Match Media's Guide to Finding your PMP Soul Mate
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Just like online dating, PMPs aren’t always as automated and easy to navigate as you’d like, but they can lead to true love. We will take you through the optimal ways of engaging clients, the technical nuances of setting up a solid PMP deal, troubleshooting common issues, and ensuring that you maximize a site’s unique resources while delivering optimal campaign performance for advertisers. Your perfect match is out there, so let’s talk about how to find it!
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Match Media's Guide to Finding your PMP Soul Mate
- 1. Finding your PMP Match Jen Witt – Director of Yield Management
- 2. 2
- 3. 3 More marriages, more relationships, and more first dates than anyone else! US, CA, LatAM, UK, Nordics Over 20 niche dating sites including OurTime.com, the largest community for singles over 50. US, CA The finest in free online dating! On any given day, a million singles log in, do ten million searches, and send two million messages. US, CA, UK, DE, FR All it takes is one date! Our experiential dating sites helps singles connect with creative ideas for their first meetings. US Our flagship subscription dating brand in EMEA! FR, ES, IT, PT, CH, BE The fun and free way to meet new people! This brand has truly global reach - EU, Asia, US, CA, LatAm Our flagship German language subscription dating brand – DE, AT, CH Our flagship Dutch language subscription dating brand – NL The global dating app that revolutionized the way we connect
- 4. What does your true PMP love look like? 4 1. You can create a mutually beneficial partnership 2. Their product appeals to your users and works for your brand 3. Both teams understand each others’ needs and have set expectations 4. You communicate effectively 5. The PMP generates money!
- 5. Single and Ready to Mingle! 5 1. Summits like this! 2. Real collateral 3. Use a Matchmaker – your SSP! 4. Automated Tools 5. Put yourself out there!
- 6. 6
- 7. So what went wrong? 7
- 8. It was all just a technicality…. 8 Top Tech issues – when there’s no delivery: 1. Did you turn the campaign on? 2. Did you exchange the correct deal ids? 3. Did you select the right buyer (including DSP)? 4. Make sure you’re choosing the appropriate targeting – e.g. Parent company as opposed to domain level 5. Are the bid prices right for the price floors? 6. Is the pub on the buyer’s blacklist? Is the advertiser on the pub’s blacklist? 7. Is there an issue with creative approval? 8. Is there a technology that could be blocked? 9. Different taxonomies with different systems often create confusion
- 9. It was all just a technicality…. 9 Top Tech issues – when there’s limited delivery: 1. Is there an unnecessary limitation in the targeting criteria? • frequency cap • daily cap • geo restriction • day parting 2. Is there some kind of auto optimization interfering? 3. Are there SSL issues? 4. Is this targeting being taken up by direct deals or other PMPs with higher prices?
- 10. 3 Key Takeaways 10 1. Understand the process for working with your partner of choice 2. Make your inventory as easy to discover as possible 3. Use a checklist to help avoid technical issues
- 11. 11
- 12. Thank You!
Editor's Notes
- So I’m Jen – I’m Director of Yield Management for Match Media. We monetize all of the Match Group’s owned and operated brands and I’m in charge of programmatic, and I spend a lot of time and effort on looking for PMPs. I know everyone in this room does the same thing – while part of the industry is panicking about how programmatic might eliminate sales jobs where relationship management is key – we actually know the opposite is true – we spend all day trying to meet the right people and cultivate the right relationships to get PMPs started for our sites. And it is FRUSTRATING. We are always talking about how we can’t meet the right people, or we start deals and they don’t scale or don’t spend. So it’s occurred to me that I actually have quite a bit in common with this lady and her former struggle.
- She was single, she lived in New York, she had fabulous friends, she spent more money than she made on shoes, and most importantly – she was looking for love! And so am I – I am looking for the perfect PMP! But, unlike Carrie, I live in the world on online dating.
- And if you think about it, programmatic advertising is kind of the same change for traditional advertising as online dating is for traditional dating. Instead of having your sales team spend a lot of time in restaurants and bars trying to woo an agency team – now we’re using all of these online tools to try and find the perfect PMP partner.
- Of course, true love is different for everyone, but I think we can all agree on some common factors. No one wants to be in a relationship where both parties don’t get something out of it – so clearly for the partnership to work, it can’t be one sided. Both teams need to put in effort. There should be a natural fit – whether its with the users on your website and their affinity for a product or the context of your website being natural for the brand Campaigns, just like relationships, can’t succeed without understanding the goals and knowing how things are going. All the worry generated by programmatic making everything automated and eliminating the need for communication is silly – a great team will have regular touchpoints to exchange information on performance from both side. If an advertiser needs viewability to be high, but never told the publisher and isn’t reporting performance, then how can the publisher optimize performance? Oh yes, that. MONEY. This is, of course, the biggest pain point we’ve all suffered.
