Thank you to our attendees, vendors, and sponsors for making the Fourth Annual Programmatic Summit on Nov. 29 a huge success. 300+ brand marketers, media buyers, online publishers, ad networks, ad exchanges, and other solution providers participated in candid conversations surrounding data and privacy, transparency and brand safety, and the future of programmatic in media and marketing.
View the agenda for a recap of our sessions, and read about the Programmatic Summit speakers on the event page.
Anna Bager, GM, Video & Mobile, IAB
Leisha Bereson, VP, Group Director, Programmatic, Canvas Worldwide
Marco Bianchi, Director of Exchange Partnerships & Analytics, Oath: A Verizon Company
Dennis Buchheim, SVP & General Manager, IAB Tech Lab
Tal Chalozin, Co-Founder and CTO, Innovid
Scott Cunningham, Owner Cunningham.Tech Advisors
Jennifer Derke, Director of Product, Programmatic & Data, IAB Tech Lab
Anne Frisbie, SVP of Global Brand & Programmatic, InMobi
Ross Geier, SVP, Programmatic Revenue, iHeartMedia
Quentin George, Founder, \UNBOUND\
Oksana Hickok, Digital Business, Transformation Leader, Publicis.Sapient
Scott Messer, Vice President, Content Channels, Leaf Group
Karin Mihkels, SVP, West Coast Programmatic, Cadreon
Lorenzo Moreno, GM of Business Development for the Southwest Region, The Trade Desk
Kristen O’Hara, CMO, Global Media, Time Warner Inc.
Chris Pierantozzi, ECD, Saatchi & Saatchi LA
Jay Sears, Group Head, SVP, Mastercard Ad Intelligence
Doug Weaver, Founder and CEO, Upstream Group
Peoplematic: POV, Persuasion, Politics and the Future of Automation.
People, not technology, are the key component to the next iteration of programmatic We need smart people at the switches: to activate, challenge, push for transparency, and integrate technology and creativity.
Demystifying AI: A Deep Dive into the What, Why and How for Marketing & Media
Now is the time to invest in A/I. Your competitors are thinking about it. Dive in now to keep your competitive edge A.I. is going to touch every part of every business in the coming years. “A.I. is going to eat software.”
Commerce, Data, and Advertising’s Final Frontier: Defining the Currency of Today’s Programmatic Marketplace
It’s time to “stop the nonsense”. We have the capability to tie digital activation to actually, real-world, offline business outcomes. We are way beyond the click. The world is moving from venture backed companies to private equity and that means desired outcomes are value and margin not just exits. “Playing to win is a different game than playing to sell”.
Data-Driven Marketing: The End-Game of Automation: What does it mean, and how do we get there?
Building a results-oriented, data-driven marketing strategy requires laser-focus on four crucial components: data and measurement; people and process; technology and tools; media and creative.
A well-defined consumer journey helps showcase the strategic role of programmatic creative in driving customer experience and unites teams over a common goal.
There are a large number of considerations and data points to weigh when setting strategy and approach to execution.
As powerful as ad technology is, there is a crucial role for brand and agency teams to play in forming hypotheses, managing campaign optimizations, and informing future strategy.
Why Connected TV is Here and Now
Cord-cutting is on the rise, time spent watching “traditional TV” continues to shift, and connected TV viewers are a growing and valuable audience. Premium connected TV inventory must be part of your buying strategy. 10 million people will cut the cord during the next 10 years.
Data Deep-Dive: Segments, Models, Measurement and More
Data is not just the realm of the data scientists; you need to understand and be fluent in data terminology. Probabilistic and deterministic data are both first-party, just different aspects of it. CDP and DMP are different: your customer data platform and your data management platform need to perform in different ways.
Busting Myths about Programmatic TV/Video: What’s Hype, Hyperbole, and What’s Actually Happening?
There are many myths, misunderstandings, and a lot of confusion about digital video and OTT. It’s important to remember:
Vertical video is highly effective with completion rates around 80%.
“VPAID” is not synonymous with “viewability”.
