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NMA MasterclassThe Evolution of RTB for Buyers and Sellers
Tom Jenen, Commercial Director, EMEA
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The only supply platform run by publishing veterans
Founded in 2007
More than 400 premium publisher clients
50 billion transactions per month
More than 100 team members worldwide
NYC, London, San Francisco, Berlin & Toronto
About Us
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Serving The World’s Top Publishers
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Developing Trends
The Future of Advertising By: Danielle Sacks November 17, 2010
Advertising Technologies Will Increase in Importance Advertisers are seeking integrated cross media campaigns
Data management
Programmatic Buying & Selling
Face of Traditional Agencies Is Changing Tech and media companies expanding their value
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Developing Trends
The Future of Advertising By: Danielle Sacks November 17, 2010
Advertiser’s Ultimate Fantasy Is Coming True “Thanks to the Internet and digital technology, agencies are
finding that the realization of their clients' ultimate fantasy -- theability to customize a specific message to a specific person at aspecific moment.”
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2007: The Ad Network Daisy ChainCirca 2007: The Ad Network Daisy Chain
Network1
Network1
2% FILL RATE
$3.00 CPM
13% FILL RATE
$1.00 CPMNetwork
2Network
2
Network
3Network
385% FILL RATE
$0.25 CPM
YourInventory
YourInventory
Sub-Optimal Revenues Extremely Labor-Intensive Difficult To Integrate New Networks
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Inefficient for the Buy Side
Agencies begin to create a system to displace adnetworks and buy more efficiently
Agencies leverage data to determine who a user is,and how much the impression is worth
They create trading desks to buy data enrichedimpressions
In 2009, Admeld enables RTB to trade data andimpressions
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A Direct Line To New Buyers & BudgetsPublishers receive access to every major RTB buyer which helpscapture millions of dollars in new ad budgets.
Significantly Higher CPMsRTB delivers CPMs 2x of those through traditional ad networks.
Deeper Control and TransparencyIncreased control over how each impression is bought and sold, andfor how much. Set granular blocks & floors against individualadvertisers, buyers, and segments.
2009: Real Time Bidding (RTB)
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The New Model: Data Integrated Data Integrated Directly With Transactions
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Audience Sales Emerges Audience analysis and valuation through combination of data
and real time market pricing Packaging of custom audience segments Setting of price floors and blocks on specific advertisers,
agencies, DSPs, etc.
Data Leakage and Malware Protection Monitor pixels firing across properties Real time scanning of creative to identify malware A conversation must be had
Mobile Integration Admeld first with integrated display and mobile across platform
2010: The SSP Evolves
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2013: Programmatic Buying & Selling
YourBusiness
Rules
Brand &Pricing
ProtectionsAuction Winning
Bid
AdNetworks
RTBBuyers
AgencyTradingDesks
CPA &AffiliateDeals
HouseArt
BuyersEvolve
SellersEvolve
The industry is no longer one-sided Buyers evolved, causing sellers to evolve, which is causing
buyers to evolve further, etc. etc. Majority of standardized media will be traded
programmatically whether it’s remnant or direct Multiple levels of transparency to find new opportunities
based on publisher business rules and advertiser targeting
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eMarketer: Display Spends To Nearly Double by 2014
Source: eMarketer, Q4 2010
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Factors Driving Increases in Ad Spends
PublisherBusiness
Rules
Brand &Pricing
ProtectionsAuction Winning
Bid
AdNetworks
RTBBuyers
AgencyTradingDesks
CPA &AffiliateDeals
HouseArt
31%
39%
58%
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RTB: 0% to 20% in One Year
Methods Used by Ad Agencies to Buy Display Advertising, 2010% of respondents
Through an ad network (Google, Yahoo!, yellow pages)
81.0%
Through traditional media (TV, print, radio sites)
61.9%
Direct from the publisher (expedia.com, ncaa.org, etc.)
46.0%
Through a DSP or exchange (Invite Media, Right Media etc.)
20.6%Source: eMarketer
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Forrester: RTB To More Than Double in 2011
$353
$823 $380
$592
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
2010 2011
Non-RTBRTB
$733
$1,416
Source: Forrester, Q4 2010
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Global Spend on the Admeld Platform
RTB 54%RTB 15%
Tags 85%
Tags 46%
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Buy Side vs. Sell Side?
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Track buyers,agencies, andadvertisers
Publishers areable to monitorbidding trends,set price floors,etc.
Reportingavailable byrevenue, geo,frequency, etc.
View audiencefrom a buyersperspective
The Admeld Platform: Real Time Reporting
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View Audience From the Buyer’s Perspective Audience analytics powered by top 3rd party data providers See what individual RTB buyers and advertisers are bidding on
specific audience segments
Set Granular Price Floors & Blocks Support direct sales efforts with price floors on specific segments,
RTB buyers, agencies, and advertisers
Execute Existing Direct Sold Opportunities, Find New Ones Find valuable audiences online Create and deliver new inventory packages
Buyer Visibility: Exclusive to Admeld Platform
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Engage Directly With The World’s Top Publishers Reach exclusive audiences in brand safe environments
across the weather, news and entertainment
Access to over 100 million unique users a month
The world’s largest private exchange platform
Admeld’s Private Exchange Platform
LaunchedNov 2010
Launched Feb 2011Launched Jan 2011LaunchedFeb 2011
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An exclusive environment in which select buyers competefor a targeted audience
Publisher has complete control over how every impressionis sold, to whom, and for how much
A full suite of analytics and insight tools to help publishersidentify and capitalize on new revenue opportunities
The Private Exchange
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Rethinking Ad Operations for the Future
Finally, Get Back to Managing RelationshipsDirectly with Media Buyers and Sellers
Buyers and sellers are more connected
The lines between operations & sales are beginning to blur
Operations moves from cost center to profit center for both buyand sell side
A new focus on data management and analysis, while transactingvia transparent business rules
Majority of standardized media will be traded programmaticallywhether it’s remnant or direct
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Thank You!
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