Technorati & Digiday - Programmatic Report Card: Buy and sell sides score their programmatic partners
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We grade everything these days: restaurants, hotels, even attractiveness (Thanks, Tinder!). We regularly pass out awards to the top publishers, agencies and brands and shine a harsh light on the underperformers with aplomb. So why has it taken us so long to grade our programmatic partners, the players keeping our robust, automated transactions running day-in, day-out? Over 600 professionals on both sides of the buy/sell divide had the chance to grade their partners across a number of areas – open markets, PMP and advance bidding/header bidding. You’ll learn: - How publishers and buyers grade their programmatic partners. What are the problem areas and what opportunities are there for improvement. - How publishers and buyers view the effectiveness of private marketplaces. How do they each score their experiences and what strategies are working best· - Why advance bidding/header bidding is emerging as a growing trend. What are the challenges and upside potential for publishers.
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Technorati & Digiday - Programmatic Report Card: Buy and sell sides score their programmatic partners
- 1. David Amrani, Sr. Editor – Digiday Shani Higgins, CEO – Technorati Cory Wheeler, Programmatic Lead – Graphiq August 27, 2015
- 2. Methodology Over 600 buy- and sell-side professionals Publisher 38.86% Media Agency 22.12% Other 14.22% Network 7.42% DSP 6.95% Brand/AdverIser 6.79% Agency Trading Desk 3.63% 14.57% 32.45% 18.54% 12.58% 9.93% 11.92% Buyer Size (Annual Adspend) 25.74% 12.87% 14.34% 10.29% 8.09% 9.93% 18.75% Publisher Size (Monthly Ad Impressions)
- 3. The Open Markets Publishers 7.72% 64.71% 27.57% 0 1 -‐ 5 6+ 3.41% 67.71% 28.98% 0 1 -‐ 5 6+ Buyers # of Programmatic Selling Solutions # of Programmatic Buying Solutions
- 4. The Open Markets Time and effort to integrate – 55% Buyers/63% Sellers Time and efforts to manage each relaIonship – 49% Buyers/55% Sellers All inventory is overlapping – 41% Time and effort to manage inventory quality – 39% Sufficient return with exisIng partners – 38% Time and effort to manage ad quality – 47% Loss of impressions from daisy chaining – 40% Time and effort to manage reporIng – 33% Why isn’t there a rush to integrate more programmaIc partners? Buyers Sellers
- 5. The Open Markets - Publisher Challenges Daisy chaining or waterfalling partners is inefficent Not having my own internal developers to support my needs Not being able to have demand partners compete with eachother on each impression Top 3 biggest challenges publishers face working with programmatic partners 45.5% 44.4% 43.4% Maximizing competition for inventory is top of mind Not surprisingly – it’s all about the $$ Top 3 areas most in need of improvement… CPM 47% Fill 43% Revenue 36%
- 6. What techniques are publishers using? The Open Markets - Publisher Strategies 3.03% 9.60% 14.14% 29.29% 36.36% 38.89% 39.90% 48.99% Other Use a proprietary RTB System Allocate a % of my inventory to each partner Work with full-fill (no passbacks) Use an SSP or exchange to manage programmatic for me Manually adjusting ad serving rules based on eCPMS and fill Work with fixed CPM partners Using passbacks and floor prices
- 7. Private Marketplaces Customized, invitation-only marketplaces where publishers can make their (usually premium) inventory and audiences available to a select group of buyers. • About 67 percent of buyers and sellers use them • On average, 15 percent of digital ad spend
- 8. Private Marketplaces The problem areas: • Publishers can’t find enough buyers to enter these deals Ø If they do, it’s hard to ensure they’re buying • Inventory discovery is not up to buyers’ expectations • Deal negotiation mechanics are inefficient
- 9. Private Marketplaces 40% 31% 37% 45% 62% 63% 34% 38% 38% 45% 65% 67% Streamlining Delivery Campaign set up Budget Fulfillment Inventory Packaging Deal Negotiation Inventory/Demand Discovery Sellers Buyers Buyers and Sellers are in agreement on areas in need of attention.
