wtf is programmatic premium? - wtf programmatic uk, 11/11/14

'WTF is premium programmatic on the sell-side'?

Why should “FaR” know the answer?

“PREMIUM?”

WHAT’S IN A NAME?

As an industry we aren't really helping ourselves

Remnant Programmatic Premium?

PREMIUM PROGRMMATIC ?

I THINK I CAN TELL YOU WHAT IT ISNT

IT ISNT A ‘FORMAT’

IT ISNT ‘DATA’

IT ISNT A ‘SECTOR’

IT ISNT A ‘HIGH PRICE TAG’

AND IT CERTAINLY IS NOT ‘TECHNOLOGY’

PREMIUM PROGRAMMATIC ?

IF ITS NOT A STATIC ‘THING’ , THEN WHAT IS IT?

Premium is based around using knowledge to drive trust

Knowledge Trust

#1 Knowledge of who your users are

#2 Knowledge of what your brand is worth. What price to put on context

#3 More direct relationships – And pricing models to match.

#4 Knowledge of what price the advertiser is paying

#5 Knowledge of how to measure brand metrics

It doesn’t matter how accurately you measure something if you’re measuring the wrong thing

#6 Increasingly, ‘premium’ to a media owner is lower costs

Finally, this all comes together under the banner of TRUST

Users Context Control Price Cost Metrics

The sellers job is to have the KNOWLEDGE to understand all the elements that make up PREMIUM and to help the buy-side TRUST the product

Thank you