Dan Fallon's presentation from the OiConference in Cardiff on Thursday 21st April 2016. Dan discusses the advances in programmatic ad buying in an increasingly audience intent focused digital advertising landscape.

5. Passenger offers location, destination, car type, rider history and price
Driver looks at proximity, destination , your reputation & your price - you match & you ride

7. Buying
Programmatic
Moments
Audience
Defined
Moments
Defined
Value
Exchange
Sales
Opportunity
Personal &
Relevant
Content
Re-
Engagement
& Follow Up

10. Inventory Source Brand Safety Apps & URL’s Keywords
Categories Environment Viewability Language
Audience Lists Demographics Geography Day & Time
Device Browser
Connection
Speed
Carrier

11. Gardening enthusiasts (eXelate Data, £0.52 CPM)
Those who use Gillette Fusion Hydra Gel (eXelate Data, £0.70 CPM)
Shopaholics (Bid Manager Affinity)
Mortgage seekers (Bid Manager In Market)
Life long low spenders (Experian Data, £1.36CPM)
Family focussed (Bid Manager Affinity)
Looking at home insurance in December (I-Behaviour Data, £1.39 CPM)

12. Undisclosed/black box programmatic model
or
Technology stack with known mark-ups

13. 0
50
100
150
200
250
Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15 Jan-16
Millionsofdesktopadblockingusers
21m 30m
39m
54m
121m
181m
+200m?
+124%
+50%
+?%
Source: PageFair/Adobe

14. Establish objectives and your consumer moment
Retail is detail
Track everything
Custom attribution models