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Data and Programmatic Advertising Mutlu Dogus Yildirim - Arkitekt Başlık2

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Page 1: Data & Programmatic Advertising - IAB

Data and Programmatic Advertising

Mutlu Dogus Yildirim - Arkitekt

Başlık2

Page 2: Data & Programmatic Advertising - IAB

Keywords: Digital, technology, innovation, efficiency, programmatic, data

Keywords: Computer Engineer, MBA, Hurriyet, MedyaNet, SONY, Digital, technology, innovation, efficiency, programmatic, data

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http://www.slideshare.net/dogusy/the-impacts-of-data-on-the-online-advertising-industry

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AutomationData

Programmatic

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Data

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$850M$638M

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«Big Data

»

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(?)

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Data Management Platform (DMP)

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Data Marketplace / Data Exchange

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?

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Programmatic

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= Automated media buying/selling

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<

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?

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Media Planning

Smart Algorithms

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Buying / selling by «humans» Efficiency

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Daily/Weekly etc. optimization

Real-time optimization

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Dealing with each publisher seperately

Centralized

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Local Global

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«Spray & Pray» Laser-focus

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Publisher has power

Marketer has power

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2015 1. YY 2016 1. YY

30.7

164

Programmatıc spendıngs (turkey)Programatik Harcalamalar

%434

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AutomationData

Programmatic

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Programmatic & Data

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Mutlu Dogus Yildirim

[email protected]

THANK YOU

www.iabturkiye.org