“How Programmatic is Changing our
Landscape & the Conde Nast Approach”
Presented by: Rick Welch
Conde Nast Media Group

• Major Shifts in Advertising Budget to Programmatic
(AmEx, Unilever, P&G, & more…)
– Budgetary shifts to programmatic ads indicate success and trust in the future of
programmatic tech. Among those with huge budgets devoted to programmatic
spend are American Express (will soon be 80+% of budget), Unilever, and P&G
(quoted ~70% of budget). Representing an industry-wide movement towards
programmatic spend in media plans.
• American Express Wants to Shift Online Ad Budget to Programmatic Technologies ||
5.6 || AdAge || http://bit.ly/1mz4PhV
Industry Trends
Why is a programmatic strategy important for publishers?

• “Big Players are Investing with Big Moves”
– The big five publishing groups (Google, Facebook, AOL, Yahoo, & Microsoft)
receiving the largest digital spend are seeing great returns on selling
programmatically. Revenue growth from AOL platforms has increased 20% due
to programmatic efforts. Facebook’s programmatic efforts are allowing it to
challenge Google in ad sales. Programmatic scale and sales opportunities allow
for effective competition of market share.
• The Big Five (Google, Facebook, Microsoft, Yahoo, & AOL) and Programmatic Brand
Advertising || 11.11 || MediaPost || http://bit.ly/1EBnOgZ
Industry Trends
Why is a programmatic strategy important for publishers?

Types of Programmatic Buys
(as defined by the IAB)
PMP (AG, PD, PA) will be the primary focus for us in 2015
and will represent over 75% of our programmatic revenue
DEFINITIONS ACCORDING TO IAB
AUTOMATED GUARANTEED
Reserved inventory at fixed rate
(also referred to as “programmatic guaranteed”)
UNRESERVED FIXED RATE
Fixed CPM, inventory is not reserved
PRIVATE AUCTION
Variable CPM, pre-approved advertisers
OPEN AUCTION
Unreserved inventory on the open exchange platforms
Conde is semi transparent in the open market and
pushing out of this area in 2015

SOURCE: THIS IS THE SOURCE
CN PMP: How to buy & what is available
For fixed rate buys (guaranteed, non-reserved)
• High-impact & rich media units such as tandems & takeovers are
available via
(alternatively, via Google Reserve if preferred)
CN Auctions
• Do not include takeovers, ads will not be served in tandem
• Are established at the account level (not agency or trading desk)
Pricing is based on existing Condé-Client rate card
• If no such rate card exists, a default programmatic
rate card will be provided.
All types of CN programmatic buying are
available at the following three levels of
transparency:
Individual publications
(ex: CNTraveler.com)
Categorical
(established CN Collections)
RON (blind)
1
2
3

PLATFORM PARTNERS
DISPLAY/MOBILE VIDEO EMAIL
EXCHANGE/PMP AUTOMATED GUARANTEED
[2015]
+

SAMPLE
DISTRIBUTION
PATH
DISPLAY
EMAIL
MOBILE
VIDEO

PROGRAMMATIC
CAN BE PREMIUM

SOURCE: THIS IS THE SOURCE
MASTHEAD UNIT
• High-impact IAB Rising Star unit
• Available to be bought programmatically
through Conde Nast PMP

SOURCE: THIS IS THE SOURCE
“LIGHTBOX” UNIT
• Branded interstitial video experience
launched from standard banner units
• High-impact execution that takes
advantage of standard unit scale
• Successful 2014 campaigns for Tory
Burch, Burberry, Samsung
• $45 CPM

LIGHTBOX UNIT
• Unit can run on any
of Condé Nast titles –
homepages or
section headers
• Provide video content
to be viewed within
unit
• If no content can be
provided from client,
Condé Studio team
can work with you to
create needed video

LIGHTBOX UNIT
• Unit can run on any
of Condé Nast titles –
homepages or
section headers
• Provide video content
to be viewed within
unit
• If no content can be
provided from client,
Condé Studio team
can work with you to
create needed video

LIGHTBOX UNIT
• Unit can run on any
of Condé Nast titles –
homepages or
section headers
• Provide video content
to be viewed within
unit
• If no content can be
provided from client,
Condé Studio team
can work with you to
create needed video

CREATIVE PARTNERS

2015 Strategy
How Conde is going to meet the market’s
digital demands & revise the approach to the
programmatic market

Market Concern 1: Quality of content & audience
Answer: Continued Best-in-class content creation

Market Concern 1: Quality of content & audience
Answer: Continued Best-in-class content creation

Market Concern 2: View-ability & Fraud
Answer: Commitment to top level service & customer satisfaction

SOURCE: THIS IS TE SOURCE
Additional Steps:
MARKETPLACE IDEATION
-CN SCALE MARKETPLACE
-CN WOMEN’S COLLECTION PRIVATE MARKETPLACE
-THE NEW YORKER PRIVATE MARKETPLACE
-DETAILS NETWORK PRIVATE MARKETPLACE
-FOOD INNOVATION GROUP PRIVATE MARKETPLACE
-CN RISING STAR PRIVATE MARKETPLACE
-CN MASTHEAD PRIVATE MARKETPLACE
-CN PRIVATE MARKETPLACE FOR RETARGETERS
-CN MOBILE PRIVATE MARKETPLACE