Elaine Dela Cruz's presentation from WTF Programmatic UK on November 11, 2014.

1. WTF IS MY YIELD
STRATEGY?
RISK VS. REWARD
ELAINE DELA CRUZ - DIGITAL TRADING DIRECTOR
DENNIS PUBLISHING

2. 3 THINGS
1. RISK VS. REWARD: 10 QUESTIONS THAT SHAPED OUR APPROACH
TO PROGRAMMATIC
2. OPEN FOR BUSINESS: HOW BRANDS BUY FROM US
3. NEXT 12 MONTHS: INVESTMENT ROAD MAP

3. 25 SITES
20m UUs
£14.5m

4. YIELD AUDIT

5. 1. WHAT MARKETS DO YOU OPERATE IN?
2. HOW VALUABLE IS YOUR AUDIENCE?
3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR
INCREASING?
4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT?
5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE
OR EQUAL TO CURRENT DIRECT DISPLAY?

6. MARKET INSIGHT

7. 1. WHAT MARKETS DO YOU OPERATE IN?
2. HOW VALUABLE IS YOUR AUDIENCE?
3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR
INCREASING?
4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT?
5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE
OR EQUAL TO CURRENT DIRECT DISPLAY?
6. WHAT ARE YOUR DIRECT COMPETITORS DOING?
7. HOW MUCH CAN YOU TRUST YOUR CLIENTS?

8. BUSINESS CASE

9. 1. WHAT MARKETS DO YOU OPERATE IN?
2. HOW VALUABLE IS YOUR AUDIENCE?
3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR
INCREASING?
4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT?
5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE
OR EQUAL TO CURRENT DIRECT DISPLAY?
6. WHAT ARE YOUR DIRECT COMPETITORS DOING?
7. HOW MUCH CAN YOU TRUST YOUR CLIENTS?
8. HOWAND WHY WILL YOU TRADE PROGRAMMATICALLY?
9. HOW WILL PROGRAMMATIC YIELDS AFFECT WIDER
BUSINESS?
10. IS YOUR OPERATIONAL SET-UP READY?

11. UNSOLD
OPEN AUCTION SEGMENTATION BLOCK LISTS IN-HOUSE SPECIALISTS
OPEN MARKET
DECREASE
ENHANCED
SEGMENTATION
PUBLISHER
PARTNERSHIPS
PROGRAMMATIC
TEAM

12. OVERSEAS
OPEN AUCTION GEO SEGMENTS NO BLOCK LISTS HIGH IMPACT FORMATS IN-HOUSE SPECIALISTS
ENHANCED
SEGMENTS
PUBLISHER
PARTNERSHIPS
PROGRAMMATIC
TEAM

13. TRADING DEALS
AGENCY PARTNERS ENDEMIC CLIENTS NEW BUSINESS TRADING PILLARS
EXPECTED
TRADING
MULTI-SKILLED
TEAM

14. PREMIUM
PROGRAMMATIC
MIGRATION FROM
OPEN MARKET
GUARANTEED BUYS
PUBLISHER
PARTNERSHIPS
SALES
NORMALISATION
BRAND LED SET CPMS NEW BUSINESS &
LOW RISK CLIENTS
IN-HOUSE SPECIALISTS INSIGHT &
LEARNINGS

15. To summarise…
• CASE BY CASE. STOP AND THINK. THEN STOP AND THINK AGAIN
• WHY DO YOU WANT TO TRADE PROGRAMMATICALLY?
• INVESTMENT IN TO FUTURE YIELD – AUDIENCE, ENVIRONMENT AND BRAND