2. Meredith reaches 82mm women at every life stage and across her passions
kraftrecipes.com comidakraft.com
Meredith Digital
3. Meredith continues to invest in and acquire publishers & technology platforms to
deliver scaled and quality audiences.
REACHING
100MWOMEN
82MMONTHLY UVS
63%MILLENNIALS
2 3HISPANICS
OUT
OF
800DATA POINTS
PER PERSON
100MCONSUMERS
DATABASE OF
MAGAZINE
ACQUISITIONS
& LAUNCHES
MXM
EXPANSIO
N
DIGITAL
TECHNOLOGY
DIGITAL
DATA
A Media Powerhouse
5. HEADER BIDDING: The ability to
have bids considered concurrently
– rather than consecutively – within
the ad server, by applying a piece
of Javascript to a publisher’s page
6. Near-Term Results
Increased
yield for pubs
Increased consternation for
agencies who promised
programmatic as ‘price-
efficient’
Increased
opportunity for
inventory access for
clients
7. How Are Pubs Using Header Bidding
Successfully?
Changing demand prioritization1
2
3
Creating opportunities for preferred clients – “Biddable Guaranteed”
Insights tool into latent demand and yield opportunities
8. Publisher Ad Server
Different potential set-ups
Ad Call
PREMIUM DIRECT
STANDARD
DIRECT
PREMIUM
PROGRAMMATIC
OPEN PROGRAMMATIC
Monetizatio
n
Partner
HEADER RETURN—STANDARD
$30
$24
$20
$16
$12
$8
$7
$6
$5
$4
$3
$2
$1
Is Open Competing with All?
PMP set up as price or
preference?
What settings are the line items?
a.k.a “The Waterfall”
9. How Are Pubs Using Header Bidding
Successfully?
Changing demand prioritization1
2
3
Creating opportunities for preferred clients – “Biddable Guaranteed”
Insights tool into latent demand and yield opportunities
10. Key Takeaways
Here to Stay– we will build on the concept of
concurrent decisioning, not consecutive decisioning
Adjust your product and selling strategy –
identify how to make it work for you AND your
partners
Identify new opportunities – what else can we do
with header style enablement
1
2
3
Editor's Notes
Thank you to Digiday - Learn so much from peers
Spoke and limited myself to one mention of HB… not so much today
From HB to concurrent decisioning enablement - CDE
Meredith has undergone transformation
Huge growth in past couple of years, up to 82MM monthly uniques, nearly 20% growth y/y
Some of world’s leading lifestyle and women’s brands
Quietly been building out our tech stack, ad stack, and data capabilities
I joined to help build a new data practice…
Key aquisitions to make us among the most forward-thinking, leading publishers
The Data Evolution is very much underway…
Context of innovation timeline is critical to seeing HB’s position
The most important thing to focus on is that the pace of change is accelerating
20 year time chart – 15 years to get to RTB, but ony 4 years to get to HB penetration/stack avoidance
Need to stop talking about header bidding, and start talking about full bid enablement since HB is just the tech
Important to simply define HB – it is about enablement
What HB is not:
--Prioritized automatically
--An efficient way to run an auction
What HB is:
--A near term solution to work around waterfall of descending price,
--An opportunity to generate incremental yield and/or client prioritization
HB has taught industry more ways to work with demand partners
Its impact to date has been one of mixed results,
depending on what side of the desk you are coming from…
Increased oppty is witnessed in the huge jump in queries per second that DSPs
Changing your selling strategy/demand prioritization (e.g. When we launched 3 years ago, we immediately used it as a preference tool, not a yield tool)
Creating separate business initiatives for preferred clients – Biddable guaranteed
An insights tool into latent demand and yield opportunities (demand overhang reports – visuals attached)
An insights tool into latent demand and yield opportunities (demand overhang reports – visuals attached)
1) HB in current form just the beginning– Google Exchange Bidding, S2S by other large tech players will build on the concept of concurrent decisioning, not consecutive decisioning – but remember, the ad server priortization capability (the waterfall) plays an important part based on your strategy)Not a panacea – has its worts, and should be used as part of a buying/selling strategy
– USE AMAZON TOO (SERVER-TO-SERVER)
1) Instead of the ad server, but will also move to S2S (happening on the page (move to S2S, e.g., by Google, Amazon) – a real threat to the major ad servers of today, makes a DSP as ad server quite an interesting play
2) Big boys get smart and recognize an opportunity to re-assert dominance – like a horror film where you know the character is going to get it and they continue to make the same mistakes again and again. ‘don’t go in the house!’ – the equivalent is ‘ build it for the market’ and stop figuring out how you will own it
The pendulum swings both ways – pubs are currently driving prices higher, but the market will figure out a way to balance out, and ultimately pubs who are relying on increased yield only as the opportunity from HB will be in for a rude awakening. buyers will eventually figure out a way to create price efficiency