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

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….

Often it’s the small place…
That serves the best experience
Keeps your interest longer
Exudes the greatest influence
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.

A convergence of innovation vectors
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
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

The connection point is private exchange technology
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.

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.

Thanks

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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 Presentation Transcript