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DPS Lunch Workshop with OpenX: The Sell-Side Promise

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As programmatic advertising grows and becomes a more dominant part of digital advertising – estimated to account for almost a quarter of digital ad spend by the end of this year – where does programmatic selling fit in? The traditional SSP model is changing, and what is emerging is a more comprehensive way of selling programmatically. Are publishers ready to take advantage?

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DPS Lunch Workshop with OpenX: The Sell-Side Promise

  1. 1. The Sell-Side Promise JASON WHITE GM, PUBLISHER BUSINESS
  2. 2. Story of Programmatic Importance Guaranteed Guaranteed Guaranteed RTB Programmatic Premium Programmatic Guarantee Private Exchange RTB Network RTB Network Network
  3. 3. Choice Puts You in Control X $350,000 X $250,000 X $125,000
  4. 4. Choice Puts You in Control $350,000 $650,000 $275,000 $400,000 $175,000
  5. 5. SSP Technology Sequential Selling $8.00 CPM 20-30% Sponsor AUCTION SSP Net 1 $2.00 CPM 20% Exchange SSP SSP SSP $1.00 CPM Net 2 25% $0.75 CPM Net 3 Net 4 • No dynamic allocation • Pass back from Net to Net loss of 10% per tier -10% 50% $0.50 CPM $0.20 CPM -10% 75% -10% 100%
  6. 6. The Future of Monetization is Here Network demand and RTB demand are fused to create one unified and complete global auction where all buyers compete on every impression
  7. 7. Fused Auction $8.00 CPM 20-30% Sponsor RTB Exchange Net 1 Net 2 Net 3 Net 4 $2.25 CPM $1.50 CPM $1.00 CPM $0.75 CPM $0.25 CPM 100%
  8. 8. Fused Auction $8.00 CPM 20-30% Sponsor RTB Exchange Net 1 Net 2 Net 3 Net 4 $2.25 CPM $1.50 CPM $1.00 CPM $0.75 CPM $0.25 CPM 100%
  9. 9. Customers Agree 250% Yield increased 150% 200% 150% 100% Baseline 50% “After conducting a rigorous evaluation of the various options available in the market, we are convinced that OpenX is the right option for us.” United Online Case Study 0% 4/1/13 4/30/13 5/29/13 6/27/13 SANTO CRISCUOLO SVP Media Group CPM performance Q2 2013
  10. 10. Thank You History Experienced Team Founded in 2007 • 300+ employees Global Offices • LA (HQ), NY, London, Tokyo & Munich $150M+ • Revenue in 2012 Leading Investors #7 Forbes Rank • Most Promising Companies Well-capitalized • $75M+ to date Infrastructure • 5 data centers • 3 continents • 5,000+ servers Accolades

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