12. Why work with them as partners?
• Consultative
• Strategy insight
• Competitive intelligence
• Helps assist the sales team in responding to a
wider spectrum of briefs
• Symbiotic in nature
• RTA in particular
– still developing/nascent so changes come rapidly;
get the inside track
– Lean on them to get the most out of the
technology
– Floor pricing and yield optimization (without having
to hire an expensive yield analyst)
18. Takeaways
• RTA/B is on the rise and offers a big
opportunity and risk
• Tech partners can offer valuable
resource for planning
• Publishers need a way of vetting
their providers
• There are some low-hanging fruit for
all of us, if we take the time to look
for them
Editor's Notes
What IS a performance campaign? DR only? CPA/CPC? Remnant… can be blurry
Using ‘data’ to augment inventory; what we used to call premium before; Guaranteed v. Non-guaranteed
RTB/Gross/Premium
Private market place/rich media/using the performance/exchange as the ad server
Any others?
Increasingly more ‘premium inventory’ & Programmatic Premium
Aggressive growth
Managed further upstream
Capturing search market
- Offer more inventory to the RTB market. With CPMs on the rise, RTB has become a more profitable channel to sell your inventory.
- RTB-selling is highly efficient from both an operational and sales point of view. Operationally, because a real-time bid always indicates a willing buyer, discrepancies, latencies and defaults are virtually eliminated; and RTB exposes your inventory to a great pool of global advertisers, enabling you to get a foot in the door of brands and accounts your sales teams are unable to call upon.
Offer more banner options, particularly the megaformat ad format. Thanks to its high-click through rates, advertisers are willing to invest in the format, as evidenced by the CPMs it receives today.
Invest in mobile, whether that’s building a mobile site or introducing mobile apps. Mobile ads receive higher CPMs and the more mobile inventory you can offer to the RTB markets, the more revenue you’ll bring in.
Private order systems (e.g. Rubicon’s private order system) – upstream manage your buys; bypass the paper IO process
Increasingly control desired by agencies; used to be Audience OR Acquisiton; Book on a CPA basis but ALSO want a ‘guaranteed’ basis; have a requirement for site lists
Video/mobile once ‘niche’ areas being requested
RTB’s share of total display advertising across the globe will grow from 5% to 20%, whilst its share of indirect display ad sales will grow from 14% to 58% by 2016
Each group to break the types of providers out and identify key players in each group. Who’s worked with them? What feedback do you have to offer?
Why should a publisher work with a tech partner?
To access growing number of campaign budgets traded via RTA/RTB
Gain invaluable insight into their content/audience to better package their sales opportunity
Greater controls – Ad quality, inventory categorisation etc
Increased revenue opportunities – new products / services
Lower operating costs
What benefits do they deliver?
Deliver increased efficiencies in trading with Advertisers/agencies – targeting / quality controls / audience segmentation / campaign optimisation / yield management
Cost savings, ie less staff, less time consuming manual billing/ processes
New product opportunities
New revenue opportunities – ie programmatic rich media units, data segmentation
What are some best-practices when working with a technology partner?
Tech vendor request process
Tech RFP and feasibility / SWOT
Cost / benefit analysis - in line with business plan?
How flexible is the tech provider? Ie, customisation to deliver specific product requests
Agreed SLAs with tech provider
Ease of integration and deployment of tech
Clear visibility on Upgrade cycle / dev release processes and associated risks identified – upgrade costs, depreciation of tech
Identify level of support
Any great stories to share? Case studies? Examples?
Criteo RTA
Appnexus
Skinected
Lotame
The market is moving towards being more and more programmatically traded. This sets up a lot of risks for publishers but also should present opportunities. Let’s spend some time in the groups coming up with some these. Then let’s consider what we, as publishers should or could do about it.
Let’s review the SWOT and then, in light of them, put the opportunities up in this grid.
