Digital Media Europe 2013: Newspublishers in automated world (advertising, rtb, dsp, ssp)

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What should publishers do in the automated trading world? Whats their position and how can they leverage their knowledge? Where is the automated trading game really about and how should news publishers respond?

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Digital Media Europe 2013: Newspublishers in automated world (advertising, rtb, dsp, ssp)

  1. 1. Presentation: Publisher MarketDate: Q1 2013Automated Trading: Improve performance of display
  2. 2. Presentation: Publisher MarketDate: Q1 2013
  3. 3. Presentation: Publisher MarketDate: Q1 2013Wind of change
  4. 4. ― Steve Jobs
  5. 5. TYPICAL ONLINE DISPLAY MEDIA ORDER PROCESS
  6. 6. What happened???
  7. 7. $81M$680M$400M$3100M$1300M$750M
  8. 8. PROMISSAdspend Publisher
  9. 9. REALITYAdspend Publisher
  10. 10. GOALAdspend Publisher
  11. 11. FUTUREAdspend Publisher
  12. 12. cannibalize yourself, beforesomeone else will
  13. 13. REVENUE PER SOURCE0%20%40%60%80%100%2009 2010 2011 2012Automated Direct sales
  14. 14. PREMIUM REVENUE4 8 6%
  15. 15. So we didn’t cannibalize?
  16. 16. ADDITIONAL MARGIN
  17. 17.  More revenue At lower cost of sales (50%!) New market opportunitiesAUTOMATED TRADING But still……
  18. 18. ONLINE ADSPEND4%
  19. 19. DISPLAY MARKET
  20. 20. Mobile is not gonna save yourbusiness
  21. 21. Video is not gonna save yourbusiness
  22. 22. SO… WHAT CAN?
  23. 23. Presentation: Publisher MarketDate: Q1 2013
  24. 24. Presentation: Publisher MarketDate: Q1 2013
  25. 25. Additional markets
  26. 26. TMG
  27. 27. 220%17% 9% 20%Denmark Turkey France UKUpliftUplift

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