DPS Lunch Workshop with OpenX: The Sell-Side Promise
10
The Sell-Side Promise JASON WHITE GM, PUBLISHER BUSINESS
-
Upload
digiday -
Category
Technology
-
view
548 -
download
0
description
As programmatic advertising grows and becomes a more dominant part of digital advertising – estimated to account for almost a quarter of digital ad spend by the end of this year – where does programmatic selling fit in? The traditional SSP model is changing, and what is emerging is a more comprehensive way of selling programmatically. Are publishers ready to take advantage?
Transcript of DPS Lunch Workshop with OpenX: The Sell-Side Promise
The Sell-Side Promise
JASON WHITEGM, PUBLISHER BUSINESS
Program
matic
Direct
Pro
gra
mm
atic
Pro
gra
mm
atic
2013 20172008
Story of Programmatic Importance
Network
RTB
Guaranteed
Network
RTB
Guaranteed
Programmatic Premium
Network
RTB
Guaranteed
Inventory
Programmatic Guarantee
Private Exchange
P
Choice Puts You in Control
$350,000X $250,000X $125,000XNo Deal!
Choice Puts You in Control
$350,000 $275,000 $400,000 $175,000$650,000$650,000
SSP TechnologySequential Selling
• No dynamic allocation
• Pass back from Net to Net loss of 10% per tier
25%
50%
-10%
-10%
-10%
Guarantee $8.00 CPM20-30%
Sponsor
ExchangeAUCTION $2.00 CPM20%
SSP
SSP
SSP
SSP
Net 2 $0.75 CPM
Net 1 $1.00 CPM
75%Net 3 $0.50 CPM
100%Net 4 $0.20 CPM
Network demand and RTB demand are fused to create one unified and complete global auction where all buyers compete on every impression
The Future of Monetization is Here
Fused Auction
$1.50 CPM $1.00 CPM $0.75 CPM $0.25 CPM$2.25 CPM
Exchange Net 1 Net 2 Net 3 Net 4
GuaranteeSponsor $8.00 CPM20-30%
RTB
100%
Fused Auction
$1.50 CPM $1.00 CPM $0.75 CPM $0.25 CPM$2.25 CPM
Exchange Net 1 Net 2 Net 3 Net 4
GuaranteeSponsor $8.00 CPM20-30%
RTB
100%
Dynamic allocationNo pass back
+75% increase in yield
Customers Agree
CPM performance Q2 2013
4/1/13 4/30/13 5/29/13 6/27/130%
50%
100%
150%
200%
250%
SANTO CRISCUOLOSVP Media Group
“After conducting a rigorous evaluation of the various options available in the
market, we are convinced that OpenX is the right
option for us.”United Online Case Study
Baseline
Yield increased 150%
Thank You
History
Leading Investors
Experienced Team
Accolades
Founded in 2007• 300+ employees
Infrastructure• 5 data centers • 3 continents • 5,000+ servers
Well-capitalized• $75M+ to date
#7 Forbes Rank• Most Promising Companies
$150M+ • Revenue in 2012
Global Offices• LA (HQ), NY, London, Tokyo & Munich
