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#thinkppc
&HOSTED BY:
Understanding the
Ins and Outs of
Programmatic for PPC

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#thinkppc
Presenters
• Pete Kim
– Founder and CEO of MightyHive
– @petekim
– @mightyhive
• Bryan Gaynor
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @BryanGaynor12

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#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Who is Hanapin?
– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.

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Our Clients

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Who is MightyHive?
● We are a Programmatic Solutions Provider offering industry-leading technology
solutions alongside first class service, training & support
● MightyHive is DoubleClick's largest & fastest growing Certified Marketing Partner.
● Support DoubleClick Bid Manager, DoubleClick Campaign Manager, DoubleClick
Search and Google
Product & Dev
Reporting & Dashboarding
Programmatic Management Tools
API Development
Creative Development
Tech Ecosystem
Programmatic Full Stack
Publisher & Data Customization
Systems Integration
Training
Consulting
Technical
Strategic
Architecting
Management

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#thinkppc
Live Poll Question #1
How much experience do you
have with Programmatic?
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Agenda
What Is Programmatic, Anyway?
Why Programmatic?
Service & Support Choices are As Important as Tech
Some Programmatic Options for PPC Buyers
Next Steps

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#thinkppc
What is Programmatic?
Programmatic is a methodology,
rather than any specific
technology.
Programmatic describes the shift in
online advertising from managing many
direct one-to-one relationships to
centralizing your online campaign
management using software.
TRANSPARE
NT
EFFICIENT
DYNAMICAL
LY
OPTIMIZED
DATA
DRIVEN
REAL TIME

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Decisioning Inventory Creative Feedback
MARKETING
PLAN
Data
Programmatic is not just a buying practice,
it’s the foundation of the future

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Why Programmatic?

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If you’ve seen an ad recently, odds are it’s because of
programmatic
78% of US Display Spending will be programmatic by the end of the year
2014 2015 20172016
Source: eMarketer, Sept
2016
2018
$11.59 B $17.5 B $25.23 B $31.87 B
$37.88
B
% of TOTAL DIGITAL DISPLAY SPENDING
PROGRAMMATIC DIGITAL DISPLAY
SPENDING
% CHANGE
55%
73%
82%
145%
51%
26%
19%
44%
78%
Source: eMarketer, Sept
2016

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Programmatic is ubiquitous, but challenges still exist
Complexity
Service
Capacity
PROGRAMMATIC
“With programmatic, we’re at the point where
adoption at among larger companies has been
so high, the natural thing becomes to move it
down to the smaller companies”
Lauren Fisher
eMarketer analyst
“Programmatic advertising offers mid-market
companies one of the best ways to level the playing
field with their big budget rivals”
The Five Steps to Programmatic Success: A Guide for the Mid-Market
Source: AdExchanger, “Programmatic for the masses?” October 2015, AdMedo, “The Five
Steps to Programmatic Success: A Guide for the Mid-Market, 2014

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Programmatic evolved faster than service models could keep up
TECH
SERVICE
AD
EXCHANGE
AD
NETWORKS
AD
SERVING
COOKIES SSP
DSP
DMP
VIDEO
DYNAMIC
CREATIVE VERIFICATION
MOBILE
ATTRIBUTION
AGENCY
TRADING
DESK
INDEPENDENT
TRADING
DESK
1995 20072005 2009
IN HOUSE
STAFF

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#thinkppc
Ad
Networks In-HouseTrading
Desks
TECH: Black
Box
SERVICE: Full
PRICING: Flat
CPM (arbitrage)
TECH: Licensed
DSP
SERVICE: Self
PRICING: Full
Transparency
TECH: Black box and/or 3rd
party
SERVICE: Full
PRICING: Variable often w/
undisclosed service
feeSUPPORT TRANSPARE
NCY
Traditional service models trade support for transparency

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#thinkppc
MightyHive “Programmatic-As-A-Service”
Robust Service, Transparent Pricing, Ultimate Control
DoubleClick
Campaign
Manager
Google Analytics
SUPPORT
SALES
DoubleClick
Search
DoubleClick
Bid
Manager

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Service Tiers & Training
Get started on the right tier, get your team up to speed
quickly, and move to the tier that makes the most
sense long term.
Pricing
Technology Fee: 15% of media spend
Set-Up Fees: $3k for 1-25 logins on
DBM
Service Fee:
Self-Service: 7.5% of total spend
Support: 12% of total spend
Managed: 15% of total spend
(available for 3 mo commitments)
Self
You're an expert! Platform-direct access to
DoubleClick with technical support, systems
integration, and training as needed.
Support
Have a dedicated MightyHive Account Manager
train your team and provide strategic & technical
support.
Managed
A dedicated MightyHive Account Manager sets up
your campaigns, manages them, optimizes, tests,
and provides reporting.
Working Together

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What does “Getting It Right” mean?
Assembly
Deployme
nt
AnalysisOptimization
Risk
Management
Have you
selected the
right people,
process and
tech?
Is the
architecture
purpose driven
& efficient?
Are you
employing all
relevant
features?
Are you fully
exploiting all
data yields?
What
vulnerabilities
exist in your
system?

