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IAB Europe Infographic - Key considerations for a sell-side Programmatic strategy

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IAB Europe Infograohic - Key considerations for a sell-side Programmatic strategy

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IAB Europe Infographic - Key considerations for a sell-side Programmatic strategy

  1. 1. Step 1: What value I can offer? • What formats do I have, e.g. display,video, mobile, native? • Can I offer only unsold inventory or all inventory programmatically? • What packages do I offer / can I create special inventory packages on demand? • Which screens/devices can I serveto?What are my channels/verticals? • Am I a walled garden or an open ecosystem? • What do I knowabout my audience (1st party/3rd partydata)? • What are my site trends (e.g. seasonality)? • What packages do I offer? • Can I offer dataattached to inventory? • Can I offer datapackages stand alone? • What is my viewability rate by placement and can it be improved? • How safe is my site/network(s)to brands? • Can I verify my audience? • What is my exposuretime per placement? • Ad clutter – howmany ads are on my pages? • Do I usea 3rd party verification tool to offer quality controls (e.g. viewability, fraud etc.)? Ad Blocking • What percentage ofmy audience blocks advertising? • How am I respondingto this, e.g. paywall/polite notices/no action? Inventory available Data available Traffic quality indicators Not Programmatic specific Step 2: How do I want to buy? Open Real-Time Bidding (RTB) • Inventory is made available on the openmarketplace to the highestbidder • Barriersto entry can be controlledby setting rules /floor prices Key considerations for a sell-side programmatic strategy Hybrid – inventory can be accessed via any combination of these methods Step 3: Who do I want to partner with? IAB Europe - 2016 Private Marketplace (PMP) • Inventory is offeredto selected buyer(s)which may be safer than an openexchange • Packaging data and inventory together in a PMP may have a positive effecton CPM • Allows controlsof ‘premium’inventory and data • Requiresa human touch in the sales process • Inventory is offeredto selected buyer(s)which may be safer than an openexchange • Packaging data and inventory together in a PMP may have a positive effecton CPM • Allows controlsof ‘premium’inventory and data • Requiresa human touch in the sales process Automated Guaranteed • Bookingsmade throughan API by the buyer are fulfilledautomatically by your ad server at a pre-agreedset price • Enables the executionfor formats such as takeovers and tenancies – this requiresa human touch in the sales process(see manual) Header Bidding • All inventory is made available programmatically beforeguaranteed bookingsare fulfilled,can enhance overall ad stack efficiency which may increase yield or CPM Manual • Some placements can’t be sold programmatically and requirea human touch for sales – takeovers, tenancies, sponsoredmicrosites–these could be sold programmatically • What is their revenuemodel – e.g. flat fee,revenue share,CPM? • How will this evolve over time? • What level ofvisibility do they offer intotheir own systems and processes? • Do they provide log-insto their systems? • Will I retain ownershipofmy audience data? • Can I monitor how my data is usedto prevent data leakage? • Arethey accredited by the relevant industrybodies? • Arethey involved in industry conversations? • Arethere suitable controlsin place to manage advertiser and creative that appears acrossmy inventory – understandingthe methodology behind creative categorisation is key (see suitability)? • How well doesthe chosen partner align with my objectives or company philosophy? • It might be more cost-effective to work with in-housewith specialist traders, data scientists, etc. This allows you retainfull control ofyour audience and their associated data • Taking a holistic view of all sales is easier Transparency Revenue In-house Suitability Quality metrics Test and Fail repeatedly Your situation will improve Go through a process of learning & improvement Step 4: What next?

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