Leading the Automation of Advertising

The State of the Industry: Automating Guarantees in a Complex Marketplace

Presented by Josh Wexler

Be brilliant and creative.

Goal: Provide the buyers and sellers of advertising enabling technology to accelerate their ability to

deliver better performance and higher yield.

Conversion

Engagement

ConsiderationProgrammatic

Premium

Auction

Auction

AutomatedGuaranteed

Repurchase Intent

Awareness

$6B*

$29B*

* [Source: IDC "Real-Time Bidding In the US & Worldwide, 2010-2017]

Largest Market is Underserved

Current Inefficiencies

• Today, more than half of those surveyed spend at least 20% of their time manually processing digital advertising transactions.

0 percent 1%-20% 21%-40% 41%-60% 61%-80% 81%-100%0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

On average, what proportion of the day is spent by employees manually handling coordination and execution of deals across all platforms and ser-

vices for automated buying and selling?

Series1

Efficacy Over Efficiency

“As systems get streamlined, it gives buyers more time to focus on the efficacy of media: really trying focus on what systems should be integrated into the streamlined process.”

– Will Heins, director of partnerships for digital, OMD

Current Systems are Fragmented

• The majority (76%) of buyers today uses multiple different systems to plan and execute a buy, causing significant inefficiencies and driving up costs.

0

20

40

60

80

100

120

140

160

180

200

How many different systems (email, Excel, planning, DSPs, ad Servers, billing systems, DMPs, etc.) do you log into to manage a

GUARANTEED buy?

6+

4-5

2-3

1

6+ 4-5 2-3 1

“Automated guarantees are a good stepping stone for getting to a full programmatic buying experience, because you can still guarantee a certain amount of inventory, which the publishers like because they are prone to selling out, but you can have the data overlaid and see insights.”

-- Danielle Sporkin, North American director of investment and partnerships, Essence Digital

Automate Everything

Automated Guaranteed Systems are Limited

• Respondents don’t believe a guaranteed automation offering currently exists the marketplace that best serves their needs.

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

What percentage of your GUARANTEED orders are transacted in an automated (programmatic) fashion?

Series1

Automated Guaranteed Systems are Needed

“This is probably one of the more underutilized portions of programmatic media.”

– Brian Nadres, director of programmatic at Media Kitchen

Direct Order Automation is in Demand

• Nearly 9 out of 10 surveyed believe the marketplace needs a direct order automation platform to eliminate inefficiencies, reduce costs and increase overall return on investment. How strong is the industry’s demand for an intuitive

and easy-to-use platform that includes end-to-end services (Discovery, Packaging, Negotiation, Execu-

tion, Insights/Optimization)?

Very strong

Strong

Somewhat strong

Not very strong

Not at all strong

"Digital buying of media is done by machines, as if you're

standing on the floor of the Nasdaq as opposed to

traditional media shop.

I hold the long-term belief that eventually traditional media, or a lot of traditional media, will

get purchased that way.“ - John Wren, Omnicom CEO

Leading the Automation of Advertising

Thank You