I'm not sure if you guys were in the session up stairs but I
where talk about largely upstairs was really the
on opportunities just for programmatic training
as a whole so looking at what's happening in the market
looking at what we're seeing across multiple territories
I and the riser real time bidding as a
as a training mechanic and really what that means for publishers
arm what I also want to do is I'll touch on
I how brands are taking advantage I love the rise in real time bidding as well
but
well-made key in on right now largely is
are help publishers create strategies
for private marketplace development and that private market place again is
is really a blurring the line between what used to be
you know seen its just premium and what then was
seen as indirect or remnant the private market place's
blurring the line and that distinction between those two
and their number strategies that so I that
that publisher taking with their implementation these
so the way we began to
you in private marketplaces first emerged we start to think
there's got to be some kinda methodology that
we then need to you I help publishers
understand how they maximize arm play maximize the the revenue opportunities
from these private marketplaces
and so what we started to think about is referring ourselves in the publisher
shoes
I as to looking at are and mapping out
the frequency of the spans which are coming in from
particular advertisers and the the
average order value from each of those advertisers as well
so if you could have overlay all %uh
the different advertisers in the frequency and
the average order value I use up to get understanding as a publisher
who are your most important advertisers who were the ones which
are buying the big innovative peak
a sponsorship packages and those the guys they're usually in the top right
hand corner
so obviously this being the II the advertisers that are your
they're delivering the highest return on your ad sales investment wear your boots
on the ground in your sails assets
being deployed and how are they being deployed
I obviously the focus needs to be appear on the right
and then those are on the bottom left hand corner knees the people who
don't quite buy is frequently and the average order values not as much
these are ideal candidates to then begin to move
into you private marketplace sales opportunities or real-time video-based
I sources UHV by rather than
insertion orders that are manually crafted sent over a fax machine
I love for for basic right side lies and so
you could take this and actually extended out so if you look at
I taking the same kinda madrick water and
and then looking at my advertiser within an agency
patch so obviously this would be an automotive
endemic site and the top right hand corner
being those valuable automotive publishers
or advertisers rather but over here this campaign
the HSBC bought while generally quite big only bought one senator to sales guy
for lunches and couple tickets to the football
in order to close so these are opportunities
where up where those particular advertiser should be pushed
into a private marketplace I
setting allow them to be able to buy execute their campaigns
against a very intimate site are but in a more
in a more efficient manner so
then sales team obviously been concentrating on those
most valuable endemic advertisers it sounds natural and it sounds
I O logical on but it's not always the path that
most sales guys take when they're when they're pursuing and a
particular to get on plan for a particular advertiser so
your the objectives private marketplaces really are several fall
and really start with introduction Nov
new advertisers when the great things about real time bidding
is that these are advertisers that are looking for particular audiences
as well as I advertisers that are looking to
extend the media plan beyond
justice for five Indian excites they always put money with
are but the concept for the publisher is to introduce new advertisers
for the most part to you reduce the cost to have love
managing performance advertisers it's amazing how much time
the arts professionals spanned I with
CPC base campaigns trying to manually optimize
I to a and advertisers form its objectives
thirties is leverage its strength in creative solutions
obviously point those very limited resources and assets
I to those high-impact creative implementations
which allow the publisher to maximize the most red
I and capture spent existing advertisers without being channel conflict
where the great things about real time bidding is the
transparency which then which which exists within
that process within the bid requests going out with the URL
with data attached to it with you the the publisher is
and the quid pro quo that comes back from the advertiser to the DSP
not only am I telling you what I'm willing to pay for it but I'm also
willing to tell you the advertiser is
in the old world working with ad networks and
the Sensa love rotational tags: where these networks would have
you know hundreds various advertisers running through them
this just simply wasn't possible so RTV really affords the opportunity to
I to create price floors against
direct advertisers so you can then begin to say
