Understanding the Programmatic advertising landscape? — Brian Kroll // AdTaxi

Quotes

• “For me, it started a little over ten years ago. I started in advertising print media and transitioned to digital marketing when I had a big ‘A-ha!’ moment of what behavioral targeting could do.” -Brian “I also have a tech background in addition to the sales and strategic side. I also helped develop our algorithm called Quantum, previously called Magellan and that happened back in 2013.” -Brian “In my eyes, programmatic advertising is a catch-all for anything that is mechanized buying of media. It is all-encompassing but essentially it is using data to make decisions about the buys you are making and how you iterate through those buys to optimize and enhance and get the best performance out of them.” -Brian “When I think about programmatic advertising, it is in of practical sense as display ads or video ads that are beingserved across premium content.” -Ben“When I worked at eBay we would place manual buys on specific days for specific days with an impression guarantee but there wasn’t a lot of sophisticated targeting.” -Ben“We started out from that perspective and the technology didn’t really exist for people to sink in on the individual user and once that happened by targeting by pixels, cookies or people’s browsers, think about re-marketing, for instance. You don’t really just want to find that person if they are on Yahoo or whatever site they are on, you want to find them wherever they are.” -Brian “The rise of the ability to bid based on tags gave rise to the ability to bid on third-party data markers, so people who have data companies who are aggregating data, other people can now buy from them and it drastically changed to the degree that make ad networks obsolete and shifted more into like a supply-side as opposed to a network that facilitated the buying.” -Brian “There is a change in how the ecosystem work, you started seeing aggregation of demand, aggregation of supply into the exchanges.” -Brian “To break it down into most simple terms, you have an auction happening. Modern-day advertising now for all things programmatic is all based on a bid or auction for a specific impression and you have the demand side and the supply side.” -Brian“The demand side would be advertisers or agencies who say, ‘I want to reach this type of person, I want to buy this type of impression or this type of person based on a behavioral, geographical, time of day trait.” Brian “On the supply side, you have any and all basically websites there that have content that the people you want to reach are reading.” -Brian “There was a duopoly, which is Google and Facebook but I think it is a triumvirate right now with Amazon is another huge player. The biggest advantages that people have would be access to demand, access to supply, the tools that help you determine success and the first-party data piece.” -Brian