IAB Europe Infograohic - Key considerations for a sell-side Programmatic strategy

1. Step 1: What value I can offer?
• What formats do I have,
e.g. display,video,
mobile, native?
• Can I offer only unsold
inventory or all
inventory
programmatically?
• What packages do I offer
/ can I create special
inventory packages on
demand?
• Which screens/devices
can I serveto?What are
my channels/verticals?
• Am I a walled garden or
an open ecosystem?
• What do I knowabout my
audience (1st party/3rd
partydata)?
• What are my site trends
(e.g. seasonality)?
• What packages do I offer?
• Can I offer dataattached
to inventory?
• Can I offer datapackages
stand alone?
• What is my viewability
rate by placement and
can it be improved?
• How safe is my
site/network(s)to
brands?
• Can I verify my audience?
• What is my exposuretime
per placement?
• Ad clutter – howmany
ads are on my pages?
• Do I usea 3rd party
verification tool to offer
quality controls (e.g.
viewability, fraud etc.)?
Ad Blocking
• What percentage ofmy
audience blocks
advertising?
• How am I respondingto
this, e.g. paywall/polite
notices/no action?
Inventory available Data available
Traffic quality
indicators
Not Programmatic
specific
Step 2: How do I want to buy?
Open Real-Time Bidding (RTB)
• Inventory is made available on the openmarketplace to the highestbidder
• Barriersto entry can be controlledby setting rules /floor prices
Key considerations for
a sell-side programmatic
strategy
Hybrid – inventory can be accessed via any combination of these methods
Step 3: Who do I want to partner with?
IAB Europe - 2016
Private Marketplace (PMP)
• Inventory is offeredto selected buyer(s)which may be safer than an openexchange
• Packaging data and inventory together in a PMP may have a positive effecton CPM
• Allows controlsof ‘premium’inventory and data
• Requiresa human touch in the sales process
• Inventory is offeredto selected buyer(s)which may be safer than an openexchange
• Packaging data and inventory together in a PMP may have a positive effecton CPM
• Allows controlsof ‘premium’inventory and data
• Requiresa human touch in the sales process
Automated Guaranteed
• Bookingsmade throughan API by the buyer are fulfilledautomatically by your ad
server at a pre-agreedset price
• Enables the executionfor formats such as takeovers and tenancies – this requiresa
human touch in the sales process(see manual)
Header Bidding
• All inventory is made available programmatically beforeguaranteed bookingsare
fulfilled,can enhance overall ad stack efficiency which may increase yield or CPM
Manual
• Some placements can’t be sold programmatically and requirea human touch for
sales – takeovers, tenancies, sponsoredmicrosites–these could be sold
programmatically
• What is their revenuemodel – e.g. flat fee,revenue share,CPM?
• How will this evolve over time?
• What level ofvisibility do they offer intotheir own systems and processes?
• Do they provide log-insto their systems?
• Will I retain ownershipofmy audience data?
• Can I monitor how my data is usedto prevent data leakage?
• Arethey accredited by the relevant industrybodies?
• Arethey involved in industry conversations?
• Arethere suitable controlsin place to manage advertiser and creative that appears
acrossmy inventory – understandingthe methodology behind creative
categorisation is key (see suitability)?
• How well doesthe chosen partner align with my objectives or company philosophy?
• It might be more cost-effective to work with in-housewith specialist traders, data
scientists, etc. This allows you retainfull control ofyour audience and their
associated data
• Taking a holistic view of all sales is easier
Transparency
Revenue
In-house
Suitability
Quality metrics
Test and Fail
repeatedly
Your situation
will improve
Go through a
process of
learning &
improvement
Step 4: What next?