programmatic.io programmatic media buying tips by marcus pratt of mediasmith
DESCRIPTION
Presentation by Marcus Pratt from Programmatic.IO 2014 conference hosted by AdExchanger in San Francisco, CA Topic was programmatic buying tips for those getting started in managin programmatic media buyingTRANSCRIPT
Programmatic Tipsgetting the most out of the machines
Marcus Pratt VP, Insights & Technology
Mediasmith, Inc. @mawkus
Identify current activitieswhat programmatic is on your plan?
Ways To Buy
Through trading desk
DIY Ship an IO
What is your best model?
In house? Or…out house?
Define Information Flow
Planning Programmatic
Define Tech Stack
Best of breed?
Separate platforms per medium
Or one-stop shop?
Is it bad to work with multiple DSPs?
No, But have a strategy
Watch out for this
Pricing models
Lack of differentiation
Service orgs masquerading as platforms
Fraud, low quality, viewability
