The reason a customer buys something is the most important understanding any business can have. Yet publishers usually don't understand why advertisers are buying their media on exchanges. Hear Jonathan Mendez explain the problem, what the impact is and what he thinks publishers can do to remedy the situation. Speaker: Jonathan Mendez, CEO, Yieldbot @jonathanmendez

1. Publishers Lose in Ad Exchanges

2. WHAT IS YIELDBOT?
Yieldbot creates a marketplace
where advertisers target
realtime consumer intent
flowing through premium
publishers.

3. New World Order
All Media is Performance Media

4. “Facebook is great for advertisers. It’s
doubling the entire global inventory of
RTB at 1/5 -1/10th of the price.”
– Zach Coelius, CEO Triggit

5. “One key question that keeps publishers up at
night is how they maintain direct relationships
with current customers and create new ones”
– Ken Doctor, Nieman Journalism Lab at Harvard

6. Without their own performance
alternative, the lower CPMs go
the more inventory Publishers
will HAVE to turn over to
Google.

7. WELCOME TO
CPM $0

8. The CPM $0 Kamikaze
1) MASSIVE Inventory
2) Automated Bid Management
3) Tons of Data
5) Performance Rules
6) Rise of MFX sites
7) Rise of Google O&O
Looks like Search.
Search is CPM $0!

9. Publisher defense needs to emerge

10. Publisher Destroyer Fleet
Brand /Audience /Content /
First Party Data / Real-Time

11. Advertisers will always want:
great brand association, qualified consumers,
rich context & precise timing
NONE OF WHICH ARE AVAILABLE ON THE EXCHANGES!

12. Performance Creates a New Theater for Publishers
New Relationships
New Budgets
Higher Margins
Complimentary

13. Battle Plan
Pubs need to band together – scale will increase demand
Organize inventory around what advertisers want to
buy…like keywords/real-time intent?
Be data transparent to drive performance of the media

14. Made in Boston. Sold in NYC.
Site: yieldbot.com
Blog: blog.yieldbot.com
Twitter: @yieldbot
Email: info@yieldbot.com