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Ad monsters

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  • 1. Picking the Right PartnerApril 2012
  • 2. It’s a Crazy, Mixed Up World for Publishers“ Publishers of high-quality content with large, desirable audiences need to reclaim their online ads inventory. Only big data tools can dig them out of the undifferentiated, over-supplied, machine-driven nightmare of the sell side by enabling publishers “ to scale-ably and cost-effectively analyze, price and allocate inventory in the new environment. David Soloff CEO of Metamarkets Ad Age December 5, 2011
  • 3. It’s the Talk of the Industry“… What you need to know about ad tech ‘stacks.’ “ Weigh convenience of one-stop shopping against your biz’s need for innovation. Rebecca Lieb Ad Age April 8, 2012
  • 4. How to DecideThe famous Luma LandscapeDisplays literally hundreds of options…From point solutions to stacksEach with their assets… and liabilities
  • 5. The Time is Now BecauseDisplay Is Taking Off By 2016, Display will account for $41 Billion in ad spending:  Display growing 24% annually  2x growth rate of search
  • 6. Audience Buying Is Growing Phenomenally Direct Sales taking advantage of Audience Buying in Real Time (RTB)  6%+ of total direct sales in the US will be RTB-based by 2015  Audience-based buying growing 8x rate of site-based buying  Site-based (contextual) buying not as precise at reaching desired audience Source: eMarketer
  • 7. Putting Publishers on the Hot Seat Pressured by their best clients for more inclusive programs Eager to better monetize their assets and not leave money on the table Confused by the options: so many point solutions, so little time Concerned about scale: startups can’t handle the volume Reluctant to make a mistake so slow to invest It all comes down to money.
  • 8. The Right Partner…Combines up-to-the-minute techand service to deliver a solutionthat includes: Proactive identification of opportunities Non-competitive pattern recognition
  • 9. How to Choose: Innovation and Flexibility Are RequiredThe right partner has a history of customer-centric innovation,delivering A suite of products, not a patchwork quilt of features Designed to grow and evolve over time Open to customization to meet my specific needs Open APIs that enable seamless integration Thinks about my business and creates new products and services with me in mind
  • 10. How to Choose: Operational Efficiencies Liberate TalentWhen systems run efficiently, talent and energy can be devotedto other processes that have a direct impact on the bottom line.The right partner allows publishersto dedicate resources to: Analyzing data Finding hidden, untapped opportunities
  • 11. How to Choose: Revenue Potential, Today and Tomorrow Publishers want partners that can grow with them as they grow … help them monetize their assets today and tomorrowThey want: Unified Optimization Engine Unified Auction Management Suite of Controls  Brand Controls  Floor Manager  Impact Estimator
  • 12. How to Choose: Ask the Right QuestionsThere are the tactical considerations…. Do you need the vendor to handle buying… selling… reporting... publishing? Will social matter? What about offline mediaAnd there are the existential issues… Does the vendor compete with me? Does it want to replace me? Does it want to commoditize me?Source: Your marketing Machine: What You Need to Know About Ad Tech ‘Stacks,’ Ad Age, April 8, 2012
  • 13. How to Choose:All Information -- One Central Place
  • 14. Enabling Premium Publishers to RealizeThe Full Potential of their Digital Assets
  • 15. Thank You

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