PROGRAMMATICHANDBOOKPREPARED BY SCHIBSTED NORGE 2016

Chapter 1 Purpose Of This Handbook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Chapter 2 An Introduction To Programmatic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52.1 Schibsted's Programmatic History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62.2 Programmatic In An Appnexus Universe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62.3 Programmatic Terms You Should Know . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Chapter 3 How Purchases Are Completed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83.1 Programmatic Rtb: The Real-Time Auction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83.2 Programmatic Deal Id . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Chapter 4 Deals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Chapter 5 Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105.1 Publisher Data: Data Owned By Publishers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105.2 How We Collect Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125.3 How We Build Target Groups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125.4 Advertiser Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125.5 Other Types Of Data: Data From Third Parties . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Chapter 6 Swot Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146.1 The Norwegian Market: April 2016 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146.2 Benefits And Limitations For Buyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 156.3 Benefits And Limitations For Sellers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Chapter 7 Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167.1 Programmatic Faqs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167.2 Terms And Expressions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187.3 Acronyms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

INDEX

Schibsted Media Group is a international media group with about 6,900 employees in 30 countries.

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This handbook is an introduction to programmatic advertising. Its purpose is to enhance knowledge about programmatic and its development, and to serve as a useful tool for our sales team. New concepts and buzzwords are constantly popping up in the digital world we live in. We have selected the most popular ones and compiled a list of them at the end of this handbook.

CHAPTER 1PURPOSE OF THIS HANDBOOK

CHAPTER 2AN INTRODUCTION TO PROGRAMMATIC

The term programmatic means automated targeting, buying and serving of display advertising. The word programmatic derives from the words program, schedule and method. The term programmatic buying (also known as programmatic advertising) covers a range of technologies that automate the processes of buying, serving and optimizing ad inventory based on predefined variables.

Programmatic advertising emerged as a natural consequence of the shift to digital technology. The need to be able to buy digital media that focused on accuracy, target groups and rationalization. A key element in programmatic is real-time bidding (RTB).

Offerings have typically consisted of serving unsold inventory, but now most media houses, including Schibsted, have begun offering what are known as private deals, where advertisers can make customized programmatic deals to buy advertising on a specific website or network. Programmatic is no longer just unsold ad inventory; it's now also a way of buying high-quality ad inventory. A look at the growth of programmatic in Norway and worldwide leaves no doubt that this will come to challenge all media platforms, including traditional channels like TV and radio.

"Creative is till king", and people are more important for sales than ever before. The key is not understanding the technology and what it can do; it's about being "top of mind" to win a position and be able to offer good input and advice to customers.

"Creative is till king", and people are more important for sales than ever before.

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2.1 SCHIBSTED'S PROGRAMMATIC HISTORY

2.2 PROGRAMMATIC INAN APPNEXUS UNIVERSE

Schibsted has been programmatically accessible since 2013, initially through Webtraffic's network. At the same time, VG could offer some of its display inventory program-matically via Tango. Schibsted Norge Annonse (SNOA) was set up at the end of 2014, when it was also decided that SNOA should handle the establishment and development of a common programmatic offering for all Schibsted companies. In February 2015 the first Schibsted products were launched in AppNexus (Schibsted's SSP). As always, development has moved from generic products across Schibsted sites to the present situation, with more similarity between manual and direct buying.

Our thinking has always been that we should be ready with the products our customers need in order to resolve their challenges. We should place as few limitations as possible on how our customers want to complete their purchases. As the Norwegian market gradually matured, buyers and sellers gained a better understanding of programmatic mechanisms. Along with these developments came the

need for transparency in ad buying. Schibsted wants to contribute to achieving this by being open about which inventories are bought, how we build our target groups, and what additional technology costs are involved.

In future, delivery all of Schibsted's digital inventories and advertising will be made available through AppNexus. This means that our customers/agencies will have access to Schibsted's entire inventory on the same platform, both national and international. Schibsted's capacity for rolling out and building new and improved advertising products will be simpler than ever before, and local customization will ensure that Schibsted remains relevant for advertisers, whether it's a matter of branding, performance, or local, national or international activities.

We are equipped for rapid change, and with a good sales organization behind us, we will meet customer needs regardless of whether they need to be resolved directly or programmatically.

