W W W . M E R E D I T H . C O M

The Header Bidding RevolutionDigiday WTF Programmatic

Chip SchenckVP of Data & Programmatic Solutions

December 7, 2016

1

Meredith reaches 82mm women at every life stage and across her passions

kraftrecipes.com comidakraft.com

Meredith Digital2

Meredith continues to invest in and acquire publishers & technology platforms to deliver scaled and quality audiences.

REACHING

100M

WOMEN

82M MONTHLY UVS

63%MILLENNIALS

2 3HISPANICS

OUT OF 800

DATA POINTS PER PERSON100M

CONSUMERS

DATABASE OF

MAGAZINE ACQUISITIONS & LAUNCHES

MXM EXPANSION

DIGITALTECHNOLOGY

DIGITAL

DATA

A Media Powerhouse3

now future

Ad Networks Ad

Exchanges

& SSPs

DMPs Search

1990s

Private Exchanges Automated Guaranteed

Offline Targeting• Direct Mail• List Rental

Email MarketingReserve

d Display

Content ExchangesVertical Exchanges

now future1990s PROGRAMMATIC PREMIUM

DIRECT SOLD / GUARANTEED / RESERVED

INDIRECT / PROGRAMMATIC /

UNRESERVED

Data Evolution4

Header Bidding on the scene

5

HEADER BIDDING: The ability to have bids considered concurrently – rather than consecutively – within the ad server, by applying a piece of Javascript to a publisher’s page

Near-Term Results6

Increased yield for pubs

Increased consternation for agencies who promised programmatic as ‘price-efficient’

Increased opportunity for inventory access for clients

How Are Pubs Using Header Bidding Successfully?

7

Changing demand prioritization

123

Creating opportunities for preferred clients – “Biddable Guaranteed”

Insights tool into latent demand and yield opportunities

Publisher Ad Server8

Different potential set-ups Ad Call

PREMIUM DIRECT

STANDARD DIRECT

PREMIUM PROGRAMMATIC

OPEN PROGRAMMATIC

Monetization

Partner

HEADER RETURN—SPONSORSHIP

HEADER RETURN—STANDARD

HEADER RETURN—PP PMP

HEADER RETURN—PP PMP

$30$24$20$16$12$8$7$6$5$4$3$2$1

Is Open Competing with All?PMP set up as price or preference?What settings are the line items?

a.k.a “The Waterfall”

How Are Pubs Using Header Bidding Successfully?

9

Changing demand prioritization

123

Creating opportunities for preferred clients – “Biddable Guaranteed”

Insights tool into latent demand and yield opportunities

W W W . M E R E D I T H . C O M 10

Key TakeawaysNot a panacea – header bidding has its challenges, and should be part of a buying/selling strategy

Market is changing fast: we will build on the concept of concurrent decisioning, not consecutive decisioning

The pendulum swings both ways – but header bidding’s impact (good or bad) is here to stay

123