Presentation done at II Forum Programmatic during March the 1rst 2016 in Madrid. In this presentation, i tried to bring closer programmatic in a simple way to the audience emphasizing that we are facing a paradigm shift in the advertising industry.

1. PROGRAMMATIC
RIGHT HERE.
RIGHT NOW.

3. WE LIVE IN A TECH WORLD
FINTECH . MARTECH . ADTECH

5. ADTECH

6. FOCUS

7. PROGRAMMATIC
What is?
Is the automatization of the media
buying and selling using the
technology to target the correct
audiences in a efective way,

8. PROGRAMMATIC
Where it comes from? Is the evolution of the traditional
media buying that involves manual
IOs, reconciliations, calls, etc… .

9. PROGRAMMATIC
A new standard
The matter is “WHEN” we will start
doing programmatic, not “IF” we
need to do it.

11. WHEN YOU DISCOVER THAT NOT ALL
PROGRAMMATIC IS RTB.

12. THERE IS LIFE BEYOND RTB
PROGRAMMATIC DIRECT

13. ADVERTISER CONSUMERPUBLISHERS
AGENCIES
TRADING DESKS
ADNETWORKS
RETARGETERS
TECHNOLOGY
THE PLAYERS
BUY SIDE. SELL SIDE.

14. ADEXCHANGE
TECHNOLOGY
CRM
ADSERVER
ADVERIFICATIONTOOLS
ATTRIBUTIONMODELS
BUYINGPLATFORMS
DSP
SELLINGPLATFORMS
SSP
DMP DMP
DYNAMICCREATIVES
ANALYTICS
ADSERVER
ANALYTICS
TAGMANAGER
WEB
COOKIES
BROWSERS
DATA
PROVIDERS
BUY SIDE SELL SIDE
ADVERTISER
CONSUMERSPUBLISHERSAGENCY
TRADING DESKS

15. PROGRAMMATIC DIRECT
open auction
private auction
*INVITATION
preferred dealprogrammatic
guaranteed
INVENTORYguaranteed not guaranteed
PRICEfixauction
MODELS
BUYING &
SELLING

16. open auction
private auction
*INVITATION
preferred dealprogrammatic
guaranteed
MODELS
BUYING &
SELLING
RTB
PROGRAMMATIC DIRECT
INVENTORYguaranteed not guaranteed
PRICEfixauction

17. WHO
WHEN
WHERE
WHAT




RIGHT
Person
RIGHT
Placement
RIGHT
Moment
RIGHT
Message
THE 4 W
OF PROGRAMMATIC

18. THE 5 W
OF PROGRAMMATIC
WHY

19. WHY?
ADVERTISER




TARGETING
Better tools to target the audience
PROFITABILITY
Effective costs
Efficiency in resources
OPTIMIZATION
Real Time Optimization
ANALYSIS
More data and granularity for
analyzing

20. PUBLISHERS




INVENTORY
Better control and monetization
SEGMENTATION
Better capacity to target the
audience
YIELD
Inventory and price optimization
NEW INCOMES
Data Selling
WHY?

21. CHALLENGES & OPPORTUNITIES
PROGRAMMATIC
AD FRAUD / CLICK FRAUD / NHT
REAL TIME GEO LOCALITATION
AD BLOCKING
CUSTOM MESSAGES
VIEWABILITY
CROSS SCREEN.

23. THANKS
XAVIER GARRIDO
HEAD OF PROGRAMMATIC
GROUPM SPAIN