Table Of ContentManagement for Professionals
Oliver Busch Editor
Programmatic
Advertising
The Successful Transformation to
Automated, Data-Driven Marketing
in Real-Time
Management for Professionals
More information about this series at http://www.springer.com/series/10101
Oliver Busch
Editor
Programmatic Advertising
The Successful Transformation to
Automated, Data-Driven Marketing
in Real-Time
Editor
Oliver Busch
Hamburg
Germany
ISSN 2192-8096 ISSN 2192-810X (electronic)
Management for Professionals
ISBN 978-3-319-25021-2 ISBN 978-3-319-25023-6 (eBook)
DOI 10.1007/978-3-319-25023-6
Library of Congress Control Number: 2015957245
Springer Cham Heidelberg New York Dordrecht London
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Preface
Volatility [vo|la|til|i|ty] (variability, instability) nicely sums up the most radical
change that has taken place in the global economy over the last decade and is
certainly more apt than the word digitalization. As business people and consumers,
we are seeing large companies and even entire markets rise and fall at ever shorter
intervals, with developments that once took several decades now playing out within
the space of 10 years. This increasing pace looks set to continue as physical goods
manufacturers optimize their processes based on ever shorter innovation cycles.
Digital product makers have already adopted agile working methods by moving
away from major releases towards weekly and sometimes even daily launches. It
took 10 years for the digital revolution to shift conventional business processes and
models to the stationary web. Now we are again witnessing another rapid shift, but
this time the web is moving away from desktop to mobile devices. Always on –
everywhere – infotainment on the go with sight, sound and motion.
Flexibility and innovation are both essential to surviving in these evolving
conditions in which the fastest-growing companies over the last decade have
managed to turn volatility into success by offering their customers innovation
upon innovation, by making sure every single thing they do is dynamic and by
adapting time and time again to the permanent change going on around them. They
adopt a flexible approach to opportunities, ideas and extrinsic changes that present
themselves. Conventional organizations with long-standing structures and planning
processes appear to be too sluggish when it comes to turning rapid technical
progress into relevant customer benefits. As the adage goes, better remains the
enemy of good. And the next better now lands on your doorstep faster than ever
before.
Everything that applies to markets and businesses is, of course, also highly
relevant to marketing as market-oriented management. Volatility is a huge chal-
lenge for marketers as they need to get ahead of the wave and drive the markets
before they get driven, which in turn requires them to turn to innovation and
flexibility. They have to use increasing levels of technology and digitalization to
carve out a constant edge over the competition, while also being able to perform
complex tasks before others learn how to do them.
Innovation should not be an end in itself, and taking action simply for the sake of
it is just as uncalled for as concepts of yesteryear. There is always going to be
v
vi Preface
something that is better to at least try out and do badly rather than not trying to do it
at all. Great marketers need to develop a feel for cast-iron constants, in the same
way as they need to be constantly open to decisive, disruptive developments. This
applies to brand management, brand communications, campaign management and
advertising impact monitoring. The evolutionary speed of artificial intelligence is
helping to drive corporate information processing and decision-making, while also
presenting new opportunities for better marketing each and every day. The human
brain, which naturally includes the consumer brain, is not subject to this accelera-
tion. This in turn means that the basic principles of consumer psychology and
advertising impact research are not affected by volatility, thus also increasing
demands on a perfect CMO.
Programmatic advertising is both the keyword and subject of this book, a term
that brings together the developments outlined above as well as a catalogue of
technical developments from the past decade. According to the McKinsey Global
Institute, aside from the mobile web, the operationalization of ‘big data’, machine
learning and the automation of knowledge-based decisions are the most significant
disruptive changes expected to take place over the next decade. Marketing commu-
nication is currently just a prelude to a more comprehensive and renewed upheaval
of all marketing disciplines that will give companies access to modern systems
allowing them to make millions of specific decisions a day based on dynamic, real-
time information. And this is just preparation for the next level, artificial
intelligence-driven marketing. But first things first though – we should start with
the principle of programmatic advertising.
This book gives marketers and media workers the tools they need to actively
shape the shift that has already started, to embrace and implement innovation and
flexibility and to make friends with volatility. Readers will learn the basics and
circumstances surrounding strategy development while also being able to enter into
informed conversations and negotiations with new and existing business partners.
Innovation is rarely the result of an individual, and this is also the case with this
book, as it is a global effort consisting of 45 well-respected experts on the subject
from the USA, EMEA and APAC. All that remains is to make sure things remain
dynamic, so feel free to follow, share and discuss ongoing news and views with the
authors and other readers by visiting www.facebook.com/programmaticadv.