19.
CREATIV
E
FEEDBAC
K
DATA
- 1st & 3rd Party Activation
- Audience Center
- Affinity Targeting
- Look-a-like modeling
- Audience Analysis
- Segmentation
- Performance Testing
- Data Transfer Files
DCLK STACK
SALES
- Unified Customer View Architecture
- Data Onboarding
- DMP & Publisher Integrations
- Data Transfer Integrations
DCLK STACK
SERVICES
PROGRAMMATIC ADVISORY
- Prog. Guaranteed
- Private Marketplace
- Exchanges
- Media Efficiency Audits
- Media Negotiation (PMP)
- Media Consolidation
- Viewability Management
- Pre-packaged Pub Deals
- Managed Media Quality
- Vendor Mgmt & Negotiation
- Analytics 360
- Tag Manager
- Attribution Reporting
- Data Studio
- Analytics Installation
- Tag Deployment
- Attribution Modeling
- DDA Deployment
- Offline Sales Integration
- Incrementality Testing
- Offline Sales Data
- External Integrations
- Sitewide Tag Deployment Consulting
- Creative Studio
- Google Web Designer
- Programmatic YouTube
- Rich Media Production
- Dynamic Feed Building
- Quality Assurance /Troubleshooting
- GMC Integration
- External Integrations & Feed Building
- Asset Sourcing (eCommerce, Autos etc.)
- Campaign Manager
- Bid Manager
- Search
INVENTO
RY
DECISIONI
NG
SERVICES
- Trafficking Services
- Media Buying Services
- Light Perf. Optimization
- Incremental Vendor Testing
- Centralized Planning
- Malware/Fraud Detect

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Programmatic Options
for PPC

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PPC buyers’ 1st programmatic encounter is remarketing
but the real value is much greater
ACTIVE EVALUATION
LOYALTY LOOP
POST-PURCHASE EXPERIENCE
Moment of
Purchase
Initial
Consideration
Set
Trigger
Information gathering, shopping
Ongoing exposure
Source: McKinsey, 2009

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#thinkppcSource: McKinsey, 2009
PPC Buyers have options to leverage
programmatic
Google’s content network, places ads in most
relevant places achieving performance
through targeting and attribution.
WHAT: Ad network w/in Google AdWords
INVENTORY: AdSense and DoubleClick Ad
Exchange (AdX) partner sites, Google
properties such as YouTube, Gmail, Maps,etc.
Enables advertisers, agencies and agency trading
desks to buy and optimize display media across
multiple ad exchanges and extensive 3rd party
data partners.
WHAT: Standalone enterprise software with
transparent cost-plus pricing.
INVENTORY: All ad exchanges including AdX,
Right Media, AppNexus, OpenX, Rubicon,
Pubmatic, etc.
A B

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➔ Exclusive access to text inventory.
➔ AdWords integration allows for unique features like Remarketing
Lists for Search Ads.
➔ Alternative bidding types: Cost-Per-Click, Cost-Per-Engagement
A
B Demand
Side
Platforms
➔ Greater inventory access (2X+) than GDN.
➔ Greater pool of audiences to enable engagement with more
recent visitors.
➔ Integration with data providers to allow for 3rd party data and 1st
party data (via DMP) targeting and attribution.
Each solution has its own distinct values

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Appendix

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What is Programmatic
● Technology-assisted automation of the buying, selling and optimization of online ads.
● Real Time Bidding (RTB) - Buying and selling of online ad space through live auctions. These
auctions take place during the time in which a page loads.
● Private Marketplace (PMP) - Premium Sales Channel using RTB to facilitate direct buys
● Direct Guaranteed - Automated workflow and excecution for directly sold publisher inventory

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What it looks like….really

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What it looks like….basically

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#thinkppc
What it looks like….basically
PUBLISHERSADVERTISERS
1ST
PARTY
DATA
3RD
PARTY
DATA
DEMAND
SIDE
PLATFORM
EXCHANGE
EXCHANGE
EXCHANGE
EXCHANGE

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Key Players
· DSPs, (Demand Side Platforms) are where your campaigns are created, managed and optimized. It is
the programmatic equivalent to the Adwords UI.
· DMPs (Data Management Platform) collects and analyze a vast amounts of user behavior and cookie
data. Marketers can segment and create new audiences to target based on their specific strategy and
goals of their campaigns.
· SSPs (Supply Side Platform). When an ad space goes into a programmatic option, the role of the
Supply Side Platform is to determine which ad is the right one to show to the user at that time. These
auctions are concluded within milliseconds.
· Publishers: Publishers are the site or app where ads are ultimately shown. Typically, publishers use
SSPs and exchanges to auction off their unsold inventory automatically.

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Why Should I?
● The consumer journey has changed
● Programmatic technology allows advertisers deliver a unique experience at each stage in the consumer journey.
● Display is expected to outspend search by the end of 2017 with 72% of these ads being bought programmatically.
● Advertisers (and Competitors) are becoming aware. Searches around programmatic have increased over the past 5 years

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#thinkppc
Offers!
A. Waive the setup fee for MightyHive commitments of
2 months or more
B. I’d like a copy of “26 Signs You Need a New Agency”
C. Both
D. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
MightyHive Feedback: sales@mightyhive.com