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Using Supply Side Platforms, Real-Time Bidding, and Private Exchanges to Reach the Independent Web at Scale
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Using Supply Side Platforms, Real-Time Bidding, and Private Exchanges to Reach the Independent Web at Scale

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Speaker: Todd Vernon, CEO, Lijit Networks

Speaker: Todd Vernon, CEO, Lijit Networks

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    Using Supply Side Platforms, Real-Time Bidding, and Private Exchanges to Reach the Independent Web at Scale Using Supply Side Platforms, Real-Time Bidding, and Private Exchanges to Reach the Independent Web at Scale Presentation Transcript

    • Using SSP’s, RTB, and Private Exchanges to Reach the Independent Web at Scale
      Todd Vernon / Founder and CEO, Lijit Networks / @toddvernon
    • When looking for the best restaurant…
      Mama’s Fish House – North Shore of Maui
      Is the number of people eating there the leading indicator of success ? Sometimes…
      Lijit Networks, Inc.
    • But, I think we can all agree…
      Country Buffet – North Shore of Chicago
      Traffic is probably not the only indicator….
      Lijit Networks, Inc.
    • Often it’s the small place…
      That serves the best experience
      Keeps your interest longer
      Exudes the greatest influence
      Lijit Networks, Inc.
      Frasca – Boulder, Colorado
      Grace Boyle – Boulder, Colorado
    • But… It’s hard to get to the Independent Web
      • Ad Networks could get you there - and probably a few other places you didn’t want to go.
      • Vertical Networks could get you there - but really only in a few high value segments.
      • DSP’s could get you there - but likely only through unsold inventory channels without guarantee of delivery.
      But – technology is starting to opens doors not previously available.
      Lijit Networks, Inc.
    • A convergence of innovation vectors
      Lijit Networks, Inc.
      Motivation
      Efficiently create media buying mechanism that can compete with an established TV ecosystem with better economics and less waste.
      Motivation
      Enable publishers, often small publishers, to better engage, understand, and grow their audience without devaluing their highly specific content verticals.
    • Along the way, a huge amount of data was captured
      Lijit Networks, Inc.
      Big Data around specific reader interactions and situational data.
      Big Data around reader directional interests or buying behavior.
    • Enhanced SSP’s Data Set
      Publisher Data Plane
      Reader Data Plane
      Access to all readers
      Content Indexes
      Content Vertical
      Site Interconnectivity
      Page Views
      Unique Readers
      Associated Demographics
      Contextual Reader Engagement
      Other Content Sources
      Historical Site Visits
      Referring Search Terms
      Onsite Search Terms
      Gender
      Household Income
      Marital Status
      Comment History
      Content Interest
      Social Media Bias
      Geography
      Time of Day
      Lijit Networks, Inc.
    • The connection point is private exchange technology
      Lijit Networks, Inc.
      Private
      Exchange
      X
      On female lifestyle sites
      With a high number of commenters
      With highly tweeted content
      Adjacent to food related articles
      Brand is targeting a 24 year old mother
      With a household income of >$100K year
      Across named media, social media, and conversational media.
    • Key benefit, huge niche inventory expansion
      There isn’t a glut of inventory, there's a glut of good inventory.
      Big data around niche sites allows good inventory to be purchased at a fair price at scale.
      Private exchange technology keeps the advertiser/publisher relationship healthy.
      Real-time bidding keeps media at mark-to-market.
      Lijit Networks, Inc.
    • Great, how do I leverage the small and interesting?
      Work with your Agency DSP to include social signals, situational data, and hyper-contextual information in your audience target profiles.
      Ask your DSP to work with the more progressive SSP’s to include these signals in the RTB bidding process.
      Select only the appropriate inventory – and buy it when you need it without being surprised by what else you get.
      Get access to the some of the most engaged conversations, in the Independent Web.
      Lijit Networks, Inc.
    • Thanks