The Periodic Table of Programamtic Elements of Targeting and Optimization is a Headway Digital project created to help marketers understand the complexity and opportunities that programmatic media buying brings to the table. Exploring the five dimensions of targeting (inventory, platform, creative, data and goals) this table will give advertisers a starting point to build their audience and targeting plans. Learn more at http://www.programmaticelements.com

1. THE PERIODIC TABLE OF PROGRAMMATIC ELEMENTS
OPTIMIZATION AND TARGETING
BY HEADWAY DIGITAL
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2. Why do we need another periodic table of elements to explain programmatic media buying.
Programmatic is not a technology. Programmatic is the discipline of using technology to
Automatize the excetution of media buying, targeting and optimization in order to
Reach audiences at sacle.
The numbers of options available for marketers is – many times – not
Fully visible for those who are not in charge of execuing their campaigns.
The goal of this Project is to give marketers a tool to understand the complexicity and
Possibilities of programmatic.

3. The Five Dimenions of Targeting and optimization
Each dimensión groups a set of categories based on the type of elements
Available.
They involve different technologies and affects differently to the outcome of the
campaign.

4. Accesing advertising space
INVENTORY
On of the pillars of programmatis is the interconnected ecosystem of advertising
Marketplaces that are not accesed from a single platform (DSP). The elements of
The Inventory dimension defines where to show the ad, how it is found and
bought,
And on what devices is this available.
INVENTORY: The Publishes where the advertiser can show the ad an Ad Exchanges
Where this inventory can be bought.
MARKETPLACE: how this inventory can be boght,. Be it on open auctions across
the exchanges (Open), grouped Premium publishers
That sell their inventory as a whole (Premium), pre-negotiated deals accesses
programmaticaly (PMP) or accesses directly (guaranteed).
INVENTORY TYPE: From traditional web space to in-app inventory.
DEVICES: All devices where the ad can be shown. From Desktop to Mobioe..

5. CAMPAIGN FUNDAMENTALS
PLATFORM
At the platform level optimizers set the fundamentals of the campaigns.
Budgets, Dates, Values and Goals.
Using targeting partners the campaign can be filtereed by location,
technology and inventory level data like
Viewability, Brand safety and content.
FILTERS: Partners offer the capability of targeting sites by its content, or pre-
vid viewability information and block pages that
Are not compatible to the Brand.
CAMPAIGN: Fundamental campaign configuration like pacing, Budget and
bid.
TARGETING: Basic timing, technology and location targeting elements.
LOCATION: From country level to neighborhood targeting.

6. MAKING THE MSSAGE TO WORK
CREATIVE
Once the audience has been identified and reached it is important to understand
which creative
Piece is the best fit.
From Copy to Visuals, the use and testing of multiple combinations of creatives is one
of
The récipes to programmatic sucesss.
TYPE: Displau, Video, Native and Rich Media.
Format: Optimizers get the most of theri campaign by finding the most effective
combination of
Size, format and concept.

7. Audience Targeting
DATA
Advanced advertisers consider DATA as a strategic asset for their marketing efforts.
From Company level data to Marketplace sourced audiences, building an audience
plan is key to succeed.
TARGETING DATA: Source of data. First to third party data.
DEMOGRAPHIC DATA: Data that defines demographic information abou the
audience.
INTENT DATA: Audiences that have shown intentions of acquiring or using a product
or service.
INTEREST DATA: Audiences with interest on specific subjects.

8. SETTUP UP THE OPTIMIZATION ENGINE
GOALS
Campagns can serve multiple goals. During campaign setup the optimizer informs
The DSP against which variable it should optimize and what kind of variables should be
reported.
REACH: For mcampaigns where the advertiser wants to reach as many people as
posible for a specific target.
CLICKS AND ENGAGEMENT: When the advertiser wants to reach to users who are
more likely to respnd to the
Creative.
LEADS, ACTIONS, SALES: For Direct Response goals, optimizing impresisons delivery for
users who are on the bottom
Stage of the funnel and are more likely to convert into a lead or a sale.
VIEWS: When running video campaigns, the optimizer can focus the campaign on
users who are more likely to
Watch the promoted video.