Mediapost rtb insider summit preso matt prohaska 6.13.14

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MediaPost RTB Insider Summit Presentation
Matt Prohaska ~ Principal & CEO of Prohaska Consulting
Programmatic Help For All

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Mediapost rtb insider summit preso matt prohaska 6.13.14

  1. 1. Publishers Arming Up For The Programmatic Wars June 13, 2014
  2. 2. 2 About Prohaska Consulting • “Programmatic Help For All” • Publishers, Ad Tech, Agencies, and Brands • 40 clients in last 3 years; 15 in the last 15 weeks (8 Pubs) • 25+ different ad tech vendor reviews last 2 years • Current team of 6, potentially growing to 12 by July • Sales, Marketing, Operations, Biz Dev, Analytics, Tech Dev • Matt Prohaska, CEO & Principal • In digital advertising since ‘94, TV ‘92-’96 (5 upfronts) • Former Programmatic Advertising Dir. @ New York Times • Closed more programmatic direct deals than any other publisher in the world during his 10 months there
  3. 3. 3 Let’s please not call it a war between sellers & buyers.
  4. 4. 4 The real war is among SSPs/Exchanges, since they are direct competitors.
  5. 5. 5 The Exchange Arms Race • Generalist vs. Specialist • Company Options: Buy vs. Build vs. Partner • Mobile – standalone vs…
  6. 6. 6 The Exchange Arms Race • Generalist vs. Specialist • Company Options: Buy vs. Build vs. Partner • Video – standalone vs…
  7. 7. 7 The Exchange Arms Race • Full-feature vs. Full-integration • When do SSPs add DMP capabilities? • Again: Buy vs. Build vs. Partner
  8. 8. 8 Publishers Finally Getting Setup From our IAB Programmatic Publishers Council: Nov. ‘13 www.iab.net/programmatic
  9. 9. 9 Publishers Finally Seeing Real Benefits Efficiency Lower CPMs Speed Audience Targeting
  10. 10. 10 Publishers Finally Setting Up Shop The Open Exchange Today
  11. 11. 11 Publishers Finally Setting Up Shop The Private Exchange Today
  12. 12. 12 Publishers Finally Asking For More Top 10 ways Programmatic is different from an IO (aka: Why IOs are $20 CPM & Programmatic is $5 CPM today) 1. Not guaranteed inventory 2. Only 300x250, 728x90, 160x600 & 300x600 (rich media coming) 3. No competitive separation 4. No roadblocks 5. No SOV 6. No fixed positions 7. Only top-level channel targeting 8. Not served first-look 9. No product placement/integration sponsorships 10. No Added Value needed to be added
  13. 13. 13 How To Create Better Balance • Help pubs sell programmatically the way they do with an IO • Help pubs know & leverage their 1st-Party audience better • Help pubs balance price transparency and audience discovery • Lower fees(?!?!) • >2x liquidity @ 8-12% > today @ 10-20%, right?
  14. 14. 14 Thanks! Prohaska Consulting Programmatic Help For All matt@prohaskaconsulting.com 917.597.6568 @mattprohaska

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