Hamburg, Germany Oliver Busch
July, 2015
Contents
Part I Concept
The Programmatic Advertising Principle . . . . . . . . . . . . . . . . . . . . . . . . 3
Oliver Busch
Borderless Media Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Rosa Markarian, Aee-Ni Park, and Mark Grether
Programmatic Disruption for Premium Publishers . . . . . . . . . . . . . . . . 25
Holm Mu¨nstermann and Peter Wu¨rtenberger
Perspectives of Programmatic Advertising . . . . . . . . . . . . . . . . . . . . . . . 37
Ju¨rgen Seitz and Steffen Zorn
Part II Components
Consumer-Centric Programmatic Advertising . . . . . . . . . . . . . . . . . . . . 55
Oliver Gertz and Deirdre McGlashan
Understanding Demand-Side-Platforms . . . . . . . . . . . . . . . . . . . . . . . . . 75
Arno Scha¨fer and Oliver Weiss
Granularity Creates Added Value for Every Objective . . . . . . . . . . . . . 87
Arndt Groth and Viktor Zawadzki
Enhanced Success with Programmatic Social Advertising . . . . . . . . . . . 103
Patrick Dawson and Michael Lamb
Programmatic Brand Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
Stephan Noller and Fabien Magalon
The Creative Challenge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123
Sven Weisbrich and Caroline Owens
Unleashing the Power of Greater Creatives for Brands . . . . . . . . . . . . . 131
Chip Meyers and Christian Muche
Cross-Channel Real-Time Response Analysis . . . . . . . . . . . . . . . . . . . . . 141
Burkhardt Funk and Nadia Abou Nabout
vii
viii Contents
The Contribution of Measurement in a Cross-Device,
Data-Driven, Real-Time Marketing World . . . . . . . . . . . . . . . . . . . . . . 153
Niko Marcel Waesche, Tilman Rotberg, and Florian Renz
How to Be a Successful Publisher in the Programmatic World . . . . . . . . 165
Frank Bache´r and Jay Stevens
Part III Transformation
The CMOs Challenge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179
Ralf E. Strauss and Jonathan Becher
Integrated Campaign Planning in a Programmatic World . . . . . . . . . . . 193
Andy Stevens, Andreas Rau, and Matthew McIntyre
Evolution of Digital Campaign Design and Management . . . . . . . . . . . . 211
Nils Hachen and Stefan Bardega
Realtime Data Accelerates Online Marketing . . . . . . . . . . . . . . . . . . . . 221
Kolja Brosche and Arun Kumar
Redefining Retargeting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233
Gre´gory Gazagne and Alexander G€osswein
Driving Performance with Programmatic CRM . . . . . . . . . . . . . . . . . . 243
Florian Heinemann
Pricing for Publisher: Scaling Value, Not Volume . . . . . . . . . . . . . . . . . 255
Marco Klimkeit and Paul Benson
Managing to Quality Attention and Outcome Through
Programmatic Technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
Ted McConnell and Lothar Hoecker
For Social Good . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 279
List of Contributors
Frank Bache´r The Rubicon Project, Hamburg, Germany
Stefan Bardega ZenithOptimedia, London, UK
Jonathan Becher SAP, Palo Alto, CA, USA
Paul Benson Adition UK, London, UK
Kolja Brosche TheAdex GmbH, Frankfurt, Germany
Oliver Busch Facebook Germany GmbH, Hamburg, Germany
Patrick Dawson MediaMath, London, UK
Burkhardt Funk Leuphana Universita¨t Lu¨neburg, Lu¨neburg, Germany
Gre´gory Gazagne Criteo, Paris, France
Oliver Gertz MediaCom, Munich, Germany
Alexander G€osswein Criteo GmbH, Munich, Germany
Mark Grether Xaxis (A GroupM Company, Part of WPP), New York, NY, USA
Arndt Groth PubliGroupe Ltd, Lausanne, Switzerland
Nils Hachen Zenithmedia GmbH, Duesseldorf, Germany
Florian Heinemann Project A Ventures GmbH & Co. KG, Berlin, Germany
Lothar Hoecker Dentsu Aegis Network Germany, Wiesbaden, Germany
Marco Klimkeit Yieldlab AG, Hamburg, Germany
Arun Kumar Cadreon, New York, NY, USA
Michael Lamb MediaMath, New York, NY, USA
Fabien Magalon LiveRail, Paris, France
Rosa Markarian Xaxis (A GroupM Company, Part of WPP), Duesseldorf,
Germany
Ted McConnell Ted McConnell Consulting Llc, Cincinnati, Ohio, USA
ix
