diving into the private ad exchange and the evolution of programmatic premium

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BrusselsMarch2013

Tim GeenenDemand & PartnershipsDiving into the

Private Ad Exchange and the evolution of

Programmatic Premium

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The world I live in…

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The clients we work with…

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1. Automation will happen

2. Reducing cost of Sales

3. Focus on knowledge, opportunity & control

3 things

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Programmatic is main-stream in US

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Thanks to @MEindhoven

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Have a look at Sanoma Media’s showcase here…

http://www.improvedigital.com/en/showcase

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SANOMA MEDIA STRATEGY

MAKE USE OF AUTOMATION

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SANOMA MEDIA STRATEGY

BUT KEEP CONTROL

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REAL TIME BIDDING

Sanoma Media NL - RTB Revenue Share

2012

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2012

-

5,000,000,000

10,000,000,000

15,000,000,000

20,000,000,000

25,000,000,000

30,000,000,000

0

1000

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6000

7000

8000

9000

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3 billion 2 billion

5 billion 6 billion

7 billion 8 billion 8 billion

7 billion

17 billion

21 billion

23 billion

26 billion

Total bids Advertisers

GROWTH OF REAL-TIME BIDS

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2012

Jan/12

Feb/12

Mar/1

2

Apr/12

May/1

2

Jun/12

Jul/12

Aug/12

Sep/12

Oct/1

2

Nov/12

Dec/12

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

Advertisers

GROWTH OF REAL-TIME BIDS

Liquidity matters!

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Remember this?

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2012

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30% Revenue = Programmatic45% Volume = Programmatic13% Volume = RTB

SSHHTT…In the Netherlands..

H2, 2012..

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SSHHTT…

The reduction in cost of sales, can result in a higher net bottom line for publishers …

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Deal_ID

Direct Deals

Preferred Deals

Private Seats

Private Market Places (PMP’s)

AKA

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<<<<Technical Provider>>>

<<<<Buyer>>>>

<<<<Buyer_id>>>>

<<<<Advertiser, mixed or specific, if specific please name>>>>

<<<< Publisher>>>>

<<<<Sites>>>

<<<<Geo Targeting>>>>

<<<<Any other Targeting Requirements>>>>>

<<<<Pricing Model, Fixed or Dynamic>>>>

<<<<Minimal Price in USD>>>>

<<<<Start Date>>>>

<<<<End Date>>>

<<<<deal_id – to be inserted when line item is generated in 360>>>>

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RevenueControl

OpportunityTransparency

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The Future outlook…

Wide adoption of Programmatic Advertising by publishers

Video RTB ramping up

Mobile at scale skipping the manual era and move straight to programmatic

Data Management and Big Data become key topic for publishers

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1. Automation will happen

2. Reducing cost of Sales

3. Focus on knowledge, opportunity & control

Recap

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If you need further information, let’s get in touch today!

,,www.improvedigital.com

Tim GeenenVP, Demand & Partnerships+31 (0) 649 235 483t.geenen@improvedigital.com

Improve Digital Headquarter Van Diemenstraat 192

1013CP Amsterdam

ABOUTIMPROVEDIGITAL,,

@TimGeenen

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