In 2015 Schibsted entered into a strategic partnership with AppNexus, the world's leading advertising technology company. We are positioning ourselves for the future, and our partnership with AppNexus will enable us to gather all advertising infrastructure into a single solution that offers us better possibilities to manage our digital inventory as well as to gain access to new mechanisms for programmatic

buying and selling. A common infrastructure for advertising in Schibsted will also mean that we can develop new products and bring them to market much faster than today.

Moreover, our customers will have access to Schibsted's entire inventory on the same platform, both national and international.

• All campaigns will be given priority in the same system. • Programmatic and directly sold campaigns will compete for

the same impressions. In other words, 100% of Schibsted's inventory will be accessible programmatically.

• A common infrastructure will enhance our capability to offer the same solutions programmatically and directly.

One example of the improvements in our offering is that geo-location, based on Schibsted algorithms, will also be accessible programmatically.

• Faster loading time, which in turn will lead to better inscreen.

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2.3 PROGRAMMATIC TERMS YOU SHOULD KNOW

Sell-Side Platform (SSP) A sales platform used by the publisher (Schibsted) to make its inventory available. The sell-side platform (SSP) is connected to multiple demand-side platforms (DSPs). Schibsted's SSP is AppNexus. The advantage with AppNex-us is that it has both SSPs and DSPs that generate system matches, which is a major advantage in a programmatic universe because it supports functionality.

Demand-Side Platform (DSP) A buying platform which all our advertisers/agencies use to complete purchases. The demand-side platform (DSP) as-sesses each buy based on the criteria set by the buyer. The DSP is connected to multiple SSPs. AppNexus, Adform, DMB (Google) and Delta. are the most frequent DSPs on Schibsted sites.

Data Management Platform (DMP) This is the centralized technical platform that collects, integrates and manages all data based on cookies. It is the same as an SSP, only that we make available data that has been packaged into target groups.

Floor Price The lowest bid a publisher is willing to accept for a specific ad impression.

Deal ID A unique code that facilitates programmatic ad buying. In other words, an identifiable number code containing prede-fined criteria such as placement, price and target groups.

We will selectively expand into the ad value chain by leveraging AppNexus

• AppNexus provides Ad serving technology

• Schibsted is building selected capabilities that will leverage our unique positions in local markets

• AppNexus is a neutral tech partner with no competing media buying activities

• We are positioning ourselves for the future rise in programmed channels

Built or provided by Schibsted Provided by AppNexus

Advertiser

AgenciesTradingdesks DSP

SelfServe

DirectSales

AdExchange

SSP/Adserving Publisher

CHAPTER 3HOW PURCHASES ARE COMPLETED

Traditionally, ad buying processes are conducted manually. In practice this means that a seller will book a campaign as agreed with the customer/agency and then forward the booking to ad ops to schedule the agreed campaign.

3.1 PROGRAMMATIC RTB: THEREAL-TIME AUCTION

Programmatic is mostly used for buying and selling ad inven- tory via auctions facilitated by ad exchanges. Programmatic ads are largely bought using real-time bidding (RTB), and account for the largest growth, where digital display ads are bought and sold in real time. RTB allows ad inventory such as banners, videos, digital out-of-home screens, etc. can be bought via an auction solution that takes place milliseconds before a webpage is loaded by a user.

The digital inventory is available via ad exchanges or SSPs, which facilitate buying and selling in real time. Open exchange is the process of buying unspecified inventory from multiple SSPs, and the supply of ad impressions may seem infinite. Buys like these often prove to be cases of fraud or robots. Schibsted sells mostly to private exchanges, where buyers

must be approved and deals are often conducted using deal IDs. To buy from Schibsted's ad inventory, buyers have to contact us so that we can grant them access it. In private exchanges it is easier to adjust prices and create customized deals.

Auctions can be conducted in different ways; in Schibsted we use a mechanism called a second-price auction, meaning that the second-highest bidder wins the impression. This mechanism stimulates competition in the exchange. In addition, buyers will go a little further for each impression without risking having to pay an unreasonably high CPM.

The highest bidder buys the impression for the amount equivalent to the second-highest bid plus one cent.