I normally buy didrex sales team takes axe out
love Vodafone as a record price
I want to make sure that with real time bidding
and still able to maintain the same rates and that's something that you
could do with our TV
odd that you that you couldn't historically do with other indirect
sources
a demanded and then leverage existing
trading agreements this is something which is for you see a lot more
interest in in terms love I the
the dynamics between the agency I and the publisher
other kids in again in this case because the advertiser name is known in because
see
ID are meaning who is the agency who's actually executing this by
it allows for the the publisher and the
the trading desk other a trading you already in place
to be able to I aggregate both the indirect sales that are coming through
the DSP
with the direct sales I to be able to
want those together I said the trading desk is able to see the agency's able to
see
ID overall aggregates band that each publisher
I seniors as part of this process
so some the tactics I the publishers can take with this
one is obviously looking at blocked are advertisers
you again in the world bad network I
as the only indirect sources that the man was a very black-and-white world
will I allow won't I allow a particular advertiser to come through
are and largely on because it's
about mitigating channel conflict on with
RTV you can remove those blocked advertisers and set for prices against
what you're willing to take
I'll set pricing controls against that particular advertiser
I to ensure that your maximizing the amount a budget you're able to see
from that particular ran
preferential access leverage I to secure direct budget
are some things that we're seeing quite interestingly our publishers
saying I'll let you in at this price programmatically
but only if you spend X percent more than you spent with me last year
with my with my direct sales teams so interesting ways in which to
T to usable carrot I to
to take more spend that have at a particular advertiser
create exclusive marketplace's to add value to the largest partners
is it just giving exclusive access to certain areas some things that we've
seen people like Autotrader
are giving actually the automotive manufacturers certain placements on
their site
i an exclusive access I to those placements
arm but only at obviously rates that are you near-record
are create new placements I and hold multiple auctions a different priorities
this is something we're starting to see publishers being much more sophisticated
in the way in which they're executing a private marketplaces and as they
understate take the learnings are from the from the bid landscape data
to understand who actually is interested in their audience
RNN I and essentially cream of auctions for
for maximizing you'll
so some sample pricing strategies when things we always get we're executing
private marketplaces on
after the publishers are working conjunction with them to establish
is what should I be charging are and
in many ways the fact that there's not a contract is taking place
really necessitates and opens the opportunity for for very high premium
prices because the advertiser
as the opportunity not to take that in that inventory
I they don't want you there aren't making a commitment but to the sample
pricing strategies are
straight-up rate card I rate at the current or most recent campaign that
advertiser
I executed with the publisher or percentage above or below
one or two with the idea in which to try to drive
that that that advertiser back into the fold
are or might be determined on when the last point is it three six or nine
months with some kind of fluctuation
other rate card specifically for that advertiser based upon the recency
are the last campaign and then doing things like
average bid pricing or Max Bid volume
hour probably most interesting I is dynamic in this is one of the things
which is quite interesting about a company like ours
where we focus on I on supporting the publisher 100 percent
maximizing revenue everywhere we can in leveraging
I dynamic price floor to constantly ensure that
that the publisher is seeing a true market price
of that inventory all
some things that a No wanted to catch at about job for us
let you guys ok Go's I is just about some %uh the case study some the kinds a
publisher's
I in share some with its summer their learnings and what they're doing
I so if we look at you the Guardian for instance the Guardians been a client
every week on for four and a half for four years
are they started in 2000 and a
and 9 essentially I
just opportunistic opportunistically
maximizing the revenue other extra territorial traffic
guardians a really interesting company in a brand they actually see seventy
percent of their inventory
falls outside the UK and so unfortunately they don't have direct
sales teams
I many countries outside UK just now are begun to to really grow out there
the US presence %ah enter starting with their with the
there are strong presence but still very early days for them
on but what they've done is is essentially built up a team five people
now
within the organization focused a hundred percent on
programmatic trading strategies and making sure that it does tales directly
