Morning Workshop with PubMatic: Everything You Wanted to Know About PMP
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This session will look at how the growth of private marketplace transactions is creating new opportunities for publishers and advertisers. It will discuss what is fueling the growth and what are best practices within PMP.
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Morning Workshop with PubMatic: Everything You Wanted to Know About PMP
- 2. Confidential & Proprietary The Rise of the PMP: Private Marketplaces in Programmatic Evan Adlman, VP, Publisher Development PubMatic 2
- 3. PubMatic Overview Confidential & Proprietary 3 3
- 4. OUR VISION To be the leader in programmatic technology solutions for publishers. Confidential & Proprietary OUR MISSION To enable publishers to realize the full potential of their digital assets. 4
- 5. Private Marketplace Confidential & Proprietary A relationship based prioritized auction that enables Publishers to sell premium and exclusive inventory with transparency Planning digital media with Real-Time Bidding platforms Digital buying & selling strategies Brand controls High value placements Delivery of impressions Pricing agreement for bids Online workflow Pricing & Packaging Negotiation Approval & Execution Packaging inventory Ad products Rich media Audience data Private Marketplace 5
- 6. Advertiser Approaches Publisher Says... Confidential & Proprietary Access to some of your first party data Or access to your homepage Or access to a certain site section I want access to your inventory in PMP because I want: 6
- 7. Publisher Might Say... Confidential & Proprietary I will give you access to my homepage And I will make this arrangement ongoing until the end of the year I want access to your inventory in PMP because I want: 7
- 8. Growth of PMP 10% Programmatic spend in 2014 28% of projected spend by 2016.(eMarketer) Confidential & Proprietary 8
- 9. PMP & oRTB have the same inventory Confidential & Proprietary PMP lacks scale and reach PMP cannot be guaranteed PMP is only for display PMP Myths 9
- 10. PMP Pushing Programmatic Into Premium Confidential & Proprietary Manually assessing the best sales channel to send an individual impression to can be cumbersome and difficult to scale PMP creates opportunities for publishers but also adds new complexity around managing each sales channel 10
- 11. Confidential & Proprietary The Challenge Optimizing Revenue Across the Spectrum of Direct and Indirect Channels 11
- 12. All inventory starts equal… The reality is… Confidential & Proprietary 12 DIRECT INDIRECT $ $ $ $ $ Demand Value The Problem Manually assessing the best sales channel to send an individual impression in order to maximize value can be cumbersome $$ $ $$ $ $
- 13. We Now Need A Holistic Optimization Solution Confidential & Proprietary 13 360 Visibility, Unified Reporting Maximize value at the impression level Holistic Inventory Optimization
- 14. Make Smarter Decisions. Drive More Revenue. Confidential & Proprietary 14 Deliver Maximum Value across Direct and Indirect Channels: Higher CPMs at maximum value for publishers Fair value auction for publishers Surfaces the smartest decisions available by comparing all demand sources and channels in real time Maximize value at the impression level
- 15. Through One Platform. Holistic Inventory Optimization Confidential & Proprietary 15 One Platform for Holistic Optimization Let Programmatic Buyers bid on every impression Ability to manage all your direct and indirect demand through one platform Control which campaigns participate in the unified auction Custom settings let the auction work for your specific needs
- 16. Stay in Control. See More Clearly. 360 Visibility, Unified Reporting Confidential & Proprietary 16 Cross-Channel Visibility and Control Allows for: Unified Reporting from various demand sources all in one place. 360 degree view of advertiser behaviors across various buying channels Slice and Dice analytics to effectively manage your business the way you want. Revenue Lift Reporting
- 17. Case Study: Produpress Group – Situation Produpress owns– Belgium’s leading property finder website (Immoweb) The publisher was looking to monetize its inventory through the programmatic channel To increase the revenue needed to efficiently segment, transact and sell their inventory Confidential & Proprietary 17
- 18. Case Study: Produpress Group – Strategy Immoweb deployed a best in class programmatic strategy for its premium inventory. Immoweb strategically aligned its direct and indirect sales Immoweb introduced a private marketplace, yield and a mobile web optimization strategy Confidential & Proprietary 18
- 19. Case Study: Produpress Group - Results 25% of programmatic revenue delivered via PMP 30% of programmatic revenue came from RTB served ahead of guaranteed campaigns 100% eCPM increase from indirect inventory Confidential & Proprietary 19
- 20. In Summary PMP Transactions Have Quickly Become A Significant And 1 Growing Part of Programmatic Market It’s creating more opportunities to offer premium inventory in a 2 programmatic environment However, it’s creating a real challenge around optimizing revenue 3 holistically across a publisher’s entire spectrum of inventory A unified strategy focused on cross-channel visibility and control 4 is a necessity in this environment for publishers to be successful Confidential & Proprietary 20
- 21. Confidential & Proprietary THANK YOU! 21
Notas del editor
- Hi I am Evan Adlman. VP Publisher Development at PubMatic. I am here to talk to you today about about the rise and rapid growth in Private Marketplace transactions within programmatic.
