Programmatics - guestlecture

Question 1

Where is programmatic primarily growing?

Answer 1

• Mobile, online video and social media.

Question 2

What are some challenges with Programmatic?

Answer 2

• Still some limitations in format / placement
• Requires knew knowledge for employees.
• Changed working methods, processes, organizations and business models.

Question 3

What are some challenges with direct buy?

Answer 3

• No frequency control between different publishers
• Locked agreement with publicist
• Limited direct control over digital advertising campaign.

Question 4

What are some benefits of programmatic

Answer 4

• Media purchased based on target audience and KPI instead of estimated affinity.
  • Frequency control over the entire campaign
  • Real-time optimization
  • Show the right ad to the right person at the right time
  • Avoid advertising fatigue

Question 5

What is programmatic?

Answer 5

Automated and data-based media buying for higher efficiency and personalized communication