Making Sense of Programmatic Buying - Millennial Media

The Future’s Bright The Future’s Mobile Peter O’Mara-Kane Head of Agency Sales, EMEA,

Best of breed programmatic technology

Millennial Media & AppNexus

Supporting programmatic access to Millennial Media’s premium inventory

• Unrivaled scale and premium inventory

• Unique audience data

• Best of breed programmatic technology

83% of U.K. adults own a

smartphone; nearly the

same amount that own a

laptop (85%)

30% of adults in Great

Britain say they use their

smartphone to locate

places

68% of U.K. adults

take pictures or

video with their

smartphone

People move Between screens, places, and moments

Mobile connects moments

The data tells a story that

is more than measurable.

It’s mappable.

Mobile allows advertisers to engage with consumers like no other medium can

Device diversity

Creative case studies

Activision: Call of Duty

• The rich media Photoshoot unit drove over 15,000 consumer interactions.

• Call of Duty: Black Ops II grossed over $1 billion in 15 days

North Face: Never Stop Exploring

• Over 319,000 completed video views in Germany and more than 114,000 in Italy

• Engagement rate with local The North Face sites of 9.5% in Germany and 8.5% in Italy

• Of the total completed views, 33% of viewers in Germany and 19% in Italy replayed the video a 2nd time, resulting in an additional 128,000 video views for The North Face

0%

5%

10%

15%

20%

25%

30%

2013 2014 2015 2016 2017

Share of programmatic V’s Mobile Display Ad Sales (%)

UK

France

Germany

USA

Japan

What is programmatic

buying:

• Technology-driven media purchases,

optimisations

• Rules-based media buys and

management

• Automated media buys leveraging

pre-set rules, data and algorithms

Programmatic: a different way to

purchase inventory

Trading

Desk

Programmatic (buying) Mobile Exchange

Demand Side

Platform (DSP)

Bidder

Supply Side

Platform (SSP)

Software

Development

Kit (SDK)

Premium

Programmatic

Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.

Glossary: Basic Terminology

Trading

Desk

Programmatic (buying) Mobile Exchange

Demand Side

Platform (DSP)

Bidder

Supply Side

Platform (SSP)

Software

Development

Kit (SDK)

Premium

Programmatic

Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.

A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media

Glossary: Basic Terminology

Trading

Desk

Programmatic (buying) Mobile Exchange

Demand Side

Platform (DSP)

Bidder

Supply Side

Platform (SSP)

Software

Development

Kit (SDK)

Premium

Programmatic

Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.

A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media

The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.

Glossary: Basic Terminology

Trading

Desk

Programmatic (buying) Mobile Exchange

Demand Side

Platform (DSP)

Bidder

Supply Side

Platform (SSP)

Software

Development

Kit (SDK)

Premium

Programmatic

Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.

A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media

The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.

Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys.

Glossary: Basic Terminology

Trading

Desk

Programmatic (buying) Mobile Exchange

Demand Side

Platform (DSP)

Bidder

Supply Side

Platform (SSP)

Software

Development

Kit (SDK)

Premium

Programmatic

Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.

A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media

The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.

Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys.

A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences.

Glossary: Basic Terminology

Trading

Desk

Programmatic (buying) Mobile Exchange

Demand Side

Platform (DSP)

Bidder

Supply Side

Platform (SSP)

Software

Development

Kit (SDK)

Premium

Programmatic

Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.

A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media

The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.

Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys.

A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences.

A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers.

Glossary: Basic Terminology

Trading

Desk

Programmatic (buying) Mobile Exchange

Demand Side

Platform (DSP)

Bidder

Supply Side

Platform (SSP)

Software

Development

Kit (SDK)

Premium

Programmatic

Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.

A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media

The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.

Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys.

A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences.

A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers.

Premium Programmatic, focuses on high-quality premium inventory available programmatically to achieve CTR, conversion and eCPM results comparable to guaranteed buys.

Glossary: Basic Terminology

Trading

Desk

Programmatic (buying) Mobile Exchange

Demand Side

Platform (DSP)

Bidder

Supply Side

Platform (SSP)

Software

Development

Kit (SDK)

Premium

Programmatic

Programmatic buying enables advertisers to bid on & procure digital media inventory on a per impression basis through an ad marketplace, without having to pre-negotiate on price, budget, or impressions.

