The Virtual Programmatic Day is an online event that explored the growth drivers and barriers of programmatic in Europe and provided guidance on areas such as mobile, data and transparency. This is the deck used at the first edition of this event held on November 9, 2017.

1. WELCOME

2. WELCOME
Simon Halstead, Chair IAB Europe
Programmatic Trading Committee and Head
of Open Demand International, Oath
#IABEUVPD

3. WELCOME TO THE FIRST HALF
MODERATOR: Oliver Gertz, Managing
Director Interaction EMEA, MediaCom
#IABEUVPD

4. GROWTH OF
PROGRAMMATIC IN EUROPE
#IABEUVPD
Uli Hegge, VP Strategic
Development DACH, AppNexus

5. European programmatic advertising is a €8.1bn
market
1,947
3,339
5,685
8,111
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2013 2014 2015 2016
European programmatic ad spend (€m)
Source: IHS Markit and IAB Europe
+71.5%
+42.7%
+70.3%

6. Half of European display ad revenue is now
traded programmatically
81.5%
72.4%
60.0%
49.9%
18.5%
27.6%
40.0%
50.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014 2015 2016
Non-programmatic Programmatic
European digital ad spend by transaction mechanism
Source: IHS Markit and IAB Europe

7. Beyond the tipping point

8. 17%
83%
Video Non-video
34%
66%
Mobile Desktop
Programmatic ad spend share in 2016
Source: IHS Markit and IAB Europe

9. WE and CEE share
1,839
3,088
5,287
7,501
108
251
398
610
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2013 2014 2015 2016
WE CEE
Programmatic ad spend by region (€m)
Source: IHS Markit and IAB Europe

10. Programmatic video experiences exponential
growth
136
275
537
1,370
0
200
400
600
800
1,000
1,200
1,400
1,600
2013 2014 2015 2016
Programmatic online video ad spend (€m)
Source: IHS Markit and IAB Europe
+102.2%
+155.1%
+95.3%

11. Programmatic mobile spend
222
597
1,864
3,500
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2013 2014 2015 2016
European programmatic mobile spend (€m)
Source: IHS Markit and IAB Europe
+168.9%
+87.8%
+212.2%

12. Programmatic share of format spend
18.5% 17.5%
11.1%
27.6% 27.3%
16.1%
40.0%
53.0%
22.8%
50.1%
64.9%
46.5%
0%
10%
20%
30%
40%
50%
60%
70%
Display (including video & mobile) Mobile Display Video
2013 2014 2015 2016
Programmatic share of format spend
Source: IHS Markit and IAB Europe

13. Post-Programmatic era?
• Growth everywhere; channels, formats and markets
• Video is the New Star
• Obvious room for more Growth and Optimism

14. GROWTH OF
PROGRAMMATIC IN EUROPE
#IABEUVPD
Uli Hegge, VP Strategic
Development DACH, AppNexus

15. ATTITUDES TO
PROGRAMMATIC ADVERTISING
#IABEUVPD
David Goddard, Global Head of
Programmatic Trading, BBC Worldwide

16. Targeting efficiencies still driving buy-side
adoption
Three quarters of advertisers and agencies
cite targeting efficiencies as a key driver for programmatic
investment

17. Programmatic video is key to advertiser adoption
49% of advertisers
cite being able to engage with their audiences via
programmatic video as a key driver to investment

18. Client demand is key to publisher adoption
71% of publishers
are investing in programmatic due to client demand, half are
hoping to gain competitive advantage

19. Fraud, brand safety and transparency
bottlenecks to investment
Brand safety
Advertisers – 37%
Agencies – 44%
Publishers – 33%
Fraud
Advertisers – 46%
Agencies – 40%
Publishers – 33%

20. Costs are also a concern
The cost of data and technology are a concern
Half of publishers
cite cost of technology as a barrier to programmatic investment

21. Impacts of programmatic trading beyond
efficiencies are realised
Faster
campaign set
up and go live
Advertisers:
2016 = 33%
2017 = 60%
Better
campaign
reporting
Advertisers:
2016 = 29%
2017 = 49%

22. In-house operations becoming more prevalent
23%
advertisers
54%
agencies
44%
publishers

23. Advertisers
88%
Agencies
93%
Publishers
88%
Percentage of stakeholders that cite an increase in programmatic over the next 12 months
Investment in programmatic is set to continue to
increase

24. ATTITUDES TO
PROGRAMMATIC ADVERTISING
David Goddard, Global Head of
Programmatic Trading, BBC Worldwide
#IABEUVPD

25. DELIVERING TRANSPARENCY
IN PROGRAMMATIC
Ryan Cook, Director Global
Programmatic Demand, Teads
#IABEUVPD

26. The need for transparency
40% of advertisers cite transparency as a barrier to further
programmatic advertising investment.
Swift, transformational change in accountability and transparency
is needed.
We need better advertising to drive growth… enabled by media
transparency to drive a clean and productive media supply
chain.
Marc Pritchard, Chief Brand Officer, P&G
“

27. IAB Europe Transparency Guide
This guide was developed by the IAB Europe Transparency Working Group. It provides questions for
stakeholders to ask of their supply chain partners in relation to the transparency of data, cost and
inventory source.

