Rubicon Project and The Path to Automated Tradingdanskemedier.dk/wp-content/uploads/03-Rubicon... · programmatic-advertising ... RTB Basics . RISE OF THE AGENCY TRADING DESK Publishers

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Nina Harvey, Sales Director, EMEA - @tweetNinaH

27/2/2013

Rubicon Project and The Path to Automated Trading

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In Good Company

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FINANCE TRAVEL RETAIL ADVERTISING

Premium NEXT

Mid Market

Remnant 2007 - 2012

AUTOMATION

NOW

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- Jamie Labate, Deputy MD of Advertising, Dennis Publishing & Chair of UK Association of Online Publishers Commercial Committee

Speaking at DCM Europe, Jan 2013 - http://www.themediabriefing.com/article/2013-01-31/unstoppable-march-programmatic-advertising

‘All ads will be traded programmatically within five years.’

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RTB Basics

RISE OF THE AGENCY TRADING DESK

Publishers

Dri

vin

g m

om

entu

m

to

in-

ho

use

tra

din

g d

esk

Primary Channel

Ad Networks

DSP/Trading Desk

(Search)

$200 Million Online Budget

$ 2 B I L L I O N A D V E R T I S I N G B U D G E T

SSP or Exchange

Competing for Budget

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W E B S I T E R T B D S P

a d v e r t i s e r

agency

a d v e r t i s e r

agency

WINNING BID

H O W D O E S R E A L - T I M E B I D D I N G W O R K ?

o Real-time bidding (RTB) is an buying method that allows buyers to purchase inventory on an impression by impression basis

o The auctioneer makes a bid request to one or more buyers with information about the impression and user

o Each buyer responds with their bid and the ad call to make if they win

o The auctioneer chooses the winning bidder and serves that buyer’s ad to the end user

ALL ABOUT RTB: THE BASICS

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REAL TIME BIDDING REVENUE GROWTH - UK

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RTB v AD TAG BUYING - UK

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RTB Growth Nordics (+559% year on year growth)

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RTB Growth Denmark (+ 665% year on year)

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How agencies are evolving… The rise of the ATD

The fastest shift in agency makeup in the past 10 years

Has happened in only in the last 18 months…

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The Future?

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Private Marketplaces Explained

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What are private marketplaces?

‘A fancy way of saying that you’re using computers to implement and enforce the same business rules you impose manually on your own direct sales team.’

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Private Marketplaces Blur the Line

Standard RTB

First Right/Private

RTB

Networks & Exchanges

Premium

Preferred (Floor Override)

Gu

aran

tee

d

No

n-G

uar

ante

ed

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FUNCTIONALITY OF PRIVATE MARKETPLACES

o Standard Auction

o Preferred Price Floors

o Right of Refusal

o Private Access

C O N T R O L , V I S I B I L I T Y A N D F L E X I B I L I T Y

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Private Marketplaces – International

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Why? Because The Direct Media Buy is Complex & Inefficient – 42 steps & 30k Euros

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And there are big fixed costs…

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Average campaign budgets

$1m

$200k

$50k

?

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CPMs

Networks Open RTB Private MarketplaceDeals

First Party AudiencePrivate Marketplace

Deals

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The Danish Publisher Network

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The Danish Publisher Network

ADVERTISORS

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Putting Premium Danish Publishers at the Centre of this New & Rapidly Developing Market

AD NETWORKS

DSP’S

AD EXCHANGES

SOCIAL NETWORKS

GOOGLE

TRADING DESKS

ADVERTISERS

AGENCIES

INVENTORY &

AUDIENCE DATA

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DPN – Key Benefits

One point of entry to most premium content in the market which leads to exclusivity and higher CPM levels.

Scale and complex audience data.

Coordinated protection of audience data

Technology and know-how to help start leveraging audience data

One point of contact for agencies.

Administrative savings – no separate RTB teams for each publisher

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Next: REVV Connect

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E: nharvey@rubiconproject.com

THANK YOU