DI G I TA L A DV E RT I S I N GI N T H E P R OG RA M M AT I C E RA

WH Y D I D I S EE T H AT AD?

@JoelRSadler

TH E PO I N T O F T H I S S E SS I O N

I want you to grasp as fully as 45 minutes will allow:

• An amazing technological innovation that is driving a revolution in digital advertising

• What this revolution means for the future of advertising online and beyond

H O W I T ’ S G O I N G T O G O• Define key terms

• Provide market & historical context

• Explain the technological process (group exercise!)

• Predict the future

• Q&A

US I NG DATA & T E CH NOLOGY TO I NCR E A SE E F F I C I E NCY AND DE L I V E R M OR E RE L E VANT ,PE RS ONA L I Z E D AD S .

WT F I S “P R OG RA MMAT IC ” ?

O N L I N ED I SP L AYA DV E RT I S I N G

DEF I N T I ON

L I K E . A LO T O F M ON E Y.

A LOT OF M ON EY

A BR I E F H I S T O RY O F CO N T E N T M O N E T I Z AT I O N

GOTTA G ET PA I D

O N L I N E D I S P L AY A D SMO NE T IZ I NG CO NT E NT O N T HE I NT E R NE T

T H E F I R S T O N L I N E A DAT & T , 1994 , HO T WI R E D .CO M

B U Y I N G & S E L L IN G A DS

T HR E E MA RT I N I LU NCHE S

- LOT S OF A DV ERT I S E R S

“There must be a more efficient way to get my message to the right person, in the right

place, at the right time.”

- LOT S OF P U BL I S HER S

“There must be a more efficient way to sell my advertising space and improve the

quality of ads I show on my site.”

R E A L-T IM E B ID D I N GE AC H A D SPO T I S AU C T ION E D IN D IV I DU ALLY AT THE MOME N T I T I S SE RVE D

A V E N N D I AG RA M

Programmatic

RTB

I T ’ S S I M P L E …HO W DO ES I T W O R K?

Diagram from “The Platform Marketer” by Craig Dempster and John Lee

AD SPAC EAVA I L A B LE

W E L CO M E T O T HE FU T U R E

AL L A DV E RT I S I NG W I L L BE PR O GRA MMAT I C

Q & A

with Joel R. Sadler

T HE D I SP L AY ADV ERT IS ING I NDUS T RY