Insights on Programmatic from our first Marketing Masterclass

Insights on Programmatic from our first Marketing Masterclass

DMCNY partnered with the New Marketing Institute (NMI) to present a dual certfication Marketing Masterclass in programmatic and omnichannel marketing on October 28, 2016.  The NMI is the educational arm of DMCNY member MediaMath.  The day-long workshop was high energy and incredibly intense.

Some of the key takeaways are captured below.  If any of this makes you scratch your head, and perhaps wish you'd joined us in the first place, we'll be holding this workshop again next year.  We'd love to hold other Masterclass events, so tell us what kinds of topics you are most interested in!

In the meantime, check out the public courses held all year from the New Marketing Institute.  

Key Masterclass Takeaways (in no particular order)

  1. In addition to the more well known targeting criteria - demographic, behavioral, placement/publisher, day-part, technology/device and geo - new contextual targeting techniques are ways to place advertising - native or display - through the keyword context of the content on any site.  For example, targeting sports content on any site might be valuable and a complement to publisher sites.  Contextual targeting does allow restrictions on the kinds of content, for example, passing over sites that are heavy in keywords you want to avoid.
  2. Website conversion ads are the most used on Facebook.  Advertisers are trying to draw people out of Facebook and to their owned sites.  In the most recent quarter, Q2 2016, Facebook earned more than 6.2 BILLION dollars in advertising revenue.  That's not a year. That's a quarter.  Boom!
  3. The reason Facebook (and other social) advertising is so powerful is not just based on the huge reach, although that helps and Facebook reached 1.7 B+ people in the last quarter.  It's because Facebook now allows for retargeting people you already know or who have visited your site recently, plus layered, rich targeting that is both cross device and dynamic (able to be constructed via data-driven elements in real time).
  4. Social advertising connects the dots for finding people across device - a huge challenge for digital marketers - by recognizing you even when you are not using Facebook.  Because most of us are logged into Facebook on multiple devices, even if we don't have the Facebook app or page open, the Facebook identity pixel allows for cross device targeting at the user level.  Google does this, too.  You can use rich and dynamic advertising types like carousel (scrolling) images and video.  

  5. Technologies that don't rely on cookies (like JavaScript across devices or Mobile In App Pixels in apps) are emerging in ad serving, utilized by Data Service Providers (DSPs) like MediaMath's TerminalOne, and solve the problem of cookies not being usable on most mobile browsers.
  6. Identity Management is the process allowing marketers to connect with customers in the world of mobile. It starts and ends with the audience.  This programmatic approach enables targeting attribution and analytics in both cookie-based and cookieless environments as well as across devices.  Make sure your DMP is utilizing an identity management solution that protects your data and your customers.   Deterministic identity signal are verified, usually "determined" when someone logs in.  Probabilistic signals are based on statistical probability and achieved algorithmically using thousands of different data points.   Be sure to be comfortable if your DSP uses probabilistic methods to associate devices to a user.
  7. Mobile is not a channel, it's a way of living.  Thus, there is a huge amount of data that can be derived, analyzed and used for audience targeting - regardless of device.  It's about where that person is in their life, not their Internet access.
  8. Video ad serving technology allows interactivity within a video ad.  It can be as simple as clicking on a logo or swiping in a different image or content set during the ad play.
  9. A review of the players in the Programmatic ecosystem:
  • Advertiser/Brand
  • Agency - Ideally have relationships with publishers and networks and run an active trading desk with both technology and knowledge to help get the right placements at the best price.  Also have data tracking and measurement expertise.
  • Ad servers - Includes DoubleClick, Conversant and Sizmek.  These firms are a centralized source for ad placement across a variety of sites, devices and formats using various targeting criteria.  Gives you tracking reports.
  • Data Providers and Suppliers Includes BlueKai, Eyeota, Experian and Helix.  They provide outside (second and third party) data to help identify more specific audience profiles.  Also help build a custom audience to expand your reach.
  • Ad Exchanges  Includes Yahoo!, OpenX and  AdX from Google/DoubleClick. These are  a central way for buyers and sellers to connect., almost like a shopping mall. It’s the place where store owners and consumers meet up.  Here you buy individual impressions by audience target.
  • Ad Networks Includes Google, Conversant.  Somewhat replaced by Exchanges, and have evolved into a way to find combinations of contextual content (e.g. travel) on a fixed set of validated sites.
  • Creative Optimization Includes SpongeCell, Celtra, Flashtalking . Their essence is that they make really engaging ads whether they’re algorithmically personalized or they’re engaging because they involve rich media.  These technologies help improve creative performance through a tagging algorithm that uses real time data to construct an ad in real time, using data like time of day, weather, demographic, device, location.  The category is called Dynamic Creative Optimization.
  • DSPs - demand side platforms like MediaMath's TerminalOne , Google, The Trade Desk, DoubleClick Bid Manager.  It's a way to automate bids on inventory across sites and formats These combine placement with management tools.  Connects advertisers and agencies with publishers and exchanges along with data providers.  Usually also offers creative optimization (testing tools) as well as verification reports on placement reach and interactivity.
  • AnalyticsPlatforms can aggregate measurement data from the various DSPs or ad servers. The DSP is needed to actually action on the analytics - placing the ad via various ad servers and exchanges.
  • Verification Services like DoubleVerify and  Integral Ad Science measure viewable impressions and help protect brand safety.
  • SSP - supply side platforms like Rubicon and Smaato.  These support the sell side (publishers and ad networks) managing the sales of their inventory across ad networks and exchanges in order to optimize return and CPMs.