IAB FORUM 2015 Programmatic Advertising - Prospects and Challenges of Automated Advertising in...

PROGRAMMATIC ADVERTISING -

PROSPECTS AND CHALLENGES

OF AUTOMATED ADVERTISING IN

BULGARIA

IVAN IVANTSCHEV

GENERAL MANAGER, EASYADS PLATFORM

THE OLD WAY OR THE RIGHT WAY?

TRADITIONAL AD TRADING PROGRAMMATIC AD TRADING

WHAT (the hell) IS PROGRAMMATIC

Колко чу л ?

Колко т к к о е?

Колко о пол л ?

(88%)

(33%)

(23%)

* Forrester and the Association of National Advertisers

PROGRAMMATIC IS…

USE OF SOFTWARE TO PURCHASE DIGITAL ADVERTISING, AS OPPOSED TO THE TRADITIONAL PROCESS THAT INVOLVES HUMAN NEGOTIATIONS AND MANUAL

INSERTION ORDERS. IT’S USING MACрINES TO BUY ADS, BASICALLY.

THEN WHAT IS RTB

Ad inventory is bought and sold on a per-impression or on a per-click basis,

via programmatic auction.

SEE THE FUTURE YOU MUST

PROGRAMMATIC ADVANTAGES

FAST & EASY

COST SAVING COMPARABLE

EFFECTIVE TRANSPARENT

PROGRAMMATIC PRICE EXCHANGE

PROGRAMMATIC PYRAMIDE

THANK YOU!

IVAN IVANTSCHEV

GENERAL MANAGER, EASYADS PLATFORM