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This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Wurtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.

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This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Wurtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.

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Intro -- Preface -- Contents -- List of Contributors -- Part I: Concept -- The Programmatic Advertising Principle -- 1 Background -- 1.1 Requirements -- 1.2 Development -- 2 Classification -- 2.1 Definition -- 2.2 Functionality -- 2.3 Components -- 2.4 Scope -- 3 Conclusion -- Bibliography -- Borderless Media Management -- 1 The Significance of Borderless Digital Advertising Media Commerce -- 2 How Digital Advertising Is Working Globally -- 2.1 The Inventory Aspect -- 2.2 The Data Aspect -- 3 Overview from an Advertiser´s Standpoint -- 4 Conclusion -- Bibliography -- Programmatic Disruption for Premium Publishers -- 1 Origin and Characteristics of Premium Publishers -- 2 Existing Disruptions for Premium Publishers in Digitalization -- 3 The Significance of Programmatic Advertising for Premium Publishers -- 4 The Consequences -- 4.1 The Demise of Premium CPMs -- 4.2 The Disappearance of the Mid-tail -- 4.3 New Competitors -- 5 Potential Approaches for Premium Publishers -- 5.1 Profiling Their Own Users -- 5.2 Generating Registration Data -- 5.3 Buying External Data -- 5.4 Buying External Inventory -- 5.5 Charging More for Premium Space via Brand Safety Scores -- 6 Conclusion -- Perspectives of Programmatic Advertising -- 1 Quo Vadis Programmatic Advertising? -- 2 Programmatic Advertising in the Hype Cycle -- 3 High Willingness to Invest Despite a Remaining Uncertainty -- 4 Fundamental Changes in the Ecosystem of Advertising -- 5 High but Manageable Hurdles -- 5.1 Programmatic Buying of Premium Formats -- 5.2 First Call for High Relevance -- 5.3 Required Skills and Qualified Staff -- 5.4 Best-Practice Strategies Beyond Remarketing -- 5.5 User Acceptance, Data Protection and Security -- 6 Current and Future Drivers of Programmatic Advertising -- 7 Emerging Programmatic Advertising Channels, Formats and Approaches -- 7.1 Facebook Advertising -- 7.2 Mobile Advertising -- 7.2.1 Out-of-Home-Use of Mobile Devices -- 7.2.2 At-Home-Use of Mobile Devices -- 7.3 Online-Video and Digital Out of Home Advertising -- 7.4 Content Marketing and Native Advertising -- 8 New Data and Findings as Programmatic Advertising Drivers -- 8.1 Big Data Analysis -- 8.2 Web of Things and Virtual Reality -- 9 Risks in the Programmatic Advertising Development -- 9.1 Restrictive Regulation of Data Protection -- 9.2 AdBlocker as Self-defense of the User -- 9.3 Limited Branding Capabilities -- 10 Conclusion and Outlook -- Part II: Components -- Consumer-Centric Programmatic Advertising -- 1 Programmatic Advertising in the Marketing Mix: Content and Connections -- 1.1 The Evolution of Programmatic Advertising from a Performance Channel Only to a Method to Buy a Broad Range of Digital Media -- 1.1.1 Programmatic Advertising 2.0: Audience Buying -- 1.1.2 Programmatic Advertising 3.0: Consumer Centric Advertising Along the Entire Purchase Funnel -- 1.2 Consumer Centric Marketing: The Single View on a Consumer -- 2 Configuring the Right Programmatic Setup for an Advertiser -- 2.1 Program.
matic Business Models: Products, Services and In-between -- 2.2 Transparency and Disclosure -- 2.3 Advertiser Control Versus Guaranteed Results -- 3 Configuring an Advertiser Programmatic Setup -- 3.1 DSP: The Buying Engine -- 3.2 First Party Data: Maximising the Value and Control of Owned Data -- 3.3 Third Party Data: Worth the Money? -- 3.4 Access to Media Inventory: Open Auctions or Private Deals? -- 3.5 Brand Safety: Preventing Fraud, Controlling Viewability and Audience Reach -- 3.6 Customising Messages: Dynamic Creative Optimisation -- 3.7 People: Evolving Skillsets for Granular Optimisation of the System -- 4 Moving into the Future -- 4.1 The Consumer Centric Organisation Does Not Separate Marketing and Sales -- 4.2 Should Advertisers Take Programmatic Advertising In-house? -- 4.3 Moving Beyond the Web: Programmatic TV, Outdoor, Radio -- 4.3.1 Video Neutral Planning: Strategic Planning Across Channels, In-channel Buying -- 4.3.2 Combining Online Cookies with TV-Panel for Integrated Optimisation -- 4.3.3 Buying Traditional Linear TV Programmatically -- 5 Conclusion -- Understanding Demand-Side-Platforms -- 1 Technical Basis -- 1.1 High Performance Server Platforms -- 1.2 Data Processing in Real Time -- 2 Differences Between the DSPs -- 3 Necessary Amendments to a DSP in the