The customer/agency then submits the material prior to startup and ad ops makes sure that the campaign goes live. In a programmatic universe, the process is automated, and the customer/agency plays a less active role. This means that the agency (or in some cases the end customer) books

the campaign directly. Publishers make products and inventory available in the form of deals. The agency's ad ops prepares the banners for the campaign, and the trading desk completes the purchase in its DSP, based on its KPIs.

3.2 PROGRAMMATIC DEAL ID An auction similar to the rest of the exchange, based on price and product lists. Products are packaged into a deal with a given price for part of the inventory; for example Schibsted families with young children. The deal is then displayed throughout Schibsted's inventory targeted at families with

young children. Thus, it is the total number of all impressions in the exchange with a filter (families with young children) that will match whatever a given buyer wants access to.

This form of product packaging is known as a deal.

CHAPTER 4DEALS

Deal ID is a deal identifier, a unique number that identifies an automated ad buy. In recent years deal ID has become an important part of the programmatic buying process because it matches individual buyers and sellers based on a pre-negotiated set of criteria. These criteria may involve price, agency/customer, website, sections, etc.

It is important that this deal is not limited by too many criteria because we must make sure that the volume in our inventory is sufficient to optimize the campaign.

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CHAPTER 5DATA

The underlying principle is that the more an ad buyer knows about its target group and how best to reach it, the more effective the campaign will be. Consequently, different types of data have long been a key marketing factor.

The internet and technological development have now made it possible to collect more comprehensive and insightful data about users. At the same time, programmatic ad buying makes it possible to determine where and when to display a message to the user in real time. When combined, programmatic and data make it possible to display the right

message to the right user at the right time. This is why data plays a key role in programmatic ad buying. The term data is often categorized into different types according to the category of data involved and how it is collected. A presentation of two main types of data is given below.

Consequently, different types of data have long been a key marketing factor.

5.1 PUBLISHER DATA: DATA OWNED BY PUBLISHERS

First-party data is data owned by the publisher. This data about the website's own users/customers is collected and stored in log files or a data warehouse. It provides a clear picture of wow users navigate a website and how changes in offerings, placements, colours, images, etc. affect this. CRM data is also included. In Schibsted, first-party data means the data we collect about users of our websites. When bought by a buyer, this data is bought as third-party data. This is because the data is not owned by the buyer, but rather by Schibsted.

Examples of Publisher Data • Number of unique visitors every day, week, month • Which visitors are interested in which contact (finance/

auto/technology) • Which classifieds/articles generate the largest numbers

of readers • How many visitors complete video viewings • CRM data • Where visitors to the website come from

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5.2 HOW WE COLLECT DATA

5.3 HOW WE BUILD TARGET GROUPS

5.4 ADVERTISER DATA

Schibsted Norge collects data from all its websites. This is done using script which reads the behavior patterns of our users and transmits this information to a data warehouse.

All data collected is aggregated and unidentifiable. The collected data makes it possible to create target groups based on users' behavior patterns.

Using a data management platform (DMP), Schibsted Norge has the capability to build target groups. The DMP categorizes all the data collected so that segment rules can be created. Users who satisfy the rules will be tagged with a segment ID, allowing advertisements to target those users. The rules can comprise previously visited web pages, previously read article content, or keywords used during a

certain time period and at a certain frequency. For example, a sports target group might consist of users who have read the sports section in VG or viewed article content with keywords such as football or handball within a four-week period. Any users satisfying these criteria will be added to the target group, and this target group comprising sports fans can then be sold to advertisers

Advertiser data is data owned by the advertiser. The advertiser can use this data for everything from optimizing its own website based on user patterns to making use of retargeting campaigns in order to reach users who have visited the website with a message in advertising space on other websites. Furthermore, advertisers can analyze vast amounts of data using tools such as Google Analytics to learn more about visitors to their websites. CRM data is also included here.

An example of Advertiser Data • The number of unique visitors every day, week, month • Which classifieds/articles generate the largest

numbers of readers • CRM data • Where visitors to the website come from • How long they remained on the website • Which sections of the website they visited

5.5 OTHER TYPES OF DATA: DATA FROM THIRD PARTIES

Third-party data is information collected from sources other than the website owner's own website. This data is often aggregated, and is largely based on surfing pat-terns and login data, but it can also be analog data such as weather data. Buyers of other data must make sure that they know where the data comes from and how it is segmented. There are many suppliers, and most of them say nothing about this. In Schibsted we are open about the origin of the data we use and how we use it.

