Digiday Programmatic Marketing Summit Europe 2018

1. Inside Duracell's
Hybrid In-House Model
Jon Ones, Head of Digital, Duracell International

2. 20162005
2005 – 2014
- Digital hype: High
industry trust in digital.
Digital in media mix
grows significantly.
2014 – 2016
- Growing industry skepticism
towards digital performance.
Especially due to ad fraud,
viewability & media markups.
2017-2018
- Duracell moves to a hybrid in-
house model for programmatic.

3. Trade Desk &
AOR
Publisher
rebate
Data fees
Non-
viewable
Client
investment
Est. Working
Media
Transaction Costs
Quality Costs & Exposure Loss
Hidden Fees
Tech fees
DSP/DMP
Media
Markup
After tech
& talent fees
After
hidden fees
THE INDUSTRY NEEDS A BETTER, MORE TRANSPARENT, DIGITAL ECOSYSTEM
Non-
Human KPI
waste

4. CONFIDENTIAL AND PROPRIETARY
FULLY OUTSOURCED MODEL
TECH STACK
1) DSP (Demand Side Platform)
2) DMP (Data Management Platform)
3) Ad Server
4) Data provider
5) 3rd Party Brand Protection (Viewability, Ad fraud)
OPERATIONS
1) Goals & Objectives
2) Industry Research
3) Media Planning
4) Programmatic Buying
5) Measurement & Reporting
In-housed Outsourced

5. CONFIDENTIAL AND PROPRIETARY
TAKING CONTROL WITHA HYBRID IN-HOUSE MODEL
TECH STACK
1) DSP (Demand Side Platform)
2) DMP (Data Management Platform)
3) Ad Server
4) Data provider
5) 3rd Party Brand Protection (Viewability, Ad fraud)
OPERATIONS
1) Goals & Objectives
2) Industry Research
3) Media Planning
4) Programmatic Buying
5) Measurement & Reporting
In-housed Outsourced

6. Trade Desk &
AOR
Publisher
rebate
Data fees
Non-
viewable
Client
investment
Est. Working
Media
Transaction Costs
Quality Costs & Exposure Loss
Hidden Fees
Tech fees
DSP/DMP
Media
Markup
After tech
& talent fees
After
hidden fees
THE FULLY OUTSOURCED MODEL
Non-
Human KPI
waste

7. Managed
Service Fee
Data fees
Non-
viewable
Client
investment
Est. Working
Media
Transaction Costs
Quality Costs & ExposureLossHidden Fees
Tech fees
DSP/DMP
After tech
& talent fees
After
hidden fees
Non-
Human KPI
waste
Publisher
rebate
Media
Markup
THE HYBRID IN-HOUSE MODEL:
MEASURE, OPTIMIZE AND DRIVE WORKING MEDIA

8. CONFIDENTIAL AND PROPRIETARY
BUILD YOUR DIGITAL SCORECARD - VARIO
1. Viewable & Human
2. Attention (view time, watch through rate)
3. Right Reach & Frequency
4. Investment Mindset (effective
viewable CPM)
5. Optimization (80/20)

9. CONFIDENTIAL AND PROPRIETARY
KEY TAKE AWAYS
1. Tech Stack – As a minimum you need a
direct DSP contract to be in control. Choose
a tech partner that embraces transparency.
2. Operations – Own the bookends:
Goals, Objectives, Measurements & Reporting.
3. Digital Scorecard – Build using VARIO.

10. CONFIDENTIAL AND PROPRIETARY
Questions?