3 MYTHS Aeianire As the digital industry continues to shift to programmatic, marketers are trying to define what programmatic is. Let's start by identifying what it is not. a) aU eee Cumurat Eel aera uae) Lays Creve anette cs eee MD LT Um te cells) Programmatic is not just 1. Automated guaranteed Pea MiMi RMeoumen gee 4, Open auction Re eM eae Maree RC SUL elt ool EMSRS A CUR K sania can MACs a) this space. Most importantly, the private marketplace created a “happy medium” for both advertisers and publishers. The private marketplace deals sit between open real-time bidding and reservation buys, and will continue to grow as publishers evolve their websites according to programmatic strategy. So, What IS Programmatic? @EEy Here are just a few of the key players 1. VIDE $2.18 billion 2015 vs. 2016 “US programmatic video ads will grab 40.0% of digital video ad spending in 2016, or $3.84 billion, seeing strong growth..." -eMarketer = _1. MOBI = 88.4% QOOQQQQU000000000000 . QOOQQOOOO00N00nIoood ihe ier centeselotly srowtt QOOQOOOOOOOOOOOOOOOO display advertising will see OOOOHONOOOOOooOAooHO — in 201s. co = 3. TARGETING ac =< Along with programmatic comes enhanced targeting. 69.4% of advertising professionals value first- party data segments most, followed by viewability, first-look access, and context metrics respectively. 38% Cre 1. https://www.emarketer. com/public_media/docs/eMarketer_Programmatic_Buying_Roundup_2015.pdf 2. http://www.clickz.com/clickz/column/2373118/growth-of-the-private-marketplace Sa meat eC ate Tee es ae ele Coe ence mea CLES cIceron ae eee ae Ve eRe ae ee