Presentation regarding programmatic buying & selling

1. Deals, PMP´s, Private
Marketplace
Christine Liv Nielsen
Private marketplace development manager, Nordics
Rasmus Pil
Account Manager Nordics

2. Agenda
● Look Back
● Private Marketplace?
● Programmatic Guaranteed
● Sell-side
● The True Value Of First Look!
● Data på deals- Buy/Sell-Side?
● Implementering af private deals - step by step guide

3. Look
Back

4. Private Marketplace - Deals

5. Google Confidential and Proprietary

6. The next generation – new world
thinking is Programmatic Guaranteed.

7. The next generation –
new world thinking is
Programmatic Reserve
Process and
execute
guaranteed buys
with all of the
benefits of
programmatic

8. Google Confidential
One
Adserver
A total revenue management solution
SSP Z SSP Å
SSP X SSP Y

9. Deals med “First Look”

10. Google Confidential and Proprietary
Værdien af First Look impressions
Network A
Network B
Network C
First look
- Full targeting data
- No latency
- Highest CPMs
Value
Impressions
Second look
- Partial of targeting data
- Slight latency
- Lower CPMs
Third look
- Important loss of targeting data
- Higher latency
- Lowest CPMs

11. Google Confidential and Proprietary
De skjulte omkostninger ved “First Look” deals
Buyer margin
Publisher margin

12. Google Confidential and Proprietary

13. Google Confidential and Proprietary
Hvorfor skal publishers lave first look deals?
● Andre budgetter end på open auction
● Højere CPM priser
● Bedre targeting end direkte salg
● Forbinder premium inventory med premium demand
Som medie skal man huske:
● Den totale indtjening skal forøges
● Prisen skal afspejle værdien af first look

14. Look
in to the future

15. Data på deals

16. Confidential and Proprietary
Transformation
Audience
Signals
Customer
Obsession
Make
Branding
Beautiful

17. Implementering af private deals

18. Google Confidential and Proprietary
Checklist for deals- Publisher side
● Hvilken DSP bruger køberen?
● Seat name - Right buyer,Seats?
● There is enough inventory available to allow for good delivery
● The ad units/tags are being trafficked in the publisher ad server
● Deal ID´s
● Blockings Buy/sell-side
● Kreativer
● Fee´s
● Byd prisen på dealen
● Valuta

19. Workflow for en preferred deal
Step 1: Step 2: Step 3: Step 4: Step 5: Step 6:
Buyer & publisher
negotiate deal
conditions
in AdX UI
Buyer & publisher
accept deal
in AdX UI
Deal ID is
generated
& located in deal
details in
AdX UI
Create Deal
in DSP
Target deal
in DSP
campaign
or
Status: Offers Status: Negotiations Status: Deals - Active Status: Deals - Active Status: Deals - Active Status: Deals - Active
Buyer or publisher
creates new offer
in AdX UI
DSP

20. Look
NOW

21. TAK