MediaPost RTB Insider Summit Presentation Matt Prohaska ~ Principal & CEO of Prohaska Consulting Programmatic Help For All

1. Publishers Arming Up For
The Programmatic Wars
June 13, 2014

2. 2
About Prohaska Consulting
• “Programmatic Help For All”
• Publishers, Ad Tech, Agencies, and Brands
• 40 clients in last 3 years; 15 in the last 15 weeks (8 Pubs)
• 25+ different ad tech vendor reviews last 2 years
• Current team of 6, potentially growing to 12 by July
• Sales, Marketing, Operations, Biz Dev, Analytics, Tech Dev
• Matt Prohaska, CEO & Principal
• In digital advertising since ‘94, TV ‘92-’96 (5 upfronts)
• Former Programmatic Advertising Dir. @ New York Times
• Closed more programmatic direct deals than any other publisher
in the world during his 10 months there

3. 3
Let’s please not call
it a war between
sellers & buyers.

4. 4
The real war is among
SSPs/Exchanges,
since they are direct
competitors.

5. 5
The Exchange Arms Race
• Generalist vs. Specialist
• Company Options: Buy vs. Build vs. Partner
• Mobile – standalone vs…

6. 6
The Exchange Arms Race
• Generalist vs. Specialist
• Company Options: Buy vs. Build vs. Partner
• Video – standalone vs…

7. 7
The Exchange Arms Race
• Full-feature vs. Full-integration
• When do SSPs add DMP capabilities?
• Again: Buy vs. Build vs. Partner

8. 8
Publishers Finally Getting Setup
From our IAB Programmatic Publishers Council: Nov. ‘13
www.iab.net/programmatic

9. 9
Publishers Finally Seeing Real Benefits
Efficiency
Lower CPMs
Speed Audience
Targeting

10. 10
Publishers Finally Setting Up Shop
The Open
Exchange
Today

11. 11
Publishers Finally Setting Up Shop
The Private
Exchange
Today

12. 12
Publishers Finally Asking For More
Top 10 ways Programmatic is different from an IO
(aka: Why IOs are $20 CPM & Programmatic is $5 CPM today)
1. Not guaranteed inventory
2. Only 300x250, 728x90, 160x600 & 300x600 (rich media coming)
3. No competitive separation
4. No roadblocks
5. No SOV
6. No fixed positions
7. Only top-level channel targeting
8. Not served first-look
9. No product placement/integration sponsorships
10. No Added Value needed to be added

13. 13
How To Create Better Balance
• Help pubs sell programmatically the way they
do with an IO
• Help pubs know & leverage their 1st-Party
audience better
• Help pubs balance price transparency and
audience discovery
• Lower fees(?!?!)
• >2x liquidity @ 8-12% > today @ 10-20%, right?

14. 14
Thanks!
Prohaska Consulting
Programmatic Help For All
matt@prohaskaconsulting.com
917.597.6568
@mattprohaska