with their direct sales efforts are to be able to maximize total yield
across the organization so I started trading in the towards being with direct
bookings a couple years ago
with our TV I and building right
market place's last year and in most recently actually looking at
on overlaying audience science data so using their first party data assets
to maximize overall yield which is roughly somewhere in the neighborhood of
three to four times that
I love with a publisher sufficiently sees in a normal private market place
setting
so first party data being he and now beginning to
I bring in trading relationships not just with their
with the UK inventory and assets but actually getting key trading partners
involved from all over the world
I so great rate case study I and when you look at the numbers
I UFC 146 percent EC p.m. gain
up there their rented I overnight yankee
but I think probably the most interesting things 411 percent
overall revenue increase odd they've seen through indirect training
activities
online for Mac trading activities over the last four years
so pretty phenomenal pretty phenomenal growth
a and and and Greek stay
out by far are the most advanced UK publisher
are in the mix arm
probably the most advanced publisher period I
that we've seen is is a is a company called The Telegraph the largest daily
newspaper
I am massive holding company I in
in the Netherlands are as I mentioned earlier it's actually markets
like the Netherlands which actually have the most to gain
by moving to a completely programmatically trading environment
on you if you start with a hundred thousand dollar insertion order in the
US
at same size I over that same brand is actually proportionally somewhere around
three four maybe five thousand dollars in value
in a country the size and melons so having direct sales guys try to chase
down
a five thousand dollar I owe is very very expensive
and hard way to make a living so I think this is the
with the things interesting about the Telegraph is
are they built it up into a multi-bit multi-million dollar business within a
year on a very limited amount of inventory
but the most fascinating thing about this is that they've decided to create
an entire unify auction
they've gotten creative this concept love the inventory pyramid where
my direct sales team I gets first look at first rights on all the inventory
and what doesn't get sold by my direct team I don't consider a rent and I throw
it over to a
to an SSP to be able to maximize the value
on in this is what would be a traditional I
the traditional stack if you will or sponsorship in and direct gets first
look
rpm he and an indirect RTV is the
the the last look and they've moved it into a unified auction
work every single impression is upon even the inventory that their own direct
sales team
is selling so essentially what they've done is they've built their own better
which is the platform 161 that better is what they're on their own
direct sales efforts through and it competes with in the overall unify
auction
side by side against other sources are the man
so essentially what's happening is is that I that guaranteed by
wins only if there's nobody else willing to pay a higher rate
a great example love other very bleeding edge publisher
are that someone who's to truly maximizing overall revenues
very very effectively in the way it looks from the visualization respected
as soon as that user visits the
tell it off site it then runs into this one unified auction where it's a second
price auction just like
all our TV is are but in this case is a great example so
their own platform 161 I has an advertiser willing to pay to $22.55
for travel at but there's another DSP
financial services that for me user who is might've gone
site bounce from that particular registration site from
from ATF chase or Citibank where might be Ryan G
they're willing to pay 285 so this
indirect source so up demand is actually preempting
the drexel campaign I that was running through
I for 161 so great example are
how their maximizing overall revenues through this
unified optional are
three more I think to two more case studies which I think are really
interesting show
out once Hearst Magazines are what we started seeing
in q4 last year was the emergence love I some great
great private marketplace deals beginning to come through
Arbor grief from IPG I
was a expand our private marketplaces and essentially came out in q4
saying we want to find these kinds abusers
what can you do for us are it so I PG reached out
I through I their trading desks for Catherine
on and where they were able to get 15-20 for publishers to commit and build
are private marketplace packages that are relevant very relevant to
to burglary so this is a great case study
user CPM's that were %ah well into the double digits
are so you know a great example above publisher seeing
brand spans luxury brand span
are coming through two very targeted audiences that that those
I many cases non endemic titles I
were were running but now essentially we're starting to see is like sieve
Cosmo Intel are beginning to be available through
25 marketplace opportunities
are heard earlier today comScore
I founder was talking a little bit about UK Amazon
and how big a business are
