OUR JOURNEY INTO PROGRAMMATIC
WHY WE WENT ALL-IN
HOW WE DID IT WHAT WE ROLLED OUT
A BUSINESS PLAN BORN FROM DRINKS, LUNCHES & COFFEE
Fit our strategy & culture
Played to our strength & reality in-market
Leveraged our natural assets
Extensive RFP process
Asked a lot of dumb question. Answered a lot of smart ones
Ate what we sold
Initially, retargeting
Built our trading desk, sales team across all major offices
Sell first, build next
WEGO.COM
AD TECHNOLOGY STACKGOTTA HAVE IT, MAKE IT STOP
WEGO.COM
DMP SSP
DSPTRADING
DESKAD
SERVERDATA
BROKER
DCO
THREE PHASESTO OUR EVOLVING PROGRAMMATIC STRATEGY
WEGO.COM
RETARGETING AUDIENCE SEGMENTS& EXTENSION
PMPs ANDENHANCEDSERVICES
KNOWLEDGE & READINESS
INERTIA ‘SEA’ SCALE WAS A CONSTANT ISSUE
CHALLENGES WE FACED
Vendors didn’t know their full offering
We didn’t know what we needed
Customers had different ideas & definitions
Walk better first, before you even ask to run
Systems and processes not in place, internally & externally
Why bother?
Too small to be significant to the ‘mature’ markets
Too big an opportunity to be ignored
WEGO.COM
RESULTS SO FARONE YEAR INTO SELLING PROGRAMMATICALLY
WEGO.COM
QUARTERLY AD REVENUE UP MORE
THAN 50%
MORE THAN 40% ADREVENUE IS NOW PROGRAMMATIC
STR INCREASEDBY MORE THAN
20%
%
Why we continue to be all-in on Prgogrammatic
Our future built on programmatic
MAXIMISING YIELD THRU PMPS
WEGO.COM
Remnant
AdExchange Indirect Ad Networks Indirect Ad Exchanges
Access to Inventory with PrioritisationPreferred PMP Deals Direct Ad Networks
Prioritised Access to InventoryFirst-Right PMP Deals Private Access Deals
Guaranteed – Top PriorityDirect Premium Ad Buys Sponsorships Programmatic Direct
STEPS TO SETTING UP PMP
WEGO.COM
Have you contacted
Wego directly and requested a PMP deal?
Login to Rubicon Connect and access
PMP deal that’s been created for you
Login to Rubicon Connect and access
one of Wego’s Public Packages
View and edit terms of the deal. Send
back to Wego
Yes
No
Wego will respond to the Deal offer
Have both parties
agreed to all the terms of
the PMP deal?
Deal moves to activation. Deal ID is created. Has Deal
ID been added to ATD’s DSP account?
Wego Bid Requests are sent to ATD
ATD Bid Responses are made to Wego
PMP’s Bid Requests
No bid responses by ATD. ATD needs to integrate
Deal ID into DSP account
PMP Deal is all set up! Ad imps will start to be
delivered to target audience
No
Yes
Yes
No
OUR FUTURERELIES ON CURRENT AD TECHNOLOGY STACK
WEGO.COM
DMP, DSP
DYNAMICCREATIVE
OPTIMISATION
DMP, DSP
SOCIAL RETARTGETING AND CONTENT
MARKETING
DMP, DSP, SSP, DATA BROKER
DATA EXCHANGE, PROGRAMMATIC
DIRECT
YOUR VENDORS ARE YOUR PARTNERS
AD TECH IS NOT JUST FOE THE BIG BOYS
BE THE EGG
LESSONS LEARNT
Treat them like stakeholders in your business
They’re likely already doing what you want to do in 6 months
Great to bounce ideas off & seperate myth from reality
Programmatic is for small-medium players as well
Can provide efficiencies & access to new markets
Experiment and iterate
Publishers & data owners need to be first to market
Cusomers don’t know what they want until they see it
Sell first, say yes, build next
WEGO.COM
MAKE YOUR FUTURE BRIGHTWITH PROGRAMMATIC