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WTF IS MY YIELD 
STRATEGY? 
RISK VS. REWARD 
ELAINE DELA CRUZ - DIGITAL TRADING DIRECTOR 
DENNIS PUBLISHING
3 THINGS 
1. RISK VS. REWARD: 10 QUESTIONS THAT SHAPED OUR APPROACH 
TO PROGRAMMATIC 
2. OPEN FOR BUSINESS: HOW BRANDS BUY FROM US 
3. NEXT 12 MONTHS: INVESTMENT ROAD MAP
25 SITES 
20m UUs 
£14.5m
YIELD AUDIT
1. WHAT MARKETS DO YOU OPERATE IN? 
2. HOW VALUABLE IS YOUR AUDIENCE? 
3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR 
INCREASING? 
4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT? 
5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE 
OR EQUAL TO CURRENT DIRECT DISPLAY?
MARKET INSIGHT
1. WHAT MARKETS DO YOU OPERATE IN? 
2. HOW VALUABLE IS YOUR AUDIENCE? 
3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR 
INCREASING? 
4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT? 
5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE 
OR EQUAL TO CURRENT DIRECT DISPLAY? 
6. WHAT ARE YOUR DIRECT COMPETITORS DOING? 
7. HOW MUCH CAN YOU TRUST YOUR CLIENTS?
BUSINESS CASE
1. WHAT MARKETS DO YOU OPERATE IN? 
2. HOW VALUABLE IS YOUR AUDIENCE? 
3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR 
INCREASING? 
4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT? 
5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE 
OR EQUAL TO CURRENT DIRECT DISPLAY? 
6. WHAT ARE YOUR DIRECT COMPETITORS DOING? 
7. HOW MUCH CAN YOU TRUST YOUR CLIENTS? 
8. HOWAND WHY WILL YOU TRADE PROGRAMMATICALLY? 
9. HOW WILL PROGRAMMATIC YIELDS AFFECT WIDER 
BUSINESS? 
10. IS YOUR OPERATIONAL SET-UP READY?
WTF is my Yield Strategy? - WTF Programmatic UK, 11/11/14
UNSOLD 
OPEN AUCTION SEGMENTATION BLOCK LISTS IN-HOUSE SPECIALISTS 
OPEN MARKET 
DECREASE 
ENHANCED 
SEGMENTATION 
PUBLISHER 
PARTNERSHIPS 
PROGRAMMATIC 
TEAM
OVERSEAS 
OPEN AUCTION GEO SEGMENTS NO BLOCK LISTS HIGH IMPACT FORMATS IN-HOUSE SPECIALISTS 
ENHANCED 
SEGMENTS 
PUBLISHER 
PARTNERSHIPS 
PROGRAMMATIC 
TEAM
TRADING DEALS 
AGENCY PARTNERS ENDEMIC CLIENTS NEW BUSINESS TRADING PILLARS 
EXPECTED 
TRADING 
MULTI-SKILLED 
TEAM
PREMIUM 
PROGRAMMATIC 
MIGRATION FROM 
OPEN MARKET 
GUARANTEED BUYS 
PUBLISHER 
PARTNERSHIPS 
SALES 
NORMALISATION 
BRAND LED SET CPMS NEW BUSINESS & 
LOW RISK CLIENTS 
IN-HOUSE SPECIALISTS INSIGHT & 
LEARNINGS
To summarise… 
• CASE BY CASE. STOP AND THINK. THEN STOP AND THINK AGAIN 
• WHY DO YOU WANT TO TRADE PROGRAMMATICALLY? 
• INVESTMENT IN TO FUTURE YIELD – AUDIENCE, ENVIRONMENT AND BRAND

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WTF is my Yield Strategy? - WTF Programmatic UK, 11/11/14

  • 1. WTF IS MY YIELD STRATEGY? RISK VS. REWARD ELAINE DELA CRUZ - DIGITAL TRADING DIRECTOR DENNIS PUBLISHING
  • 2. 3 THINGS 1. RISK VS. REWARD: 10 QUESTIONS THAT SHAPED OUR APPROACH TO PROGRAMMATIC 2. OPEN FOR BUSINESS: HOW BRANDS BUY FROM US 3. NEXT 12 MONTHS: INVESTMENT ROAD MAP
  • 3. 25 SITES 20m UUs £14.5m
  • 5. 1. WHAT MARKETS DO YOU OPERATE IN? 2. HOW VALUABLE IS YOUR AUDIENCE? 3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING? 4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT? 5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY?
  • 7. 1. WHAT MARKETS DO YOU OPERATE IN? 2. HOW VALUABLE IS YOUR AUDIENCE? 3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING? 4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT? 5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY? 6. WHAT ARE YOUR DIRECT COMPETITORS DOING? 7. HOW MUCH CAN YOU TRUST YOUR CLIENTS?
  • 9. 1. WHAT MARKETS DO YOU OPERATE IN? 2. HOW VALUABLE IS YOUR AUDIENCE? 3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING? 4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT? 5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY? 6. WHAT ARE YOUR DIRECT COMPETITORS DOING? 7. HOW MUCH CAN YOU TRUST YOUR CLIENTS? 8. HOWAND WHY WILL YOU TRADE PROGRAMMATICALLY? 9. HOW WILL PROGRAMMATIC YIELDS AFFECT WIDER BUSINESS? 10. IS YOUR OPERATIONAL SET-UP READY?
  • 11. UNSOLD OPEN AUCTION SEGMENTATION BLOCK LISTS IN-HOUSE SPECIALISTS OPEN MARKET DECREASE ENHANCED SEGMENTATION PUBLISHER PARTNERSHIPS PROGRAMMATIC TEAM
  • 12. OVERSEAS OPEN AUCTION GEO SEGMENTS NO BLOCK LISTS HIGH IMPACT FORMATS IN-HOUSE SPECIALISTS ENHANCED SEGMENTS PUBLISHER PARTNERSHIPS PROGRAMMATIC TEAM
  • 13. TRADING DEALS AGENCY PARTNERS ENDEMIC CLIENTS NEW BUSINESS TRADING PILLARS EXPECTED TRADING MULTI-SKILLED TEAM
  • 14. PREMIUM PROGRAMMATIC MIGRATION FROM OPEN MARKET GUARANTEED BUYS PUBLISHER PARTNERSHIPS SALES NORMALISATION BRAND LED SET CPMS NEW BUSINESS & LOW RISK CLIENTS IN-HOUSE SPECIALISTS INSIGHT & LEARNINGS
  • 15. To summarise… • CASE BY CASE. STOP AND THINK. THEN STOP AND THINK AGAIN • WHY DO YOU WANT TO TRADE PROGRAMMATICALLY? • INVESTMENT IN TO FUTURE YIELD – AUDIENCE, ENVIRONMENT AND BRAND

Editor's Notes

  1. We’re open but not everything’s for sale. Open but we need collaboration. From there we can all