Digiday Programmatic Marketing Summit

1. Digiday Programmatic Summit - May 2017
Keeping Publishers & Advertisers Honest
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4. DIRECT
PROGRAMMATIC
OPEN MARKET
PMP
PROGRAMMATIC GUARANTEED
PREFERRED DEALS
PRIVATE AUCTION
INVENTORY SITUATION

5. -PUBLISHERS NEED TO INCREASE RATES
-ADVERTISERS NEED TO DECREASE RATES
WHERE DO WE MEET IN THE MIDDLE?
THE RATE QUESTION

6. -PRIVATE AUCTION
SET A LOW FLOOR
LET THE INVENTORY PROVE IT’S WORTH
LET THE ADVERTISER BID HIGHER TO WIN
MORE INVENTORY
FLEXIBILITY

7. - WAS THE INVENTORY WORTH THE PRICE
- ARE WE MEETING THEIR KPI GOALS
- IS THE ADVERTISER ABLE TO SCALE
- WHAT CAN WE DO NEXT
HONESTY

8. -JEEP WAS BUYING THROUGH THE EXCHANGES @ 50%
ABOVE RATE CARD
-OFFERED A PRIVATE AUCTION W/ FLOOR @ A 20%
DISCOUNT TO RATE CARD
RESULTS
- 1-MONTH DIP IN REVENUE FROM JEEP
- 7 MONTHS OUT, WE’VE SEEN A 3.5X INCREASE IN
TOTAL SPEND
- RECEIVED FIRST DIRECT IO BUY
- MULTIPLE RENEWALS THROUGH PROGRAMMATIC
GUARANTEED TECHNOLOGY
CASE STUDY

9. - REMOVE THE ROADBLOCKS
- TEST NEW WAYS TO PARTNER
- STRIVE TO HELP YOUR PARTNERS MEET THEIR
GOALS
TAKE-AWAYS
QUESTIONS?