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

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