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PROGRAMMATIC
1. Introduction
2. Prisa Portfolio
3. Programmatic Evolution on the Publisher side
4. From PMP Medios to Prisa Programmatic Direct
5. Traditional Purchase and Programmatic team
6. DSP for a Publisher- Audience Extension
Strategies
7. Key Points
38,1 38
30,424,9
22,2
Source:TV: KANTAR MEDIA.MAR'16 I PRESS: EGM. LAST MOTH I RADIO: EGM. LAST MOTH
MAGAZINES AND SS.DD.: EGM. ROUTINE FREQUENCY OF EACH SUPPORT I DIGITAL: COMSCORE. MONTHLY DATA MULTIPLATFORM
Unique Users (‘000) 19.202
Pages Viewed (millions) 693
Unique viewers (‘000) 2.639
Video content ('000) 18.916
20172016201520142013
Programmatic is a new word
Display: 9,35%Video: 13%Mobile: 4,32%
What’s next on Programmatic?
Exploring Programmatic
The importance of new technologies
Programmatic is impressively data rich
The automation of ad buying through programmatic buying
SSPAdExchanges
2012
GuaranteedPrivate Deals
Private Auction deals
Advertiser
Agency
DSP
DATA
SSP
DATA
Support
PROGRAMMATICPURCHASE
DIRECT PROGRAMMINGNON-PROGRAMMED DIRECT CAMPAIGNS
Traditional campaigns
Brand Days
Traditional rotations
Tag - Adserver
Non-programmed
Programmed campaigns throughtechnology(Trading Desk)
Price type:• Bid or Floor price• Fixed price
Type of agreements:• Deal ID• Private Auction• Preferred Deal• First look• Guaranteed
Campaigns through Data Management Platform
Using Data (1st and 3rd)
Customised audiences based on:
Sociodemog
Intention
Interest
TRADITIONAL PROGRAMMED
GUARANTEEDPREFER DEALS
AUDIENCES
Targeting Criteria
Bebidas16Categorías101Productos
Finanzas8Categorías48Productos
Salud4Categorías36Productos
Automoción10Categorías71Productos
Cars Family Photography
Technology&Arts
InteriorDecoration Lifestyle
Engineering &science
Culture&Art
Outdoor activities
Travel lovers
Gamers
PregnancyHealth &Fitness
Style&Trends
Fashion &Beauty
Entertaiment
Life home
Pets
Analysis insurance
Bank
Realstate &Houses
Entertaiment &celebrities
Gardening &Outdooractivities
PYMES
Cinemalovers Music lovers Food lovers
Jobsearch Rent cars
Business&Finances Sports &viewers
Activeathletes &participants
Environment
AGE
GENDER
INTEREST PROFILES 3rd PARTY
DATACRM
www.fashionandstyle.com
www.modachic.com
www.vestirconestilo.es
www.alaultima.com
www.lujoymoda.com
www.spainandstyle.es
www.coolblue.com
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