Media Buying Forum, Infectious Media
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What is the future of the open marketplace? Presented by John McGarvey.
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Media Buying Forum, Infectious Media
- 2. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2018-01 2018-02 2018-03 2018-04 2018-05 2018-06 2018-07 2018-08 2018-09 2018-10 2018-11 2018-12 Percentageofbuys Date PMP usage in the UK Open Marketplace PMP Linear (PMP) Source: Bidswitch, 2018
- 3. Programmatic Guaranteed deals Open Marketplace Bespoke to a buyer Private deals Public deals Fixed CPM Fixed volume Priority PMPs
- 4. Brand safetyReduced fraudPremium inventory
- 6. • Multiple transaction types for most impressions • Public deals create unnecessary competition • Private deals are the most likely to be custom but are the smallest Source: Bidswitch, 2018 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2018-01 2018-02 2018-03 2018-04 2018-05 2018-06 2018-07 2018-08 2018-09 2018-10 2018-11 2018-12 Percentageofbuys Most PMPs are public deals Open Marketplace Private Deal Public Deal 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2018-01 2018-02 2018-03 2018-04 2018-05 2018-06 2018-07 2018-08 2018-09 2018-10 2018-11 2018-12 Percentageofbuys Date PMP usage in the UK Open Marketplace PMP Linear (PMP)
- 7. More sophisticated types of ad fraud are not affected by PMPs: • High external traffic • Botnet • Known data center • Fake domain • High ad density • IAB unsafe browser 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% No Yes No Yes OMP PMP %ofimpressions Fraudulent impressions: OMP vs PMP Source: Infectious Media, Q4 2018 Fraudulent FraudulentNot fraudulentNot fraudulent
- 8. • Security – Publisher/Seller ID • Fraud – user ID, user agents • Placement IDs • Brand safety – URL • Publisher and seller • PMP Deal ID Open marketplace Excluding opportunities using a combination of signals Private Marketplace Including opportunities using a single signal TWO APPROACHES TO BRAND SAFETY
- 9. Source: Infectious Media, Q4 2018 • Increases in price do not keep up with increases in quality or performance • vCPM metrics are most useful for evaluating this trend. 100% 716% 1718% 100% 410% 859% 34% 60% 66% 0% 10% 20% 30% 40% 50% 60% 70% 0% 200% 400% 600% 800% 1000% 1200% 1400% 1600% 1800% 2000% Open auction Public Deal Private Deals Viewability% CPMindexedagainstopenauction CPMs of PMPs versus the open marketplace CPM vs OMP vCPM vs OMP Viewability
- 11. Genuine Priority Access to data Running bespoke tests
- 13. 1. PMPs don’t offer anything different from open market, and are slow to set up 2. Open marketplaces provide more control and efficiency 3. Commit to tests more often. Programmatic Guaranteed deals will replace PMP deals. Its not the open market that is under threat, but PMPs:
Editor's Notes
- Currently there is a movement toward PMPs as there are perceived to be lower risk in terms of brand safety than the open marketplace. But buyers have got it all wrong, all they are doing is buying unsafely at a high price A better strategy is to buy safely on the open marketplace and use PMP and PG for specific use cases
- Feel to gold, I/Os etc This presentation is about the future of open marketplace. But I want to show you should really be asking about the future of the private marketplace.
- But is that necessarily true?
- Drive up prices, slow down the process of activate on the campaign, restrict the amount of tests you can run Overuse of PMPs negates the benefits of using a DSP Facebook and Google are delivering performance, scale and flexibility It’s a dangerous message to send to advertisers
- Successful marketplaces have exclusive supply
- Brand safety is so subjective, is it going to be possible to communicate every nuance to all your suppliers
- Successful marketplaces have exclusive supply
- Commit to effective inventory with a test Programmatic Guaranteed deal – with the benefits of securing that inventory and saving time to optimise elsewhere.