VIRTUAL L PR PROGRAMMATI TIC DA DAY H1 2018 H1 2018 19 April - PowerPoint PPT Presentation

VIRTUAL L PR PROGRAMMATI TIC DA DAY H1 2018 H1 2018 19 April 2018 #I #IAB ABEUVPD

WELCOME Simon Halstead Chair, IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath

To Today’s agenda 10.40-10.50 (CEST) IAB Europe Header Bidding and Auction Dynamics white paper 09.40-09.50 (BST) 10.50-11.20 (CEST) PANEL Header Bidding and Auction Dynamics 09.50-10.20 (BST) PANEL The Impact of GDPR on Programmatic Trading 11.20-11.55 (CEST) 10.20-10.55 (BST) 11.55-12.15 (CEST) PANEL Building Transparency and Trust in the Digital Advertising Supply Chain 10.55-11.15 (BST) Audience Q&A 12.15-12.30 (CEST) 11.15-11.30 (BST) Your opportunity to ask the speakers any questions. 12.30-12.35 (CEST) Summary and close 11.30-11.35 (BST) #IABEUV #I UVPD

IAB Europe Header Bidding and Auction Dynamics White Paper Kay Schneider General Manager, SmartX Platform (RTL Group) and leader of IAB Europe Header Bidding and Auction Dynamics white paper

Ob Objective The white paper aims to provide guidance on what header bidding is, the latest developments in auction dynamics and the key considerations, challenges and opportunities for buy and sell-side stakeholders. #I #IABEUV UVPD

Th The Evolution of Header Bidding and Auction Dynamics The white paper will explore the latest trends including: Server-side header First and second Video, mobile and bidding price auctions native ad formats #I #IABEUV UVPD

Cha hallenge nges s and nd Opportu tuni niti ties The white paper will address some of the key challenges surrounding Header Bidding and Auction Dynamics Buy-side Publisher Publisher Buy-side opportunities challenges e.g. opportunities challenges (e.g. supply path holistic yield optimisation) strategy #IABEUV #I UVPD

Ke Key Considerations The white paper will outline key considerations for media buying and selling in relation to header bidding and auction dynamics, for example: ? Impacts on media buying ? Impact on publisher yield management and optimisation ? Considerations for choosing a solution #I #IABEUV UVPD

He Header Bidding and Auction Dynamics PA PANEL MODERATOR Andrew Buckman Alvaro Bolivar Lisa Kalyuzhny Jonas Dobravolskas Ellen Mikals Managing Director VP Product Director Advertiser Product Director, Senior Strategic EMEA, Sublime Skinz Management, Oath Solutions, PubMatic Adform Publisher Partnerships Manager, Criteo

The Impact of GDPR on Pr Programmatic Trading PA PANEL MODERATOR Michele Appello Julia Shullman Chris Hartsuiker Charlie Glyn Andrew Buckman Mirjam Berkheij- Senior Director VP Chief Privacy Public Policy Officer, Head of Managing Director Naves Business Solutions, Programmatic, Counsel, IAB Europe EMEA, Director of Technical Improve Digital Havas Media AppNexus Sublime Skinz Operations Europe Group SpotX

Building Transparency and Trust in the Digital Advertising Supply Chain Ina Arens Head of Programmatic, MediaCom

Man Many Questi tions ns Has the data been verified as pseudonymous/anonymous as defined by GDPR? Is the supply disclosed as header bidding in the auction? How am I being charged for data, independently to media or is it bundled with data Are all costs included in the clearing price or are there Is the data stream based additional costs appended? or sample based? Are the numbers of bidders within the auction disclosed? Is the supply via What service model is header bidding? being deployed? #IABEUV #I UVPD

Th Three Areas of Transparency COST INVENTORY DATA SOURCE #I #IABEUV UVPD

Ho How D Does E Everyone E Earn M Money? Agency Tech Media Vendor Service or Product Licence or Media Representing the Publisher (Ad-Network)? Arbitrage? or (Arbitrage) Reseller? #IABEUV #I UVPD

Ar Are You Buying a Service or a Product? Fully disclosed customised Pre-Configured Programmatic Products Programmatic Service Media Inventory: full control Media P Product: One price including Technology: pass-through cost Inventory, Data: 3 rd party pass-through cost Tech, Data Specialists: specialist team fee and Experts New car from stock Car Configurator Fixed configuration Flexible configuration Fixed price – often cheaper Full control #IABEUV #I UVPD

Wh What About Inventory? Source: Ad Ops Expert http://www.adopsexperts.com/2017/03/27/header-bidding/ #I #IABEUV UVPD

Da Data Transparency • Lack of alignment of definitions • Audience databases are not auditable • No independent verification • Models are not transparent #I #IABEUV UVPD

Build lding Trust and Transparency in the Digital l PA PANEL Ad Advertising Supply Chain MODERATOR Ina Arens Bastiaan Spaans Luke Fenney Simon Burgess Özlem Geyik Emmanuel Ogidan Head of SVP Commercial, VP Publishers Business Business Commerical Director Programmatic, Improve Digital Development, Index Development Development UK and Ireland, MediaCom Exchange Director, Oracle Manager, FreeWheel Data Cloud DoubleClick (representing IAB Turkey)

AU AUDIENCE Q&A MODERATOR Simon Halstead Chair, IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath

IAB Europe’s Annual Conference Interact 2018 A unique mix of speakers exploring the future of digital advertising: • Franck Sineau, Richemont • Ben Sutherland, Diageo • Bastien Parizot, Nestlé • Barbara Sala, Coca Cola • Carsten Schwecke, Media Impact • Giovanni Buttarelli, European Data Protection Supervisor • Evgeny Morozov, Author • Amelia Torode, Futurologist www.interactcongress.eu

Get involved Marie-Clare Puffett Business Programmes Manager puffett@iabeurope.eu @iabeurope /iab-europe www.iabeurope.eu