage 3 –Internal
consultants for
programmatic
• Programmatic
team becomes
hub for all
programmatic
sales with multiple
sales teams
generating leads
“Programmatic ad buying has a problem:
The publisher commission structures are impeding adoption”
Barry Lowenthal, President, The Media Kitchen!
Future Stages!
• Relationships matter more than ever with sales people to focus on higher-value add
activities!
• Will require continued education & evolving comp models!
www.iab.net/programmatic!
20. Educate and Unite the Industry
Digital Media Sales Certification!
20!
Educated Sales Force = More Sales!
Tool for Recruitment
and Professional
Development!
Invest in Your
Human Capital!
Competitive !
Advantage!
• More than 2,000 have registered for the program!
• Companies like Yahoo!, AOL, Collective and IDG have committed to
certifying their entire sales teams!
• A number of companies (24/7 Media, Trial Retail Media and About.com)
have made Certification part of their hiring and training processes!
• Certification holders and their managers have received tremendous
positive feedback about the program from the marketplace!
• Every day sales professionals from leading companies across the
country are signing up to take the exam!
21. 1 Brand safety, quality, fraud & trust!
2 Open RTB technical standards!
3 Automation technical standards!
4 Data uses and standards!
5 Programmatic & Video, Audio and Mobile!
6 Measuring Market Size (Research study)!
7 Going Global Study (Research study)!
Other IAB areas of activity!
21! www.iab.net/programmatic!
24. The Core Six “Native” Ad Products!
1. Search Units!
2. In-Stream Ads!
3. Recommendation Widgets!
4. Promoted Listings!
5. In-Ad (IAB Standard) Units!
6. Custom/Can’t Be Contained!
There are six type of ad units currently being sold in the
marketplace as native advertising.!
http://www.iab.net/nativeplaybook!
31. The Core 6 Questions Marketers Should
Ask (yes, I realize there are only 5 here)!
31! http://www.iab.net/nativeplaybook!
32. Native advertising can blur the line
between editorial and branded content!
32! http://www.iab.net/nativeplaybook!
33. IAB Native Advertising Recommended
Disclosure Principles!
1) Use language that conveys that the
advertising have been paid for, thus making
it an advertising unit, even if that unit does
not contain traditional promotional
advertising messages!
2) Be large and visible enough for a
consumer to notice it in the context of a
given page and/or relative to the device that
the ad is being viewed on!
33!
34. 34!
l Native advertising
represents a significant new
category of spending and
thus revenue opportunity!
l It is also just another
display product!
l Premium publishers have
incredible value to offer
marketers who need to add
“brand as publisher” skills
to their campaign ones!
l Differentiate via content
expertise, helping “brands
be publishers”!
l Adopt two-prong strategy of
custom at super premium
plus in-feed at scale!
l Be vigilant to charge for
costs of native creation!
l Use IAB Native Playbook to
differentiate your offerings!
Implications! Best Practices!
Native Advertising!
http://www.iab.net/nativeplaybook!