This session will look at how the growth of private marketplace transactions is creating new opportunities for publishers and advertisers. It will discuss what is fueling the growth and what are best practices within PMP.
In this master class you will gain an increased confidence and understanding of the programmatic advertising ecosystem specific to your company needs towards improved performance in your marketing strategies.
We’ll cover various forms of programmatic advertising from guaranteed and non-guaranteed deals, to direct deals, open auctions, PMP’s and the dynamics between Supply-Side and Buy-Side. We’ll address common misconceptions about Programmatic Advertising and best practices when establishing which programmatic advertising strategies and solutions to utilize, and the process flows thereof. This masterclass will be an interactive session in which we will have plenty of time for Q&A throughout the session. This will ensure you get the maximum value specific to your personal business needs.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Programmatic Buying: Unlocking Better Monetization for PublishersTailWindEMEA
Elias Gagas, the Managing Director of TailWind, participated at IAB Romania's “Digital Publishing & Αdvertising day 2014” in Bucharest, where he explained how Publishers can monetize the rapidly growing Programmatic market.
In this master class you will gain an increased confidence and understanding of the programmatic advertising ecosystem specific to your company needs towards improved performance in your marketing strategies.
We’ll cover various forms of programmatic advertising from guaranteed and non-guaranteed deals, to direct deals, open auctions, PMP’s and the dynamics between Supply-Side and Buy-Side. We’ll address common misconceptions about Programmatic Advertising and best practices when establishing which programmatic advertising strategies and solutions to utilize, and the process flows thereof. This masterclass will be an interactive session in which we will have plenty of time for Q&A throughout the session. This will ensure you get the maximum value specific to your personal business needs.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Programmatic Buying: Unlocking Better Monetization for PublishersTailWindEMEA
Elias Gagas, the Managing Director of TailWind, participated at IAB Romania's “Digital Publishing & Αdvertising day 2014” in Bucharest, where he explained how Publishers can monetize the rapidly growing Programmatic market.
How programmatic is transforming digital advertisingequimedia
From the Online Influence conference (October 2015), this presentation looks at how human insight, data and technology are working in harmony to enable programmatic advertising to transform into a premium digital marketing channel.
"Programmatic is not simply about relying on technology to do our job for us. Through clever use of this technology, combined with the effective interpretation and use of data and relevant and timely creative messaging, we can drive better campaign performance."
IAB Turkey - Programmatic Advertising Training by Mutlu Dogus YildirimMutlu Dogus Yildirim
I prepared this presentation for a digital advertising training programme of IAB Turkey and explained how programmatic advertising works. Alp Ayhan (Head of Accuen Turkey) helped me with some slides and a demo of a DSP.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
The Publishers Guide to Programmatic Media Buying and SellingGleanster Research
Programmatic direct demands that publishers take additional liberties to truly make their audience discoverable. You have to make it easier for brands to locate the audience they value. Only then can programmatic direct bidding deliver demand optimized pricing for publishers. Buyers will only demand higher prices if they know they can target audiences with programmatic direct as efficiently and effectively as they can with RTB on remnant inventory.
Data Driven Media: Understanding Programmatic AdvertisingThe Holla Agency
This is the slideshow that was presented in this month's Data Driven Media: Understanding Programmatic Webinar where JJ Eastwood from and Rochelle Cass discussed Programmatic.
Is programmatic buying good or bad for the industry? In this Interview With An Expert, Ken Mallon, Global President of Ipsos ASI | digital, shares his perspective on what you need to consider to make programmatic buying work for your communications plan.
¿Estás familiarizado con los términos DSP, marketing programático o Real Time Bidding (RTB)?
Este mes de febrero en el Conversion Thursday en Barcelona nos visitó Jordi de los Pinos, CEO de Smadex, para dibujarnos una interesante charla sobre la evolución del panorama de las tecnologías de la publicidad móvil.
What is Programmatic Advertising? How is it going to affect your business? Find out in this detailed guide to Programmatic Advertising - how to use Programmatic and future trends to look out for.
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
How programmatic is transforming digital advertisingequimedia
From the Online Influence conference (October 2015), this presentation looks at how human insight, data and technology are working in harmony to enable programmatic advertising to transform into a premium digital marketing channel.