- So how do you meet the one? There’s so many options….but I talked to 3 main ATDs and they all cited discovery of brand safe, high quality, transparent sites for PMPs as one of their top 5 pain points. As an industry, one thing we excel at is throwing parties. There’s happy hours, dinners, conferences, and endless social opportunities to meet partners. Sometimes we think we can use the same materials as our premium teams or not make materials at all – we’ll just wait for the business to come to us. On both sides – that just leaves us sitting there and waiting SSPs are just as incentivized as you are to start PMPs – make sure you use their full resources, to facilitate a connection Automated tools – Google, Rubicon, and others have invested a lot in creating automated tools for buyers and pubs should take advantage of these to create relevant collateral and packages that show off your best assets. You have a network. Whether its your counterparts at other sites, your direct sales team, or your vendors – I seriously doubt there are more than 3 degrees of separation in our industry. We want to find each other – pubs may be frustrated but one of the key things all my ATD partners said when I asked them about key PMP frustrations was that it’s hard to meet the right pubs and get good details on their inventory.
- Alright so you did it. You scored your first date and things went fantastic. You felt like you made a real connection – this is the ONE. So you set up a PMP, and then you get this. Big fat nothing. This happens on both sides – this is just a screenshot from my system but the buy side suffers the exact same frustration. You’ve got 6 active deals, but no impressions or revenue. What happened??? There can be many issues – so let’s divide them up into two categories
- Let’s talk about the non-technical issues first Look, sometimes you were more into someone than they were into you. It happens to the best of us. But it’s more specific than that. You thought you met someone who understood your needs – maybe you are a buyer and you need to find specific users. You thought, based on the pitch and demographic info you were given, that you would find them on that site, but as it turned out that population wasn’t there. Every publisher and agency or ATD is structured differently. It’s easy to get a meeting with someone who doesn’t actually have the right information or the power to really start feeding demand/inventory into a deal. It’s important to identify who will actually pull the trigger. Of course, that’s not always possible at some organizations may necessarily shield that person from being inundated, but you should at least know if your contact is the one managing things or if they will be coordinating with others to properly set expectations.
- 1. Seriously – things can be on in the vendor’s system, but still not trafficked into the publisher’s ad server 2. Depending on the system, you might have to exchange a deal id, a token – there’s a million names for it but make sure you have the right unique identifier as this is key to troubleshooting 3. Often times there are multiple seats for a buyer or the same buyer has several DSPs. 4. In some systems, you could be selecting a targeting level that’s more granular than you mean to and it’s bypassing the top level domain necessary to run 5. Maybe you should bid above the rate – there could be fees coming out on the vendor side 6. You may have the pub on a blacklist from a campaign optimization in the past. You may have something on your blacklist from awhile ago without realizing it 8. You may have a creative restriction blocking delivery on the pub side 9. You may have banned an ad server, DMP, or partner technology that prevent serving 10. We all know that each vendor has different nuances to their naming conventions – preferred deals mean different things in Rubicon and Google and it can be confusing if you’re selecting a fixed price or a floor depending on the system.
- 1. Seriously – things can be on in the vendor’s system, but still not trafficked into the publisher’s ad server 2. Depending on the system, you might have to exchange a deal id, a token – there’s a million names for it but make sure you have the right unique identifier as this is key to troubleshooting 3. Often times there are multiple seats for a buyer or the same buyer has several DSPs. 4. In some systems, you could be selecting a targeting level that’s more granular than you mean to and it’s bypassing the top level domain necessary to run 5. Maybe you should bid above the rate – there could be fees coming out on the vendor side 6. You may have the pub on a blacklist from a campaign optimization in the past 7. You may have something on your blacklist from awhile ago without realizing it 8. You may have a creative restriction blocking delivery on the pub side 9. You may have banned an ad server, DMP, or partner technology that prevent serving 10. We all know that each vendor has different nuances to their naming conventions – preferred deals mean different things in Rubicon and Google and it can be confusing if you’re selecting a fixed price or a floor depending on the system. 11. Make sure you’re setting the targeting up for success and that you’ve given each other a realistic idea of available budget and inventory 12. Depending on the system you are using, there may be auto optimization preventing service. Most of these systems were developed for DR campaigns and often times pacing doesn’t work the way you’ve expect – an ATD partner cited this as a top complaint. 13. Your deal may not run if one system requires SSL and the other isn’t providing it 14. Re-run your inventory availability and make sure there aren’t other campaign unfairly taking that inventory.
- We want to find each other. When I talked to ATDs, they said they want scale, they want spend, and they want to make these campaigns work. Make sure you’re talking to the right people, and that you set up regular touchpoints. Having an email alias isn’t a situation that anyone wants to be in – set up a time to connect on success before the PMP goes live. You should also agree to a feedback loop – pubs should provide reporting the same way that you would with a direct client and buyers need to share performance stats to improve campaigns. Use all the tools and networking you have at your disposal. Don’t assume that automated tools alone will be enough – create collateral and make sure to update your partners with new innovations, budgets, inventories, etc. Most vendors provide great checklists that can help you avoid 99% of problems. As long as you know who your touch point is on each end and set up a time in advance to discuss performance a day or two in – you should be able to solve most issues before escalating to your vendor. Another pain point from ATDs is that there’s too many people involved in troubleshooting an issue – let’s do everything we can in advance of involving the whole village. I don’t have all the answers – but I hope this will foster productive discussions because we all wants PMPs to work.
- I don’t have all the answers – but I hope this will foster productive discussions because we all wants PMPs to work. These tools alone can’t do everything for us – at the basis of building any real relationship is our effort to understand each other and communicate openly. Once you’ve found your PMP Match – it’s up to you two to build something productive together.