Using Supply Side Platforms, Real-Time Bidding, and Private Exchanges to Reach the Independent Web at Scale
Using SSP’s, RTB, and Private Exchanges to Reach the Independent Web at Scale<br />Todd Vernon / Founder and CEO, Lijit Networks / @toddvernon<br />
When looking for the best restaurant…<br />Mama’s Fish House – North Shore of Maui<br />Is the number of people eating there the leading indicator of success ? Sometimes… <br />Lijit Networks, Inc.<br />
But, I think we can all agree…<br />Country Buffet – North Shore of Chicago<br />Traffic is probably not the only indicator….<br />Lijit Networks, Inc.<br />
Often it’s the small place…<br />That serves the best experience<br />Keeps your interest longer<br />Exudes the greatest influence<br />Lijit Networks, Inc.<br />Frasca – Boulder, Colorado<br />Grace Boyle – Boulder, Colorado<br />
But… It’s hard to get to the Independent Web<br /><ul><li>Ad Networks could get you there - and probably a few other places you didn’t want to go.
Vertical Networks could get you there - but really only in a few high value segments.
DSP’s could get you there - but likely only through unsold inventory channels without guarantee of delivery.</li></ul>But – technology is starting to opens doors not previously available.<br />Lijit Networks, Inc.<br />
A convergence of innovation vectors<br />Lijit Networks, Inc.<br />Motivation<br />Efficiently create media buying mechanism that can compete with an established TV ecosystem with better economics and less waste.<br />Motivation<br />Enable publishers, often small publishers, to better engage, understand, and grow their audience without devaluing their highly specific content verticals.<br />
Along the way, a huge amount of data was captured<br />Lijit Networks, Inc.<br />Big Data around specific reader interactions and situational data.<br />Big Data around reader directional interests or buying behavior.<br />
Enhanced SSP’s Data Set <br />Publisher Data Plane<br />Reader Data Plane<br />Access to all readers<br />Content Indexes<br />Content Vertical<br />Site Interconnectivity<br />Page Views<br />Unique Readers<br />Associated Demographics<br />Contextual Reader Engagement<br />Other Content Sources<br />Historical Site Visits<br />Referring Search Terms<br />Onsite Search Terms<br />Gender<br />Household Income<br />Marital Status<br />Comment History<br />Content Interest<br />Social Media Bias<br />Geography <br />Time of Day<br />Lijit Networks, Inc.<br />
The connection point is private exchange technology<br />Lijit Networks, Inc.<br />Private <br />Exchange<br />X<br />On female lifestyle sites<br />With a high number of commenters<br />With highly tweeted content<br />Adjacent to food related articles<br />Brand is targeting a 24 year old mother <br />With a household income of >$100K year<br />Across named media, social media, and conversational media.<br />
Key benefit, huge niche inventory expansion <br />There isn’t a glut of inventory, there's a glut of good inventory.<br />Big data around niche sites allows good inventory to be purchased at a fair price at scale.<br />Private exchange technology keeps the advertiser/publisher relationship healthy.<br />Real-time bidding keeps media at mark-to-market.<br />Lijit Networks, Inc.<br />
Great, how do I leverage the small and interesting?<br />Work with your Agency DSP to include social signals, situational data, and hyper-contextual information in your audience target profiles.<br />Ask your DSP to work with the more progressive SSP’s to include these signals in the RTB bidding process. <br />Select only the appropriate inventory – and buy it when you need it without being surprised by what else you get.<br />Get access to the some of the most engaged conversations, in the Independent Web.<br />Lijit Networks, Inc.<br />