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Publicitas SSP Eevent Berlin


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Publicitas SSP Eevent Berlin

  1. 1. 1992 First website1993 First Banner1994 Geocities1995 Yahoo1996 Wallstreet journal1997 Backrub
  2. 2. Page 1
  3. 3. Fragmentation of media
  4. 4. 20BTOTAL
  5. 5. AdvertiserPublisher
  6. 6. AdvertiserPublisher
  7. 7. THE END?
  8. 8. 6.6BTOTAL
  9. 9. The rise and fall of CPM100%90%80%70%60% Fixed50% Performance40% CPM30%20%10% 0% 2010 2011 H1 2011 H2
  10. 10. 82% (16.5B) OFONLINE SPEND
  11. 11. We need our OWN
  12. 12. AdvertiserPublisher
  13. 13. What did we do?• Sellside – We started with Automated trading in 2009 – Invested in knowledge – Revenue growth 600% since 2009• Buyside – Started our own tradedesk – Build our own DSP (buyside) software – Building our own retargeting tool – Revenue growth 40%+ YTD
  14. 14. Automated vs regular sales (incl Tradedesk)100%90%80%70%60%50% intern extern40%30%20%10% 0% 2009 2010 2011
  15. 15. Premium Revenue160.00%140.00%120.00%100.00% 80.00% Totaal 60.00% 40.00% 20.00% 0.00% 2009 2010 2011
  16. 16. AdvertiserPublisher
  17. 17. Before we continue.. Margin/costAdvertiser spend DSP = lowest mediavalue Value of Media SSP = Highest mediavalue
  18. 18. Data Protection Directive1. Notice—data subjects should be given notice when their data is being collected;2. Purpose—data should only be used for the purpose stated and not for any other purposes;3. Consent—data should not be disclosed without the data subject’s consent;4. Security—collected data should be kept secure from any potential abuses;5. Disclosure—data subjects should be informed as to who is collecting their data;6. Access—data subjects should be allowed to access their data and make corrections to any inaccurate data;7. and Accountability—data subjects should have a method available to them to hold data collectors accountable for following the above principles
  19. 19. EFFICIENCY1. Automated trading is about efficiency2. Automated trading is NOT about remnant/unsold inventory3. Automated trading has nothing to do with auction based selling4. In cases you don’t know where automated trading is about. Rule number 1 applies.
  20. 20. TRANSPARANCY1. Publishers have the right to know what the advertising is paying2. Advertisers have the right to know what publishers are being paid3. Users have the right to know what data is being collected and for what purposes
  21. 21. CHOICE YOUR BATTLE1. USA compagnies are aiming at another 33% of the EU online spend2. They acknowledge effiency is key3. 50% is going to search. That’s not premium4. 21% is going to classified/listings. That’s not premium5. 33% display is including performance. That’s not premium6. We’ve got more time….