Publisher Trading Desk


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Publisher Trading Desk

  1. 1. Ad Network Reputation,Trading Desk,Audience Extension &Publisher Trading Desk
  2. 2. Ad Network• Many sources have quoted that there are wellover 300 networks in the US alone.• The comScore network report for June 2011, saysthat there are about top 20 networks in the US.• But, these are only companies who choose tolabel themselves as a network, as opposed tothose who really are networks but are reluctantto carry the label.• That means we are not counting retargetingcompanies, DSPs, SSPs, trading desks, etc
  3. 3. Ad Network• There are negative perceptions around corebusiness model of Ad Network.• A couple of ad networks really abused thepost-view metric with some jaw-droppingcookie-bombing strategies.• They are now struggling to remain relevant inan automated buying space that isincreasingly dominated by the trading desks
  4. 4. • The next wave of ad networks will come fromthe publishers in the form of the Trading Desk,which could be:– Agency Trading Desk– Publisher Trading Desk– Independent Trading Desk– Private Trading Desk– retargeting trading desks (retargeting DSPs)
  5. 5. Trading Desk• A trading desk is a collection ofhuman, organizational and technological meansimplemented to optimize digital advertisers’budgets mainly through real time bidding and adexchanges.• It can be also defined as an advertisingtechnology platform combined with human skillsin advertising and technology that constitutes anaccess point to the complex digital advertisingmarketplace.
  6. 6. Trading Desk• Main missions of a trading desk are tooptimize buying and campaign deploymentaccording to advertisers’ goals while ensuringbrand safety.• It also manages data by using advertiser datafor targeting and possibly giving back newdata. And finally it ensures reporting andbilling across the different third party.
  7. 7. Audience Extension• It is not a new technique, but technologicaladvances such as Real-Time Bidding(RTB), Data Management Platforms (DMPs)and innovative look-a-like algorithms havetransformed audience extension into animpressive revenue opportunity.
  8. 8. Audience Extension• It is an application of behavioral targeting.• Audience Extension is a means of monetizingyour web traffic without the limitations posedby available ad space on your own website• Using the same cookie-based technology that powersretargeting, audience extension allows advertisers toreach audience all over the web, not just on the siteonly.
  9. 9. Audience Extension• Events or brands that rely on sponsorship can useAudience Extension to offer additionalopportunities for sponsors to get in front of theiraudiences.• For Example :– Rio Haryanto (Indonesian Racer) can leverageaudience extension to monetize fans by sellingimpressions to sponsors like Top One or Shell.– Java Jazz can also offer up their audience to allowsponsors (Telkomsel or Samsung) to reach attendeesonline.
  10. 10. Audience Extension• Audience Extension is most effective foraudiences that are highly targeted and is themost valuable for brands whose audiences arehard to find online.
  11. 11.
  12. 12. • Audience extension basically turns publishersinto media buyers – using first-party dataoccasionally appended with third-partydata, publishers target their audiences onthird-party inventory.Publisher Media BuyersAudience ExtensionAudience Extension
  13. 13. Publishers roles in Audience Extension• During this great online dataawakening, improved technology (e.g., datamanagement platforms) has enabledpublishers’ ability to truly understand theiraudience and use this insight to enhance theircontent and ad products.• Some publishers are even seeking out third-party data to bring more focus to theiraudience segmenting efforts.
  14. 14. Publisher roles in Audience Extension
  15. 15. Demand-Side Platforms• Since implementation of an audience extensionprogram typically goes hand-in-hand with DMP(Data Management Plan) integration, severalDMP providers began offering audience extensionproducts, often shifting or tying the offering intotheir other revenue streams like ad networks.• But another big reason this market is heating upis because somewhat unexpected players aremaking big inroads: Demand-Side Platforms(DSP).
  16. 16. Demand-Side Platforms• As audience extension basically turnspublishers into media buyers, DSPs actuallymake sense as a partner with great experiencein targeted ad buying. And like advertisersfound when they first started using DSPs,flexibility is an attractive asset.
  17. 17. • As its audience extension channel rapidlyscaled, it became more cost-effective andefficient to introduce an in-house RTB-buyingteam that’s only focused on audienceextension campaigns.• This new setup allowed the publisher toschedule its own campaigns as well as give itmore granular audience and geo-targetingcontrols.
  18. 18. Publisher Audience Extension Goes Off-Site
  19. 19. Expand the Reach• Audience extension also allows advertisers totarget a premium site audience, which is oftensold out, across other sites that belong to thesame ad network.• Principles of audience extension are sometimesused within a publisher site to extent audience ofhigh potential channels (travel, financials,automotive). That valuable audience is thenpartially "recovered" on less sought afterchannels (weather, local news, ...) on the samepublisher website.
  20. 20. The principles of reach extensionillustrated by Netmining
  21. 21. • The idea of audience extension is not new, butbuilding it out as a revenue model is.• Publishers now have the same scale andaccess to dynamic inventory as the rest of themarket.• The difference being that the pubs haveproprietary data and inventory to leverage –particularly vertical publishers.• Those vertical publishers with definedaudiences are in a position to win morebudget from agencies.
  22. 22. • White labelled (Publisher Trading Desk) PTDswill no doubt be a big trend in the market, butI would expect that most Supply SidePlatforms (SSPs) are offering this kind ofsolution already, particularly around audienceextension.
  23. 23. Data-Management Platforms (DMPs)• Data-Management Platforms (DMPs) are apublisher’s best friend.– These platforms are the key to helping publisherssegment, target, and expand their audiences vialook-alike modeling.– They can leverage both publishers’ own data andtheir clients’ first-party data to drive powerfulaudience-targeted campaigns right within theirown domains.
  24. 24. Publisher Trading Desk (PTDs)• The real value of DMPs is that they can alsoenable publishers to launch their own type of“trading desks.”• Publishers who understand their audience can findthem on their own site, on their clients’ sites, across anaffiliated network of partner sites and in the long tailthrough exchanges
  25. 25. PublishersWho understand their audience can findthem on their own site, on their clients’sites, across an affiliated network ofpartner sites and in the long tail throughexchangesSupply Side Platforms(SSPs)Data-Management PlatformsData-Management PlatformsPUBLISHER TRADING DESK
  26. 26. • Meanwhile, advertisers and agencies(Demand Side Platforms) could benefit frombuying multi-tiered audience packages –aligned with their ongoing sponsorship andtransactional premium direct advertising –through a single trusted partner.
  27. 27. Link untuk:Combine Ad Network & Ad Exchange Models•