Programmatic Whitepaper Summary & Takeaways 11/4/13

Programmatic marketing has been widely adopted across all major marketing and media industry segments… … but for reasons that differ across the “demand” and “supply” sides of the industry, respectively… is now being deployed primarily in support of automated, auction-based digital media buying… … but is growing to support a widening range of strategic use cases. Programmatic marketing has seen its progress encumbered by internal organizational hurdles that are progressively fading from relevance… … though meaningful issues are still hindering more widespread adoption. CONSOLIDATED TAKEAWAY:

DEVELOPING TRENDS: DEATH OF THE COOKIE CREATES OPPORTUNITIES FOR NEW STANDARDS PROGRAMMATIC HAS GROWN ACROSS ALL MEDIA TYPES – PAID, OWNED AND EARNED EXPLOSION IN GROWTH OF DATA DEMANDS STRONGER MANAGEMENT PLATFORMS WAVE OF EVOLUTION IS TOWARDS MODELS THAT SUPPORT PROGRAMMATIC ECOSYSTEM OF SOLUTIONS WILL FAVOR TWO USE CASES COMPLEX, INTEGRATED LARGE-SCALE EXECUTION NEEDS OF ENTERPRISE MARKETERS FOCUSED REQUIREMENTS OF SMALLER MARKETERS WHO REQUIRE CONTRIBUTIONS OF BEST-IN-CLASS ‘POINT’ SOLUTIONS

OTHER KEY POINTS: 20 years since first banner was executed The ‘promise’ in those early days was ‘…letting marketers and publishers engineer a careful balance of ad inventory and contextual relevance with eye toward unlocking vast new repositories of value.” US marketers invest $42 Billion in digital, annually Defining programmatic: a holistic approach through which media buyers and sellers may align organizational processes with automation technology in support of ongoing, channel- agnostic customer engagement (and to allow for the continuous optimization of that effort as business strategies evolve). RTB is simply one ‘use-case’ of programmatic Programmatic ‘is evolving substantially to address a wider range of applications, presenting advertisers and publishers alike with a new foundation for driving both process efficiency and customer marketing effectiveness across a combination of paid, earned and owned media.’