An example of use of other Data for the Advertiser • Targeted advertising: advertising that targets visitors

to a given type of website. • Lookalike audience: once you have defined a target

group, there are ways of expanding it. For example, visitors who do not appear in the defined target group but who otherwise show similar surfing patterns can be added to the target group.

• IP management

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6.1 THE NORWEGIAN MARKET:APRIL 2016

6.2 BENEFITS AND LIMITATIONS FOR BUYERS

The image below illustrates the Norwegian landscape in April 2016. It shows the roles of the respective actors in the digital advertising universe. The market is constantly

changing due to steady growth that continues to attract new sellers, buyers, technology, data, etc.

Strengths• Easier to reach the right users across sites• Fewer points of contact in the buying process• Easier to achieve the right reach and frequency across sites

Opportunities• Better and more advanced segments• Cost-effective• Data represents a value-adding factor• Greater transparency• More automated processes• More and more premium inventory available

Weaknesses• Budgets are still minimal compared with manual buys• Programmatic is often assigned lower priority in

the ad server

Threats• Lack of expertise and experience• Silos• Advertising fraud• Complexity

6.3 BENEFITS AND LIMITATIONS FOR SELLERS Strengths• Multiple selling opportunities; guaranteed fixed

prices and floor prices• Increased sales of unsold ad space• Increased CPM for parts of the inventory• Price differentiation based on demand• Access to new advertisers• Less work for traffic and administration

Opportunities• More time for sellers to use on giving advice and

other value-adding activities• The potential to add data to all buys• Exciting lead generation tool because many new

buyers are brought on board

Weaknesses• Not all traffic has equal value, which means that

some placements earn less revenue• Greater transparency leads to higher demands

from buyers (such as in-screen)• Multiple technology platforms are involved in the buy

and thus incurring costs

Threats• Complex media buys can lead to dilution of budgets• Many give the technologists to much control over

where buys are made• Internal and external competence gap

CHAPTER 6SWOT ANALYSIS

Programmatic buying offers buyers the opportunity to click on all exposures via bid requests before deciding whether or not they match the desired content, coverage, frequency, etc. This makes it easy to make optimizations which previously were dependent on a publisher or were unavailable to buyers. In other words, the buyer can deliver the right message to the right person, in the right target group and at the right time

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AD NETWORKS

SUPPLY SIDE PLATFORM (SSP)

TRADING DESK / MEDIA AGENCY

DEMAND SIDE PLATFORM (DSP)

AD SERVERS

DATA PROVIDERS

CHAPTER 7TOOLS

7.1 PROGRAMMATIC FAQS What is needed to buy programmatic? The buyer needs access to the technology, that is the demand-side platform (DSP) in order to gain access to inventory on the sell-side platform (SSP). Example: DSPs in the Norwegian market

What is the difference between real-time bidding and programmatic? Programmatic is an umbrella term for all automated campaigns that are bought via technology platforms. Real-time bidding (RTB) is a form of transaction/auction model where buyers can decide whether or not they want an impression and how much they are willing to pay for it. RTB is necessarily programmatic, whereas programmatic is not necessarily RTB.

Why are we seeing a shift to programmatic? Traditionally, digital buys are time-consuming; the point in time when a brief is developed to a campaign going live can take as much as 16 hours. Programmatic buys can reduce this time dramatically and free up more time for optimizing the campaign.

Targeting individuals and groups is easier in programmatic transactions. The buyer can use its own data or data bought from a publisher and/or from a third-party. These can be used in isolation or in combination with each other. Frequency capping across multiple publishers or per publisher, time of day, geo-location, format, retargeting and weather data are just some of the possibilities available to the buyer via its DSP. The possibility to optimize this in real time makes it highly attractive to buyers.

Why is publisher data still important? Schibsted's target groups are based on the behaviour of the largest publishers in Norway. This helps make our data points unique, based on a large number of user sessions. These are not available via parties other than Schibsted. The fact that we define which behavior and frequency is necessary to be added to or removed from the segments makes them dynamic. Most companies that offer target groups are vague when explaining where and how their target groups are created. Schibsted, however, has full transparency and can assure the buyer that the target groups are based on Schibsted's own data.

