The document discusses the benefits of private ad exchanges for established publishers, emphasizing the importance of regaining control over commercial strength and inventory while providing advertisers a reliable service. It highlights the need for balance in the supply and demand marketplace and discusses strategies to reduce costs and improve efficiency. Additionally, it outlines the significant shift towards performance-based marketing and the increasing opportunities for growth within the digital advertising sector.

1. Experiences with a closed ad exchangeAdmonsters publisher forumBarcelonaWouter Hulstindependent consultant for Admetawouter.hulst@btbcommerce.nl1

2. StorylineIntroduction Don’t get stuck in the middleHow do the unsold markets currently workMaking exchanges work for established publishersGetting started2© BTB Commerce B.V. strictly confidential

3. Introductionbackground in IT, marketing and mediaMarketing and commercial leadership3© BTB Commerce B.V. strictly confidential

4. Conclusion4with a private exchange established publishers regain control on their commercial strength and inventory whilst offering advertisers a professional service in a known media environment

5. 5Digital advertising products are growing aggressively

6. 6Publishers are focussingonboth brand- and performance based marketingbrandingperformancesponsored contentcpsfixed positionscplradicalsbtLow cpmcpccpm

7. 7radicalscpmMarket profitabilitybtfixed positionssponsored contentcpcexchangemarketcplcpsMarket growth

8. 8Zooming in on the exchange market – performance driven

9. 9It’s a marketplace where supply and demand should be in perfect balance

10. Infinite amount of buyers and sellers

11. Zero entry/exit barriers

12. Perfect information

13. Transactions are costless

14. Firms aim to maximize profits

15. Homogeneous products10But is it a marketfor perfect competition to balans supply and demandeffectivly

16. Infinite amount of buyers and sellers

17. Zero entry/exit barriers

18. Perfect information

19. Transactions are costless

20. Firms aim to maximize profits

21. Homogeneous products11But is it a marketfor perfect competition to balans supply and demandeffectivly

22. 12growth in impressionsgrowth in spending

23. 13demandsupplypricep1P2q1q2quantity

24. 14In imperfect markets a downward pressure excist if supply outperforms demand

25. 15So – what did we capture:No control on supply/demandLess customer relationsSecurity riskImperfect exchange market