AppLift Webinar: "Mobile Programmatic ABC"

AppLift Webinar: "Mobile Programmatic ABC"

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  1 But, What ExactlyIs Programmatic? A webinar by AppLift on the basics of programmatic advertising Speaker: Rishi Agarwal, MD AppLift India and DataLift 360 Enterprise
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  DataLift 360 2 Our integratedplatform is your single access point for successful mobile advertising campaigns
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  3 We are AppLift! •200 + Awesome Employees • 40+ Nationalities • 9 Global Locations: San Francisco, Berlin, Seoul, Shanghai, Tokyo, New York, São Paulo, Jakarta and Bangalore • 500+ Advertisers Trust Us • $20 million investment by Dutch venture capital and growth equity fund Prime Ventures.
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  4 Agenda • What is‘programmatic‘ exactly? • Traditional vs. Programmatic Advertising • Components of a programmatic ecosystem • Different forms of programmatic media buying • Programmatic: The new-age way for marketers?
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  5 Programmatic advertising, insimple terms, is using automated technology for media buying, as opposed to traditional (often manual and tedious) methods of digital advertising. What Is Programmatic?
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  6 • Traditional weband mobile advertising worked like a television spot. • Look at a website and see how much traffic it had and what a typical visitor looked like. • If it was a decent match, buy an ad. Before Programmatic
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  7 CONS • Slow anddependent on manual processing. • Several request for proposals (RFPs), human negotiations and manual insertions of orders (IOs) • Not scalable • Ads purchased in bulk and advertisers have little control over the ad inventory they buy, thereby also limiting the optimization of the campaign to reach the right audience. PROS • Relationship-based • Premium spots Before Programmatic
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  8 DSP, SSP, andAd Exchange: The Main Entities of a Programmatic Ecosystem
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  9 How Does Programmatic AdvertisingWork?
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  10 Open Auction Private Marketplaces Programmatic Direct • Impressionsare made available to all advertisers to bid in an option auction, highest bidder wins. • Preferred by advertisers who want to gain access to premium inventories before it is made available for open auctions. • Advertisers can buy a guaranteed ad space without an auction, but the deal is executed via programmatic channels. Types Of Programmatic Media Buying
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  11 Programmatic Direct
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  12 Private Marketplaces (PMP)
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  13 Open Auction
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  14 Publisher Waterfall • Methodby which publishers maximize price and sell through rate of inventory. • Also called ‘daisy chaining’. • Done in in an effort to make the most revenue for the unsold inventory.
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  15 OpenRTB Protocol: Evolution
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  16 More efficient processes Optimizationof prime media inventory Ability to buy in real time Cross-platform integration Why Programmatic?
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  17 Programmatic Market Size
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  18 Q&A Thank you fortuning in! Any questions?
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  www.AppLift.com Rishi Agarwal [email protected]