diving into the private ad exchange and the evolution of programmatic premium
DESCRIPTION
Presentation by Tim Geenen, Demand & Partnerships at Improve DigitalTRANSCRIPT
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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
1313
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
2000
3000
4000
5000
6000
7000
8000
9000
10000
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
1414
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 [email protected]
Improve Digital Headquarter Van Diemenstraat 192
1013CP Amsterdam
ABOUTIMPROVEDIGITAL,,
@TimGeenen
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