Digiday Exchange: Yieldbot Hypebusters: "Publishers Lose in Ad Exchanges"
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Publishers Lose in Ad Exchanges
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The reason a customer buys something is the most important understanding any business can have. Yet publishers usually don't understand why advertisers are buying their media on exchanges. Hear Jonathan Mendez explain the problem, what the impact is and what he thinks publishers can do to remedy the situation. Speaker: Jonathan Mendez, CEO, Yieldbot @jonathanmendez
Transcript of Digiday Exchange: Yieldbot Hypebusters: "Publishers Lose in Ad Exchanges"
Publishers Lose in Ad Exchanges
Yieldbot creates a marketplace where advertisers target realtime consumer intent flowing through premium publishers.
WHAT IS YIELDBOT?
New World OrderAll Media is Performance Media
“Facebook is great for advertisers. It’s doubling the entire global inventory of RTB at 1/5 -1/10th of the price.” – Zach Coelius, CEO Triggit
“One key question that keeps publishers up at night is how they maintain direct relationships with current customers and create new ones”– Ken Doctor, Nieman Journalism Lab at Harvard
Without their own performance alternative, the lower CPMs go the more inventory Publishers will HAVE to turn over to Google.
WELCOME TOCPM $0
The CPM $0 Kamikaze
1) MASSIVE Inventory2) Automated Bid Management3) Tons of Data 5) Performance Rules6) Rise of MFX sites7) Rise of Google O&O
Looks like Search.
Search is CPM $0!
Publisher defense needs to emerge
Publisher Destroyer Fleet
Brand /Audience /Content /First Party Data / Real-Time
Advertisers will always want:great brand association, qualified consumers, rich context & precise timing
NONE OF WHICH ARE AVAILABLE ON THE EXCHANGES!
Performance Creates a New Theater for Publishers
New BudgetsNew Relationships
Higher MarginsComplimentary
Battle Plan
Pubs need to band together – scale will increase demand
Organize inventory around what advertisers want to buy…like keywords/real-time intent?
Be data transparent to drive performance of the media
Made in Boston. Sold in NYC.
Site: yieldbot.comBlog: blog.yieldbot.comTwitter: @yieldbotEmail: [email protected]