28. IAB Europe Transparency Guide

29. IAB Europe Transparency Guide

30. To ensure clean advertising
ü No fraud ü Brand safety ü No resellingü User experience

31. Strive for quality inventory
65% 64%
69%
57%
65%
48%
All Desktop Mobile
70% 71%
65%
49% 48%
51%
All Desktop Mobile
Teads programmatic
campaigns
Moat programmatic
benchmark
% viewable impressions (50% and 2 seconds)% completed views

32. To achieve greater brand lift
When compared to the average of YouTube Pre-roll and standard pre-roll,
inRead was more effective across brand metrics
Online ad
awareness:
+55%
Unaided brand
awareness:
+84%
Message
association:
+44%

33. Viewability and time matters for display as well
Source: Lumen Research UK – eye trackingJune 2016
Viewability and viewing rates beyond a second Engagement curve over all impressions

34. Industry support for Ads.txt
Industry Wide Coverage
• 12.8% of top Alexa Top 10K websites
• 3K domains have Ads.txt files
• 137 ad tech partners are in those files
• Publishers with files average:
• 8.7 accounts
• 4.8 ad tech partners
DSP Ads.txt Initiatives
• DBM – will only buy a publisher’s inventory from sources
identified in its ads.txt file (when a file is available)
• Mediamath – Curated Marketplace will only buy across
Ads.txt sources
• AppNexus – using Ads.txt to strengthen existing inventory
quality programs
• DataXu – launched Validated Inventory Marketplace

35. DELIVERING TRANSPARENCY
IN PROGRAMMATIC
Ryan Cook, Director Global
Programmatic Demand, Teads
#IABEUVPD

36. BREAK

37. HOW TO BUY PROGRAMMATICALLY
Oliver Gertz
Managing Director
Interaction EMEA,
MediaCom
#IABEUVPD
Pavlina Vasilatou
Digital Media,
Programmatic and
Trading Lead, Nestle
Dave Reed
Managing Director
EMEA, MediaMath
Emmanuel Ogidan
Commercial Director
UK and Ireland,
FreeWheel
Simon Halstead
Chair IAB Europe
Programmatic Trading
Committee and Head
of Open Demand
International, Oath
MODERATOR
PANEL

38. HOW TO SELL PROGRAMMATICALLY
Oliver Gertz
Managing Director
Interaction EMEA,
MediaCom
#IABEUVPD
David Goddard
Global Head of
Programmatic Trading,
BBC Worldwide
Bill Krumperman
Advertising Platform
Senior Business
Advisor, Schibsted
Luke Fenney
VP Publishers
Development, Index
Exchange
MODERATOR
Alex Merwin
Vice President
International, SpotX
(RTL Group)
PANEL

39. SUMMARY OF THE FIRST HALF
#IABEUVPD
MODERATOR: Oliver Gertz, Managing
Director Interaction EMEA, MediaCom

40. LUNCH BREAK

41. WELCOME TO THE SECOND HALF
#IABEUVPD
MODERATOR: Joanna Burton, Vice
President European Strategy, SpotX (RTL
Group)

42. USING DATA EFFECTIVELY
IN PROGRAMMATIC
Josie Howard, Head of Bidder
Development Europe, Oath
#IABEUVPD

43. Understanding audience data
First party data
e.g. transactional or
registration CRM data (online
or offline) / website data and
campaign performance data
Third party data
e.g. interest data, purchase
intent data, geo data,
demographic data
Second party data
Another stakeholders’ first
party data

44. Steps to use data effectively
1.
Match data to
campaign objectives

45. Steps to use data effectively
1.
Match data to
campaign objectives
2.
Use audience data to
enhance creativity

46. Steps to use data effectively
2.
Use audience data to
enhance creativity
3.
Use campaign data
to optimise
performance
1.
Match data to
campaign objectives

47. The challenge of cross-device

48. Data considerations
1.
How are buyers are
using publisher and
user data?

49. Data considerations
1.
How are buyers are
using publisher and
user data?
2.
Data
Remuneration

50. Data considerations
3.
Limitations of scale –
balance of using
scale and targeting
to achieve objectives
1.
How are buyers are
using publisher and
user data?
2.
Data
Remuneration

51. USING DATA EFFECTIVELY
IN PROGRAMMATIC
Josie Howard, Head of Bidder
Development Europe, Oath
#IABEUVPD

52. PROGRAMMATIC MOBILE
Andrew Buckman, Managing
Director EMEA, Sublime Skinz
#IABEUVPD

53. Why programmatic mobile?

54. Mobile advertising environments
Mobile web

55. Mobile advertising environments
Mobile web Responsive
website

56. Mobile advertising environments
Mobile web Mobile appResponsive
website

57. The attribution challenge

58. The attribution challenge
Rules based Calculated
(statistical)
Two categories of models

59. Creativity considerations
68%
feel annoyed
45%
feel frustrated
22%
feel angry
Moving away from disruptive formats
Research shows that after accidentally clicking on a mobile ad

60. Creativity considerations
DisclosureIntegrationFunctionForm

61. PROGRAMMATIC MOBILE
Andrew Buckman, Managing
Director EMEA, Sublime Skinz
#IABEUVPD

62. BREAK

63. WHAT’S NEXT FOR PROGRAMMATIC IN
EUROPE?
Joanna Burton
Vice President
European Strategy,
SpotX (RTL Group)
#IABEUVPD
Tom Mills
Global Head of Client
Operations, Affiperf
(Havas Group)
Dan Watson
Digital Director,
Carat
Phil Duffield
Managing Director,
Adobe Advertising
Cloud EMEA, Adobe
MODERATOR
Andrew Buckman
Managing Director
EMEA, Sublime Skinz
PANEL

64. SUMMARY OF THE SECOND HALF
#IABEUVPD
MODERATOR: Joanna Burton, Vice
President European Strategy, SpotX (RTL
Group)

65. THANK YOU
Simon Halstead, Chair IAB Europe
Programmatic Trading Committee and Head
of Open Demand International, Oath
#IABEUVPD

66. RESOURCES
#IABEUVPD

70. #IABEUVPD
Get involved
Marie-Clare Puffett
Business Programmes Manager
puffett@iabeurope.eu
@iabeurope
/iab-europe
www.iabeurope.eu