- 10. Private Marketplaces So how do we improve? • More accurate and descriptive packaging of inventory • Publishers need to present their valuable, premium inventory • Deal negotiation needs to go off without a hitch Despite these issues, publishers and buyers expect their PMP revenue/spending to increase.
- 11. Private Marketplaces However, improvements will need to be made in aligning what Buyers value and what Sellers think Buyers value. First party data segments Viewability First look/exclusive access Context Frequency Capping Ad sizes/formats 69% 60% 54% 38% 32% 23% 45% 45% 68% 52% 15% 50% Buyers Value Most valuable targeting for maximizing ROI/that you provide Sellers Value
- 12. Buyer Feedback • CPM floor prices are too high for sufficient ROI • Perceived lack of transparency over ad context • Buyers are usually looking for audience, not specific domains • 75.5% of Buyers use in person meetings with Publishers to educate themselves about the quality and unique capabilities of their inventory • Followed by 45% using Trade Press and 22% using independent rating scores from Nielsen, Comscore, etc.
- 13. Difficulty is in the Eye of the Beholder Both sides think they have it the hardest Is the difficulty of dealing with mul5ple programma5c pla8orms felt more by publishers or buyers? 10.78% 44.91% 44.31% 57.80% 7.34% 34.86% Sellers Buyers Both Equally Sellers Buyers
- 14. A Deeper Dive into Advance Bidding (aka header bidding)
- 15. Technorati Defined: Those who are skilled at using, or knowledgable about, technology Our Focus: Ad Technology For Publishers Our Future: Programmatic Parity, Optimization And Ease For Publishers Our Roots: Scoring, Aggregation, Publishing & Monetization
- 16. Advance Bidding Heating Up While a little over half (53%) of large publishers are using Advance Bidding demand partners, 86% have been approached by these potential partners.* * TechnoraI/Digiday Survey – publishers with more than 250MM monthly impressions 68% 59% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Yes No I don't know Currently work with advance bidding integraIons Have been approached by advance bidding partners
- 17. Education is Key For those not currently working with Advance bidding partners, lack of understanding and concerns over development time are primary hurdles.* * TechnoraI/Digiday Survey – sellers 68% 19% 20% 29% Internal development time to integrate Not sure of the value I don't have enough information about Advance Bidding What most prevents you from working with Advance Bidding Partners?
- 18. Why Advanced Bidding? • Eliminates the inefficiencies of the “daisy chain” • Enables true competition across demand partners for each impression • Eliminates the headache of managing passbacks • Reduces discrepancies and and impression loss resulting from passbacks
- 19. • Page Latency • Time And Resources Needed To Integrate • Data Leakage • Few Publisher Controls (Targeting And Time Outs) • Limited Performance Visibility (i.e. Bid/Win Data, Response Time, Time outs) • Cross Partner Compatibility 58% 69% Time to integrate Page load time & latency What’s the Downside? * TechnoraI/Digiday Survey – publishers with more than 250MM monthly impressions 68% Areas Most in Need of Improvement for Advance Bidding*
- 20. Technorati’s Viewpoint Programmatic should enable publishers to effectively: • Drive revenue performance • Reduce the friction in selling, managing & optimizing advertising • Obtain insight, transparency and accountability from their demand partners Introducing: Exchanges SSPs DSPs Trade Desks Networks AdverIsers conTango
- 21. Contango and the SmartWrapper Solution Reduce management overhead and page latency • Scale partner integrations quickly and effortlessly • Control, analyze and manage timeouts Single container tag to house all advance/header bidding integrations Increase partner accountability • Reporting, analytics on partner level response time, bid rate, win rate and revenue Maximize the number of Advance Bidding partners • Allows for easy testing of new advance bidding partners • Solves for cross partner compatibility
- 22. Publisher’s Website <Ad> <AD> <AD> How SmartWrapper Works 22 Smart Wrapper Demand Partners Onboarding/ Offboarding Targeting Controls Reporting/ Analytics Smart Optimizations 1 2 3 4 5 … Demand Partner Campaigns: 1, 2, 3, 4, 5… Direct Campaigns Primary Exchange Private Marketplace Publisher’s Adserver
- 23. Q/A with Cory Wheeler 23 Cory Wheeler: ProgrammaIc Lead