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PROGRAMMATIC EVOLUTION & BEYOND: The supply perspective

PROGRAMMATIC EVOLUTION & BEYOND: The supply perspective. The Legolas Platform. 75+. 40+. 200. 15. 40+. Premium PUBLISHERS. Marquis ADVERTISERS. MILLION Monthly Unique Consumers. TRILLION Impressions served. THOUSAND Data Targeting points. FORBES.COM. UNPRECEDENTENDED

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PROGRAMMATIC EVOLUTION & BEYOND: The supply perspective

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  1. PROGRAMMATIC EVOLUTION & BEYOND: The supply perspective

  2. The Legolas Platform 75+ 40+ 200 15 40+ Premium PUBLISHERS Marquis ADVERTISERS MILLION Monthly Unique Consumers TRILLION Impressions served THOUSAND Data Targeting points

  3. FORBES.COM UNPRECEDENTENDED AUDIENCE GROWTH With 48 million unique visitors* in March 2013, Forbes.com has seen an incredible audience growth of 60% year over year. AWARD WINNING In April 2013, Forbes was awarded a Webby award for the Best Magazine Website. SOCIAL JOURNALISM Our unique platform supports 1,000+ staff writers and expert contributors, encouraging greater participation and engagement with our audience. *Omniture, March 2013

  4. #1 HEALTHY LIFESTYLE MEDIA COMPANY - IN THE WORLD

  5. (definitions, please) The power of programmatic

  6. According to Tony Katsur, CEO, Maxifier….. “When it comes to programmatic premium, should we simply call it what it is – premium? Putting ‘programmatic’ in front of it doesn’t change the fact that it’s still premium.” THOUGHTS ?

  7. According to eMarketer… Only 3out of 10 media buyers seemed certain they would not move entirely to programmatic buying. IMPACT ON PUBLISHERS?

  8. (can it be programmatic also?) INVENTORY QUALITY

  9. The Type of Media You Buy Matters Publishers allocate fatigued users to RTB / Trading Desks Session Depth (Impressions) Response Rate Typically Goes to Networks or RTB (Most of the Composition of RTB) Typically Sold Class 2 or Networks/SSP Block (Sometimes Appears in RTB) Typically Sold Class 1 (Rarely Appears in RTB) ACCURATE?

  10. Premium Publisher Inventory Breakdown According to a leading premium publisher, 10% of their Inventory is sold via RTB Remnant channels. TYPICAL?

  11. (are all views created equal?) VIEWABILITY

  12. According to Tom Shields, Co-founder & Chief Strategy Officer, Yieldex… “Trying to move the industry to ‘viewable impressions’ is a bad idea for three reasons: • It won’t make any difference to marketing ROI • It doesn’t help bring dollars online • And it will be expensive and confusing to adopt.” AGREE ?

  13. (follow the leader – your audience) VIDEO + MOBILE

  14. Forrester’s Prediction About Video… “For 2013, RTB spending will increase to $686 million and by 2014, RTB spending will increase to $1.14 billion – which represents a 284% increase since 2012.” THOUGHTS ?

  15. eMarketer Sizes the Mobile Market… “Mobile ad spend will reach $7.3 Bn this year, and US advertisers are expected to devote $27.13 Bn to mobile by 2017.” RING TRUE ?

  16. (me want cookie!) THIRD PARTY COOKIES

  17. According to Paul Cimino, VP / GM, Brilig… “How long do you think until the cookie as we know it dies or is significantly less important than it is today? Five years at the most.” ANY TAKERS ?

  18. (we see through you) TRANSPARENCY

  19. From SpotXchange’s Survival Guide to Digital Video Landscape… “Advertising exchanges reward Buyers and Sellers as never before for transparency, for revealing what they want, and what they have. In exchanges, the interests of both sides and even intermediaries are unusually well-aligned.” AGREE / DISAGREE?

  20. Q&A

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