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
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?