Publishers Lose in Ad Exchange

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Publishers Lose in Ad Exchange

  1. 1. Publishers Lose in Ad Exchanges
  2. 2. WHAT IS YIELDBOT?Yieldbot creates a marketplacewhere advertisers targetrealtime consumer intentflowing through premiumpublishers.
  3. 3. New World OrderAll Media is Performance Media
  4. 4. “Facebook is great for advertisers. It’sdoubling the entire global inventory ofRTB at 1/5 -1/10th of the price.”– Zach Coelius, CEO Triggit
  5. 5. “One key question that keeps publishers up atnight is how they maintain direct relationshipswith current customers and create new ones”– Ken Doctor, Nieman Journalism Lab at Harvard
  6. 6. Without their own performancealternative, the lower CPMs gothe more inventory Publisherswill HAVE to turn over toGoogle.
  7. 7. WELCOME TO CPM $0
  8. 8. The CPM $0 Kamikaze1) MASSIVE Inventory2) Automated Bid Management3) Tons of Data5) Performance Rules6) Rise of MFX sites7) Rise of Google O&OLooks like Search.Search is CPM $0!
  9. 9. Publisher defense needs to emerge
  10. 10. Publisher Destroyer FleetBrand /Audience /Content /First Party Data / Real-Time
  11. 11. Advertisers will always want:great brand association, qualified consumers,rich context & precise timing NONE OF WHICH ARE AVAILABLE ON THE EXCHANGES!
  12. 12. Performance Creates a New Theater for Publishers New RelationshipsNew Budgets Higher Margins Complimentary
  13. 13. Battle PlanPubs need to band together – scale will increase demandOrganize inventory around what advertisers want tobuy…like keywords/real-time intent?Be data transparent to drive performance of the media
  14. 14. Made in Boston. Sold in NYC.Site: yieldbot.comBlog: blog.yieldbot.comTwitter: @yieldbotEmail: info@yieldbot.com

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