The advent of Global Publisher Alliances

Valérie LatroncheDirector, Global Publisher Alliances

RUBICON PROJECT’S MARKETPLACE VISION

Big Data+

Science14 Patent

ApplicationsNetwork Effects

CONNECTING THE WORLD’S BEST BUYERS & SELLERS

THROUGH AN INDEPENDENT MARKETPLACE

OPEN SCALABLE PREMIUM

DSPs, DMPs, +5 TR bid requests #1 Intl Exchange Adservers per month for inventory quality*

*The Pixalate Global Seller Trust Index

AND A UNIFIED MARKETPLACE

Print Out of Home

MobileDesktop

PUBLISHER CO-OPERATIVES A Global Digital Advertising Trend

THE GENESIS OF THE CO-OP

1,2 :eMarketer 2014-2016

THE GENESIS OF THE CO-OPCOMPETITION AND THE BIG 5More than pure efficiency, the co-op is also about competition: competing with the digital giants that in the-at times conflicted-world of advertising also seek to make media owners their customers.

Just the latest example of this has seen Facebook trying to persuade publishers to bypass their own websites and apps altogether, publishing content directly to the social network’s news feed.

With 88% of US millennials already getting their news via Facebook, so the argument goes, what do sellers have to lose? Against the backdrop of Google/Alphabet increasing its lead as the world’s biggest media owner, and the ‘Big 5’ increasing their overall digital advertising share to north of 65%, it is clear why publishing names worldwide, previously competitors, are seeing the need to band together. The following quote from the Czech Publisher Exchange’s Managing Director sums it up best:

“To face up to global competition (Google/Alphabet, Facebook etc) individually, we are weak. Even if we are competitors as publishers, the value we gain from working together is so great that the compromise is worth it.”

Matej Novak, MD

CPEx

THE CO-OP CONCEPT

Acting as a strong alternative supply & data source for marketers while serving Publishers’ monetization goals

The Co-op Timeline

CO-OP REQUIREMENTS

OPEN SCALABLE PREMIUM

DMPs, Trading desks Extended reach, Selected Publishers, Viewability vendors Multiple Adsizes Rich Media Formats

CO-OP BENEFITS FOR PUBLISHERS

• Being rewarded for content creation and audience loyalty

• Attract Quality and new Advertisers • Control CPMs volatility through floor price & dealIDs• Participate in market innovation • Share cost for R&D, technology and resource

CO-OP BENEFITS FOR ADVERTISERS

• Improve Campaign Efficiency

One-stop shop for :• Access to extended reach (>70%) and great volume

of impressions• Guaranteed Premium context• Use unique Publisher 1st Party Data (>50 segments)

WHAT’S NEXT FOR PUBLISHER CO-OPS?

• A constant need for innovation to keep both Publishers & Advertisers happy

• Operating all programmatic sales : not only non-guaranteed deals but also guaranteed orders ?

• Display, Mobile, Video.. Next Audio ?

• A co-op of co-ops ?

Thank You !