The Future of the Forward Market
The Future of the Forward Market, Q1 2014
White Paper and Survey Results:
The Trade Desk ...
THE TRADE DESK IS A BUYERS’ PLATFORM
BUILDING BUSINESSES FOR
THE NEXT 100 YEARS.
The world is changing how it buys and
sells the annual $600B in advertising.
NEW WINNERS AND LOSERS WILL EMERGE FROM THIS ...
RTB HAS NO GUARANTEES
•  647 digital media and marketing professionals
•  35 percent as agencies, 7 percent identified as advertisers,
36 percen...
90%
programmatic is more than
just the RTB spot market
55%
already buying premium
inventory via programmatic
>1 year
how long have you been buying
premium via programmatic?
11-20%
how much of your digital budget
went to programmatic?
0-10%
how much of your 2013
programmatic budget
went to premium?
>1 year
when did you embrace
programmatic premium?
67%
direct buy relationships are not
an obstacle to buying
premium via programmatic
80%
expect to increase 2014
programmatic spending, &
increase premium spend
SKEPTICISM
where the analogy fails
no price
discovery
no current
scale in private
marketplaces
odds of winning
are different
commodit...
transacting inventory for a
$5,000 cpm
for every
fence-sitting
voter
in Ohio
the three final days before the election.
the...
Scale can only happen when we can apply
what we learn at 10k impressions to 100 MM.
trump card
•  uses RTB pipes
•  run the auction but the trump card bypasses the auction
•  publishers guarantee to send in...
0
20
40
60
80
100
120
140
160
100 MS 1 DAY 1 MONTH 1 QUARTER 2 QUARTERS
DEMAND FOR
FUTURE INVENTORY
DEMAND FOR
CURRENT
INV...
80%+ OF FORWARD CONTRACTS WILL
INITIATE FROM THE BUY SIDE.
OUR PREDICTION
YOU
THANK
for listening
"The Future of the Programmatic Forward Market" - Jeff Green, CEO of The Trade Desk
"The Future of the Programmatic Forward Market" - Jeff Green, CEO of The Trade Desk
"The Future of the Programmatic Forward Market" - Jeff Green, CEO of The Trade Desk
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"The Future of the Programmatic Forward Market" - Jeff Green, CEO of The Trade Desk

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The Trade Desk's CEO Jeff Green shares the findings of the January 2014 Digiday State of the Industry Survey on the future of the programmatic forward market.

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"The Future of the Programmatic Forward Market" - Jeff Green, CEO of The Trade Desk

  1. 1. The Future of the Forward Market The Future of the Forward Market, Q1 2014 White Paper and Survey Results: The Trade Desk and Digiday Jeff Green CEO The Trade Desk
  2. 2. THE TRADE DESK IS A BUYERS’ PLATFORM BUILDING BUSINESSES FOR THE NEXT 100 YEARS.
  3. 3. The world is changing how it buys and sells the annual $600B in advertising. NEW WINNERS AND LOSERS WILL EMERGE FROM THIS TRANSITION. EVERYTHING OF SIZE WILL BE TRANSACTED DIGITALLY.
  4. 4. RTB HAS NO GUARANTEES
  5. 5. •  647 digital media and marketing professionals •  35 percent as agencies, 7 percent identified as advertisers, 36 percent as publishers, and 22 percent as none of the above. The 22 percent who responded as none of the above only answered the first series of questions which gave us our baseline of “programmatic” and “premium programmatic” definitions. METHODOLOGY Digiday State of the Industry Survey Analysis consisted of a series of cross-tabulations alongside some basic correlation analysis using both Pearson and Spearman methods. In addition, three qualitative interviews were conducted with programmatic specialists on both the buying and selling sides to confirm or interpret the findings.
  6. 6. 90% programmatic is more than just the RTB spot market
  7. 7. 55% already buying premium inventory via programmatic
  8. 8. >1 year how long have you been buying premium via programmatic?
  9. 9. 11-20% how much of your digital budget went to programmatic?
  10. 10. 0-10% how much of your 2013 programmatic budget went to premium?
  11. 11. >1 year when did you embrace programmatic premium?
  12. 12. 67% direct buy relationships are not an obstacle to buying premium via programmatic
  13. 13. 80% expect to increase 2014 programmatic spending, & increase premium spend
  14. 14. SKEPTICISM
  15. 15. where the analogy fails no price discovery no current scale in private marketplaces odds of winning are different commodities are all different. every ad is different. utility is very different
  16. 16. transacting inventory for a $5,000 cpm for every fence-sitting voter in Ohio the three final days before the election. the answer
  17. 17. Scale can only happen when we can apply what we learn at 10k impressions to 100 MM.
  18. 18. trump card •  uses RTB pipes •  run the auction but the trump card bypasses the auction •  publishers guarantee to send inventory of certain kind •  advertisers guarantee to buy at certain rate or amount the solution
  19. 19. 0 20 40 60 80 100 120 140 160 100 MS 1 DAY 1 MONTH 1 QUARTER 2 QUARTERS DEMAND FOR FUTURE INVENTORY DEMAND FOR CURRENT INVENTORY incremental demand
  20. 20. 80%+ OF FORWARD CONTRACTS WILL INITIATE FROM THE BUY SIDE. OUR PREDICTION
  21. 21. YOU THANK for listening
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