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RTT Not RTB: The Race to the Top

Real time bidding is devaluing media and taking revenue away from premium web publishers. First party data and real-time ad decisions can get that value back.

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RTT Not RTB: The Race to the Top

  1. 1. RTT NOT RTB The Race to the Top Jonathan Mendez CEO, Yieldbot
  2. 2. Real-time Consumer Intent 2 WHERE IS THE MONEY GOING? 15.42B 2.50B 250M Q1 2014Q1 2014 Q1 2014 **Data from YCharts
  3. 3. Real-time Consumer Intent 3 WHERE IS THE MONEY GOING? The NYTimes was the number 8 most shared news site for Interactions. The NYTimes was the second most shared on Twitter among New sites. **Data from YCharts **NewsWhip April 2014 2.50B 250M Q1 2014 Q1 2014 37.8 MQ1 2014
  4. 4. Real-time Consumer Intent 4 HOW DO YOU GET TO THE TOP? Your content is indexed by Google, linked to on Facebook, posted on Pinterest, tweeted and re-tweeted. It is valuable. WHAT’S NEXT? PUBLISHER
  5. 5. CURRENT STATE OF DISPLAY Audience based buying, Cookie-matchers and Re-Targeters are devaluing your media. Ad dollars are moving away from publishers to exchanges. This is RTB. ADVERTISER CONSUMER Real-time Consumer Intent 5
  6. 6. Real-time Consumer Intent 6 RACE TO THE TOP Why are Facebook, Twitter, Google and soon Pinterest growing ad revenue? Performance Based (Cost-Per buying, Measurable ROAS) Keyword Buying (effective, scalable, cross-channel) Predominantly Text Ads (clear messaging & easy to optimize) First-Party Data (highest signal-to-noise ratio) Real-Time Ad Decision (what is this person doing right now)
  7. 7. Real-time Consumer Intent 7 FIRST PARTY DATA AND REAL-TIME AD DECISIONS The things that are valuable to marketers: Where are they located? Where did the consumer come from before they clicked or did not click our ad? What time of day, what day of the week are they seeing my message? What content are they consuming when they see or click our ads? What ads do they click? What device are they on?
  8. 8. Real-time Consumer Intent 8 FIRST PARTY DATA AND REAL-TIME AD DECISIONS “Having keyword-based intent on our visitor click-streams has proven useful when selling to clients who are buying keyword campaigns from Google, Yahoo and Bing, thus allowing us to compete head-to-head for what were typically search engine marketing budgets.” - Andy Wilson, Chief Digital Officer, Meredith Corp. How Meredith Corp is Racing to the Top!