Case study: building a

programmatic trading operation

STEVE WING VP EMEA -TECH, GAMES & MEDIA

Category Defining Brands

Introduction

282m unique users

worldwide

18% reach of the

internet population WW

#1 premium content

network worldwide

Early in 2013...

Our situation

• Cautious approach to a disruptive sales channel

• Questions about channel conflict

• Need to understand ‘non-guaranteed’ sales strategy

• New and Complex technology ecosystem to navigate

• Cautious approach to a disruptive sales channel

• Questions about channel conflict

• Need to understand ‘non-guaranteed’ sales strategy

• New and Complex technology ecosystem to navigate

Test and learn!

Cross channel analysis on Yield and Sales team education

Value inventory based on priority and access

Cater to both ‘guaranteed’ and ‘non-guaranteed’ campaign

delivery and optimisation

Early in 2013... Throughout 2013...

Our approach

Rapidly changing expectations...

Open vs. Private Exchange

Early 2013 End of 2013

Private ExchangeTransparent Inventory

Standard IAB Formats

High Impact Formats

1st Party Audience Targeting

Placement Specific Targeting

Video Inventory

Mobile Inventory

PMP Exclusive Inventory e.g.

Home Page / Front Door

Open ExchangeAnonymous Inventory

Standard IAB Formats

Transparent Inventory

Standard IAB Formats

Pricing Delivery Buyer Value

Current Thinking…

• ‘Standardised’ Ad Products

• Flexible bidding / pricing of inventory

• Transparent Inventory - Selected Placements

• Premium ‘standardised’ Ad Products

• Priority over ‘Open Auction’ Buyers

• Greater access to Site Placements

• Premium ‘standardised’ Ad Products

• Highest Priority Non-Guaranteed

• Access to all site placements

• Premium / Custom Ad Products

• Access to all site placements

• Guaranteed Delivery

Fixed Price Guaranteed

Fixed Price Non-Guaranteed

Private Auction Non-Guaranteed

Open Auction Non-Guaranteed

• Navigating the Buyside

Multiple buying points for Advertisers, constantly moving budgets

• Evolving Tech Landscape / Providers

“So, what is it you do?”

• Internal Sales Process

Sales team of the future – guaranteed and non-guaranteed sales

• Mobile

Opportunity for growth? Or yet more complexity?

• Fast paced!

Challenges

• More sophisticated Ad Products

• Guaranteed Sales Automation

• Value of Data?

• Test and learn!

What’s Next...?

Questions