programmatic selling ebay case study ceo dinner madrid
DESCRIPTION
Discussing best practices and learnings with the leading publishers in Spain using a case study from the Netherlands.TRANSCRIPT
![Page 1: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/1.jpg)
Programmatic Selling at EbayMarktplaats Media Private Exchange
Improve Digital CEO Dinnerby Joep Hutschemakers
March 2013Madrid
![Page 2: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/2.jpg)
The challenges for Marktplaats
“How can Marktplaats leverage its inventory and take advantage of budget shifts towards the automated channel, without harming premium sales and user experience, in a market which is changing so rapidly that an active involvement is necessary to keep up and acquire insights in clients, users and technical developments?”
“Innovation is the ability to see change as an opportunity – not a threat”. -Steve Jobs
![Page 3: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/3.jpg)
Need for a private exchange is driven by a
changing display eco system
3
![Page 4: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/4.jpg)
Rise of Sell Side Platforms (SSP’s) pushed back developments from the demand sidePublishers can set up their private exchange with strict rules
4
Adv
ertis
ers P
ublis
her
s
Age
ncie
s
Ad
netw
orks
Sel
l sid
e pl
atfo
rms
Dem
and
sid
e pl
atfo
rms
Programmatic restores the balance between publishers and advertisers
![Page 5: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/5.jpg)
Why a Private Exchange?Benefit from the ecosystem change and keep control in the automated (programmatic buying) channel
5
RTB Integration
RTB Integration
Business Rules
Business Rules
eCPM & Optimisation
eCPM & Optimisation
Data Integration
Data Integration
Real Time BiddingPrivate
Exchange
ControlYield mgt
Data1
32
4
![Page 6: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/6.jpg)
How does our private
exchange work?
6
![Page 7: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/7.jpg)
Overcoming resistance
7
![Page 8: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/8.jpg)
Premium versus Private Exchange
Guarantees• # views• Umfeld• Placements
Formats• All display formats, rich
media, takeovers, VIP tabs and custom content integrations
Targeting• In every way,
a.o. zipcode, contextual, BT, region, etc
Flexibility• Campaign timings• Lagging delivery actively
managed
Account Management• Personal advice, before, during, after• Reporting and evaluation• Knowledge sharing• Efficiency studies
Premium Private Exchange
![Page 9: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/9.jpg)
Private Exchange Drivers of growth: Demand, Floorprice, SupplyActive yield mgt will increase both revenues and eCPM
9
Constantly balanced out
Demand
SupplyImpressions
Floor prices
Yield Mgt
RevenueseCPM
![Page 10: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/10.jpg)
Supply – 5 formats, but no premium placements
10
Leaderboard Medium rectangleFull banner
Homepage
Group pages
Categorypages
View Itempages
Search resultpages
Sky
scraper Wide sk
y
scraper
In Private Exchange Not in Private Exchange
FullbannerLeaderboard, BillboardMedium rectangleRoadblock, HTO (XL)
FullbannerLeaderboard*Contentbanner, Medium rectangle, GTO
Leaderboard/FullbannerSkyscraperWide skyscraper
Rubrieksbanner
Medium rectangle (except in Cars)Photo pop up
Text links
Leaderboard
![Page 11: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/11.jpg)
Demand - 3 different buys in a Private Exchange
Type of buy Example companies
Characteristics
Trading desks / RTB enabled
Trading desks like Cadrian (Digiloque), Accuen (OMD)
Direct - Client
T-mobile, ING Bank
Direct – Ad Network
Click District, Specific Media, MS Network
11
1
2
3 Neg
oti
atin
g
Pri
cin
g
Cre
ativ
e
Sp
end
Co
mm
itm
ent
Oth
er
![Page 12: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/12.jpg)
Floorpices – Experimenting with different floorprices
12
• Per group• Per format• Per placement• Per demand partner• Per type of bid
Leaderboard Medium rectangleFull banner
Homepage
Group pages
Categorypages
View Itempages
Search resultpages
Sky
scraper Wide sk
y
scraper
![Page 13: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/13.jpg)
Where are we (heading) with
the private exchange?
13
![Page 14: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/14.jpg)
Disruption is always around the edges, never heads on
14
![Page 15: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/15.jpg)
From a more tactical towards a more strategic implementation
Phase 1:No active publisher participation
Phase 2: Incorporate multiple RTB vendors into monetization partner suite – testing phase
Phase 3: Consolidate vendor strategy and executes private deals and/or sales with arbitrary price floors
Phase 4: Actively manage smart, variable floor price informed by data; managed by strategic team
Phase 5: Look holistically at all sales channels and optimize yield across both direct and indirect/ RTB channels
15
strategic implementation:- start using it as an intelligence tool to manage Yield and inform pricing- have a clear view and policies on Data usage- understand how premium inventory can be
monetized through RTB
tactical implementation:RTB essentially used as a remnant ad play
Source: A commissioned study conducted by Forrester Consulting on behalf of Google, January to September 2011
Placing the best marketing
message in the channel most
relevant and timely to the audience
![Page 16: Programmatic Selling Ebay case study CEO dinner Madrid](https://reader035.vdocument.in/reader035/viewer/2022062617/54c6d2564a7959fe388b4594/html5/thumbnails/16.jpg)
Channel mgt – capturing all revenue opportunities
16
Premium Programs
CPM
Direct Media
Sales Team
CustomizedContent
Integration/ Sponsorships
RTB /(audience targetting, re-targetting)
3rd party demand partners (Ad networks, Ad Exchanges, affiliates
Direct buys/ Direct clients
Performance
Private
Exchange
In 1-2 yrs
“Premium” Standard IAB Programs
In 0-1 yrs
using technology to enable premium
guaranteed buys at scale
Premium Programmatic is not about bidding on quality inventory