"Programmatic is not simply about relying on technology to do our job for us. Through clever use of this technology, combined with the effective interpretation and use of data and relevant and timely creative messaging, we can drive better campaign performance."
IAB Turkey - Programmatic Advertising Training by Mutlu Dogus YildirimMutlu Dogus Yildirim
I prepared this presentation for a digital advertising training programme of IAB Turkey and explained how programmatic advertising works. Alp Ayhan (Head of Accuen Turkey) helped me with some slides and a demo of a DSP.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
The Publishers Guide to Programmatic Media Buying and SellingGleanster Research
Programmatic direct demands that publishers take additional liberties to truly make their audience discoverable. You have to make it easier for brands to locate the audience they value. Only then can programmatic direct bidding deliver demand optimized pricing for publishers. Buyers will only demand higher prices if they know they can target audiences with programmatic direct as efficiently and effectively as they can with RTB on remnant inventory.
Data Driven Media: Understanding Programmatic AdvertisingThe Holla Agency
This is the slideshow that was presented in this month's Data Driven Media: Understanding Programmatic Webinar where JJ Eastwood from and Rochelle Cass discussed Programmatic.
Is programmatic buying good or bad for the industry? In this Interview With An Expert, Ken Mallon, Global President of Ipsos ASI | digital, shares his perspective on what you need to consider to make programmatic buying work for your communications plan.
¿Estás familiarizado con los términos DSP, marketing programático o Real Time Bidding (RTB)?
Este mes de febrero en el Conversion Thursday en Barcelona nos visitó Jordi de los Pinos, CEO de Smadex, para dibujarnos una interesante charla sobre la evolución del panorama de las tecnologías de la publicidad móvil.
What is Programmatic Advertising? How is it going to affect your business? Find out in this detailed guide to Programmatic Advertising - how to use Programmatic and future trends to look out for.
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
This presentation describes role of e-procurement and e-commerce in business to business. Detail case study of e-procurement in Walmart has been discussed. Benefits of e-procurement and different types of market place has been covered in this presentation.
A reproduction of the official pitch deck template recommended by leading VC firm Sequoia Capital.
YOU MIGHT ALSO LIKE THESE PITCH DECK EXAMPLES & TEMPLATES:
> Airbnb pitch deck @ https://pitchdeckcoach.com/airbnb-pitch-deck
> Sequoia Capital pitch deck template @ https://pitchdeckcoach.com/sequoia-capital-pitch-deck
> FREE pitch deck template download @ https://pitchdeckcoach.com/free-pitch-deck-template
> Pitch deck guide with hints, tips, and a worked example @ https://pitchdeckcoach.com/pitch-deck-template
NEED HELP WITH YOUR PITCH DECK?
See how I can help then book a free call @ https://pitchdeckcoach.com/
MORE PITCH DECK RESOURCES @ https://pitchdeckcoach.com/pitch-deck-template#resources
e-Commerce Trends from 2014 to 2015 by Divante.coDivante
The new and actual version of this Report is here
https://www.slideshare.net/divanteltd/ecommerce-trends-from-2017-to-2018-by-divante
e-Commerce sales worldwide will reach $1.7 trillion in 2015. The World's Leading E-Commerce Companies, Capital Market, E-Commerce startups to watch, Omnichannel, B2C e-commerce sales worldwide and more!
What is Programmatic Advertising and how does it work? This talk by Webrepublic's Tech Lead Dorian Kind explains the basic principles and discusses the importance of creatives, media buying and tracking in a shifting advertising world.
The talk was given at the University of Zurich on November 4, 2016.
Presented on 2.24.2015.
This deck - focused on all things Programmatic at TMK - was presented at our most recent "Come See What I'm Working On" session.
At the end of the Marketing Innovation Program, Spott was one of the 5 participants that got in invited to present its results on transforming the Google Display Network from an awareness platform into a conversion channel.
