Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time PDF
Preview Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
Management 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 OliverBusch Hamburg Germany TranslationfromtheGermanlanguageedition: “RealtimeAdvertising”byOliverBusch Copyright#SpringerGabler2014 SpringerGablerispartofSpringerScience+BusinessMedia AllRightsReserved ISSN2192-8096 ISSN2192-810X (electronic) ManagementforProfessionals ISBN978-3-319-25021-2 ISBN978-3-319-25023-6 (eBook) DOI10.1007/978-3-319-25023-6 LibraryofCongressControlNumber:2015957245 SpringerChamHeidelbergNewYorkDordrechtLondon #SpringerInternationalPublishingSwitzerland2016 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpartof the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilarmethodologynowknownorhereafterdeveloped. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publicationdoesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexempt fromtherelevantprotectivelawsandregulationsandthereforefreeforgeneraluse. Thepublisher,theauthorsandtheeditorsaresafetoassumethattheadviceandinformationinthis book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained hereinorforanyerrorsoromissionsthatmayhavebeenmade. Printedonacid-freepaper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com) 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 certainlymoreaptthantheworddigitalization.Asbusinesspeopleandconsumers, weareseeinglargecompaniesandevenentiremarketsriseandfallatevershorter intervals,withdevelopmentsthatoncetookseveraldecadesnowplayingoutwithin thespaceof10years.Thisincreasingpacelookssettocontinueasphysicalgoods 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 took10yearsforthedigitalrevolutiontoshiftconventionalbusinessprocessesand modelstothestationaryweb.Nowweareagainwitnessinganotherrapidshift,but this time the web is moving away from desktop to mobile devices. Always on – everywhere–infotainmentonthegowithsight,soundandmotion. 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 adaptingtimeandtimeagaintothepermanentchangegoingonaroundthem.They adoptaflexibleapproachtoopportunities,ideasandextrinsicchangesthatpresent themselves.Conventionalorganizationswithlong-standingstructuresandplanning 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 complextasksbeforeotherslearnhowtodothem. Innovationshouldnotbeanendinitself,andtakingactionsimplyforthesakeof it is just as uncalled for as concepts of yesteryear. There is always going to be v vi Preface somethingthatisbettertoatleasttryoutanddobadlyratherthannottryingtodoit at all. Great marketers need to develop a feel for cast-iron constants, in the same wayastheyneedtobeconstantlyopentodecisive,disruptivedevelopments.This appliestobrandmanagement,brandcommunications,campaignmanagementand advertising impact monitoring. The evolutionary speed of artificial intelligence is helpingtodrivecorporateinformationprocessinganddecision-making,whilealso presentingnewopportunitiesforbettermarketingeachandeveryday.Thehuman brain,whichnaturallyincludestheconsumerbrain,isnotsubjecttothisaccelera- tion. This in turn means that the basic principles of consumer psychology and advertising impact research are not affected by volatility, thus also increasing demandsonaperfectCMO. Programmatic advertising is both the keywordand subject ofthis book, aterm 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,asidefromthemobileweb,theoperationalizationof‘bigdata’,machine learningandtheautomationofknowledge-baseddecisionsarethemostsignificant disruptivechangesexpectedtotakeplaceoverthenextdecade.Marketingcommu- nicationiscurrentlyjustapreludetoamorecomprehensiveandrenewedupheaval of all marketing disciplines that will give companies access to modern systems allowingthemtomakemillionsofspecificdecisionsadaybasedondynamic,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 theprincipleofprogrammaticadvertising. This book gives marketers and media workers the tools they need to actively shapethe shiftthathasalready started, toembraceandimplement innovation and flexibility and to make friends with volatility. Readers will learn the basics and circumstancessurroundingstrategydevelopmentwhilealsobeingabletoenterinto 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,asitisaglobaleffortconsistingof45well-respectedexpertsonthesubject fromtheUSA,EMEAandAPAC.All thatremainsistomakesure thingsremain dynamic,sofeelfreetofollow,shareanddiscussongoingnewsandviewswiththe authorsandotherreadersbyvisitingwww.facebook.com/programmaticadv. Hamburg,Germany OliverBusch July,2015 Contents PartI Concept TheProgrammaticAdvertisingPrinciple. . . . . . . . . . . . . . . . . . . . . . . . 