Get with the Programmatic, WTF Programmatic, December 2016
Transcript of Get with the Programmatic, WTF Programmatic, December 2016
GET WITH THEPROGRAMMATIC
DEBUNKING THE INDUSTRY’S MOST COMMON MYTHS
TEN MYTHS IN PROGRAMMATIC
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23 4
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7 89
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1PROGRAMMATIC
WILL INEVITABLY LEAD TO THE
DEATH OF THE SALES PERSON
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PROGRAMMATIC IS EASIER THAN
TRADITIONAL SALES
3PROGRAMMATIC
OPERATIONS REALLY MEANS YOU SET IT &
FORGET IT
4PROGRAMMATIC ONLY WORKS FOR DIRECT RESPONSE, SO CREATIVE DOESN’T MATTER
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PROGRAMMATIC ONLY FILLS LESS VALUABLE & LESS VISIBLE INVENTORY
6PROGRAMMATIC’S WATERFALL IS DEAD.
7PROGRAMMATIC’S HEADER BIDDING SLOWS EVERYTHING DOWN
PROGRAMMATIC IS A NEW CHANNEL AND REQUIRES A STANDALONE STRATEGY
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PROGRAMMATIC IS A RACE TO THE BOTTOM
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PROGRAMMATIC VIDEO HAS A LOT OF FRAUD
3TAKEWAYSPROGRAMMATIC IS ABOUT EFFECTIVENESS, NOT EFFICIENCY
PROGRAMMATIC ACTIVATION NEEDS TO BE NIMBLE IN NATURE
PROGRAMMATIC IS STILL ABOUT CONNECTING BRANDS TO CONSUMERS