Chip Schenck from Meredith Digital's presentation from the Digiday Programmatic Summit in Nashville - November 17, 2015.

1. November17,2015
Successful Programmatic Partnerships

2. Successful Partnerships
2
Trust
> Intentions
> Collaboration
Transparency
> Deal Points
> Business
> Auction
Desire for Mutual Success
> Understand the other side
> Outcomes

3. Deals Done Right for Programmatic
Standard Discussion
> Strategy
> Objective & Measurements of success
> Daily desired spend
> Price
Advanced Discussion
> Campaign parameters
> Unit winning price and/or closing price
> Preferred context
> Publisher Set up
> Creative type & vendor
> Reporting requirements
“The power sits
neither with the buyer
or the seller; it rests
in the effectiveness of
the deal because both
parties are equally
responsible for its
success”

4. Listening to Each Other: BRITE
Changing the Media Negotiation Dynamic
Buyers
Sellers
DO DON’T
• Share
data
• Share
deal
points
• Share
the
"why"
(why
managed
tag,
why
cpm
threshold)
• Push
for
transparent
bid
metrics
• Ask
for
guaranteed
viewability
• Focus
on
price
• Expect
top
of
stack
placement
and
exclusivity
• Assume
header
&
managed
tags
are
the
panacea
• Share
aucCon
insights
• Share
aucCon
data
(win,
close)
• Understand
buyer
needs
• Deliver
product
differenCaCon
• Change
deal
setup
w/o
client
alignment
• Overvalue
your
inventory
• Ignore
strategic
planners
• Focus
on
guarantees

5. New Deal Levers
> Price
> Delivery
> Volume Spend
> Exclusivity
> Price
> Priority
> Product
> Delivery
> Spend volume
> Fill
> Set up
> Fixed vs floor
> Inventory quality
> Guarantees
> Optimization rate
Transaction
Automation
RTB World
Before RTB

6. What Did He Say??
Recognize the new deal making & negotiation
paradigm
Understand the flex points and needs of your partner
> Listen to each other!
Share, share, share
> Programmatic deals fail without full transparency on
either side
Header bidding is not a panacea –
> It serves a purpose as part of your strategy, but with
every positive there are negatives
One action item:
> Agencies - learn the ad server
> Publishers - make it easier for buyers – ask questions
upfront

7. PREMIUM
DIRECT
STANDARD
DIRECT
OPEN
PROGRAMATIC
> High CPM and yield
> Direct Demand
> Non Standard
> High Volume
> Guaranteed Delivery
> Prioritized remnant
> Repackaged media
> Undifferentiated media
> Demand-Supply
imbalance
prioritization in the ad server
a.k.a. “The Waterfall”
PREMIUM
DIRECT
STANDARD
DIRECT
PREMIUM
PROGRAMMATIC
OPEN
PROGRAMATIC
> Sponsorship
> Custom Executions
> Context Targeting
> Audience Targeting
> ROS & RON
> PMP
> SSP
> Ad Nets
Typical Publisher

8. PREMIUM
DIRECT
PREMIUM
PROGRAMMATIC
STANDARD
DIRECT
OPEN
PROGRAMATIC
> Sponsorship
> Audience Targeting
> Custom Executions
> PMP
> Targeted Media
> ROS
> RON
> SSP
> AdNets
prioritization in the ad server
a.k.a. “The Waterfall”
Meredith
PREMIUM
DIRECT
STANDARD
DIRECT
PREMIUM
PROGRAMMATIC
OPEN
PROGRAMATIC
> Sponsorship
> Custom Executions
> PMP
> SSP
> Ad Nets
Typical Publisher
> Context Targeting
> Audience Targeting
> ROS & RON