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Discussing best practices and learnings with the leading publishers in Spain using a case study from the Netherlands.
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Programmatic Selling at EbayMarktplaats Media Private Exchange
Improve Digital CEO Dinnerby Joep Hutschemakers
March 2013Madrid
The challenges for Marktplaats
“How can Marktplaats leverage its inventory and take advantage of budget shifts towards the automated channel, without harming premium sales and user experience, in a market which is changing so rapidly that an active involvement is necessary to keep up and acquire insights in clients, users and technical developments?”
“Innovation is the ability to see change as an opportunity – not a threat”. -Steve Jobs
Need for a private exchange is driven by a
changing display eco system
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Rise of Sell Side Platforms (SSP’s) pushed back developments from the demand sidePublishers can set up their private exchange with strict rules
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Adv
ertis
ers P
ublis
her
s
Age
ncie
s
Ad
netw
orks
Sel
l sid
e pl
atfo
rms
Dem
and
sid
e pl
atfo
rms
Programmatic restores the balance between publishers and advertisers
Why a Private Exchange?Benefit from the ecosystem change and keep control in the automated (programmatic buying) channel
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RTB Integration
RTB Integration
Business Rules
Business Rules
eCPM & Optimisation
eCPM & Optimisation
Data Integration
Data Integration
Real Time BiddingPrivate
Exchange
ControlYield mgt
Data1
32
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How does our private
exchange work?
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Overcoming resistance
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Premium versus Private Exchange
Guarantees• # views• Umfeld• Placements
Formats• All display formats, rich
media, takeovers, VIP tabs and custom content integrations
Targeting• In every way,
a.o. zipcode, contextual, BT, region, etc
Flexibility• Campaign timings• Lagging delivery actively
managed
Account Management• Personal advice, before, during, after• Reporting and evaluation• Knowledge sharing• Efficiency studies
Premium Private Exchange
Private Exchange Drivers of growth: Demand, Floorprice, SupplyActive yield mgt will increase both revenues and eCPM
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Constantly balanced out
Demand
SupplyImpressions
Floor prices
Yield Mgt
RevenueseCPM
Supply – 5 formats, but no premium placements
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Leaderboard Medium rectangleFull banner
Homepage
Group pages
Categorypages
View Itempages
Search resultpages
Sky
scraper Wide sk
y
scraper
In Private Exchange Not in Private Exchange
FullbannerLeaderboard, BillboardMedium rectangleRoadblock, HTO (XL)
FullbannerLeaderboard*Contentbanner, Medium rectangle, GTO
Leaderboard/FullbannerSkyscraperWide skyscraper
Rubrieksbanner
Medium rectangle (except in Cars)Photo pop up
Text links
Leaderboard
Demand - 3 different buys in a Private Exchange
Type of buy Example companies
Characteristics
Trading desks / RTB enabled
Trading desks like Cadrian (Digiloque), Accuen (OMD)
Direct - Client
T-mobile, ING Bank
Direct – Ad Network
Click District, Specific Media, MS Network
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1
2
3 Neg
oti
atin
g
Pri
cin
g
Cre
ativ
e
Sp
end
Co
mm
itm
ent
Oth
er
Floorpices – Experimenting with different floorprices
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• Per group• Per format• Per placement• Per demand partner• Per type of bid
Leaderboard Medium rectangleFull banner
Homepage
Group pages
Categorypages
View Itempages
Search resultpages
Sky
scraper Wide sk
y
scraper
Where are we (heading) with
the private exchange?
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Disruption is always around the edges, never heads on
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From a more tactical towards a more strategic implementation
Phase 1:No active publisher participation
Phase 2: Incorporate multiple RTB vendors into monetization partner suite – testing phase
Phase 3: Consolidate vendor strategy and executes private deals and/or sales with arbitrary price floors
Phase 4: Actively manage smart, variable floor price informed by data; managed by strategic team
Phase 5: Look holistically at all sales channels and optimize yield across both direct and indirect/ RTB channels
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strategic implementation:- start using it as an intelligence tool to manage Yield and inform pricing- have a clear view and policies on Data usage- understand how premium inventory can be
monetized through RTB
tactical implementation:RTB essentially used as a remnant ad play
Source: A commissioned study conducted by Forrester Consulting on behalf of Google, January to September 2011
Placing the best marketing
message in the channel most
relevant and timely to the audience
Channel mgt – capturing all revenue opportunities
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Premium Programs
CPM
Direct Media
Sales Team
CustomizedContent
Integration/ Sponsorships
RTB /(audience targetting, re-targetting)
3rd party demand partners (Ad networks, Ad Exchanges, affiliates
Direct buys/ Direct clients
Performance
Private
Exchange
In 1-2 yrs
“Premium” Standard IAB Programs
In 0-1 yrs
using technology to enable premium
guaranteed buys at scale
Premium Programmatic is not about bidding on quality inventory
