Admonsters 2012 yield management

1. Yield
Management
London, Feb 2012
VERWACHTE DUUR 25 MINUTEN..

2. So far…

3. Kies BEELD>voettekst>vul titel presentatie in 29 juni 2012
TMG: Exchange
TMG Exchange;
 One of the biggest single URL RTB domains worldwide
 150-200 growth YTD over last 3 years
 Over 6 billion bids per month
 50%+ is sold using RTB technology.
 10.000+ Advertisers buyers last year (12.000 bidders)

4. Kies BEELD>voettekst>vul titel presentatie in 29 juni 2012
TMG: AdAudience –
Publisher tradedesk
TMG Ad Audience;
 Focus on agencyless advertisers
 RTB and data driven
 In House Tradedesk for advertisers and our own titles (marketing)
 Premium partner on our exchange (benefit of our own Exchange)
 Possibility for one stop shop for advertisers (branding + performance)
 Multi milion business within a year

5. Verticals

6. Kies BEELD>voettekst>vul titel presentatie in 29 juni 2012
TMG: Yield evolving
New vertical launch Q1/Q2;
 Social Network
 Q1 2012
 Classified Network
 Q1 2012
 News Network
 Q1 2012
 Cross Compagny Channels
 Automotive sites + data segments + age / gender info

7. Data

8. Kies BEELD>voettekst>vul titel presentatie in 29 juni 2012
TMG: Yield evolving
Data strategy is being rolled out
 Social Network data is becaming available
 Gender information, location, interest
 Offline data will be added to the stack (subscription info)
 Our emaildatabase is going display

9. Techn Challange

10. Kies BEELD>voettekst>vul titel presentatie in 29 juni 2012
QUOTE
This is part of the inherent problem of trying to put two
systems together.
“anonymouse vendor”

11. Kies BEELD>voettekst>vul titel presentatie in 29 juni 2012
TMG: Yield evolving
Private exchanges are a myth
My rules
Advertiser X €3
Advertiser Y €5 Blacklist
Advertiser Z €6 Z/C
Private seats
Advertiser A €1 X/B
Advertiser B €4
Advertiser C €6

12. Kies BEELD>voettekst>vul titel presentatie in 29 juni 2012
TMG: Yield evolving
That’s why we start with our own bidder
Advertiser X €3 Advertiser Z
Advertiser Y €5
Advertiser Z €6 My rules
Blacklist
Z/C
Private seats
Advertiser A €1 Advertiser B X/B
Advertiser B €4
Advertiser C €6

13. Kies BEELD>voettekst>vul titel presentatie in 29 juni 2012
TMG: Yield evolving
RTB isn’t finished
 Transparancy isn’t that transparant  what are you buying/selling/paying?
 RTB is still about clicks/conversions  Visability buying pilot starts Q1
 How about video and mobile?  Not enough demand?
 How to handle iPad users  No 3th party cookies

14. Marketingside

15. Kies BEELD>voettekst>vul titel presentatie in 29 juni 2012
TMG: Yield evolving
Relatieplanet is the biggest datingwebsite in the Benelux
 Tons of data points for segmentation on campagnes
 Gender, location, education, hobbies, sexual preferences, etc
 Several conversions are being tracked
 free/paid memberships, RP-Parties
 In House Proof-Of-Concept
 Search learnings being used on display
 Full control
 We are the advertiser ánd Tradedesk ánd Exchange

16. TXS.
DOOR Martin vd Meij