February 2017

7 Truths of Programmatic Media

Marketers Make Better Decisions When Based On Data▪The idea of personalization in data driven marketing

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Tenants of data driven marketing

Drives Awareness, Brand Equity, Sales & ROI

Segmentation

Channel Mix

Media Mix

Content/Copy

Journey/Pathing

Sensitivity

Value measurement

Per

sona

lizat

ion

It is about creating value for our clients and efficiency….▪ It is simple, Programmatic Media is Data Driven Marketing

Definition:Any automated method where the activation of marketing creative is informed by data, while considering the price and optimizing for performance.

Specific

Effective

Efficient

The Outcome:

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It is about technology and marketers working togetherThe confluence of creative optimization and technology allows us to bid more efficiently for a commodity that provides a stronger return

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Better Implementation of the StackSystematic Collection, Categorization, Activation, and Sharing of Data

IBM

.com

Audience Management

Manual simple Pixel: “this browser is on this page”

Complex Pixel: “All these events happened on this page”

DMP

DSP

Flexible architecture capturing permutations of audience across categorical, contextual, behavioral, product level Interest for discretization, sharing across deployment

AdServer

Browser Caching

Targeting ActivationPixelling

URL targeting

Interest: Content, Keyword, StyleEvent: Click, hit, enter, widget (component)Paid: Media, Search referral, Social referral Cross Device: App, Event, Sales CRM

Behavior Collection

Now:

Future:

Single Tag Retarget

Single Network

Links to all activation platformacross media type/channel for personalization of message

CMS

Unica

More specific activation of audiences including inclusions and exclusion business rule criteria in better RT page performance viewability

No prioritization Limited Visibility into Activation

Aggregation

Optimization on single ID and inclusion of supply side data

MPW

5

Better Control of Optimization LeversThe New IBM MarTech stack allows for more integration and activation across entirety of the IBM business and allows for the development of automated cognitive solutions

6

Better Automation and Connectivity of data through Activation and UsageVision: E.G., Cognitive Audience - First Party Data Collection and Audience

Automatic Tag Deployment and Management-- Tag Management Programmatic Media Stack

-- DSP-- Native, Video, Mobile

Personalization Platform Stack-- CMS -- Dynamic Personalization

UsageAnd Versioning – InApp SDK

Behavioral Audience Definition and Curation -- DMP

Content and Contextual Classification-- Alchemy API Business

Definition and Site map architecture -- Registry

Marketing Automation -- Unica

Marketing Performance Data WarehouseFire hose of

Behavior and Audience Classification

More complete integration across platform

Visibility into post purchase opportunities

MPW

7

The 7 truths of programmatic marketing align to the “rights”

Technology Fit and Deployment

Channel/Media

Tracking and Optimization

Cognitive

Dynamic Creative

Team Execution

Behaviors to Audiences

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