Ad monsters
-
Upload
pubmatic -
Category
Technology
-
view
934 -
download
1
description
Transcript of Ad monsters
Picking
the
Right Partner
April 2012
It’s a Crazy, Mixed Up World for Publishers
Publishers of high-quality content with large, desirable audiences
need to reclaim their online ads inventory. Only big data tools
can dig them out of the undifferentiated, over-supplied,
machine-driven nightmare of the sell side by enabling publishers
to scale-ably and cost-effectively
analyze, price and allocate inventory in the new environment.
David SoloffCEO of Metamarkets
Ad AgeDecember 5, 2011
““
It’s the Talk of the Industry
… What you need to know about ad tech ‘stacks.’
Weigh convenience of one-stop shopping against
your biz’s need for innovation.
Rebecca LiebAd Age
April 8, 2012
“ “
How to Decide
The famous Luma Landscape
Displays literally hundreds of options…
From point solutions to stacks
Each with their assets… and liabilities
The Time is Now Because Display Is Taking Off
By 2016, Display will account
for $41 Billion in ad spending:
Display growing 24% annually 2x growth rate of search
Audience Buying Is Growing Phenomenally
Direct Sales taking advantage of Audience Buying in Real Time (RTB)
6%+ of total direct sales in the US will be RTB-based by 2015
Audience-based buying growing 8x rate of site-based buying
Site-based (contextual) buying not as precise at reaching desired audience
Source: eMarketer
Putting Publishers on the Hot Seat
Pressured by their best clients for more inclusive programs
Eager to better monetize their assets and not leave money on the table
Confused by the options: so many point solutions, so little time
Concerned about scale: startups can’t handle the volume
Reluctant to make a mistake so slow to invest
It all comes down to money.
The Right Partner…
Combines up-to-the-minute tech
and service to deliver a solution
that includes: Proactive identification of opportunities Non-competitive pattern recognition
How to Choose: Innovation and Flexibility Are Required
The right partner has a history of customer-centric innovation,
delivering A suite of products, not a
patchwork quilt of features Designed to grow and evolve
over time Open to customization to meet
my specific needs Open APIs that enable seamless
integration
Thinks about my business and creates new products and
services with me in mind
How to Choose: Operational Efficiencies Liberate Talent
When systems run efficiently, talent and energy can be devoted
to other processes that have a direct impact on the bottom line.
The right partner allows publishers
to dedicate resources to: Analyzing data Finding hidden, untapped opportunities
How to Choose: Revenue Potential, Today and Tomorrow
Publishers want partners that can grow with them as they
grow … help them monetize their assets today and tomorrow
They want: Unified Optimization Engine Unified Auction Management Suite of Controls
Brand Controls Floor Manager Impact Estimator
How to Choose:Ask the Right Questions
There are the tactical considerations…. Do you need the vendor to handle buying… selling… reporting... publishing? Will social matter? What about offline media
And there are the existential issues… Does the vendor compete with me? Does it want to replace me? Does it want to commoditize me?
Source: Your marketing Machine: What You Need to Know About Ad Tech ‘Stacks,’ Ad Age, April 8, 2012
How to Choose:All Information -- One Central Place
Enabling Premium Publishers to Realize The Full Potential of their Digital Assets
Thank You