Programmatic Media Buying:Making it possible for advertisers to

buy mobile media effectively

of all advertising investment will be programmatic62%

70% of all programmatic media buying will be

mobile

PREDICTIONS FOR 2016 ACCORDING TO E-MARKETER

Automated buying, placement and optimization of media inventory

Media buying decissions taken impression by impression, user by user

PROGRAMMATIC MEDIA BUYING: WHAT IS IT?

Data Driven

WHAT

HOW

WHY

Pretargeting determined by humans, i.e. reach users who have visited your website

in the last 30 days, or users who have visited an airport a number of times in

the past month

Media is purchased or not based on the results of a a mathematical formula, for example, one that determines probability

of engagement

WHAT PROGRAMMATIC BUYING ENTAILS

Predetermined Audiences Audiences Determined by an Algorithm

Programmatic Direct

EITHER OR

Real Time Bidding

CPM Price for inventory decided in an open or private auction

CPM Price for inventory previously agreed with publisher, either

on a first look or guaranteed basis

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THE MARKET BECOMES PROGRAMMATIC, MORE SO ON MOBILE

60%-75% of all digital display advertising will be traded programmatically by 2017*

* IAB UK - August 2014

Share of programmatic in mobile ahead of

desktop*

ONLINE DISPLAY

MOBILE DISPLAY

12%

14%

19%

55%

Programmatic RTB

23%

14%

27%

36%

Programmatic Direct

NetworksDirect Sales

UK 2013

Billion $

eMarketer - Oct 2014

Mobile Display - ProgrammaticUS Data

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THE MARKET IS MOBILE... AND IS APPS

8% MobileWeb

52% MobileApps

Digital Media Engagement**

40% Desktop

*Flurry US - April 2014; **Comscore August 14, US

85% of average US consumer time spent in Apps vs Mobile web**

% Digital Advertising Spend**

15% Mobile

85% Desktop

**KPCB, May 2014

And money is not yet where eyeballs are!

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Ad Formats: MRAID required to serve rich

media in apps. Native ads only on apps.

Different User IDs: In apps users need to be identified by

native IDs (IDFA & GAID). In web, cookies have many restrictions.

Cellular Connections: IP address and attribution windows cannot simply be used just as on web.

Non-Standard Browsing Experience: what a user

sees and can do inside apps depends on each SSP, and is different for Android and iOS.

Location Information available at scale for targeting and

optimization thanks to apps.

21 3 4 5

MOBILE IS DIFFERENT: WEB + APPS

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Support Deal ID Private Deals with publishers supported today

In PipelineNot connected to mediasmart today, but in process

AND THAT HAS CREATED AN ECOSYSTEM OF MOBILE FIRST COMPANIES

AD EXCHANGES / SSPs RICH MEDIA / ATTRIB.TOOLS DATA PARTNERS

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That is why you need mobile first

Demand Side Platforms to take

advantage of this huge opportunity.

Advertise effectively both in App and

Mobile Web inventory, whether you

have apps or not.

MOBILE FIRST

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So that you can focus on all the advantages that mobile has to offer

SIMPLE TO USE, BUT MANAGING A LOT OF COMPLEXITY IN THE BACK-END

THANK YOU!Noelia Amoedo

+34 627486335noelia.amoedo@mediasmart.mobi

www.mediasmart.mobi