Thinking Big About Revenue Management September 15, 2011
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Thinking Big About Revenue Management September 15, 2011
The Problem: Two Systems for Selling
Ad Network #1Ad Network #2
Ad Network #3Etc.
Online Ads
Sold direct
Sold indirectly
Ad Server
Sales
Sold direct
Sold indirectly
Ad Server
Sales
Yield optimizersor
Ad exchanges
The Problem: Two Systems for SellingOnline Ads
Focus on All Your RevenuePublisher Ad Revenue Example
Spot Market SalesS
old
In
dir
ectl
y
Advertisers buy inventory on spot market
Exclusive Campaigns
GuaranteedCampaigns
Non-GuaranteedCampaigns
So
ld D
irec
tly
Publisher Ad Revenue Example
Home Page Sponsorship
Spot Market SalesS
old
In
dir
ectl
y
Advertisers buy inventory on spot market
Focus on All Your Revenue
Exclusive Campaigns
GuaranteedCampaigns
Non-GuaranteedCampaigns
So
ld D
irec
tly
Publisher Ad Revenue Example
Home Page Sponsorship
Ad campaign with fixed dates
Spot Market SalesS
old
In
dir
ectl
y
Advertisers buy inventory on spot market
Focus on All Your Revenue
Exclusive Campaigns
GuaranteedCampaigns
Non-GuaranteedCampaigns
So
ld D
irec
tly
Publisher Ad Revenue Example
Home Page Sponsorship
Ad campaign with fixed dates
Performance based campaigns run on ‘space available’ basis
Spot Market SalesS
old
In
dir
ectl
y
Advertisers buy inventory on spot market
Opti
miz
e th
is!
Focus on All Your Revenue
Airline Seat Optimization
One holistic platform to optimize all sources of revenue in real time
Revenue Serving
Benefits Fulfill guaranteed Access new demand (i.e. DSPs) More Control Unified reporting & no discrepancies More revenue!
Ad Server Ad Exchange
Inventory
Revenue
One Integrated Solution
Buyers
Open Ad ExchangeAll otherInventory
Private TradingSelectInventory
Guaranteed Ad Server
Two Ways to Play: Ad Server + Exchange
Open Ad ExchangeAll otherInventory
Private TradingSelect
Inventory
Buyers
Two Ways to Play: Exchange Only
• Think big – about ALL your revenue• Think control – Max CPM without channel conflict• Think scale – on flexible platform built to grow
Come talk to OpenX: Over 4 billion transactions per day Growing at 300%
Parting Thoughts
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