"Step one is to analyze your ad market."
The reason prices will go down is because all media is colliding.”
“This is a big time revenue growth opportunity.”
Quotes from Jeff Green
“It does not matter if you do not want the world to be programmatic. It will be.”
"If you believe your content is good, then an open market will benefit you.”
"Unified auction will eventually power 95% of all advertisements and transactions.”
“Media is getting bigger, and advertising is going up.”
“If we let the market to dictate the price, what if they say that the price is lower?”
“If you buy media random, you will get your ass kicked every time.”
Quotes from Christian Hendricks
“Demand against inventory must increase, both locally and programmatically.”
“You want to play with the demand, and you want to have a scale.”
"Scale matters and must be leveraged.”
"Audience scale and premium content lead to more knowledge.”
Quotes from Jason Washing
“Programmatic isn’t just growing, it’s growing up.”
"Buying digital could be so much easier.”
"The time is upon us where the nature of what gets sold through [the digital] channel will continue to evolve.”
“Your users have more choice than they ever have before.”
"You need to make sure you have the right assets, the right tools, and the right people in place.”
MacDonald joined PubMatic in October 2011, bringing more than two decades of experience across a range of premiere media brands including Time Inc., CNET, Ziff Davis and Conde Nast. As a president of the company, MacDonald is driving the next stage of PubMatic’s growth. Before joining PubMatic, he was working at Time Inc., where he brought together the company’s digital assets to deliver audience and brand solutions to clients. Prior to Time Digital, he was a CEO of the Fortune/Money Group, where he oversaw worldwide advertising sales and integrated marketing.
About Jeff Green
Green is a founder of The Trade Desk Inc., a demand side platform that powers desks of the world’s most advanced buyers in online advertising. Recently, he was named one of On Media’s 35 [Private Companies] to watch. He was also named a finalist for the Ernst&Young 2013 Entrepreneur of the year award for greater Los Angeles. Prior to the Trade Desk, Green founded AdECN, which he built in 2004 as the world’s first online advertising exchange. It was acquired by the Microsoft Corporation within three years of the launch.
About Christian Hendricks
Christian A. Hendricks, 51, has been Vice President, Interactive Media of McClatchy since August 1999. He joined McClatchy in 1992 as advertising manager, marketing for The Fresno Bee. From 1993 to 1994 he served as marketing director for The Fresno Bee. In 1994 he was named manager of technology for McClatchy. He held this position until 1996 when he was promoted to president and publisher of Nando Media (now known as McClatchy Interactive), McClatchy's interactive publishing and software development operation, where he served until August 1999. Mr. Hendricks serves on the Newspaper Association of America board of directors.
About Jason Washing
Prior to rejoining DoubleClick, Jason was a Principal at Turn Inc. where he served as Senior Director of Sales and Client Services. Turn is a venture backed Automatic targeting, bidded CPA ad network. Prior to Turn, Jason spent 3 years with DoubleClick. His most recent role with the company was Senior Group Account Director. In this role he managed a team responsible for oversight of several of DoubleClick's most significant agency relationships including those with all of the WPP companies and Carat North America. His team focused on sales and support for all of DoubleClick's search and display advertising technology solutions. Prior to DoubleClick, Jason opened the San Francisco office of Atlas Solutions (aQuantive) as Western Regional Sales Manager. In previous positions, Jason served as National Channel Manager for MatchLogic's (Excite@Home) Publisher Services group and Account Executive at Excite.com.
A panel discussed the rise of programmatic buying at the 2014 INMA World Congress in San Francisco, saying RTB allows for direct selling techniques.
“It does not matter if you want the world to be programmatic,” said panel member Jeff Green, chief executive officer of The Trade Desk. “It will be whether you want it or not.”
Programmatic buying is the system where digital ad impressions are bought or sold and “optimised in an automated environment,” said Kirk MacDonald, executive vice president/sales for Digital First Media and panel moderator.
A concept that is connected to the media industry, media executives will see an increase in RTB and programmatic buying.
“The future of journalism largely depends on the people in this room understanding these concepts,” Green said.
Premium content — focused on producing quality journalism and a scaled audience — is on the forefront of programmatic buying, according to Christian Hendricks, vice president/interactive media for The McClatchy Company.
“There is an infinite amount of money you can make,” Hendrick said, referring to proper management of premium content.
Making programmatics more premium-worthy is key, according to Jason Washing, director of publishing and networks for Google, stating that it “is a win concept” for both buyers and sellers.
“Programmatic isn’t just growing, it’s growing up,” Washing said.
To effectively use programmatic buying systems, advertisers must fully understand their target market and what their transactions entail, according to Washing.
“It is up to us to brand ourselves,” Hendrick said.
Rather than focusing on broad markets, advertisers can narrow their viewing audience to provide premium, quality advertisements.
“Instead of buying ads, our clients have to discriminate and go after people who meet their target market,” Green said.
Advertising used to be a game, according to Green. Only big companies could participate in massive advertising strategies, but now small businesses can.
“What is more important than anything else in this room is to focus on your users,” Washing said. “Users have more choice than they ever have before. You have a very unique opportunity to innovate what you are doing for them, how you are doing that for them.”
The first step to utilising programmatic systems is to analyse your advertising market, according to MacDonald. Determine the investment, determine the audience, instigate bidding solutions, and deliver advertising impressions to publishers.
“You need to make sure you have the right assets, the right tools, and the right people in place.” Washing said.
Projections for programmatic buying systems show that RTB will spearhead the advertisement evolution in the media industry.
“Unified auction will eventually power 95% of all advertisements and transactions,” Green said. “Our future depends on it.”