Programmatic is not simply for flat standard units. Highly interactive advertising can be part of the programmatic funnel.
GDPR (And Other Things That Go Bump in the Night)
GDRP will turn the collection of digital data from an opt-out market to an opt-in one where consumers opt-out by default. Under GDPR, users have the right to access, port, correct and erase their data. If you don’t respond to their requests, you are breaking the law, and penalties are severe.
Chris Pierantozzi, ECD, Saatchi & Saatchi and Oksana Hickok, Digital Transformation Strategy and Execution, Publicis.Sapient
Dennis Buchheim, SVP and GM, IAB Tech Lab, Jennifer Kyla Derke, Director of Product, Programmatic, IAB Tech Lab, and Leisha Bereson, VP, Group Director, Programmatic, Canvas Worldwide
Scott Cunningham, Owner, Cunningham.Tech
Data Driven. Audiences. Broadcast Radio?! iHeartMedia Presentation
Thank you for attending Smart Technology: Programmatic's Promised Efficiency. We would like to extend a big thank you to Candace Tomeny, Stephen Matte, Jane Shie Sr., and Meredith Hall at The Trade Desk for a highly educational session.
Attendees gained foundational knowledge of programmatic advertising, while developing a deeper understand of the core efficiencies of omnichannel planning and buying. From RTB to Private Buying we uncovered the 2nd price auction methodology and discussed the movement from the spot market to the forward market and all the capabilities in-between. Attendees learned theoretical and practical knowledge through a light-demo workshop for how to utilize smart technology like a DSP.
• Learn to identify where programmatic fits within your role
• Understand the top 5 myths of programmatic
• Learn how to leverage programmatic when planning Omnichannel campaigns
• Understand the tools in your toolkit
Thank you IAB and our attendees, vendors, and sponsors for making the Third Annual Programmatic Summit on Nov. 14 a huge success. More than 400 brand marketers, media buyers, online publishers, ad networks, ad exchanges, and other solution providers participated in candid conversations surrounding emerging programmatic channels, data-driven creative, cross-channel attribution, and more.
Programmatic Takeaways from Programmatic Summit 2015 has transformed the digital media landscape, creating efficiencies on both the buy and sell side, as well as providing greater scale and allowing data to be utilized in new ways. From employing true programmatic creative methodologies to rethinking internal organizational structures and ensuring that the entire digital ecosystem has the training necessary for proper execution, the key to making programmatic most effective—and maximizing ROI—lies in implementation.
On Wednesday, November 11th, over 600 people were in attendance at our second annual Programmatic Summit, and we heard from over 30 experts in the programmatic space. We learned about fraud, attribution, programmatic native to monetization approaches, programmatic TV and training the workforce. Check out the photos and highlights below (video coming soon!).
Posted By thinkLA Aficionado,
Thursday, November 6, 2014
Updated: Thursday, November 6, 2014
Technology is changing the media-buying landscape. The term "programmatic" is growing in popularity but often lacks consistent definition. On 11/4, we met at Rubicon Project for a top line overview of what programmatic is and what it isn't. Here are the takeaways from the team at Rubicon Project…
1. Automation is not the future, it’s the present.
2. The machines won’t put people out of work; relationships and negotiations are still needed, though execution becomes
easier and performance gets better.
3. Buyers and sellers both benefit – this is not a one-sided solution.
4. Automation isn’t new – in fact, advertising is late to the party.
5. Programmatic originally focused on unsold inventory but has matured into premium, high-valued placements and audiences.
And to our instructors: Ed Carey, VP, National Sales, Rubicon Project Michael Gellar,Sr. Director - Central, West, & Canada Head of Sales, Buyer Cloud, Rubicon Project Trent Beckley,Director, West Coast Sales, Rubicon Project Elvin Kawasaki, VP Digital Group Account Director, Initiative Jennifer Dodez, Account Director - Programmatic Solutions, Edmunds.com
Posted By thinkLA Aficionado,
Friday, October 24, 2014
Updated: Friday, October 24, 2014
On 10/23, ThinkLA and IAB were thrilled to host the Programmatic Summit, in association with eMarketer. Our first ever collaboration focused on the rising tide of programmatic within digital media. Over 500 brand marketers, media buyers, online publishers, ad networks, ad exchanges, and other solutions providers came together to discuss and debate the next evolution of programmatic.
