Programmatic

Question 1

What is programmatic?

Answer 1

The automation of buying digital advertising, where computers are used:

• to make decisions in milliseconds
• about which impression to buy and
• which ad to serve

Question 2

In order to deliver results and the most effective campaigns for your client, you need three fundamental elements:

Answer 2

1. PEOPLE - with the skills to make the right decisions around the tech, data and vendors. They also need to be able to generate insights from the knowledge they’ve gains and influence future decisions
2. Sophisticated TECHNOLOGY - e.g. DSP, SSP, DMP
3. The quality of the DATA used is also paramount - data helps you understand your audience so you can target them effectively and efficiently e,g, first or third party data

Question 3

Currently, what types of digital can you trade programmatically?

Answer 3

• Display
• Video
• Audio
• Native

Question 4

What is RTB?

Answer 4

Real time bidding

Question 5

What has been the growth rate of programmatic?

Answer 5

70-80%

Question 6

Traditional direct or programmatic
Which buys:
A) One site or network
B) Total market - multiple publishers

Answer 6

A) Direct

B) Programmatic

Question 7

Traditional direct or programmatic
Which has
A) Pricing fluctuations if using RTB and no guarantee on impressions delivered most of the time
B) Fixed pricing and package of impressions

Answer 7

A) Programmatic

B) Direct

Question 8

Traditional direct or programmatic
Which has
A) Publisher chooses placement
B) Clients pick users and impressions based on their campaign objectives

Answer 8

A) Direct

B) Programmatic

Question 9

Traditional direct or programmatic
Which has
A) Multiple data sources
B) One source of data

Answer 9

A) Programmatic

B) Direct

Question 10

Why would you should direct over programmatic? (3)

Answer 10

1. A publisher doesn’t have the capabilities to trade programmatically
2. Formats aren’t supported
3. Integrated sponsorships

Question 11

True or False - according to all sources, programmatic is growing dramatically and will represent the majority of digital ad spend

Answer 11

True

Question 12

What’s a DSP?

Answer 12

Demand Side Platform

Functions to give media buyers access to multiple inventory sources and data providers in a single interface.
Buys and serves ads in real time based on a set of pre-determined criteria.
In-built algorithms choose value of audience and place $bid for each impression that meets the criteria
Allows you to track performance, optimise towards KPs

Question 13

What is the Ad Exchange?

Answer 13

The digital marketplace that connects the buy and sell sides.
It’s where the RTB auction takes place.

Question 14

What’s a SSP?

Answer 14

Supply side platform

Publishers can sell and manage display, video or native ad inventory on desktop and mobile through SSPs.

Question 15

What is a DMP?

Answer 15

Data management platform

Their key function is to collection, organise and activate data from any source, both online and offline.

It’s really good for managing all your data in one platform and helps you evaluate audience data by segmenting users.

Not every client needs it though, like if they don’t have a lot of first party data.

Question 16

What are the 3 benefits of buying programmatically?

Answer 16

1. Data-driven targeting using a combo of 1st, 2nd and 3rd party data provides the opportunity to target the right people at the right time with the right message
2. Reaching your target audience at scale is possible. You’re not wasting money reaching people you don’t want
3. Personalised messaging - thanks to data. Can understand audience intent based on their actions and then serve them the right message to drive the right outcome for the client

Question 17

What are three more benefits of buying programmaticaly?

Answer 17

1. Live Optimisation
2. Having a single view of the consumer is a huge advantage - knowing how the total campaign is performing, you have a holistic view of the audience regardless of site and network, giving you deduplicated info on R&F
3. Minimising wastage through Programmatic - a level of digital sophistication is possible with the accuracy to deliver the right message at the right time to the right people in the right environment

Question 18

We are all consumers and know the value of seeing a message that is: (4)

Answer 18

1. RELEVANT to what we are looking for and interested in
2. TIMELY in delivery
3. Is somewhat PERSONALISED to our interests
4. Is HELPFUL AND USEFUL allowing us to make a more informed decision

Question 19

What are the two different ways to buy programmatic?

Answer 19

1. Fixed or Direct - pricing is fixed in advance
2. Real time bidding - volume of impressions and pricing is determined in real time. It is not possible to guarantee impression delivery and costs upfront

Question 20

What are the FOUR options of buying programmatically? (2 for fixed, 2 for RTB)

Answer 20

1. Fixed or Direct buying when volume is guaranteed (this is known as automated guaranteed or programmatic guaranteed) - closest buying method to automating the current direct process
2. Preferred deal - no. impressions are not guaranteed, but the audience is, since buyers’ DSP can use their audience data to review every ad impression, before they decide to buy it
3. RTB - private market place. The pricing is not guaranteed
4. RTB - Open marketplace. The pricing is not guaranteed

Question 21

In programmatic, to be successful in winning an impression, you need to have the highest bid but how must do you end up paying? (This is second price auction)

Answer 21

Once 1 cent more than the second highest bidder

Question 22

What are the 5 key steps in measurement?

Answer 22

1. Identifying and setting the KPIs up front
2. Make sure you have your 3rd party vendors established and in place ready to support the measurement process
3. Optimisation towards KPIs
4. Analyse success
5. Apply any insights and learnings for the next time