Presentation johan thorbjornsson_netric_sales

It’s a mess… What is really happening in the
world around Nordic publishers?
Johan Thorbjörnsson
Executive Sales Manager| www.netricsales.com

- “Are you freaking serious?”
- “Yes I am”

3
Yield
optimering
PUBLISHERCENTRICS18%
ADVERTISER CENTRICS
82% of market initiatives
YourFriends

4

Think about it….
…what would advertising be without publishers?
…publishers and the users they represent are more important for
advertisers than advertisers and brands are for publishers.
…if you know your users – make them your prime asset, value their
behaviors highly and charge advertisers and agencies accordingly in
every layer!
…make every behavior, impression, click and action count. There is
value in everything, but do your analysis thoroughly – market in
control and share your audience data wisely. Sharing is go(o)d!

The rise of the SSP’s
…What is an SSP (Sell Side Platform)? Essentially a platform and
partner mainly focusing on the increase of yields on publishers unsold
ad inventory via daily, hourly and/or real time revenue optimizing.
…Rubicon Project (Global), Netric (Nordic), AdMeld (US, UK, EU)
PubMatic (EU)
…packaging and providing the publisher with all available ad-network,
DSP, exchange and third party revenue sources on the market
…integrating with a multitude of platforms to refine the remnants as
far as possible, but essentially letting as much money into the
platform as possible.

9
Different Revenue sources – Different Capabilities
High Fill-rate
Low CPM High CPM
Low Fill-rate
Webtraffic
TradeDoubler
Adaction
Vendemore
Microsoft Media Network
Oridian
Google Syndication
Eniro
Zanox
Adoperator
Mikkelsen Media
WordOn
Specific Media
IQ-Medier
Yieldivision
Paxor Media
She-Network
Thunder Road
AdBid
AdJug
Right Media

10
Always, always, always…market in control
eCPM
Time
Max market avg eCPM

Advertising networks and sales houses
11
Sell Side
Platform
User Data
Audience Science
(behavioural)
Targeting technology
Audience behaviour
layering technology 2
Performance Data

12
Put it all in a blender and you end up with…
Blogg.se Tyda.se Devote.se
Bilddagbo
ken.se
Advertisers and Media Agencies
WebTraffic Exchange
Specific
Media
Sales
house
S S P

What is a DSP?
…A DSP is a platform specifically built to help advertisers and agencies
to be able to make smarter (read cheaper) media buys.
…i.e Turn (US), Invite Media (US and UK, GOOGLE).
…Agencies: Starcom, Neo@Ogilvy, Havas, Dentsu etcetera…
…as the DSP also integrated with behavioural and targeting
technologies.
…Then what is left?

DSP
(Demand side platform)
16
Two directions
SSP
(Sell Side Platform)
PUBLISHER
ADVERTISERSANDAGENCIES
- Data Driven
- ROI Shopping platform
- Tightly linked to agencies
- Data Driven
- Higher yields
- Publisher focused
STATUS QUO

Well what does that leave us with?

What are the challenges?
…Data protection,
…Is sharing actually go(o)d?
…eCPM’s versus data. Can we protect it?
…What is data actually worth?
…Can the market cope with the change?
…European examples

Take aways
…Sharing IS good (when done wisely)
…Establish what data is actually worth
…Know your enemy enough to make profit from/together with them
…Agencies and advertisers will screw you when chance is given. Now
they have the tools. A fundamental change!
…Give the control to your users – let the advertisers pay for what they
do and how they engage with your site.

Merçi!

Presentation johan thorbjornsson_netric_sales

Recomendados

Recomendados

Más contenido relacionado

Similar a Presentation johan thorbjornsson_netric_sales

Similar a Presentation johan thorbjornsson_netric_sales (20)

Presentation johan thorbjornsson_netric_sales