Here are the top 10 takeaways from the event about programmatic...
Lots of challenges still exist to enable programmatic to work. Concerns that were addressed throughout the event included transparency, fraud, and trust; limited understanding and knowledge; confusion over terminology; moving from direct response to branding dollars, moving from mostly standard banners to native, video, rising stars, and audio ad formats; internal organizational challenges for brands and publishers; and delivering different creative through programmatic.
Programmatic is big and getting bigger. The programmatic market (including auction, and direct deals) is expected to top $10B in 2014 and grow to $20B by 2016. For now, RTB remains the dominant part of programmatic spending (92% in 2014), but is expected to fall to under 60% of total programmatic spend by 2016 as programmatic direct increases. Within RTB, open auctions account for 88% of total RTB spend, though this is changing with private marketplaces growing significantly faster. While display is still dominant for now, mobile and video programmatic are growing fast.
Fraud and trust are big issues, but are being tackled by the industry. Bots and fraud have become a big issue mainly due to the large sums of money involved. The IAB and the industry are building a trust stack to tackle fraud, malware, piracy, and transparency and include these in a joint cross-industry accountability program) building on the existing Quality Assurance Guidelines. Advertisers and buyers should make sure they know their supply sources, choose their vendors carefully, and always remember “If it’s too good to be true, it probably is!” Publishers need to ensure they are coordinating between sales, marketing, operations, and analytics to identify any strange traffic patterns and remember if they are doing audience extension they need to apply the same controls as buyers should.
Publishers can hit a home run with programmatic video. The concern that programmatic has been perceived as a "race to the bottom" for rates and yield has not been the case in video due to restricted supply. Publishers can use programmatic to fund the creation of quality video content particularly by helping to monetize traffic spikes. Ultimately efficiency doesn't have to mean lower CPMs; it can also mean more effective engagement.
Measurement matters even more in a programmatic world. Brand marketers are looking for transparency, inventory quality, and technology simplicity. Buyers should ensure they are reaching the right audience, use a consistent, comparable metric to plan, buy, and sell audiences, use brand data to ensure advertising resonates, and ultimately ensure that the campaign drives the desired action.
Attribution is essential to effective programmatic spend. Last touch attribution is outdated and is like giving all the credit in a relay race to the last runner. Attribution models should incorporate the “first site visit” separating the funnel into prospecting and retargeting, and set the right incentives to each part.
Brands in automotive are leveraging programmatic. Leading brands are looking beyond the simple retargeting of ads and embracing programmatic across the consumer path to purchase from unaware to loyal purchasers. The agency automation “stack” includes four layers – unified data platform, open access to media inventory, single metrics regime, and dynamic ad creation/production/serving platform. Brands are finally learning from programmatic media to employ new tactics in automated creative—not creating by machines, but optimizing ad variables based on real-time, impression level data.
Publishers need to re-org to capture the value of programmatic. Publishers are adopting programmatic as a core part of their monetization strategy. However, this can pose internal challenges. The top five ways to build a successful programmatic publisher organization were the following: align incentives and compensation; educate direct sellers and have them attend Programmatic 101 training; programmatic team to focus on supporting direct sales (agencies) and covering programmatic buying entities (DSPs, trading desks, retargeters); establish a programmatic rate card; and have internal and external quarterly budget reviews.
Creativity and programmatic are not enemies. Every ad should be dynamic and leverage the same audience signals used in programmatic media buying to make the creative relevant. This can be done by infusing first or third-party data on demographics, location, and previous website behavior to alter the headline call to action, image, or assets of the ad unit to ensure the message resonates with the user. Doing this can double yield on interaction rates and increase engagement by 50%.