SpotX, founded in 2007, is a programmatic video and TV technology company with over 280 employees worldwide, serving clients in 190 countries and conducting over 6 billion auctions daily. The document outlines the evolution of programmatic advertising, detailing the roles of advertisers, agencies, and publishers within real-time bidding environments, as well as the challenges and future potential of live TV advertising. It also highlights various programmatic metrics and the convergence of traditional TV with IP-based video distribution.

1. Programmatic video & TV
SpotX Benelux & Nordics
26th November

2. 2

3. 3
280+ employees worldwide, founded in 2007.
The first to introduce RTB for video

4. 6+ BillionAuctions per day
190+ Countries
Served impressions by SpotX
600+ Million
Uniques every month

5. Display Mobile Video (Connected) TV Live TV
TODAY
27,3 %36,7 % 12,1 %
Source: IAB, European programmatic market sizing, september 2015; * US numbers
3 - 5 %* 0 - 2 %*
Evolution of programmatic

6. What is programmatic ?

7. What is programmatic ?
Advertiser /
Agency
DSP SSP
Publisher /
Consumer
RTB Protocol 2.3.1
Bid Response Bid Request

8. • Open industry standard
• Bid in real-time
• Demographic or behavioural data
• Replaces manual buying

9. • Location– GPS Lat/ Long
• Device Type
• Advertising ID – IDFA or Unique User ID
• Bit rate
• Ad duration
• Content keywords
• Demographics
• Audience data
Adding real-time data

10. Trading Desk
Ad Network
DSP
Direct Sales
VAST
VPAID
Desktop
Mobile Web
Mobile App
OTT
EASI
OVP Plugins
SDKs
MRAIDVAST Tags
IP Linear
BUYERSSELLERS

19. OLD set up
100%
Direct/m
anual
PMP
OMP
Unsold
Totalinventory

20. A cherry picker…
…is willing to pay more

21. Private Market Place
Every audience segment is valued
differently per buyer; Extract most value by
providing the programmatic buying
opportunity to the market.

22. Logical set up
100%
Direct/m
anual
PMP
OMP
Unsold
Totalinventory

23. Future set up
100%
Direct/m
anual
PMP
OMP
Unsold
Totalinventory

24. Publisher
sets the rules

25. Dimensions
• Date
• Publisher id
• Currency code
• Deal id
• Deal name
• Wins
• Total requests
• Total connections
• Total responses
• Impressions
• Clicks
• Ctr
• Revenue
• CPM
• Sell through rate
• CVR
• Vast time outs
• Vast opt outs
• Vast opt out rate
• Vpaid opt out
• Vpaid opt out rate
• Media time outs
• Ad time outs
• Ad errors
• Ad start fails
• Tech errors
• Tech error rate
• Ad units
• Uncovered rate

28. Definition of TV

29. Convergence of two ecosystems
IPTV/ Video Traditional TV
Distribution
One-to-ManyOne-to-One
VS

30. What SpotX can do - now
NATURAL
BREAK

31. Future – live TV

32. Live TV - challenges
• Time synchronization
• Quality of commercials
• Infrastructure on buy- and sellside
• Privacy (e.g. Household cookies?)

33. Trading Desk
Ad Network
DSP
Direct Sales
VAST
VPAID
Desktop
Mobile Web
Mobile App
OTT
EASI
OVP Plugins
SDKs
MRAIDVAST Tags
IP Linear
BUYERSSELLERS

34. What’s next?

35. THANK YOU
Jeroen Rutte
Head of BD Benelux & Nordics
jrutte@spotxchange.com
+31624862724