morning workshop with pubmatic: everything you wanted to know about pmp
DESCRIPTION
This session will look at how the growth of private marketplace transactions is creating new opportunities for publishers and advertisers. It will discuss what is fueling the growth and what are best practices within PMP.TRANSCRIPT
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The Rise of the PMP: Private Marketplaces in ProgrammaticEvan Adlman, VP, Publisher Development PubMatic
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PubMatic Overview
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OUR VISION
To be the leader in
programmatic
technology solutions
for publishers.
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OUR MISSION
To enable publishers
to realize the full
potential of their
digital assets.
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Digital buying &
selling strategies
Brand controls
High value placements
Delivery of impressions
Pricing agreement for bids
Online workflow
Pricing & Packaging
Negotiation
Approval & Execution
Packaging
inventory
Ad products
Rich media
Audience data
Private Marketplace
A relationship based prioritized auction that
enables Publishers to sell premium and exclusive
inventory with transparency
Planning digital media with Real-Time Bidding platforms
Private Marketplace
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Access to some of your first party data
Or access to your homepage
Or access to a certain site section
Advertiser Approaches Publisher Says...
I want access to your
inventory in PMP
because I want:
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I will give you access to my
homepage
And I will make this arrangement
ongoing until the end of the year
Publisher Might Say...
I want access to your
inventory in PMP
because I want:
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10% Programmatic spend in 2014
28% of projected spend by
2016.(eMarketer)
Growth of PMP
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PMP & oRTB
have the same
inventory
PMP lacks scale
and reach
PMP cannot be
guaranteed
PMP is only for
display
PMP Myths
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PMP Pushing Programmatic Into Premium
Manually assessing the
best sales channel to send
an individual impression to
can be cumbersome and
difficult to scale
PMP creates opportunities
for publishers but also
adds new complexity
around managing each
sales channel
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The Challenge Optimizing Revenue Across
the Spectrum of Direct and
Indirect Channels
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The reality is…
All inventory starts equal…
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DIRECT
INDIRECT
$ $ $ $ $
$$ $$$ $ $
Demand Value
The ProblemManually assessing the
best sales channel to send
an individual impression in
order to maximize value
can be cumbersome
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We Now Need A Holistic Optimization Solution
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360 Visibility,
Unified Reporting
Maximize value at
the impression levelHolistic Inventory
Optimization
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Make Smarter Decisions. Drive More Revenue.
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Deliver Maximum Value across Direct and
Indirect Channels:
Higher CPMs at maximum value for publishers
Fair value auction for publishers
Surfaces the smartest decisions available by
comparing all demand sources and channels in
real time
Maximize value at
the impression level
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Holistic Inventory
Optimization
Through One Platform.
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One Platform for Holistic Optimization
Let Programmatic Buyers bid on every impression
Ability to manage all your direct and indirect
demand through one platform
Control which campaigns participate in the
unified auction
Custom settings let the auction work for your
specific needs
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360 Visibility,
Unified Reporting
Stay in Control. See More Clearly.
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Cross-Channel Visibility and Control Allows
for:
Unified Reporting from various demand
sources all in one place.
360 degree view of advertiser behaviors
across various buying channels
Slice and Dice analytics to effectively manage
your business the way you want.
Revenue Lift Reporting
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Case Study: Produpress Group – Situation
Produpress owns– Belgium’s leading
property finder website (Immoweb)
The publisher was looking to
monetize its inventory through the
programmatic channel
To increase the revenue needed to
efficiently segment, transact and sell
their inventory
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Case Study: Produpress Group – Strategy
Immoweb deployed a best in class
programmatic strategy for its
premium inventory.
Immoweb strategically aligned its
direct and indirect sales
Immoweb introduced a private
marketplace, yield and a mobile web
optimization strategy
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Case Study: Produpress Group - Results
25% of programmatic revenue
delivered via PMP
30% of programmatic revenue came
from RTB served ahead of
guaranteed campaigns
100% eCPM increase from
indirect inventory
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In Summary
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It’s creating more opportunities to offer premium inventory in a
programmatic environment 2
However, it’s creating a real challenge around optimizing revenue
holistically across a publisher’s entire spectrum of inventory3
A unified strategy focused on cross-channel visibility and control
is a necessity in this environment for publishers to be successful 4
PMP Transactions Have Quickly Become A Significant And
Growing Part of Programmatic Market1
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THANK YOU!
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