We want to buy more; why isn't that possible? Targeting on the buyer side is one of the most common reasons for a low number of bid requests. All optimizing/targeting options in DSP depend on data points or information. The buyer must know which information DSP needs to implement a concrete optimization. If it depends on information from SSP, Schibsted sends this information in its bid requests.

We can't buy impressions If a buyer experiences problems buying Schibsted inventory, this is largely because the settings in the SSP are not supported by the DSP. Make sure that the buyer checks the Buyer's Guide carefully for its DSP, and review the following points:

• Correct Deal ID • Correct Seat ID in the buyer's own DSP is used

against AppNexus • Creatives are approved • Formats are supported by Schibsted • Bidding over the floor price • Targeting or filter not blocking

Many DSPs have their own troubleshooting tools that provide the buyer with the information necessary for troubleshooting. Should this fail to resolve the problem, contact the DSP support so that they can continue troubleshooting. Once DSP support confirms that it is correctly set up, and no DSP-related errors are found, send a support request to programmatic@schibsted.no. Remember that all support enquiries must include the AppNexus creative ID (see Audit details) for specific banners and the deal ID for what the customer wants to buy. NB: Remember that troubleshooting is mostly by the customer's own DSP support, and not by Schibsted. The buyer's DSP will contact AppNexus directly about technical challenges.

Who completes the programmatic buys in the media agencies? This depends on the media agency's strategy, but we can group them into two main models. One of them has full transparency and a completely flat structure. They want programmatic to be part of everyday life for everyone in the digital team. Buyers, advisers, senior advisers, planners and performance advisers all influence the media plan and the KPIs. This model means that the everyday working life of our sales consultants remains almost unchanged.

The alternative model draws on new competence in automated buys and not atypical media advisers. They established specialist times/units to handle all decisions on what campaigns are brought programmatically and how, and according to which KPIs they want to optimize. In these cases, the sellers will have less influence over decisions, but it is important here that the information flow to the media advisers is good. They are often not involved in what programmatic is bought or why. The more insight we can give them, the easier it will be for them to challenge their in-house specialists.

HOW ARE DEALS MADE, AND WHO MAKES THEM? THE MEDIA MIX IS DECIDED AND THE CUSTOMER WANTS TO BUY PROGRAMMATIC. WHAT DO I DO? All our buyers can easily order deals themselves via this URL: https://console.appnexus.com/v2/package:3296

It is important that buyers order deals rather than sellers, because they have control over which deals they have and which deals are missing. To avoid duplication and to avoid them competing against themselves on the stock exchange, the buyers must know what they actually need. When the buyer wants new deals, make sure that this is something the buyer does not already have, and refer the buyer to the link.

What are schibsted's programmatic products? Programmatic is a method of buying inventory, a form of transaction, and not a producer per se. In the price list you see what programmatic products and floor prices are offered. See annonseweb.schibsted.no

Can a seller in schibsted sell inventory on other schibsted sites programmatically Each seller must be equipped with a programmatic price and product list. The updated version can be accessed at annonseweb.schibsted.no. In addition, they must be able to facilitate Schibsted's entire programmatic sales process. Because the buyers order deals via console.appnexus.com/v2/ package:3296, they are also free to order deals independently of Schibsted's point of contact. If they receive enquiries about site-specific inventory, these must be forwarded to the point of contact at the relevant publisher.

Why does schibsted operate with transparent domains? Transparency is the industry standard, and Schibsted will also be transparent on top domains. By transparency in top domains is meant that FINN.no, VG.no, MinMote.no, Godt.no etc. can be bought by targeting the domains without a dedicated deal on specific inventory. Transparency through deals (that is, through deal names) and top domains provide more flexibility and simpler optimization for all purchases of Schibsted inventory. Furthermore, transparency will help

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7.2 TERMS AND EXPRESSIONS Ad Exchange A virtual marketplace were publishers make their inventory available to buyers with access. The ad exchange makes every impression available, and buyers can assess whether an impression satisfies their criteria, whether they want it, and how much they are willing to pay.

Agency Trading Desk A department or extension of a media agency that controls everything or parts of the programmatic buys. Most large agency conglomerates have trading desks.

