Yim@night_Stephen_Google

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YIM@Night Programmatic

27 november

Created by Stephen Ansinger

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How has Programmatic evolved over the years?

Google Confidential and Propriety

not so programmatic

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How Programmatic has evolved

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1990s

Programmatic

Guaranteed

Reservation Buyingads sold via direct transactions between advertisers/agencies and publishers

Ad Networksaggregated inventory and sold it to advertisers. helped publishers by selling inventory they could not sell themselves.

Ad Exchangesa real-time marketplace with a large pool of liquid inventory not sold in direct buys

DSPsBidding technology designed to help advertisers/agencies target and optimize their buy across multiple ad exchanges

Private ExchangesExclusive advertiser-to-publisher inventory relationships for programmatic purchasing in brand safe environments

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What does Google do in programmatic?[proh-gruh-mat-ik]

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The Online Advertising Market

Google Confidential and ProprietySource: Luma Advertising Landscape

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Is not that complicated….

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Google in the Programmatic space

Unified Serving, Tracking and Reporting

Google Confidential and ProprietySource: Google Internal

Creative Studio Marketing Platform DSP SSP Adserver

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What is the future of Programmatic?

Google Confidential and Propriety

Brian Morrissey, Editor-in-Chief, DigiDay

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Programmatic ReservationsBringing automated technology to direct and

guaranteed buys

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Viewability

Google Confidential and Propriety

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New Devices

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Connected TV Wearables

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How does Google adapt to changes in the Programmatic space?

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Lining up all technologies to co-operate as a single solution.

Google Confidential and Propriety

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How is the Netherlands doing compared to other countries?

Connected Users Smaller Market Open-Minded

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