Working with technology partners
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Working with Technology Partners
IAB UK RTA WorkshopMatt O’Neill
Head of Supply & Fulfilment, Unanimis
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Intro & Agenda
• Hello• Group activity/Interactivity• Terms & definitions• Trends in RTA/B• Segmenting your partners• SWOT Analysis & Prioritization
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Definitions & Terms
• RTB/RTA – what’s the difference?• “Performance” Campaigns• Predictive Targeting• Behavioural Advertising/Targeting• Dynamic Creative• Programmatic Trading• Premium Inventory• Programmatic Premium• Where does ‘Big Data’ sit in all this
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DEFINITIONS & TERMSGroup Exercise #1
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DEFINITIONS & TERMSPresent back to group
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Recent Trends
• Increasingly more ‘premium inventory’ & Programmatic Premium
• Aggressive growth• Managed further upstream• Capturing search market
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Tech Landscape
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RTA Landscape
• Buyers (agencies; brands)• Sellers (media owners; networks; sales
houses)• Aggregators (exchanges; SSPs)• Traders (DSPs; Trading Desks)• Augmenters (data suppliers; creative
optimizers; verification; tag managers)• Builders (ad servers; tech providers;
etc.)
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SEGMENTING TECH PARTNERS
Group Exercise #2
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SEGMENTING TECH PARTNERS
Present back to group
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Our Technology Partners
• Benefits of working with tech partners• Key technology partners
– DFP– Videoplaza– Lotame– Appnexus (RT)– Adomik (RT)– Improve Digital (RT)– Criteo (RT)– Skinnected (RT/RichMedia)– Liverail (RT/SSP/Video)– Grapeshot– Exelate
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Why work with them as partners?
• Consultative• Strategy insight• Competitive intelligence• Helps assist the sales team in responding to a
wider spectrum of briefs• Symbiotic in nature• RTA in particular
– still developing/nascent so changes come rapidly; get the inside track
– Lean on them to get the most out of the technology– Floor pricing and yield optimization (without having to
hire an expensive yield analyst)
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TECH PARTNER SWOT ANALYSIS
Group Activity #3
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SWOT Brainstorming Session
Strengths Weaknesses
Opportunities Threats
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Our SWOT AnalysisEasy to do
Hard to do
Big ImpactSmall Impact
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TECH PARTNER SWOT ANALYSIS
Present back to group
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KEY TAKEAWAYSWrap up
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Takeaways
• RTA/B is on the rise and offers a big opportunity and risk
• Tech partners can offer valuable resource for planning
• Publishers need a way of vetting their providers
• There are some low-hanging fruit for all of us, if we take the time to look for them