editorial VDZ - outlining the microsoft publisher solutions - product portfolio and platform benefit. Finest technology and core of Microsoft Advertising´s technology and services offering in 2008

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Microsoft Advertising
Axel Hoehnke
Group Head Publisher Solutions
Gasstrasse 6 a - Gebäude M
22761 Hamburg | Tel: +49.171.540.3119
axel.hoehnke@microsoft.com
Solution at a Glance
Industry standard provider of media monetization solutions. Founded in 1999, acquired by Microsoft in
2008. We deliver critical inventory and price management infrastructure to leading media companies,
answering three key questions: 1. What do I have to sell? Forecasting and planning, translating traffic
and users into salable advertising impressions 2. How should I sell it? Pricing and planning for monetiza-
tion across competing direct and indirect sales opportunities 3. How am I performing? Analytic controls,
turning raw data into actionable insight for managing sales performance
Customer’s Challenges
1. Visibility: Centralized and consistent toolset accessible throughout the organization
Views into the opportunity cost or ability to control deviations from the standard Rate Card
Discipline through visibility in pricing logic across customers
2. Inventory: Improved inventory predictions to offset the ‘cost’ of under- and over-delivery
quick and accurate inventory information to inform campaign management
Inform asset allocation process to manage link-in vs. link-off tradeoffs
3. Pricing: Rational, data-driven rate card to support sales negotiations with increasingly sophisticated
agencies and non-endemic advertisers. Ability to estimate the cannibalization effect of adjusting prices
and introducing new products to maximize yield
Our Offering
Business Advisor, Yield dashboard delivering comprehensive, real time yield analytics, Supports reve-
nue recovery and provides ‘detective’ controls. Inventory Manager (Purpose-built inventory solution
with highly accurate forecasts, Improves revenue capture by minimizing over- and under-selling). Price
Director (Holistic pricing workbench for planning and managing rate cards, delivers incremental revenue
through price and demand optimization). Ad Manager balances competing priorities with flexible, tiered
Ad Serving, provides smarter prioritization for guaranteed inventory. Deal Manager delivers a central
interface for managing sales workflow from the RFP/proposal process and streamlines process and
workflow between advertising operations and sales.
Unique differentiotors
Customer Quote: “Rapt is the only company that we are aware of that has developed and implemented
successful price optimization solutions within… media. Companies that have implemented and used
Rapt in the past two years have seen uplift in their revenue in the 5-10% range.” William S. Morrison,
Managing Director, Sr. Internet Analyst, ThinkEquity Partners
Business benefits
Microsoft Publisher technology and advisory services drive higher revenues and improved yield through
better-informed inventory and pricing decisions.
Company References & Strategic Partners Segment, Technology Keywords
Yahoo!, MTV Networks, Fox, MSN, Yield Management, Yield Monetization, Media Reuters,
New York Times Monetization, Media Network, Performance Network,
AdServing
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