1. LICENCE TO DISRUPT An entrepreneurs guide to programmatic TOM BOWMAN SENIOR VICE PRESIDENT SALES OPERATIONS AND COMMERCIAL PRODUCTION

2. INNOVATION NOT COMMODITISATION The real purpose of programmatic Enable more varied and creative media strategies Add more value 3. DATA MANAGEMENT PLATFORMS (DMPs) Ad Exchanges Ad Networks THE CURRENCY OF CONFIDENCE Ad Agencies Publishers Trading Desks Demand-side Platforms (DSPs) Supply-side Platforms (SSPs) ADVERTISER 4. IT MUST NOT DEFINE WHY YOU BUY Buying audiences through data Buying contexts through content Interpret objectives to spot the right opportunity Deliver results 5. PROGRAMMATIC WORKS BEST WHEN ITS PROGRAMMED WITH A PURPOSE Programmatic logic that works brilliantly for some objectives can constrain others Clients cannot be reassured if we are not clear about what is driving value 6. THE GOLDFISH CONUNDRUM Your media strategy cannot be defined by what technology is good at Because media strategy is about more than interaction in the here and now 7. CREATING VALUE THROUGH CONNECTION Programmatic doesnt do non-standard Ingenuity identifies how to create value: entrepreneurs needed Stand-out through context, value through stand-out 8. IF YOU HAVENT EXPLAINED IT, ITS NOT AN OPPORTUNITY OMP PMP Direct NativeorAFC NON-GUARANTEED NON-GUARANTEED GUARANTEED Limited formats No targeting Brand safe Targeting More formats Data deals Brand clear All formats Targeting Integration 9. COLLABORATIONAND INTERVENTION MAKING THE SUPPLY CHAIN WORK 100 100 15 85 5 80 30 50 65% 15 85 Agency Commission Ad Serving Data Costs Cost of Sales Agency Commission Trading Desk Cost DSP Costs Ad Exchange Cost SSP Costs 20 65 8 57 7 50 15 35 50% 10. ENTREPRENEURIAL THINKING DRIVING STRATEGIC PLANNING Clients can buy with confidence Automation enables agility, flexibility and transparency Entrepreneurs build out the opportunity 11. A PLAYBOOK FOR PROGRAMMATIC Create unique value Spot the opportunity Be disruptive Be an entrepreneur 12. advertising.bbcworldwide.com Thank you TOM BOWMAN SENIOR VICE PRESIDENT SALES OPERATIONS AND COMMERCIAL PRODUCTION @tomkbowman