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P&G Programatic Brazil buying landscape

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P&G Programatic Brazil buying landscape

  1. 1. Brazilian Buying Landscape Analysis and Recommendation JUNE 29, 2016 Jeff Paiva Brazilian Account Manager
  2. 2. Background • Purpose • Understand the Brazilian landscape with regards to buying on Public / Private Exchange in order to provide recommendations to meet Brazil goals ©2016 AudienceScience 2
  3. 3. Background • What do we need? • Reliable partners that will help Hawkeye deliver video inventory with viewability, reach and frequency and that meet the Brazilian billing conditions. • When do we need it? • At the beginning of the 1617 Fiscal Year, vying for a complete landscape at the beginning of Q4 2016 (in line with when Globo commitment finalizes) ©2016 AudienceScience 3
  4. 4. Foundational Understanding It’s important to understand the main difference between Publishers and Exchanges • Publisher: A content provider (editorial, video, or otherwise) that owns and operates their own ad inventory. Accessed via DTP (either through SSPs and/or DIRECT). UOL Terra Minha Vida Populis • Exchange: A provider facilitates access to inventory across various publishers, ad networks, etc. Exchanges do not own or operate the properties whose inventory they manage or to which they provide access. Rubicon Pubmatic AdX ©2016 AudienceScience 4
  5. 5. Foundational Understanding It’s important to understand the main difference between Publishers and Exchanges Why does this matter? Because we want to drive additional reach in Brazil that is effective, efficient and delivers on Brand Objectives ©2016 AudienceScience 5
  6. 6. Methodology In order to prepare this recommendation, we looked at a couple of things: ©2016 AudienceScience 6 Commercial Viability Technology Relevancy Are they willing to bill AoR? (Y/N) Do they have multi- seat? Inventory (self reported numbers in BR) DSA Strategic importance (display vs. Video inventory, mobile, etc. Meets reporting requirements
  7. 7. Recommendation Based on the current situation, here are the Exchanges recommended by ASci to work with regarding video inventory in Brazil ©2016 AudienceScience 7 Video Provider Average Viewability (Globally) Multi-seat Can Support Brazil Reporting Requirement Met? Smartclip TBD X X No Pubmatic TBD X X No Google 77% X X Yes Rubicon 90% X X No BidSwitch 68% X X TBD Brightroll (Y) * 67% X Yes Gameloft * TBD TBD TBD TBD
  8. 8. Key Considerations • In order to grow buiyng on the Public Exchange in a way that is commercially viable, P&G Brazil and the AoR need to negotiate with the exchanges that activity will be billed through the agency. • As part of the above negotiations, we must also ensure that the exchanges are accomodating our reporting requirements. This is important in order to ensure that Hawkeye remains revenue neutral. ©2016 AudienceScience 8
  9. 9. Takeaways & Next Steps • Analyze the returns of the Brazilian RFQ • Compile the chosen Publishers list from RFQ and compare with the recommended Exchanges list • Decide with which exchanges we will be moving forward and negotiating, ensuring to negotiate Key Consideration points • Iron out any wrinkles on Billing process and get the conections ready for start of Q4 2016 ©2016 AudienceScience 9
  10. 10. Obrigado