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Advertising Week 10th Anniversary Official Guide

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280 TRENDING Advertising Week: What's a common mistake people still make with programmatic? Jon Mansell: People will make program- matic a line item in their media plan, as if programmatic were a tactic. Then they'll look at, "What was the cost per impression on my programmatic buy, and what was the cost per impression on these other media buys I did? Okay, programmatic is more expensive so I can't invest more in it." If you're simply looking at price and reach, it's going to be hard to understand the true benefit of programmatic. You have to look at how all aspects of data and technology can drive real business outcomes, like a brand recall lift or [an increase in] the number of subscriptions to an online service or of test-drives of a car. All of these can be tracked and attributed to programmatic. AW: Programmatic is crossing over into other channels like out-of-home in the form of billboards. What's behind the leap? JM: Programmatic realizes its full value when it is addressable and there is a post-exposure metric that you can optimize. As the world becomes increas- ingly an "Internet of Things," we have more options for tracking and optimizing exposure. Out-of-home is starting to see programmatic growth due to foot traffic attribution. AW: What's the biggest improvement you're seeing in programmatic technology compared with a few years ago? JM: Transparency [of ad buys] is para- mount and programmatic is on the cusp of some major leaps forward in transac- tion transparency. AW: Publishers are increasingly selling inventory through automated means to carry out a direct buy and are holding private, invitation-only auctions. What future do you see for open exchanges, the broader marketplaces for buyers and sellers? JM: There will always be a place for aggregated inventory access, but in my opinion, there is no longer a place for obfuscated inventory [in which buy- ers don't know exactly where their ads are appearing]. In this sense, the open exchange as we know it today is on its way out. AW: Header bidding enables multiple advertisers to simultaneously bid for a publisher's inventory before an ad server is called. Why is header bidding emerging as a popular programmatic technique despite the latency it can create for pages? JM: Header bidding also allows for the consideration of non-programmatic demand, like direct sales. That's critical because programmatic must achieve [this kind of] unified auction where direct sales and real-time bidding are considered in the same moment. AW: There's so much more to learn. Webinars from organizations like eMarketer, trainings from groups like the Interactive Advertising Bureau (IAB), and published resources like those from Magna Global can help, but what do you think is the best way to really soak up programmatic? JM: Sit down with experts in the pro- grammatic space and have them walk you through their entire experience, with no detail being too small. [For example,] "How do you set up a campaign? What does that button do?" You don't need to become the tech expert, but when they start talking, you shouldn't zone out. •

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