4. • Define your premium proposition
• Manage a dynamic block list
• Engage sales teams, engage ops teams
• PMP - get granular
• Know the value of your audience
• Work closely with your tech partners
5. • Cannibalisation
• Integral to strategy
• Brand protection
• User experience
• Plug and play or get your hands dirty?
6. HIGH
Large, local, niche site
Small, global, broad site
DIRECTLY
SOLD
REV
DIRECTLY
SOLD
NON GUARANTEED
NON GUARANTEED
LOW HOUSE
HOUSE
HIGH 0 HIGH
INVENTORY
7. HIGH Sponsorships, Tenancies, Take overs
Data enriched campaigns
PRIVATE MARKET PLACE
RTB RTB / SPOT BUYS /
100% FILL TAGS
HOUSE
LOW
HIGH 0 HIGH
INVENTORY
8. HIGH PRIVATE MARKET PLACE – TOP RATE
Sponsorships, Ten
ancies, Take
overs
REV
Data enriched campaigns
PRIVATE MARKET PLACE - SECONDARY
RTB / NETWORK / HOUSE
LOW
HIGH 0 HIGH
INVENTORY
11. Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12
NGM Sun (UK) The Sun UK Private Marketplace
12. Jan Feb March April May June
Private market place Standard RTB
13. • Know the value of your site(s)
• Define your premium and protect it
• Be open, be dynamic
• Full time resource
• Test, retest
• Work closely with your partners
Editor's Notes
Three main brands for advertisersMobile, Device, Web (Geo)Specialistvs general news (subscribers v FTA)Gaming platforms (data)Membership and rewards groupsDeeper detail on the brands – ads vs paid
User experience: Retargeting, site load timesCannibalisation: Have you got a handle on what is premium and what’s outside of your salesStrategy: Get all departments on side and part of the overall strategy. It has a place, it’s just needs the buy in across Sales, Ops, Senior mgmt.Brand protection: Belly fat, competitor media, block ads may show. Ensure you have a strong pro and re active method of resolving unwanted ads on your site.
How different sites look – Direct vs Non guaranteedLarge sites, high uniuqes, poss large non local geo traffic, high p/I’s – v. niche site, low p/i
Where we are moving towardsSome sites may already be hereTo the floor - who is running behavioural or data campaigns?RatesType of campaignsPartners you work withResultsAgency/advertiser feedbackPrivate market place - first opportunity to buy inventory after direct campaigns have served, first look, closed auction, intventory gets passed on if the floor rate is not reached. For preferred partners, they have the ability to advertise on inventory before it gets into the open auction. Could us it for premium ad slots, is this inventory available in the general market
Why not try a private market place with a floor above your highest paid campaign?Also keep a private market place at your first layer of non-guaranteed inventory?2ND PRIVATE MARKET PLACE RATE SET AT THE rate of non- guaranteed rate card
Essentially the amount of work is not balanced by the revenue.Have to work with the demand side to get them to consider and look at the inventory.Trading desk benefitsOperational efficienciesConnect with premium publishers and inventoryLeverage existing partnershipsGain preferential access and increase reachMore targeting flexibility and controlPublisher benefitsTotal advertiser and pricing visibilityImproved Ad QualityHigher CPMsAccess to new demandIncreased share of RTB spendIncreased operational efficienciesComplete channel management
This should changeWhat I have done How I have done it:Meet all the trading desk peopleEstablish their strategy, (only retargeting, brand)Identify advertisers that have a)Lapsed b) Reduced spend c) DR campaigns for regular or current advertisersHow the trading desk can access the inventoryDSP’s are not all up to the same technical levelPrivate market place summit – Rubicon acting as a facilitator
Private market place higher than standard inventory across UKCall Sun (UK) open RTB
O2 Nothing through standard RTB all yearCampaign in Feb Mar AprilWithout PMP would not have seen it.Above floor rateCampaign would have gone to another publisher.
