PROGRAMMATIC ADVERTISINGMutlu Doguş Yildirim

Programatik

Programatik

ProgramatikDSP SSP

RTB

DMP (?)

Real time bidding

Mutlu Dogus YildirimMutlu Dogus Yildirim has a broad experience with digital marketing, software engineering, project management and business development. He has worked at companies like Hurriyet and SONY, and currently working at MedyaNet as the Head of Business Development.  He is one of the pioneers of programmatic advertising in Turkish market. He can speak Turkish, English and German, and still doing his MBA at Imperial College London.

FIRST BANNER IN THE GALAXY

FIRST ONLINE MEDIA BUYING DONE WITH:

TECHNOLOGY EVOLUTION

LAST ONLINE MEDIA BUYING DONE WITH:

«DIGITAL»

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?

?

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MEDIA BUYING PROCESS

...

PROBLEMS FOR PUBLISHERS

1. “MOOD” OF THE EMPLOYEE WHO MAKES THE MEDIA SALES

2. OVERLOADED AD-OPS TEAM

3. CLIENT HAPPINESS

4. INEFFICIENCY OF CPM

5. COLLECTION OF PAYMENTS

PROBLEMS FOR ADVERTISERS

1. HUMAN ERRORS

2. LONG “LIVE CAMPAIGN” PROCESS

3. TARGETING “OTHER” AUDIENCE

4. CAN’T DO GLOBAL FREQUENCY CAPPING

5. PUBLISHERS IN CONTROL

6. INVOICING MANY PUBLISHERS

WHY PROGRAMMATIC ADVERTISING?

HUMANMACHINE

Unemotional EmotionalDoesn’t get tired Gets tired

Won’t make favors Will make favorsFair Not fair

Makes complex calculations easily

Can’t do complex calculations easily

Doesn’t have sales targets

Do have sales targets

... ...

ADVERTISER PUBLISHER

Wants to spend less money

Wants to get more money

Wants to receive more impressions

Wants to provide less impressions

Dreams fair competition Dreams more moneyDreams targeting a specific audience

Doesn’t matter much who saw the ads

Dreams the budget spent correctly

Dreams the budget spent quickly

... ...

INVENTORY

HUMAN

Site-dependent Site-independentSize-dependent Size-independent

Inefficient design Efficient designNon-alive Alive

Non-logical Logical... ...

??

WHAT IS PROGRAMMATIC ADVERTISING?

= Online media selling/buying done by machines

Advertiser

DSP (Demand

Side Platform)

Publisher

SSP (Supply

Side Platform)

& Ad

Exchange

DMP (Data Management

Platform)

SSP & AD EXCHANGE• Helps publishers sell their inventory through

programmatic channels• Integrated with DSPs• Manages programmatic sales process (e.g. Selling

the impression at auction, receiving the bids, picking the winner etc.)

• Selling all impressions one by one.• Serves only to the publishers

DSP• Helps advertisers to buy media through (mainly)

programmatic channels• Integrated to SSPs & Ad exchanges• Buys impressions one by one, evaluating their value

for the advertiser• Tries to show the ad to the right person, at the right

place, at the right time, at the right price.• Serves only to the advertisers

DMP• Helps publishers / advertisers manage their audience• Integrated to adservers, SSPs & DSPs• Helps with collecting, segmenting and transferring

data to adservers, SSPs & DSPs for targeting purposes

• Some DMPs have data exchange / marketplace features

Which models?

Programmatic Spending

= Selling ad impressions at auction

Rare product

Multiple potential buyers

Rare product

Multiple potential buyers

4,8 TL / CPM

2,6 TL / CPM

2,2 TL / CPM

4,8 TL / CPM

2,6 TL / CPM

2,2 TL / CPM

4,8 TL / CPM

2,6 TL / CPM

2,2 TL / CPM

2,61 TL / CPM

100ms

4,8 TL /CPM

...

6,2 TL /CPM

Demand Side PlatformDEMO

FUTURE

THANKSMutlu Doğuş Yıldırım

mdyildirim@gmail.com05322702721

Alp Ayhanayhan.alp@gmail.com

05422336544