Discussing programmatic media buying from an advertiser's perspective, focusing on the significant value of 1st party data.

2. programmatic is data

3. programmatic is mobile

4. outline
history and definitions
Warply programmatic ad network
targeting
formats
omnichannel
payments and wallets

5. history
90s
today
publishers
direct
ad
networks
ad
exchangers
DSPs
agency
trading
desks
programmatic

6. definitions
• WHAT ? Automated buying, placement and
optimisation of media inventory
• HOW ? Media buying decisions taken impression
by impression, user by user
• WHY ? Data Driven

7. data
1st Party Data 2nd Party Data 3rd Party Data

8. convergence
1st Party Data 3rd Party Data
obfuscation
marketing cloud
re-marketing re-targeting

9. mobile ad network GR
mobile
apps
mobile
web

10. mobile ad network CY

11. share of impressions
20-35%
mobile web
10-25%
mobile apps
10-12%
tablets
source: Warply Ad Network

12. share of attention
source: Warply Ad Network, emarketeer

13. volume
115Μ
ad impressions in
mobile web
245Μ
ad impressions
in apps
245Μ
3.2M
unique mobile devices
source: Warply Ad Network

14. ad blocking
source GlobalWebIndex
10%
increase during Q4 2015
because of mobile iOS

15. ecosystem
agency
trading
desk
advertiser
ad network
(advertiser side)
advertiser
ad server
DSP
(RTB Client)
SSP
(RTB Server)
Publishers
ad network
(publisher side)
publisher
ad server
Data Broker
Consumers
Buy Side Sell Side
DMP

16. Lifestyle
American Football
Auto Enthusiasts
Avid Runners
Engineering Enthusiasts
Fashionistas
Food & Dining Lovers
Health & Fitness Enthusiasts
High Net-Worth Individuals
Home & Garden Pros
Mothers
New Mothers
Parenting & Education
Pet Owners
Photo & Video Enthusiasts
Singles
Social Influencer
Spanish Speakers
Sports Fans
Tech & Gadget Enthusiasts
Business
Business Professionals
Personal Finance Geeks
Real Estate Follower
Small Business Owner
Sports
Sports Fans
Avid Runners
American Football Fans
Travel
Business Travelers
Flight Intenders
Leisure Travelers
Shopping
Catalog Shoppers
In-app Purchasers
Mobile Payment Makers
Value Shoppers
Entertainment
Bookworms
Casual and Social Gamers
Entertainment Enthusiasts
Hardcore/Midcore Gamers
Movie Lovers
Music Lovers
News and Magazine Readers
Slots Players
TV Lovers
Audiences

17. targeting - device

18. targeting - location

19. mobile only targeting data points

20. native ads - homepage

21. native ads - timeline

22. native ads - inbox

23. native ads - vertical video

24. native ads - awards

25. native ads - prestitials

26. adaptive creatives - weather

27. adaptive creatives - audiences
Business
Professionals
parentstech & gadget
lover

28. performance
4.5%
2.1%
4.6%
3.7%
3.7%
3.2%

29. omnichannel

30. personalisation

31. fingerprinting
customer id
email
advertising id
cookie

32. permission marketing

33. mobile retention

34. mobile wallets

35. programmatic is data

36. programmatic is mobile