As you may or may not know, I have worked in the advertising technology industry (ad tech for short) for about the past two years. In April, I attended Programmatic I/O – a major industry conference - for the first time. It was stocked full of amazing content and truly amazing food.
 
I’ve developed a Recap that covers a bit of what I learned over two extremely educational days.

For the sake of digestibility, I’ve broken up my Recap into three parts. The first part covered new terms and tech I was introduced to, the second part covered major trends I noticed, and the third part part below covers session content.
​
Without further ado, here are some one-liners from the Programmatic I/O sessions I was able to attend in SF this year!

Session One-Liners:

• Programmatic: Key Numbers, Key Trends
  1. ​​​"What is Programmatic? - An automated method of buying, selling, and fulfilling digital ads."
  2. "Though the shift in share of spend is leaning to mobile, eMarketer found that desktop still commanded a higher CPM."
  3. "The audience  focus is important in programmatic."

 

• How to Use Transparent Data to Reduce Programmatic Waste
  1. ​​"Data is like water: it's abundant and badly needed."

 

• Programmatic In-House: Best Practices in Agency/Marketer Relationships
  1. ​​There are 3 "big things needed" to transform programmatic operations in-house: "Tech, Targets, and Talent".

 

• A Market Perspective on Apps
  1. "Gaming is dominating app monetization"

 

• Best Practices for Implementing a CDP
  1. ​​The "Aggregation Tier" is where CDPs (aka customer data platforms) live in the AdTech stack.
  2. "In a CDP, you need to be able to control what data goes where."
  3. After designing the CDP, map the relevant services -> "Collect, Control, Connect"

 

• Mobile Fraud
  1. ​​"If there's no advertising, there's no point in paying for results since ads didn't drive the results."
  2. When looking into detecting fraud, look at your partners (spend v impressions, spend v app installs, etc.) and ask: "How are these partners paying for their supply? Does the story you're hearing sync with your intuition/experience/industry norms/industry standards/etc.?"​​

 

• How to Build & Leverage A Unified Data Stack
  1. ​​​​"Think of your data stack as the body's nervous system & everyone in the company is a customer of it."
  2. "Think of the 'getting of the data' separately from the 'processing/using of the data'".
  3. "Collect more than you need, less than everything -> back-up everything."

 

• How to Get More Out of Your Data
  1. ​​"Data can help you develop what not to do, as well as what to do."

Plenary Program One-Liners:​

• Shades of In-Housing: ​​"Perhaps the best in-house move is a psuedo-in-house move."
• Activating the Brand: "Focus on both in-house & partner expertise -- what brands want are trusted advisors."
• Digitization of TV: New term - GRP
• Omnichannel Buying Remains More Promise Than Reality: (Joanna O'Connell) "Reaching me is important but reaching me in this 'moment' is even better."

Want to learn more about programmatic advertising? Great! The East Coast version of Programmatic I/O is coming up soon - October 15-16, 2018! Learn more here: Programmatic I/O NYC.

Next Up: AWS' NYC Summit Recap

Do you have any recommendations for other conferences I should attend? Share them with me! :D

As you may or may not know, I currently work in the advertising technology industry (ad tech for short) and have been for almost two years now. Earlier this month, I attended Programmatic I/O – a major industry conference - for the first time. It was stocked full of amazing content and truly amazing food.
 
I’ve developed a Recap that covers a bit of what I learned over two extremely educational days.
 
For the sake of digestibility, I’ve broken up my Recap into three parts. This first part will cover new terms and tech I was introduced to, the second part will cover major trends I noticed, and the third part part will cover session content.
 
Part 1: Terms and Tech
 
In most of the sessions I attended, I picked up on some new terms. Some of these were defined by the speakers and with others I did a bit of ad tech research to uncover the definitions. In two particular sessions, as you’ll see below, I learned more about “new tech” than “new terminology”.

​Let's jump in:

• Term: CPI -> Cost Per Install; Session: A Market Perspective on Apps
  • CPI is a key performance indicator used by app developers

 

• Term: Customer LTV -> Customer Lifetime Value; Session: Best Practices for Implementing a CDP (Customer Data Platform)
  • Customer LTV is an important metric used to measure and plan marketing strategies and also understand the value customers bring to a Brand.
  • Interestingly, there's a whole website dedicated to this metric: www.customerlifetimevalue.co/

 

• Term: Google UAC -> Google Universal App Campaigns; Session: Mobile Fraud
  • These campaigns are a good way for app developers to reach more users. Overview and implementation details are here: AdWords Help - About Universal App campaigns
  • Google offers a course on UAC and you can earn a course certificate after completion! More details here: Learn with Google - Introduction to Universal App Campaigns

 

• Tech: AWS Athena; Session: How to Build & Leverage a Unified Data Stack
  • The speaker that mentioned AWS Athena used it in a high-level/low-level comparison to Redshift.
  • Based on my research (Amazon Athena and When to Use Athena vs Other Big Data Services), it looks like Athena is the high-level option for running quick & easy queries compared to Redshift, the low-level, granular option for more complex querying.

 

• Term: GRP -> Gross Rating Point; Session:  Plenary Program, Digitization of TV
  • GRP is a measure of exposures based on a target market. It’s an important metric in the TV advertising space as it helps advertisers determine where to place their ads. Calculated GRPs can be used to both plan TV advertising campaigns and measure their reach.
  • Helpful Links:
    • Marketing Profs Definition
    • Digiday Definition and Discussion
    • Video Ad News Article on Nielsen bring GRP measurement to YouTube

 

• Term & Tech: Private Data Cloud; Session: How To Use Transparent Data to Reduce Programmatic Waste
  • With important topics like online privacy and data usage regulation rising in discussions lately, the focus on ensuring that your data cloud is secure is extremely heightened.

 
Are you also in the ad tech industry? Do you know of any new and emerging terms/tech? Feel free to share!!
 
Stay tuned for Part 2 – thanks for reading! :)
 
-Jewel Langevine