The Advent of Global Publisher Alliances

1. The advent of Global PublisherAlliances
Valérie Latronche
Director, Global Publisher Alliances

2. RUBICON PROJECT’S
MARKETPLACE VISION

3. Big Data
+
Science
14 Patent
Applications
Network
Effects
CONNECTING THE WORLD’S BEST BUYERS & SELLERS

4. THROUGH AN INDEPENDENT MARKETPLACE
OPEN SCALABLE PREMIUM
DSPs, DMPs, +5 TR bid requests #1 Intl Exchange
Adservers per month for inventory quality*
*The Pixalate Global Seller Trust Index

5. AND A UNIFIED MARKETPLACE
Print Out of Home
MobileDesktop

6. PUBLISHER CO-OPERATIVES
AGlobal DigitalAdvertising Trend

7. THE GENESIS OF THE CO-OP
1,2 :eMarketer 2014-2016

8. THE GENESIS OF THE CO-OP
COMPETITION AND THE BIG 5
More than pure efficiency, the co-op is also about competition:
competing with the digital giants that in the-at times conflicted-world of
advertising also seek to make media owners their customers.
Just the latest example of this has seen Facebook trying to persuade
publishers to bypass their own websites and apps altogether,
publishing content directly to the social network’s news feed.
With 88% of US millennials already getting their news via Facebook,
so the argument goes, what do sellers have to lose? Against the
backdrop of Google/Alphabet increasing its lead as the world’s biggest
media owner, and the ‘Big 5’ increasing their overall digital advertising
share to north of 65%, it is clear why publishing names worldwide,
previously competitors, are seeing the need to band together. The
following quote from the Czech Publisher Exchange’s Managing
Director sums it up best:
“To face up to global competition (Google/Alphabet, Facebook etc)
individually, we are weak. Even if we are competitors as publishers,
the value we gain from working together is so great that the
compromise is worth it.”
Matej Novak, MD
CPEx

9. THE CO-OP CONCEPT
Acting as a strong alternative supply & data source
for marketers while serving Publishers’ monetization
goals

10. The Co-op Timeline

11. CO-OP REQUIREMENTS
OPEN SCALABLE PREMIUM
DMPs, Trading desks Extended reach, Selected Publishers,
Viewability vendors Multiple Adsizes Rich Media Formats

12. CO-OP BENEFITS FOR PUBLISHERS
• Being rewarded for content creation and audience loyalty
• Attract Quality and new Advertisers
• Control CPMs volatility through floor price & dealIDs
• Participate in market innovation
• Share cost for R&D, technology and resource

13. CO-OP BENEFITS FOR ADVERTISERS
• Improve Campaign Efficiency
One-stop shop for :
• Access to extended reach (>70%) and great volume
of impressions
• Guaranteed Premium context
• Use unique Publisher 1st Party Data (>50 segments)

14. WHAT’S NEXT FOR PUBLISHER CO-OPS?
• A constant need for innovation to keep both Publishers &
Advertisers happy
• Operating all programmatic sales : not only non-guaranteed
deals but also guaranteed orders ?
• Display, Mobile, Video.. Next Audio ?
• A co-op of co-ops ?

15. Thank You !