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The Header
Bidding Revolution
Digiday WTF Programmatic
Chip Schenck
VP of Data & Programmatic Solutions
February 7, 2016
1
Meredith reaches 82mm women at every life stage and across her passions
kraftrecipes.com comidakraft.com
Meredith Digital
Meredith continues to invest in and acquire publishers & technology platforms to
deliver scaled and quality audiences.
REA...
now future
Ad
Networks
Ad
Exchanges
& SSPs
DMPs
Search
1990s
Private
Exchanges
Automated
Guaranteed
Offline Targeting
• Di...
HEADER BIDDING: The ability to
have bids considered concurrently
– rather than consecutively – within
the ad server, by ap...
Near-Term Results
Increased
yield for pubs
Increased consternation for
agencies who promised
programmatic as ‘price-
effic...
How Are Pubs Using Header Bidding
Successfully?
Changing demand prioritization1
2
3
Creating opportunities for preferred c...
Publisher Ad Server
Different potential set-ups
Ad Call
PREMIUM DIRECT
STANDARD
DIRECT
PREMIUM
PROGRAMMATIC
OPEN PROGRAMMA...
How Are Pubs Using Header Bidding
Successfully?
Changing demand prioritization1
2
3
Creating opportunities for preferred c...
Key Takeaways
Here to Stay– we will build on the concept of
concurrent decisioning, not consecutive decisioning
Adjust you...
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The big picture of header bidding, Hot Topic: Header Bidding, Feb 2017

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Chip Schenck presentation at Hot Topic: Header Bidding in NYC, Feb 2017

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The big picture of header bidding, Hot Topic: Header Bidding, Feb 2017

  1. 1. The Header Bidding Revolution Digiday WTF Programmatic Chip Schenck VP of Data & Programmatic Solutions February 7, 2016 1
  2. 2. Meredith reaches 82mm women at every life stage and across her passions kraftrecipes.com comidakraft.com Meredith Digital
  3. 3. Meredith continues to invest in and acquire publishers & technology platforms to deliver scaled and quality audiences. REACHING 100MWOMEN 82MMONTHLY UVS 63%MILLENNIALS 2 3HISPANICS OUT OF 800DATA POINTS PER PERSON 100MCONSUMERS DATABASE OF MAGAZINE ACQUISITIONS & LAUNCHES MXM EXPANSIO N DIGITAL TECHNOLOGY DIGITAL DATA A Media Powerhouse
  4. 4. now future Ad Networks Ad Exchanges & SSPs DMPs Search 1990s Private Exchanges Automated Guaranteed Offline Targeting • Direct Mail • List Rental Email Marketing Reserved Display Content Exchanges Vertical Exchanges now future1990s PROGRAMMATIC PREMIUM DIRECT SOLD / GUARANTEED / RESERVED INDIRECT / PROGRAMMATIC / UNRESERVED Data Evolution Header Bidding on the scene
  5. 5. HEADER BIDDING: The ability to have bids considered concurrently – rather than consecutively – within the ad server, by applying a piece of Javascript to a publisher’s page
  6. 6. Near-Term Results Increased yield for pubs Increased consternation for agencies who promised programmatic as ‘price- efficient’ Increased opportunity for inventory access for clients
  7. 7. How Are Pubs Using Header Bidding Successfully? Changing demand prioritization1 2 3 Creating opportunities for preferred clients – “Biddable Guaranteed” Insights tool into latent demand and yield opportunities
  8. 8. Publisher Ad Server Different potential set-ups Ad Call PREMIUM DIRECT STANDARD DIRECT PREMIUM PROGRAMMATIC OPEN PROGRAMMATIC Monetizatio n Partner HEADER RETURN—STANDARD $30 $24 $20 $16 $12 $8 $7 $6 $5 $4 $3 $2 $1 Is Open Competing with All? PMP set up as price or preference? What settings are the line items? a.k.a “The Waterfall”
  9. 9. How Are Pubs Using Header Bidding Successfully? Changing demand prioritization1 2 3 Creating opportunities for preferred clients – “Biddable Guaranteed” Insights tool into latent demand and yield opportunities
  10. 10. Key Takeaways Here to Stay– we will build on the concept of concurrent decisioning, not consecutive decisioning Adjust your product and selling strategy – identify how to make it work for you AND your partners Identify new opportunities – what else can we do with header style enablement 1 2 3

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