A Bidder is an algorithm-based technology, often used by DSPs, to execute bids based on a pre-defined set of criteria. Integrated with exchanges, bidders enable buyers to purchase programmatic media

The marketplace is the Mobile Exchange, where buyers & sellers trade individual impressions on a real-time, auction basis.

Trading Desks are internal organisations (mainly at large ad agencies), which consolidate media buys on behalf of clients to realise cost & execution efficiencies. They often use DSPs to execute media buys.

A Demand-Side Platform (DSP) allows buyers to reach consumers across multiple ad exchanges & networks with one interface. RTB takes place within each exchange, & by using a DSP marketers can manage bids & pricing for the data they are layering onto their target audiences.

A Supply-Side Platform (SSP) enables publishers to manage inventory across multiple exchanges, networks & their direct deals, by automating & optimising the selling of their media space. This helps publishers sell their impressions to the highest bidder and access thousands of new advertisers.

Premium Programmatic, focuses on high-quality premium inventory available programmatically to achieve CTR, conversion and eCPM results comparable to guaranteed buys.

A Software Development Kit (SDK) is a piece of code that sits within an app & facilitates the passing of 1st party data between the app & the ad platform.

Glossary: Basic Terminology

Mobile Programmatic

Transforming digital advertising as we know it

• 1:1 marketing

• Real-time engagement

• Increased ROI

The importance of data Sampling of our data partners

Data from our SDK

Connecting Mindsets & Moments

• 60K+ mobile apps and websites

have integrated Millennial

Media’s SDK

• Providing data-rich

impressions with more than 15

mobile-first targetable

dimensions of every ad call

within MMX

Reach unique users by intelligently

interpreting mobile-first signals to buy

valuable impressions programmatically

Ad Size

Ad Type

App ID

App Store URL

AppNexus ID

Carrier

Connection Type

Country

Device ID

Device OS

Lat/Long

Package ID

Pub ID

Site ID

User Agent

User IP

URL

Reaching pinpointed audiences on

MMX

Ad Size

Ad Type

App ID

App Store URL

AppNexus ID

Carrier

Connection Type

Country

Device ID

Device OS

Lat/Long

Package ID

Pub ID

Site ID

User Agent

User IP

URL

Find your online audience in mobile

Reach consumers across screens by

leveraging AppNexus IDs to purchase

impressions in MMX

1:1 match enables clients to target users across screens

Millennial Media ID

AppNexus ID

Client ID

Access premium mobile inventory with greater

transparency in a Private Marketplace

• Preferred access to inventory

• Custom whitelist of sites to target

• “First-look” access to this inventory on MMX

Target users based on channel or audience

Ad Size

Ad Type

App ID

App Store URL

AppNexus ID

Carrier

Connection Type

Country

Device ID

Device OS

Lat/Long

Package ID

Pub ID

Site ID

User Agent

User IP

URL

Align your brand with high quality

content

MMX is one of the

industry’s largest

sources of

programmatic MRAID-

compatible media

• Standard banners

• Full-screen interstitial

• Rich Media

• Video*

*Coming 2H2014

Ad Size

Ad Type

App ID

App Store URL

AppNexus ID

Carrier

Connection Type

Country

Device ID

Device OS

Lat/Long

Package ID

Pub ID

Site ID

User Agent

User IP

URL

Engage your audience with unique ad

formats

Built for mobile

Reach pinpointed audiences at scale

Leverage web, mobile or offline data, or use Millennial

Media audiences, to target users across screens

Scale at the impression level

Engaging ad formats on more than 1 billion

data-rich mobile impressions per day across

mobile web & in-app inventory

Purist mobile signals available Transparency at the impression level on 15+ mobile first

dimensions delivered by Millennial Media’s SDK install base

Premium programmatic

Best practice for running mobile

programmatic campaigns

Conversion Tracking &

Optimisation

Reliable & Scalable

Technology Partners

Campaign Flexibility

Advanced Goal

Planning

We deliver. And we do it at scale.

650MM+ Monthly unique worldwide users

60,000+ More than 60k apps

9,000 Approximately

9k devices

52MM+ cross-screen users alone

Thank You. Pete O’Mara-Kane

Head of Agency Sales, EMEA

[email protected]

Visit www.millennialmedia.com/mmx

Contact us at [email protected]