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