Hot Topic: How to Organise for a Programmatic Culture - Digiday Programmatic Summit Europe, 4/13/15
Transcript of Hot Topic: How to Organise for a Programmatic Culture - Digiday Programmatic Summit Europe, 4/13/15
Programmatic CultureStefan Havik @ Digiday Europe
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1. Share views
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“Programmatic is the gluten of advertising.”
Jimmy Kimmel
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Demystifying the ecosystem
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Number crunching
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0
5E+09
1E+10
1.5E+10
2E+10
2.5E+10
Volume (sold impressions)
Sanoma Volume
Market volume
50/50R
ON
Tra
nsp
are
nt
Manual
Billboard eCPM
2. Engage People
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Changing perception
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No Piping, No Poetry.
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Let’s make advertising sexy
again!
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3. Make it happen
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What about this guy?
Hire a bad cop
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No silos
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4. Look ahead
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Programmatic DNA
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Value chain
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Publisher revenue
SSP’s, DSP’s, DMP’s,
Technology providers,
Data providers, tradings
desks….
Agency fee
Know your competition
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Engage people
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