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Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the Year 2010 & 2013
April 2015
Darren sharp – Head of Programmatic Trading
[email protected] 020 7316 9264
Transparency in Programmatic
What can sellers do to help increase a more transparent culture in
programmatic
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating2 Digital Publisher of the Year 2010 & 2013
Agenda
• Brief background to what transparency
• What are the internal causes of transparency within publishers
• New demands from sellers to be more transparent
• What sellers can do to increase transparency
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating3 Digital Publisher of the Year 2010 & 2013
Background to Lack of Transparency
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating4 Digital Publisher of the Year 2010 & 2013
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating5 Digital Publisher of the Year 2010 & 2013
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating6 Digital Publisher of the Year 2010 & 2013
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating7 Digital Publisher of the Year 2010 & 2013
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating8 Digital Publisher of the Year 2010 & 2013
Source AOL
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating9 Digital Publisher of the Year 2010 & 2013
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating10 Digital Publisher of the Year 2010 & 2013
Price and Fee Transparency Across the Value Chain
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating11 Digital Publisher of the Year 2010 & 2013
Bid Landscape Reporting
Only 10% of ad impressions have bid landscape as buyer networks “opted out” of revealing data. Including
Accordiant Media, Accuent, Amnet, AppNexus, AOL, Google AdWords, Omnicom Media Group, Publicis Starcom, The Exchange Lab, Vivaki, Xaxis
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating12 Digital Publisher of the Year 2010 & 2013
Block Or Parity Anonymous Inventory
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating13 Digital Publisher of the Year 2010 & 2013
Transparency on Viewability
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating14 Digital Publisher of the Year 2010 & 2013
Non Human Traffic
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating15 Digital Publisher of the Year 2010 & 2013
Programmatic Reserve
Programmatic Reserved/Guarantee can provide a high level of transparency to both buyer and seller:-
Buyer – exact placement, viewability, audience, context, impression volume
Seller – spend, costs, data leakage
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating16 Digital Publisher of the Year 2010 & 2013
Summary
• Transparency is an industry wide issue
• Buyers, sellers and ad tech companies need to work on this together
• Sellers are expected to be more transparent while buyers are being less transparent by hiding bid history
• Selling anonymously has a limited future in programmatic
• We need to identify where are most valuable inventory is and disclose this clearly in PMP deals.
• Programmatic reserved likely to help transparency
