This document discusses building a programmatic trading operation for digital advertising. It outlines the company's cautious initial approach to programmatic as a disruptive sales channel. Throughout 2013, the company took a test-and-learn approach, analyzing cross-channel performance and educating sales teams. Their approach evolved to cater to both guaranteed and non-guaranteed campaigns, with transparent inventory and standard formats on private and open exchanges. The challenges discussed include navigating multiple buying points for advertisers, evolving tech providers, developing an integrated sales process, assessing mobile opportunities, and the fast-paced nature of programmatic.

1. Case study: building a
programmatic trading operation
STEVE WING
VP EMEA -TECH, GAMES & MEDIA

2. Category Defining Brands
Introduction
282m unique users
worldwide
18% reach of the
internet population WW
#1 premium content
network worldwide

3. Early in 2013...
Our situation
• Cautious approach to a disruptive sales channel
• Questions about channel conflict
• Need to understand ‘non-guaranteed’ sales strategy
• New and Complex technology ecosystem to navigate

4. • Cautious approach to a disruptive sales channel
• Questions about channel conflict
• Need to understand ‘non-guaranteed’ sales strategy
• New and Complex technology ecosystem to navigate
Test and learn!
Cross channel analysis on Yield and Sales team education
Value inventory based on priority and access
Cater to both ‘guaranteed’ and ‘non-guaranteed’ campaign
delivery and optimisation
Early in 2013... Throughout 2013...
Our approach

5. Rapidly changing expectations...
Open vs. Private Exchange
Early 2013 End of 2013
Private Exchange
Transparent Inventory
Standard IAB Formats
High Impact Formats
1st Party Audience Targeting
Placement Specific Targeting
Video Inventory
Mobile Inventory
PMP Exclusive Inventory e.g.
Home Page / Front Door
Open Exchange
Anonymous Inventory
Standard IAB Formats
Transparent Inventory
Standard IAB Formats

6. Pricing Delivery Buyer Value
Current Thinking…
• ‘Standardised’ Ad Products
• Flexible bidding / pricing of inventory
• Transparent Inventory - Selected Placements
• Premium ‘standardised’ Ad Products
• Priority over ‘Open Auction’ Buyers
• Greater access to Site Placements
• Premium ‘standardised’ Ad Products
• Highest Priority Non-Guaranteed
• Access to all site placements
• Premium / Custom Ad Products
• Access to all site placements
• Guaranteed Delivery
Fixed Price Guaranteed
Fixed Price Non-Guaranteed
Private Auction Non-Guaranteed
Open Auction Non-Guaranteed

7. • Navigating the Buyside
Multiple buying points for Advertisers, constantly moving budgets
• Evolving Tech Landscape / Providers
“So, what is it you do?”
• Internal Sales Process
Sales team of the future – guaranteed and non-guaranteed sales
• Mobile
Opportunity for growth? Or yet more complexity?
• Fast paced!
Challenges

8. • More sophisticated Ad Products
• Guaranteed Sales Automation
• Value of Data?
• Test and learn!
What’s Next...?

9. Questions