Henry Rowe's presentation from WTF Programmatic UK on November 11, 2014.

1. 'WTF is premium programmatic on the sell-side'?

2. Why should “FaR” know the answer?

3. “PREMIUM?”
WHAT’S IN A NAME?

4. As an industry we aren't really helping ourselves
Remnant Programmatic Premium?

5. PREMIUM PROGRMMATIC ?
I THINK I CAN TELL YOU WHAT IT ISNT

6. IT ISNT A ‘FORMAT’

7. IT ISNT ‘DATA’

8. IT ISNT A ‘SECTOR’

9. IT ISNT A ‘HIGH PRICE TAG’

10. AND IT CERTAINLY IS NOT ‘TECHNOLOGY’

11. PREMIUM PROGRAMMATIC ?
IF ITS NOT A STATIC ‘THING’ , THEN WHAT IS IT?

12. Premium is based around using knowledge to drive trust
Knowledge Trust

13. #1 Knowledge of who your users are

14. #2 Knowledge of what your brand is worth. What price to put on context

15. #3 More direct relationships – And pricing models to match.

16. #4 Knowledge of what price the advertiser is paying

17. #5 Knowledge of how to measure brand metrics
It doesn’t matter how accurately you measure something if you’re
measuring the wrong thing

18. #6 Increasingly, ‘premium’ to a media owner is lower costs

19. Finally, this all comes together under the banner of TRUST
Users Context Control Price Cost Metrics
The sellers job is to have the KNOWLEDGE to understand all the elements that
make up PREMIUM and to help the buy-side TRUST the product

20. Thank you