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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
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
How to DecideThe famous Luma LandscapeDisplays literally hundreds of options…From point solutions to stacksEach with their assets… and liabilities
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
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
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.
The Right Partner…Combines up-to-the-minute techand service to deliver a solutionthat includes: Proactive identification of opportunities Non-competitive pattern recognition
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
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
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
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
How to Choose:All Information -- One Central Place
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