online advertising is becoming for these e-commerce giant
and I think you want two things that that were saying we've been working with
the day for
about nine months now managing a programmatic trading strategies and
executing
I these buys one who things where EVA as
a significant assets is
in there purchase intent data so I
one other things it started in going down this path was
are was the release the galaxy three so
with Samsung in Vicky started doing their
I initial campaigns in planning for the release a above
the g3 are you day was when the first to respond with
a private marketplace package whereby they simply took all the search data
everyone search for anything in a mobile phone whether it's an iPhone whether its
Galaxy
I there it's a blackberry whatever it might be
and they essentially created an audience pulled over a million units a month
it are on the eve a site are constantly searching
for for new phones are or showing some intent obviously that
at intent final I went to an audience some people move out a market and some
people move back in
but a pretty good size audience and he began to package up
this this group mobile phone in tenders and selling it rates that were
higher than what the direct sales team is able to traditionally generate
are because it was a very very niche group not only they doing out with
mobile phone in tenders but they're doing it with apparel
they're doing it with had owners baby in household cetera
so they're able to really finely tuned certain audiences and make them
available to you
I it's relevant advertisers and make it very very efficient an easy
art for that inventory be bought a programmatic way
rather than through traditional insertion orders
are and I think probably is I think this is the last one
I is the Daily Telegraph in in the UK actually
are a publisher who has traditionally steered away from many sources are
indirect our sources the demand are
very very conservative publisher on started actually buy
creating an auction and setting in 999 dollar for price
are which is crazy nobody's going to be able to our gonna be able to spend or by
that
that that impression all when the other really interesting things about
RTV as a trading mechanic is that
there's a tremendous amount of data that comes through back to the publisher
it's not just with the inventory actually clear for
we're actually presenting to that publisher here's what
your advertisers are willing to pay for that impression
so essentially what what the Telegraph started doing is just using this is an
intelligence-gathering
Shin and identifying who were the advertisers that we're willing to pay
the most
to reach the Telegraph's audience this probably I
the highest number of love high net worth individuals in terms of readership
to the UK
are and so what they began to do is one by one go through that it landscape
report
on a daily basis and cherry pick the advertisers
that maybe they were calling on directly they would allow through
and set a floor price accordingly and essentially went through
and bill private marketplaces of bacchus
one by one by one and so now it's you now with thing is
now have a team of three dedicated specifically to or
are dramatic trading and in addition to
allowing certain not endemic advertisers through
that they're allowing it certain rates they're also feeding someone is data
back to the sales team
so the sales team can then go and close deals on a direct fashion
I am to sell the higher value sponsorship opportunities
so a great idea you know a great concept in terms of
direct indirect sales organizations working very very closely together
to maximize overall you'll
and I think a I'll one last one sorry
sorry to keep you you going but the floss media
I many you guys know were I'm not sure how many have you in the room are our
French but
I this is the pioneer bring in publishing cooperatives now more than
150 mediabrands
are inside are loss on
initially started off as as for media owners like it there
Obama re I TFR and
hands I figaro media I now has more than 60 major constituencies
for this organization it's five and a half billion monthly impressions
I and reaches I one more than 70 percent i've
the French are audience today so are this is essentially become a
a model that publishers around the world are looking at in terms of how do we
cooperate
collectively artist take our fair share of the media plan to ensure
are that's out there were creating very valuable environment for
for advertisers are to be able to reach the audience's thereafter
and probably what's most interesting about the cooperative is the fact that
they are not only just putting in pooling all other inventory and one hot
art but they're leveraging their data assets as well
so are obviously someone like like a dare with with great
female titles I like L are now sharing
that email audience are cross this entire
portfolio a publisher's and so by collectively managing the data making it
easier to reach
are high volumes have users at scale are
through programmatic trading capabilities they're able to ensure
Israel put up a fight against Google and Facebook
or at least try to I so with that I will I'll let you guys go and I do thank you
for your attention if you have any questions
hearing