For the version with working videos, please use this URL:
https://spott.showpad.com/share/vo1a8ww9KPSCr7jCDMaa2
Understanding the Ins and Outs of Programmatic for PPCHanapin Marketing
In this presentation, Founder and CEO of MightyHive Pete Kim will join Hanapin Account Manager Bryan Gaynor to tell you all about the importance of implementing programmatic advertising into your PPC strategy. From day-to-day operations to explaining its importance to your CMO, we’ll give you expert insights on the world of programmatic.
Beyond Direct Response: How to Measure Success in Programmatic BrandingDigiday
Programmatic buying presents many opportunities for brands including increased scale, efficiency, control, and precision. To date, programmatic has been widely adopted across direct response campaigns, but the tide is shifting and brand dollars are beginning to activate against programmatic channels. Questions around transparency and effectiveness still remain.
Join Andrew S. Feigenson, managing director of digital at Nielsen, as we uncover brand measurement best practices to help both buyers and sellers extract maximum value from programmatic.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
A customer acquisition strategy is critical for the success of every business at any age or size. Companies tend to concentrate marketing effort at the bottom of the funnel but need to systematically feed the top to enable continuous growth. Our seasoned experts will unpack an integrated customer strategy for acquiring new customers – profitably – keeping in mind the customer journey and the aggregate return on a new customer. Our four back-to-back sessions will dive into our experts’ approaches on customer analysis, budget allocation, customer lifetime value, and customizing messaging in creative.
The second section to this series covers information about programmatic buying digital audio. Here you'll find: facts of programmatic buying, tips to improve campaigns, trends and more.
Programatic Media Buying - Introduction by Aum JanakiramAum Jankakiram
When you need to advertise on channels beyond Adwrds and Facebook exchange. You need to use Google DoubleClick or Adobe Advertising Cloud to reach a wider audience with more flexibility.
Presentation around the digital media market and how media exchanges play a role and how established publishers can regain control @ admonsters publishers forum in Barcelona
How Can I Reach Custom Audience Segments on Amazon?Tinuiti
Are you ready to elevate your advertising strategy? In the past, brands were limited to pre-built audiences on Amazon, but Amazon Marketing Cloud (AMC) has changed the game, offering unparalleled flexibility and precision.
Join Tinuiti’s Marketplaces expert, Jonathan Cole, for a deep dive into AMC, which gives brands the freedom to craft personalized audiences, revolutionizing your approach to ad targeting. Gain valuable insights to enhance your messaging, drive higher conversions, and foster business growth. Explore real-life case studies showcasing brands that have harnessed AMC to achieve success.
Presented by Rohit Bagalkot: September 29, 2016
Everyone says programmatic is the future of media buying. But what exactly is it? How does programmatic work? And what do things like DSP and DMP mean? This class will go through the basics of programmatic buying, specifically a brief history of how programmatic came to be, the flow of programmatic, its components, and some behind-the-scenes look at how it is optimized.
Similar to Morning Workshop with PubMatic: Everything You Wanted to Know About PMP (20)
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
4. OUR VISION
To be the leader in
programmatic
technology solutions
for publishers.
Confidential & Proprietary
OUR MISSION
To enable publishers
to realize the full
potential of their
digital assets.
4
5. Private Marketplace
Confidential & Proprietary
A relationship based prioritized auction that
enables Publishers to sell premium and exclusive
inventory with transparency
Planning digital media with Real-Time Bidding platforms
Digital buying &
selling strategies
Brand controls
High value placements
Delivery of impressions
Pricing agreement for bids
Online workflow
Pricing & Packaging
Negotiation
Approval & Execution
Packaging
inventory
Ad products
Rich media
Audience data
Private Marketplace
5
6. Advertiser Approaches Publisher Says...
Confidential & Proprietary
Access to some of your first party data
Or access to your homepage
Or access to a certain site section
I want access to your
inventory in PMP
because I want:
