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GUIDE TO PROGRAMMATIC MARKETING WEBINAR
Rhonda Shantz
VP of Marketing
Programmatic Marketing encompasses an array of technologies that automate the buying, placement, and optimization of media inventory, in turn replacing human-based methods.
1. Drive a Consumer From Awareness to Conversion, and Beyond
2. Get More Share of Wallet from Current Customers
3. Use Your Offline CRM Data Online
4. Find New Customers5. Target the Right Consumer
Debbie’s daydreaming of a family vacation
Learn what matters to Debbie
Learn when and where
to seal and customize
the deal
Brand ads served by an AI-optimized
DSPleveraging brand
metrics
DMP and DSP to send her
customized paid media and email
marketing
DSP, DMP and Site Optimization to send her the ad that gets her to convert, and a
customized call center call to upsell
her
Sandy purchased pink boxing gloves
Let time pass before cross-selling
the matching headgear
Drive her to convert
Using Site Optimization, we know when Sandy purchased her pink
boxing gloves.
With a DMP, advertisers can time that ad to effectively cross-sell and upsell
DMPs can store information on your
customers – like when they make online purchases,
and what messages they are likely to
convert on
Match CRM offline data to Bobby online – while protecting his
privacy
Now learn about Bobby’s habits to
figure out
Target him while he’s on Facebook
Start with your CRM data to create
a master key ID
Take this data through a
clearinghouse to remove personally
identifiable information (PII), store it in a DMP
Activate the data through a DSP and
target Bobby through online ads, or even back offline with a
direct mailer
Follow Rob’s car searches
And learn when to nudge him for a test
drive
He goes from dreaming of a new car to buying one
AI can see Rob’s interests based on his search habits
And learns the sites he frequents and
his likely habits on those sites to
determine when and where he’s most likely to
convert
Using the DSP, Rob can see branding
ads when searching on news
sites in the morning, and a DR
ad to do a test drive on his
evening searches
Bobby is looking for a new Telecom
carrier
Target Bobby on the
right device
Bobby lives in the same house as
many other people… and
devices
AI follows Bobby’s habits
DSP knows when and where to serve
the right ad to Bobby, and not another Miller
The AI knows which devices are Bobby’s or when he’s using
the family computer, based his unique
behaviors
Core Platform: DMP + DSP
Methodology: Artificial Intelligence at the individual profile vs. segment level
Multi-Channel: Across paid and owned
Flexible: Co-exist within all marketing platforms in the ecosystem
Personalization: At the individual vs. audience segment level at scale
Data Collection: Activated in real time across the customer journey
All Data Types: Offline to online, one common ID
Professional Services: Expert-to-expert collaboration and partnership
Industry Leading: Awards, accolades, and industry recognition
What Does a DMP Do?
Ingesting and normalizing a wide
array of data streams
Providing tools to turn data into both insights
and targetable audiences
Creating and maintaining links to
live channels for message delivery
Handle multiple ad exchanges and data exchange accounts
in one interface
Optimize based on set KPIs such as eCPCs and
eCPAs
Manage bids for online ads and the pricing for
third party data for targeting
What Does a DSP Do?
Marketing That Learns™
Predict the next action by learning what
worked and what didn’t work
Learn what matters to the individual
Past purchasesInterests
Time of dayGEO
Day of weekAge
ContentHousehold
Act in milliseconds to deliver the right ad at the moment
of influence