HOWTOMARRYA
STRONGDIRECT-IO
BUSINESSTO
PROGRAMMATIC

ALYSSA CHU
BLEACHER REPORT
PROGRAMMATIC DIRECTOR

THESEVENSTAGESOF
ROBOTREPLACEMENTThe Inevitable: Understanding The 12 Technological
Forces That Will Shape Our Future
by Kevin Kelly
1. A robot/computer cannot possibly do the tasks
that I do.
2. OK, it can do a lot of those tasks, but it can’t do
everything I do.
3. OK, it can do everything I do, except it needs me
when it breaks down, which is often.
4. OK, it operates flawlessly on routine stuff, but I
need to train it for new tasks.
5. OK, OK, it can have my old boring job, because
it’s obvious that was not a job that humans were
meant to do.
6. Wow, now that robots are doing my old job, my
new job is much more interesting and pays
more!
7. I am so glad a robot/computer cannot possibly
do what I do now.

OUR
ECOSYSTEM
WEB
MOBILE APP
SOCIAL
EXPERIENTIAL
PLAYMAKER
E-COMMERCE
DATA & INSIGHTS
INFLUENCER

DATA
Gain first-hand visibility into what people want, where
they go, and what they do with AT&T’s rich data.
170MM
DIRECT-TO-CONSUMER
RELATIONSHIPS
MOBILE+PAYTV+BROADBAND
Location Data: Mobile location data provides the
opportunity to accurately reach your audience
based on the physical locations they visit
Viewership Interests: TV viewership data
provides the richness and granularity to reach
your audience based on the genres and shows
they watch
Browsing Behaviors: Website and app browsing
behaviors are curated to reach audiences based
on their category interests and intent

STILL GROWING
$81BPROGRAMMATIC
DISPLAY
83%PROGRAMMATIC
DIRECT
63%MOBILE
SOURCE: EMARKETER PROGRAMMATIC AD SPENDING FORECAST 2019

LET’SDISTILLITDOWN
INTEGRATEPROGRAMMATIC
SALES
ORG
HOW TO INTEGRATE:
Compensate your sales
org for Programmatic
Direct Revenue
YIELD&REVENUE
STRATEGY
HOW TO INTEGRATE:
Develop pricing structures
that supports competition
and does not devalue your
audience
REVENUE&
ADOPS
HOW TO INTEGRATE:
Create efficient workflows
and provide ongoing
training and education
with your partners

OUR
ECOSYSTEM
WEB
MOBILE APP
SOCIAL
EXPERIENTIAL
PLAYMAKER
E-COMMERCE
DATA & INSIGHTS
INFLUENCER

DIRECTIO PROGRAMMATIC
GUARANTEED
PREFERREDDEAL
PRIVATEAUCTION
OPENEXCHANGE
PRIORITY
HIGH
LOW
GUARANTEED
• Same priority as direct IO media
• Standard media and takeovers, custom units, YouTube, etc.
NON-GUARANTEED
• Preferred deals are pricing high
• Private auction floors are higher than open exchange CPMs
• Only standard media is available
YIELD&REVENUESTRATEGY

REVENUEOPS&ADOPS
PROGRAMMATICPROCESS
SALESREVENUESTRATEGYADOPS
No
Yes
Accepted Rejected
ONGOINGEDUCATIONEFFICIENTWORKFLOWS

“Thisisnotaraceagainstthemachines.
Thisisaracewiththemachines.
Itisinevitable.
- Kevin Kelly

THANKYOU