rubicon project and the path to automated...
TRANSCRIPT
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Nina Harvey, Sales Director, EMEA - @tweetNinaH
27/2/2013
Rubicon Project and The Path to Automated Trading
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In Good Company
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FINANCE TRAVEL RETAIL ADVERTISING
Premium NEXT
Mid Market
Remnant 2007 - 2012
AUTOMATION
NOW
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- Jamie Labate, Deputy MD of Advertising, Dennis Publishing & Chair of UK Association of Online Publishers Commercial Committee
Speaking at DCM Europe, Jan 2013 - http://www.themediabriefing.com/article/2013-01-31/unstoppable-march-programmatic-advertising
‘All ads will be traded programmatically within five years.’
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RTB Basics
RISE OF THE AGENCY TRADING DESK
Publishers
Dri
vin
g m
om
entu
m
to
in-
ho
use
tra
din
g d
esk
Primary Channel
Ad Networks
DSP/Trading Desk
(Search)
$200 Million Online Budget
$ 2 B I L L I O N A D V E R T I S I N G B U D G E T
SSP or Exchange
Competing for Budget
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W E B S I T E R T B D S P
a d v e r t i s e r
agency
a d v e r t i s e r
agency
WINNING BID
H O W D O E S R E A L - T I M E B I D D I N G W O R K ?
o Real-time bidding (RTB) is an buying method that allows buyers to purchase inventory on an impression by impression basis
o The auctioneer makes a bid request to one or more buyers with information about the impression and user
o Each buyer responds with their bid and the ad call to make if they win
o The auctioneer chooses the winning bidder and serves that buyer’s ad to the end user
ALL ABOUT RTB: THE BASICS
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REAL TIME BIDDING REVENUE GROWTH - UK
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RTB v AD TAG BUYING - UK
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RTB Growth Nordics (+559% year on year growth)
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RTB Growth Denmark (+ 665% year on year)
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How agencies are evolving… The rise of the ATD
The fastest shift in agency makeup in the past 10 years
Has happened in only in the last 18 months…
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The Future?
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Private Marketplaces Explained
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What are private marketplaces?
‘A fancy way of saying that you’re using computers to implement and enforce the same business rules you impose manually on your own direct sales team.’
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Private Marketplaces Blur the Line
Standard RTB
First Right/Private
RTB
Networks & Exchanges
Premium
Preferred (Floor Override)
Gu
aran
tee
d
No
n-G
uar
ante
ed
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FUNCTIONALITY OF PRIVATE MARKETPLACES
o Standard Auction
o Preferred Price Floors
o Right of Refusal
o Private Access
C O N T R O L , V I S I B I L I T Y A N D F L E X I B I L I T Y
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Private Marketplaces – International
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Why? Because The Direct Media Buy is Complex & Inefficient – 42 steps & 30k Euros
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And there are big fixed costs…
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Average campaign budgets
$1m
$200k
$50k
?
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CPMs
Networks Open RTB Private MarketplaceDeals
First Party AudiencePrivate Marketplace
Deals
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The Danish Publisher Network
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The Danish Publisher Network
ADVERTISORS
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Putting Premium Danish Publishers at the Centre of this New & Rapidly Developing Market
AD NETWORKS
DSP’S
AD EXCHANGES
SOCIAL NETWORKS
TRADING DESKS
ADVERTISERS
AGENCIES
INVENTORY &
AUDIENCE DATA
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DPN – Key Benefits
One point of entry to most premium content in the market which leads to exclusivity and higher CPM levels.
Scale and complex audience data.
Coordinated protection of audience data
Technology and know-how to help start leveraging audience data
One point of contact for agencies.
Administrative savings – no separate RTB teams for each publisher
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Next: REVV Connect
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