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D I G I T A L A D V E R T I S I N G I N T H E P R O G R A M M A T I C E R A W H Y D I D I S E E T H A T A D ? @JoelRSadler

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T H E P O I N T O F T H I S S E S S I O N I want you to grasp as fully as 45 minutes will allow: • An amazing technological innovation that is driving a revolution in digital advertising • What this revolution means for the future of advertising online and beyond

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H O W I T ’ S G O I N G T O G O • Define key terms • Provide market & historical context • Explain the technological process (group exercise!) • Predict the future • Q&A

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U S I N G D A T A & T E C H N O L O G Y T O I N C R E A S E E F F I C I E N C Y A N D D E L I V E R M O R E R E L E V A N T , P E R S O N A L I Z E D A D S . W T F I S “ P R O G R A M M A T I C ” ?

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O N L I N E D I S P L A Y A D V E R T I S I N G D E F I N T I O N

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L I K E . A L O T O F M O N E Y . A L O T O F M O N E Y

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A B R I E F H I S T O R Y O F C O N T E N T M O N E T I Z A T I O N G O T T A G E T P A I D

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O N L I N E D I S P L A Y A D S M O N E T I Z I N G C O N T E N T O N T H E I N T E R N E T

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T H E F I R S T O N L I N E A D A T & T , 1 9 9 4 , H O T W I R E D . C O M

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B U Y I N G & S E L L I N G A D S T H R E E M A R T I N I L U N C H E S

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- L O T S O F A D V E R T I S E R S “There must be a more efficient way to get my message to the right person, in the right place, at the right time.” - L O T S O F P U B L I S H E R S “There must be a more efficient way to sell my advertising space and improve the quality of ads I show on my site.”

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R E A L - T I M E B I D D I N G E A C H A D S P O T I S A U C T I O N E D I N D I V I D U A L L Y A T T H E M O M E N T I T I S S E R V E D

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A V E N N D I A G R A M Programmatic RTB

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I T ’ S S I M P L E … H O W D O E S I T W O R K ? Diagram from “The Platform Marketer” by Craig Dempster and John Lee

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A D S P A C E A V A I L A B L E

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W E L C O M E T O T H E F U T U R E A L L A D V E R T I S I N G W I L L B E P R O G R A M M A T I C

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Q & A with Joel R. Sadler

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T H E D I S P L A Y A D V E R T I S I N G I N D U S T R Y