How technology and data powers real-time advertising, by Tim Gentry, The Guardian. Presented at MediaSense's #realtimerev event in London, May 2014. www.media-sense.com

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ARE ADVERTISERS READY FOR THE
REAL-TIME REVOLUTION?
HOW REAL-TIME ADVERTISING IS CHANGING MEDIA
#REALTIMEREV

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Google Confidential and Proprietary
How Technology and Data Powers
Real Time Advertising
Tanzil Bukhari
Head of Buyer Relations EMEA, DoubleClick Ad Exchange

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Technology to
automate processes
Insights to
improve results
Programmatic
Definition

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Google Confidential and Proprietary
Programmatic
is embedded in your business

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Google Confidential and Proprietary
Just in Time
Improves Return on Investment

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Google Confidential and Proprietary
Electronic POS
Improves Insights

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Yield Management
Automates Trading
Source: eMarketer, Total Media Ad Spending Worldwide by Region, April 2013

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Google Confidential and Proprietary
Programmatic
is embedded in your business

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Google Confidential and Proprietary
Programmatic
Integration

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Google Confidential and Proprietary
Scenario 1
Weighted Campaigns

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Google Confidential and Proprietary
Scenario 2
Offline Integration

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Google Confidential and Proprietary
Scenario 3
Media Ratings

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Google Confidential and Proprietary
Technology
People Data
Programmatic Success
is the flow of three components
T
P D

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Google Confidential and Proprietary
CREATIVE
SEARCH
SOCIAL
DISPLAY
ANALYTICS
T
P D

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Google Confidential and Proprietary
CREATIVE
SEARCH SOCIAL
DISPLAY
ANALYTICS
T
P D
CRM 3rd Party
A Solid Technology Base
gives you a single view of the consumer

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Google Confidential and Proprietary
Data Collection
gives you actionable audience insights
T
P D
Owned Acquired Earned

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Google Confidential and Proprietary
People Power
tearing down the organisational silos
Search Display Video
T
P D

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Google Confidential and Proprietary
Technology
People Data
Programmatic Success
is the flow of three components
T
P D

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Google Confidential and Proprietary
Use a technology base that gives you a single view of the consumer
Collect the available data and own what’s yours
Tear down the organisational silos

20. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary
How Technology and Data Powers
Real Time Advertising
Tanzil Bukhari
Head of Buyer Relations EMEA, DoubleClick Ad Exchange