Most of the advances in ad technology (RTB, private exchanges, SSP's, DSP's, etc) have focused on the buying and selling of remnant inventory. Yet there has been almost no technology to support the direct sales process, which is still accomplished with email, spreadsheets, paper contracts, fax machines and manual data entry -- virtually no technology. But Direct Sales remains the most valuable piece for publishers. Publishers have an opportunity to increase yield and reduce operational costs through technology that's purpose built for programmatic direct. Learn how this is evolving, what the largest buyers and publishers care about, and how programmatic efficiencies are being brought to the direct buying and selling of premium Class 1 media. Presenter: Ben Trenda, CRO, isocket @btrenda

1. Bringing Programmatic Efficiencies
to Premium Direct Sales
Ben Trenda
CRO of @isocket
@btrenda

2. Publishers
Agencies/ Advertisers
Premium/ Direct Unsold/ Remnant

3. Programmatic
RTB Programmatic Premium
Buyer Seller
Decisioning Decisioning
Old fashioned Manual RFP/ IO Process
Retargeting
Manual

4. Futures markets exist for a reason

5. Programmatic
RTB/ Private Exchanges Premium Programmatic
Value Creation
$.30 to $5.00 isocket: > $9 average
+ Scarcity
$20 + is common
Remnant Premium
Automation
+
New Orders
Ad Networks Manual RFP/ IO Process
$.05 to $3.00 $ varies widely
Manual

6. Master Catalog. Digital IO’s. Identity Management.
Open API’s. Not another UI.

7. Property Specific. Premium. Reserved.
Fully Transparent. Point and Shoot. Easy.

8. RTB & Programmatic Direct Are A Cute Couple

9. Test & Scale

10. Over & Under Frequency Management

11. Dynamically decide which creative to serve
(with publisher approval)

12. Premium brands care about
how their sausage is made

14. Don’t wait until they make a car that flies

15. Ben Trenda
CRO @isocket
@btrenda
ben@isocket.com