6
7. Publisher Might Say...
Confidential & Proprietary
I will give you access to my
homepage
And I will make this arrangement
ongoing until the end of the year
I want access to your
inventory in PMP
because I want:
7
8. Growth of PMP
10% Programmatic spend in 2014
28% of projected spend by
2016.(eMarketer)
Confidential & Proprietary
8
9. PMP & oRTB
have the same
inventory
Confidential & Proprietary
PMP lacks scale
and reach
PMP cannot be
guaranteed
PMP is only for
display
PMP Myths
9
10. PMP Pushing Programmatic Into Premium
Confidential & Proprietary
Manually assessing the
best sales channel to send
an individual impression to
can be cumbersome and
difficult to scale
PMP creates opportunities
for publishers but also
adds new complexity
around managing each
sales channel
10
11. Confidential & Proprietary
The Challenge
Optimizing Revenue Across
the Spectrum of Direct and
Indirect Channels
11
12. All inventory starts equal…
The reality is…
Confidential & Proprietary
12
DIRECT
INDIRECT
$ $ $ $ $
Demand Value
The Problem
Manually assessing the
best sales channel to send
an individual impression in
order to maximize value
can be cumbersome
$$ $ $$ $ $
13. We Now Need A Holistic Optimization Solution
Confidential & Proprietary
13
360 Visibility,
Unified Reporting
Maximize value at
the impression level
Holistic Inventory
Optimization
14. Make Smarter Decisions. Drive More Revenue.
Confidential & Proprietary
14
Deliver Maximum Value across Direct and
Indirect Channels:
Higher CPMs at maximum value for publishers
Fair value auction for publishers
Surfaces the smartest decisions available by
comparing all demand sources and channels in
real time
Maximize value at
the impression level
15. Through One Platform.
Holistic Inventory
Optimization
Confidential & Proprietary
15
One Platform for Holistic Optimization
Let Programmatic Buyers bid on every impression
Ability to manage all your direct and indirect
demand through one platform
Control which campaigns participate in the
unified auction
Custom settings let the auction work for your
specific needs
16. Stay in Control. See More Clearly.
360 Visibility,
Unified Reporting
Confidential & Proprietary
16
Cross-Channel Visibility and Control Allows
for:
Unified Reporting from various demand
sources all in one place.
360 degree view of advertiser behaviors
across various buying channels
Slice and Dice analytics to effectively manage
your business the way you want.
Revenue Lift Reporting
17. Case Study: Produpress Group – Situation
Produpress owns– Belgium’s leading
property finder website (Immoweb)
The publisher was looking to
monetize its inventory through the
programmatic channel
To increase the revenue needed to
efficiently segment, transact and sell
their inventory
Confidential & Proprietary
17
18. Case Study: Produpress Group – Strategy
Immoweb deployed a best in class
programmatic strategy for its
premium inventory.
Immoweb strategically aligned its
direct and indirect sales
Immoweb introduced a private
marketplace, yield and a mobile web
optimization strategy
Confidential & Proprietary
18
19. Case Study: Produpress Group - Results
25% of programmatic revenue
delivered via PMP
30% of programmatic revenue came
from RTB served ahead of
guaranteed campaigns
100% eCPM increase from
indirect inventory
Confidential & Proprietary 19
20. In Summary
PMP Transactions Have Quickly Become A Significant And
1 Growing Part of Programmatic Market
It’s creating more opportunities to offer premium inventory in a
2 programmatic environment
However, it’s creating a real challenge around optimizing revenue
3 holistically across a publisher’s entire spectrum of inventory
A unified strategy focused on cross-channel visibility and control
4 is a necessity in this environment for publishers to be successful
Confidential & Proprietary
20
Hi I am Evan Adlman. VP Publisher Development at PubMatic.
I am here to talk to you today about about the rise and rapid growth in Private Marketplace transactions within programmatic.
PubMatic is a platform that powers the programmatic advertising strategies of publishers and premium brands. We currently process over 1.5 trillion transactions on a monthly basis between buyers and sellers globally.
I want to begin by talking about the basics of Private Market Place. As our industry is still evolving quickly, the terms can differ across but when I say PMP.
It’s an exclusive invite only auction where a publisher and buyer execute a negotiated deal that runs on top of programmatic pipes.
It’s essentially a pre-negotiated deal that is running programmatically, essentially it’s a direct deal that is running programmatically.
The advertiser would approach a publisher and want to strike a deal where they get access to a publisher’s inventory in this more exclusive environment where they wont have as much competition.
