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Steve wing
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.
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- 1. Case study: buildinga programmatic trading operation STEVE WING VP EMEA -TECH, GAMES & MEDIA
- 2. Category Defining Brands Introduction 282munique users worldwide 18% reach of the internet population WW #1 premium content network worldwide
- 3. Early in 2013... Oursituation • 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 approachto 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... Openvs. 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 BuyerValue 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 theBuyside 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 sophisticatedAd Products • Guaranteed Sales Automation • Value of Data? • Test and learn! What’s Next...?
- 9.