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THE PROGRAMMATIC WAY 
OF DOING THINGS 
GEORGE FRANGAKIS
"Thinking Fast & Slow: the Programmatic Way of Doing Things for Better Results"
What is your reaction? 
What do you think she is 
going to do?
What is your 
reaction? What are 
the first thoughts 
that go through 
your mind?
27 X 38 
What is the answer to 
this calculation? How are 
you working it out?
Fast Slow
Upper Funnel Think Fast 
Think Slow 
Lower Funnel
Has Programmatic Buying 
got 2 systems?
RTB = Real Time Bidding 
Technology that enables you to trade display advertising inventory 
- in real-time 
- on an auction basis 
- Impression-by-impression = Person by person
Data 
Affecting the valuation of each impression 
Do we want to bid on this person?
“Programmatic buying is the process of executing media 
buys in an automated fashion through digital platforms 
such as: exchanges, trading desks, demand-side platforms (DSPs) 
and supply-side platforms (SSPs). 
Automation 
of media buying and selling 
(through technology)
Programmatic Marketing Thinks 
Fast and Slow 
THINK FAST THINK SLOW
When collecting data 
place universal pixels 
across the websites
Allow budgets to move 
Across channels 
and days of the month
Get Personal 
Use dynamic banners
Creative 
is never finished 
Let the data 
do the talking
Move from CPA to CLV 
CLV = Customer Lifetime Value
Allow time for profiling 
and prospecting
Relax 
Move away 
from strict segments
24/7 
Campaigns
Cross Screen Optimization 
- Sequential messages across screens 
- Extend desktop segments across 
mobile and vice versa 
- Reduce wastage by frequency capping
Programmatic Marketing 
Relevant advertising messages: to people who actually see them, 
to people that have value, because you choose to engage, 
$ $ $ $ $ € € € € € 
lead to increased engagement, 
reduce advertising wastage 
and increase conversion rates
Buying & Selling of Data 
The next frontier
THINK SLOW 
ACT FAST 
THANK YOU 
GEORGE FRANGAKIS

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