As you know, many publishers like this arrangement because In open RTB environment they don’t have access to who can see their inventory before the deal runs.
The PMP market has been growing and could be 28% of programmatic market by 2016
PMP affords true differentiation: first look, priority above oRTB, transparency, targeting, 1st party data, unique inventory access (home page, sponsorship), rich media, etc.
Price is a function of relationship, access and commitment. Differentiation should be more costly, but prices may also be lower for the sake of relationship.
PMP offers global scale and reach of premium publishers across 60+ premium publishers.
PMP can be done across all screens and formats including display, mobile and video. Currently 120B+ monthly mobile imps.
PubMatic has executed on multiple “guaranteed” delivery PMP offers. We have deployed tech with managed service to ensure delivery.
PMP creates significant opportunity for engagement on both side further into premium inventory. This adds some new complexity around managing inventory across channels.
For publishers it can become more challenging to assess the best channel for each impression. It becomes cumbersome and difficult to scale.
The Challenge In this New World- Managing Revenue Across Direct and Indirect Channels
Impressions start as equal. The reason is that the impression represents the interest/engagement of audiences with content or service that they access from a publisher. The concept of direct and indirect value for impressions is an artificial construct that comes from a publisher’s direct sales success at representing the value of impressions based on a rate card. This introduced the concept of managing to a “sell through” target against all the inventory they have available. When the publisher is not able to sell or monetize all the impressions with their direct sales force, the designation of “remnant” impressions emerges and with it the role of the ad network as a way to improve that “sell through” rate. This is where the sales strategy gets separated between direct and indirect. But to be clear the sales strategy is what is separated, not the impressions.
Inherently, every publisher knows that a bifurcated approach to their sales strategy is flawed, and biased away from the publishers goals. Segregating the sales strategy at the impression level based on the variable ability of the sales force to direct sell inventory compromises the value of impressions indiscriminately primarily because the ad server today does not bring any intelligence to deciding which impression gets delivered to direct sold or indirect sold buys. These sales channel siloes that have come into play have weakened a publisher’s ability to get a true value for their impressions.
(next) Programmatic demand may have higher eCPMs than your Direct sold campaigns, due to: i) this division of inventory type; and ii) the rise of programmatic buying principles
(next) The ability to process a decision in real time that will choose the best channel of delivery for an impression, based on a holistic evaluation of demand can only be done by an intelligent algorithm that is working to determine the best outcome in the interest of the publisher’s goal. This simply can not be done manually.
We work with publishers to drive smarter decision-making across all monetization channels and down to the individual impression. Through publisher focused pricing, holistic inventory optimization and unified insights, publishers finally get the cross-channel visibility and control they need to maximize the value of every impression.
Let’s talk a bit more about these benefits.
With a truly holistic approach to revenue management, Publishers are able to drive more revenue across sales channels, impression by impression. Buyers are given the opportunity to bid on every impression ahead of the ad server’s decision making logic in a fair auction that prioritizes and allocates high value inventory to where it can generate the greatest yield. Even private marketplace deals can perform better. Publishers achieve higher cpms at maximum value.
A one platform solution gives Publishers the ability to manage all their demand from one central place. It allows more control: control over which campaigns participate in the unified auction and the ability to customize settings to specific requirements.
Publishers want visibility into that demand….to understand what advertisers are doing across the board. A 360 degree view provides visibility and unified insights in the new reporting environment, so from better auction, pricing and control, publishers get access to:
All reporting from various demand sources in one place. No more logging in into various UIs to correlate data.
360 degree advertiser view which allows you access to view advertiser behavior across various buying channels, which helps you control scarcity
Slice and dice analytics. This means access to right data at right time for effectively managing your business and uncovering incremental revenue opportunities.
Here’s a case study about how this can work in real life.
Produpress owns Belgium’s leading property site
The publisher was looking to get the most out of a multichannel programmatic strategy
The publisher deployed a strategy that aligned its direct and indirect sales
That meant holistically introducing a PMP, yield and mobile web optimization strategy
The blended and optimized approach leads to doubling of eCPMs!
Thank you for your time. I would be happy to answer any questions.