WTF IS MY YIELD STRATEGY?RISK VS. REWARD

ELAINE DELA CRUZ - DIGITAL TRADING DIRECTORDENNIS PUBLISHING

3 THINGS

1. RISK VS. REWARD: 10 QUESTIONS THAT SHAPED OUR APPROACH TO PROGRAMMATIC

2. OPEN FOR BUSINESS: HOW BRANDS BUY FROM US3. NEXT 12 MONTHS: INVESTMENT ROAD MAP

25 SITES20m UUs£14.5m

YIELD AUDIT

1. WHAT MARKETS DO YOU OPERATE IN?2. HOW VALUABLE IS YOUR AUDIENCE?3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING?4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT?5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY?

MARKET INSIGHT

1. WHAT MARKETS DO YOU OPERATE IN?2. HOW VALUABLE IS YOUR AUDIENCE?3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING?4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT?5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY?6. WHAT ARE YOUR DIRECT COMPETITORS DOING?7. HOW MUCH CAN YOU TRUST YOUR CLIENTS?

BUSINESS CASE

1. WHAT MARKETS DO YOU OPERATE IN?2. HOW VALUABLE IS YOUR AUDIENCE?3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING?4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT?5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY?6. WHAT ARE YOUR DIRECT COMPETITORS DOING?7. HOW MUCH CAN YOU TRUST YOUR CLIENTS?8. HOW AND WHY WILL YOU TRADE PROGRAMMATICALLY? 9. HOW WILL PROGRAMMATIC YIELDS AFFECT WIDER BUSINESS?10. IS YOUR OPERATIONAL SET-UP READY?

UNSOLD

OPEN AUCTION SEGMENTATION BLOCK LISTS IN-HOUSE SPECIALISTS

OPEN MARKET DECREASE

ENHANCED SEGMENTATION

PUBLISHER PARTNERSHIPS

PROGRAMMATIC TEAM

OVERSEAS

ENHANCED SEGMENTS

PUBLISHER PARTNERSHIPS

PROGRAMMATIC TEAM

OPEN AUCTION GEO SEGMENTS NO BLOCK LISTS IN-HOUSE SPECIALISTSHIGH IMPACT FORMATS

TRADING DEALS

EXPECTED TRADING

MULTI-SKILLED TEAM

AGENCY PARTNERS ENDEMIC CLIENTS NEW BUSINESS TRADING PILLARS

PREMIUM PROGRAMMATIC

MIGRATION FROM OPEN MARKET GUARANTEED BUYS PUBLISHER

PARTNERSHIPSSALES

NORMALISATION

BRAND LED SET CPMS NEW BUSINESS & LOW RISK CLIENTS

IN-HOUSE SPECIALISTS INSIGHT & LEARNINGS

To summarise…

• CASE BY CASE. STOP AND THINK. THEN STOP AND THINK AGAIN• WHY DO YOU WANT TO TRADE PROGRAMMATICALLY?• INVESTMENT IN TO FUTURE YIELD – AUDIENCE, ENVIRONMENT AND BRAND