Hot Topic: Programmatic Advertising’s Next Frontier Mike Smith VP of Revenue Platforms and Operations & GM of Core Audience Hearst Digital Media
Hot Topic: Programmatic Advertising's Next Frontier, Digiday Publishing Summit, March 26, 2015
Jul 16, 2015
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Hot Topic: Programmatic
Advertising’s Next Frontier
Mike Smith
VP of Revenue Platforms and
Operations & GM of Core Audience
Hearst Digital Media
H E A R S T D I G I T A L ME D I A
FUNDAMENTAL
Source: eMarketer Oct 2014
by 2016, the U.S. programmatic display ad spend will double, to 20.4 billion dollars - 63% of total ad spend.
13.4 11.6 12.2 12.0
4.2 10.115.0
20.4
$0B
$8.75B
$17.5B
$26.25B
$35B
2013 2014 2015 2016
Direct Programmatic
FUNDAMENTAL
Financially Disadvantageous
Consumer Distrust
ComplexitySSP DSP
Publishers
Advertisers
FUNDAMENTAL
Financially Disadvantageous
Consumer Distrust
Complexity
The ads we publish occupy
the six lowest positions
FUNDAMENTAL
Financially Disadvantageous
Consumer Distrust
Complexity
Why?
FUNDAMENTAL
H E A R S T D I G I T A L ME D I A
78% of
publisher
traffic is
referred.
FUNDAMENTAL
What is the next frontier of programmatic advertising?
FUNDAMENTAL
Master the Tools
FUNDAMENTAL
Mitigating Dependency
Master the Tools
FUNDAMENTAL
Public AND Private
Public Private
Mitigating Dependency
Master the Tools
FUNDAMENTAL
Programmatic Direct
Public AND Private
Mitigating Dependency
Master the Tools
FUNDAMENTAL
What is the next frontier of programmatic advertising?
FUNDAMENTAL
Adwords Creates Demand
ADX Sees DFP Advantage
DFP is a Publisher Staple
TAKE BACK
Develop ad technology
expertise in-house
Conduct the auction for
your media in-house
Develop systems to
service high quality self-
service advertisers at
scale
Hot Topic: Programmatic
Advertising’s Next Frontier
Mike Smith
michaelsmith@hearst
.com
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