3 OliverBusch BorderlessMediaManagement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 RosaMarkarian,Aee-NiPark,andMarkGrether ProgrammaticDisruptionforPremiumPublishers. . . . . . . . . . . . . . . . 25 HolmMu¨nstermannandPeterWu¨rtenberger PerspectivesofProgrammaticAdvertising. . . . . . . . . . . . . . . . . . . . . . . 37 Ju¨rgenSeitzandSteffenZorn PartII Components Consumer-CentricProgrammaticAdvertising. . . . . . . . . . . . . . . . . . . . 55 OliverGertzandDeirdreMcGlashan UnderstandingDemand-Side-Platforms. . . . . . . . . . . . . . . . . . . . . . . . . 75 ArnoScha¨ferandOliverWeiss GranularityCreatesAddedValueforEveryObjective. . . . . . . . . . . . . 87 ArndtGrothandViktorZawadzki EnhancedSuccesswithProgrammaticSocialAdvertising. . . . . . . . . . . 103 PatrickDawsonandMichaelLamb ProgrammaticBrandAdvertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111 StephanNollerandFabienMagalon TheCreativeChallenge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123 SvenWeisbrichandCarolineOwens UnleashingthePowerofGreaterCreativesforBrands. . . . . . . . . . . . . 131 ChipMeyersandChristianMuche Cross-ChannelReal-TimeResponseAnalysis. . . . . . . . . . . . . . . . . .. . . 141 BurkhardtFunkandNadiaAbouNabout vii viii Contents TheContributionofMeasurementinaCross-Device, Data-Driven,Real-TimeMarketingWorld. . . . . . . . . . . . . . . . . . . . . . 153 NikoMarcelWaesche,TilmanRotberg,andFlorianRenz HowtoBeaSuccessfulPublisherintheProgrammaticWorld. . . . . . . . 165 FrankBache´randJayStevens PartIII Transformation TheCMOsChallenge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179 RalfE.StraussandJonathanBecher IntegratedCampaignPlanninginaProgrammaticWorld. . . . . . . . . . . 193 AndyStevens,AndreasRau,andMatthewMcIntyre EvolutionofDigitalCampaignDesignandManagement. . . . . . . . . . . . 211 NilsHachenandStefanBardega RealtimeDataAcceleratesOnlineMarketing. . . . . . . . . . . . . . . . . . . . 221 KoljaBroscheandArunKumar RedefiningRetargeting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233 Gre´goryGazagneandAlexanderG€osswein DrivingPerformancewithProgrammaticCRM. . . . . . . . . . . . . . . . . . 243 FlorianHeinemann PricingforPublisher:ScalingValue,NotVolume. . . . . . . . . . . . . . . . . 255 MarcoKlimkeitandPaulBenson ManagingtoQualityAttentionandOutcomeThrough ProgrammaticTechnology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265 TedMcConnellandLotharHoecker ForSocialGood. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 279 List of Contributors FrankBache´r TheRubiconProject,Hamburg,Germany StefanBardega ZenithOptimedia,London,UK JonathanBecher SAP,PaloAlto,CA,USA PaulBenson AditionUK,London,UK KoljaBrosche TheAdexGmbH,Frankfurt,Germany OliverBusch FacebookGermanyGmbH,Hamburg,Germany PatrickDawson MediaMath,London,UK BurkhardtFunk LeuphanaUniversita¨tLu¨neburg,Lu¨neburg,Germany Gre´goryGazagne Criteo,Paris,France OliverGertz MediaCom,Munich,Germany AlexanderG€osswein CriteoGmbH,Munich,Germany MarkGrether Xaxis(AGroupMCompany,PartofWPP),NewYork,NY,USA ArndtGroth PubliGroupeLtd,Lausanne,Switzerland NilsHachen ZenithmediaGmbH,Duesseldorf,Germany FlorianHeinemann ProjectAVenturesGmbH&Co.KG,Berlin,Germany LotharHoecker DentsuAegisNetworkGermany,Wiesbaden,Germany MarcoKlimkeit YieldlabAG,Hamburg,Germany ArunKumar Cadreon,NewYork,NY,USA MichaelLamb MediaMath,NewYork,NY,USA FabienMagalon LiveRail,Paris,France Rosa Markarian Xaxis (A GroupM Company, Part of WPP), Duesseldorf, Germany TedMcConnell TedMcConnellConsultingLlc,Cincinnati,Ohio,USA ix
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