Aggregation To combine data on individuals, figures or periods.

Application programming Interface (API) A set of rules and specifications programmers can follow in order to communicate with each other.

Audience Targeting Use of first-party or third-party data to document user patterns/- behavior and use as a basis for defining target groups.

Bid Request A bid request is sent from the SSP to the DSP and can contain information on placement, IP address, demography, browser history, format and deal ID. The bid request is sent to all buyers with a deal match.

Blacklist A list of sites/sections in which the advertiser does not wish to appear. This list often contains sites associated with tobacco, alcohol, gambling and pornography.

Contextual Targeting Advertising that targets a site or a section that attracts a given group of people. The environment of a finance site might be well suited to banks, for example.

First-Party Cookies A cookie added to a website by the site owner to recognize users when they return to the site.

Data Management Platform (DMP) A centralized system for collecting first-party and third-party data for target group segmentation. An advanced DMP will give the owner the possibility to create unique segments, estimate volume, and cross them with other segments. These are often linked to analytical tools and are integrated with SSPs.

Deal ID A unique composition of figures that is created to identify a buyer and which inventory/target group they can buy.

Demand-side Platform (DSP) A DSP is a buying platform where buyers can target, plan, conduct, optimize and analyze digital media buys. Buyers can set price strategies and frequencies, and can buy their own target groups or those of others. A good DSP can also "talk" to most SSPs.

Frequency Capping Frequency capping of users How many times a unique user is exposed to an ad within a given period. Programmatically, this can also be done across multiple sites.

Independent Trading Desk (ITD) Not unlike the agency trading desk, but ITDs are indepen-dent and are not affiliated with any agency conglomerates.

Non-remnant Inventory Inventory that is sold directly by the publisher to the adver-tiser. Schibsted's remnant inventory is sold by Webtraffic.

Open Auction This is the Wild West of the programmatic universe. No special access is needed to buy inventory. All buyers with a DSP can connect and buy inventory.

Retargeting Often used by collecting cookies on users who have visited a landing page/website in order to reach them again with new banner ads.

Seat ID The buyer's DSP has its own unique ID.

Second-Price Auction The bidder with the highest bid wins the bidding round, but only pays the price of the second-highest bid for this impression plus one cent (AdWords).

Supply-Side Platform/Sell-Side Platform (SSP) Sales platform. This is technology used by the sales side to make its inventory available programmatically.

Whitelist The opposite of a blacklist. This is a list of sites/sections on which an advertiser wants its ads to be displayed.

Win rate The number of impressions won over the number of impressions bid.

Yield Optimization A technique used by publishers to define what their impressions are worth, and how to optimize earnings

API .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Application programming interfaceATE ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Audience targeting engineB2B ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Business to businessB2C ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Business to consumerCMS ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Content management systemDMP ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Data mangement platformDSP .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Demand site platformECPM ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Effective CPMCAGR ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Compound annual growth rateCPA ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cost per actionCPC ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cost per clickCPM .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cost per thousandCPR .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Clickthrough rateCRM ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Customer relationship managementCRO ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Converstion rate optimalizationCR ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Conversion rateGEO ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . GeograficallyKPI .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Key performance indicator

HTML ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . HyperText Markup LanguagePPT ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Power PointRTB ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Real time biddingROS ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Run on siteROI .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Return of investmentRON ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Run on networkRSS ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Rich site summaryRTB ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Real time biddingSMB ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Small-to-medium businessesSPT ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Schibsted Products & TechnologySNOA ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Schibsted Norge AnnonseSEM ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Search engineSSP ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Sell side platformURL .... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Uniform resource locatorUX ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . User experienceUSP ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Unique selling propositionYoY ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Year over yearYTD ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Year to date

7.3 ACRONYMS

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document and simplify reporting for the buyers.

Is programmatic inventory guaranteed? No. Schibsted's ad exchange is based on an auction model:

the bidder with the highest bid can buy the impression for the price of the second-highest bid plus one cent.

www.schibsted.com

Fredrik Lidal Business Developer

Schibsted Norge Annonse

Anders HeliBusiness Developer

Schibsted Norge Annonse

Kathrine Saastad Programmatic Operations Manager

Schibsted Norge Annonse

CONTRIBUTORSTO THIS HANDBOOK