Programmatic Advertising Ecosystem -- 3.1 Data Management Platform -- 3.2 Cross-Channel Tracking Including Mobile Channels -- 3.3 Conversion Attribution/Customer Journey -- 3.4 Interfaces -- 3.5 Dynamic Creatives -- 3.6 Tag Management -- 4 Significance of the SSP Connection -- 5 Excursus: DSP Use for Publishers -- 6 Challenges -- 6.1 Automated Systems Cannot Completely Replace Human Optimizations -- 6.2 Breaking Down Silos of Thought -- 7 Conclusion and Outlook -- Bibliography -- Granularity Creates Added Value for Every Objective -- 1 Always Act ``Programmatic First´´ or ``Programmatic Media Planning´´ -- 2 The True Campaign Objectives -- 3 Full Funnel Marketing -- 3.1 Prospecting or Branding -- 3.2 Predictive Targeting -- 3.3 Retargeting -- 3.4 Marketing to Existing Customers -- 4 Campaign Conception -- 4.1 Campaign KPIs -- 4.2 Channels and Advertising Formats -- 4.2.1 Display -- 4.2.2 Mobile -- 4.2.3 Video -- 4.2.4 Social -- 4.3 Devices -- 4.4 Inventory Concept -- 4.5 Targeting Concept -- 4.6 Creative Concept -- 4.7 Tracking Concept and Attribution Model -- 4.8 Optimization Planning -- 5 Conclusion -- Bibliography -- Enhanced Success with Programmatic Social Advertising -- 1 Social Media Today -- 1.1 Behavioural Focus -- 1.2 Facebook Advertising Ecosystem -- 1.3 Programmatic Social in Action -- 1.4 Power to the People -- 2 Vision of Programmatic Advertising and Social in the Future -- 3 Conclusion -- Programmatic Brand Advertising -- 1 Preliminary Note -- 2 What Is Programmatic Advertising for Premium Advertising/Branding and Are Specific Strategies Required? -- 2.1 Definition -- 2.2 Strategies for Brand Advertising -- 2.2.1 Optimisation of Ad Exposure -- 2.2.2 Measur.
ing the Effect -- 2.2.3 Target Group Reach -- 2.3 Challenges in Applying Strategies to Programmatic Advertising -- 2.4 Inventory Strategy -- 3 Data Strategy -- 3.1 Data Types Along the Funnel -- 3.2 The ``Harder´´ the Better -- 3.3 Data Reach as a Critical Criterion -- 4 Data Protection in the Programmatic Advertising Environment -- 5 Conclusion: The Ideal Set-up to Lead Programmatic Premium to Success -- Bibliography -- The Creative Challenge -- 1 Modern Programmatic Advertising -- 2 Campaigns Belong to the Digital 80s -- 3 Strategy, Ad Creation and Media Are All Linked Together -- 3.1 Structures -- 3.2 Ad Creation -- 3.3 Technology -- 3.4 Business Intelligence -- 4 Established Practice -- 5 Conclusion -- Bibliography -- Unleashing the Power of Greater Creatives for Brands -- 1 High Impact Ads in the Programmatic Market Place -- 2 Conclusion -- Cross-Channel Real-Time Response Analysis -- 1 Evolving Media Usage -- 2 Why Measuring Advertising Effectiveness in Programmatic Advertising? -- 3 Challenges and Evaluation Criteria of Methods -- 4 Models that Support Decision Making -- 4.1 Heuristics -- 4.2 Statistical Models -- 5 Conclusion -- Bibliography -- The Contribution of Measurement in a Cross-Device, Data-Driven, Real-Time Marketing World -- 1 Measurement Faces a New Marketing World -- 2 Barriers to Further Growth of Programmatic Advertising -- 2.1 Lack of Transparency in the Value Chain -- 2.2 Questionable Data and Sources -- 2.3 Unclear Impact of Programmatic, Especially Related to Cross-Media and Brand Advertising Campaigns -- 2.4 Consumer Trust and Privacy Concerns -- 3 The Power of Panel-Based Data. Or: Measuring the Success of Programmatic Advertising -- 3.1 Panels as Reference Data to Improve Data Quality -- 3.2 Increasing Transparency and Measuring Effectiveness Through Panels -- 4 Conclusion -- How to Be a Successful Publisher in the Programmatic World -- 1 Focus on Mobile -- 1.1 Native Advertising: New Opportunities for Buyers and Sellers -- 1.2 Standardisation Enables Scale -- 1.3 Mobile Bandwidth Brings Speed and Unfolds Creativity -- 1.4 Wearables: An Incredible Opportunity to Engage with Consumers -- 1.4.1 A New Step in Location-Based Advertising -- 1.4.2 Wearables Can Deliver Extensive Insights for Marketers -- 2 Data: A Publisher´s Best Friend -- 2.1 Seller Data Versus Buyer Data -- 2.2 Programmatic Advertising Driving Relevance -- 2.3 Reaching Scale Through Data -- 2.4 Future Growth Drivers -- 3 The Next Step in Programmatic: Automated Guaranteed -- 3.1 Reaching a New Level in Automation -- 3.2 Programmatic Targets for Sales -- 4 The Rise of Programmatic Co-operatives -- 4.1 Europe Is Leading the Development of Co-operatives -- Part III: Transformation -- The CMOs Challenge -- 1 The State and Nature of Programmatic Advertising from a CMO Perspective -- 2 The Challenges From a CMOs Perspective -- 3 Managing the Change Process into Programmatic -- 4 How Critical Are Technical and IT Skills in Marketing? -- 5 Outsourcing or Insour.