The document discusses data monetization and the growth of real-time bidding (RTB) for digital advertising. It describes how a demand-side platform (DSP) allows publishers to maximize yield from their inventory by enabling advertisers to bid on high quality ad space in real-time auctions. Using a DSP provides benefits like increased revenue, control over direct and reserved inventory sales, and transparency into ad space value and reporting. The document also includes a chart showing a survey that found 55% of respondents have a data management platform, while 35% plan to implement one in the future.

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8. Data Monetization

10. Source: PubMatic, Ad Revenue Report, November 2011

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 Partner
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Growth

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Benefits:
 Increased revenue: highest price for each ad
 Control over RTB and direct sold reserve
 Ad space value transparency
 Coordinated yield management and inventory/revenue reporting
 Fast page loading; in-line calls
 Enables advertisers simple and trusted solution to bid on high
quality inventory

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18. Response
10%
Yes, this is live
No, but we are planning to
55%
35%
No, no plan for this
Source: Econsultancy Survey Nov. 2011

19. AdMedia Premium Audience Square
+ Next Interactive Media + L’express…
Selections of DMP – RTB technology
Dedicated Team

20. Publishers:
• Offer broad inventory
• Communicate directly with
Agency
• Plan for global reach
• Revise back office workflow by
automating functions, such as
invoicing/tracking/tagging
Agencies/Advertisers:
• Select publisher/inventory
• Set KPI benchmarks
• Set pricing and price ceilings
Agency • Set accountability criteria

21. Agency provides details of
the media buy such as:
• Pricing type
Agency
• Targeting/audience
• Rich Media
• Sizes to be delivered to 24/7 Connect team
• Data Agency negotiates bills Agency with
Automated reports
• Visibility/transparency the buy with granular details of
needed sent to Agency daily
publishers/networks publisher payout
Necessary Reports about the
Documentation campaigns created pacing of the
Payment received
about the buy sent in conjunction with campaigns is Campaign earns out
by 24/7 Connect
to 24/7 Connect the publishers via available in 24/7
24/7 Connect Connect
Publishers
Campaign runs at
the publisher’s end.
Daily automated 24/7 Connect pays
reports on Pacing publishers
are available to the
publisher

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