Picard i mediabrand2015-020915

v

5 Programmatic Trends For The Brand Marketer in 2015

Eric Picard, VP, Strategic Partnerships, MediaMathiMedia Brand Summit, Feb. 23rd, 2015

Some Things Just Make Sense in Fives

Some Things Just Make Sense in Fives

Some Things Just Make Sense in Fives

• 1. Media Fragmentation

• 2. Rise of Automation

• 3.Programmatic Beyond Remnant

• 4.Programmatic Path to Purchased Is Realized

• 5. Cooperation Is In The Cards

Five Programmatic Trends

TREND 1: Media Fragmentation

Blogs, Worldwide, 2006-2011

MediaMath Is Committed to Delivering Across All Media Channels – Including Print!

Media Fragmentation Changes Power Base

9,000Advertisers

6,000Advertisers 6

Agencies

MillionsPublishers

19772012

Publishers

Hundreds

9

>500,000Advertisers

>400,000Publishers

GoogleSearch & GDN

1Google

$750B

$6B

Fragmentation Presents Massive Opportunity

And the results are typically 10x better, BUT there’s a cost….

Analyze 10-20 buys weekly Analyze 1MM opps. per sec.

Buy in batch (wheat + chaff) Buy what you want (wheat only)

Fixed price, regardless of value Variable bidding, aligned with value

Little/no insight into true drivers Full insights into “what” & “why”

Manual, labor-intensive (~5/FTE) Fully automated, scalable (~50/FTE)

TREND 2: The Rise of Automation

~100 BILLION impressions per day ~100 variables per impression ~100 values per variable

EQUALS ~1,000,000,000,000,000Possible combinations of data per day

(1015 = ONE QUADRILLION)

TREND 3: Programmatic Beyond Remnant

TREND 4: Programmatic Path to Purchase and Relevance

TREND 5: Cooperation Is In The Cards

&Agency

Brand

Ad tech

15

CMO + CIO = BFF

• 1. Media Fragmentation

• 2. Rise of Automation

• 3.Programmatic Beyond Remnant

• 4.Programmatic Path to Purchased Is Realized

• 5. Cooperation Is In The Cards

Five Programmatic Trends

THANK YOU!