RTB Update 28. januar 2015 - Christine Liv Nielsen, Google

Deals, PMP´s, Private Marketplace Christine Liv NielsenPrivate marketplace development manager, NordicsRasmus Pil Account Manager Nordics

Agenda

● Look Back● Private Marketplace?● Programmatic Guaranteed● Sell-side● The True Value Of First Look!● Data på deals- Buy/Sell-Side?● Implementering af private deals - step by step guide

LookBack

Private Marketplace - Deals

Google Confidential and Proprietary

The next generation – new world thinking is Programmatic Guaranteed.

The next generation – new world thinking is Programmatic Reserve

Process and execute

guaranteed buys with all of the

benefits of programmatic

Google Confidential

One Adserver

A total revenue management solution

SSP Z SSP Å

SSP X SSP Y

Deals med “First Look”

Google Confidential and Proprietary

Værdien af First Look impressions

Network A

Network B

Network C

First look - Full targeting data - No latency - Highest CPMs

Value

Impressions

Second look - Partial of targeting data - Slight latency - Lower CPMs

Third look - Important loss of targeting data - Higher latency - Lowest CPMs

Google Confidential and Proprietary

De skjulte omkostninger ved “First Look” deals

Buyer margin

Publisher margin

Google Confidential and Proprietary

Google Confidential and Proprietary

Hvorfor skal publishers lave first look deals?

● Andre budgetter end på open auction● Højere CPM priser● Bedre targeting end direkte salg● Forbinder premium inventory med premium demand

Som medie skal man huske:● Den totale indtjening skal forøges● Prisen skal afspejle værdien af first look

Lookin to the future

Data på deals

Confidential and Proprietary

Transformation

AudienceSignals

CustomerObsession

Make Branding Beautiful

Implementering af private deals

Google Confidential and Proprietary

Checklist for deals- Publisher side

● Hvilken DSP bruger køberen?● Seat name - Right buyer,Seats?● There is enough inventory available to allow for good delivery● The ad units/tags are being trafficked in the publisher ad server● Deal ID´s● Blockings Buy/sell-side● Kreativer● Fee´s ● Byd prisen på dealen● Valuta

Workflow for en preferred deal

Step 1: Step 2: Step 3: Step 4: Step 5: Step 6:

Buyer & publisher negotiate deal conditions in AdX UI

Buyer & publisher accept dealin AdX UI

Deal ID is generated & located in dealdetails in AdX UI

Create Deal in DSP

Target deal in DSP campaign

or

Status: Offers Status: Negotiations Status: Deals - Active Status: Deals - Active Status: Deals - Active Status: Deals - Active

Buyer or publisher creates new offerin AdX UI

DSP

LookNOW

TAK