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Publishers Lose in Ad Exchange

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Digiday Exchange Presenation

Digiday Exchange Presenation

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  • 1. Publishers Lose in Ad Exchanges
  • 2. WHAT IS YIELDBOT?Yieldbot creates a marketplacewhere advertisers targetrealtime consumer intentflowing through premiumpublishers.
  • 3. New World OrderAll Media is Performance Media
  • 4. “Facebook is great for advertisers. It’sdoubling the entire global inventory ofRTB at 1/5 -1/10th of the price.”– Zach Coelius, CEO Triggit
  • 5. “One key question that keeps publishers up atnight is how they maintain direct relationshipswith current customers and create new ones”– Ken Doctor, Nieman Journalism Lab at Harvard
  • 6. Without their own performancealternative, the lower CPMs gothe more inventory Publisherswill HAVE to turn over toGoogle.
  • 7. WELCOME TO CPM $0
  • 8. The CPM $0 Kamikaze1) MASSIVE Inventory2) Automated Bid Management3) Tons of Data5) Performance Rules6) Rise of MFX sites7) Rise of Google O&OLooks like Search.Search is CPM $0!
  • 9. Publisher defense needs to emerge
  • 10. Publisher Destroyer FleetBrand /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 RelationshipsNew Budgets Higher Margins Complimentary
  • 13. Battle PlanPubs need to band together – scale will increase demandOrganize inventory around what advertisers want tobuy…like keywords/real-time intent?Be data transparent to drive performance of the media
  • 14. Made in Boston. Sold in NYC.Site: yieldbot.comBlog: blog.yieldbot.comTwitter: @yieldbotEmail: info@yieldbot.com

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