- PubMatic is a platform that powers the programmatic advertising strategies of publishers and premium brands. We currently process over 1.5 trillion transactions on a monthly basis between buyers and sellers globally.
- I want to begin by talking about the basics of Private Market Place. As our industry is still evolving quickly, the terms can differ across but when I say PMP. It’s an exclusive invite only auction where a publisher and buyer execute a negotiated deal that runs on top of programmatic pipes. It’s essentially a pre-negotiated deal that is running programmatically, essentially it’s a direct deal that is running programmatically.
- The advertiser would approach a publisher and want to strike a deal where they get access to a publisher’s inventory in this more exclusive environment where they wont have as much competition.
- As you know, many publishers like this arrangement because In open RTB environment they don’t have access to who can see their inventory before the deal runs.
- The PMP market has been growing and could be 28% of programmatic market by 2016
- PMP affords true differentiation: first look, priority above oRTB, transparency, targeting, 1st party data, unique inventory access (home page, sponsorship), rich media, etc. Price is a function of relationship, access and commitment. Differentiation should be more costly, but prices may also be lower for the sake of relationship. PMP offers global scale and reach of premium publishers across 60+ premium publishers. PMP can be done across all screens and formats including display, mobile and video. Currently 120B+ monthly mobile imps. PubMatic has executed on multiple “guaranteed” delivery PMP offers. We have deployed tech with managed service to ensure delivery.
- PMP creates significant opportunity for engagement on both side further into premium inventory. This adds some new complexity around managing inventory across channels. For publishers it can become more challenging to assess the best channel for each impression. It becomes cumbersome and difficult to scale.
- The Challenge In this New World- Managing Revenue Across Direct and Indirect Channels
- Impressions start as equal. The reason is that the impression represents the interest/engagement of audiences with content or service that they access from a publisher. The concept of direct and indirect value for impressions is an artificial construct that comes from a publisher’s direct sales success at representing the value of impressions based on a rate card. This introduced the concept of managing to a “sell through” target against all the inventory they have available. When the publisher is not able to sell or monetize all the impressions with their direct sales force, the designation of “remnant” impressions emerges and with it the role of the ad network as a way to improve that “sell through” rate. This is where the sales strategy gets separated between direct and indirect. But to be clear the sales strategy is what is separated, not the impressions. Inherently, every publisher knows that a bifurcated approach to their sales strategy is flawed, and biased away from the publishers goals. Segregating the sales strategy at the impression level based on the variable ability of the sales force to direct sell inventory compromises the value of impressions indiscriminately primarily because the ad server today does not bring any intelligence to deciding which impression gets delivered to direct sold or indirect sold buys. These sales channel siloes that have come into play have weakened a publisher’s ability to get a true value for their impressions. (next) Programmatic demand may have higher eCPMs than your Direct sold campaigns, due to: i) this division of inventory type; and ii) the rise of programmatic buying principles (next) The ability to process a decision in real time that will choose the best channel of delivery for an impression, based on a holistic evaluation of demand can only be done by an intelligent algorithm that is working to determine the best outcome in the interest of the publisher’s goal. This simply can not be done manually.
- We work with publishers to drive smarter decision-making across all monetization channels and down to the individual impression. Through publisher focused pricing, holistic inventory optimization and unified insights, publishers finally get the cross-channel visibility and control they need to maximize the value of every impression. Let’s talk a bit more about these benefits.
- With a truly holistic approach to revenue management, Publishers are able to drive more revenue across sales channels, impression by impression. Buyers are given the opportunity to bid on every impression ahead of the ad server’s decision making logic in a fair auction that prioritizes and allocates high value inventory to where it can generate the greatest yield. Even private marketplace deals can perform better. Publishers achieve higher cpms at maximum value.
- A one platform solution gives Publishers the ability to manage all their demand from one central place. It allows more control: control over which campaigns participate in the unified auction and the ability to customize settings to specific requirements.
- Publishers want visibility into that demand….to understand what advertisers are doing across the board. A 360 degree view provides visibility and unified insights in the new reporting environment, so from better auction, pricing and control, publishers get access to: All reporting from various demand sources in one place. No more logging in into various UIs to correlate data. 360 degree advertiser view which allows you access to view advertiser behavior across various buying channels, which helps you control scarcity Slice and dice analytics. This means access to right data at right time for effectively managing your business and uncovering incremental revenue opportunities.
- Here’s a case study about how this can work in real life. Produpress owns Belgium’s leading property site The publisher was looking to get the most out of a multichannel programmatic strategy
- The publisher deployed a strategy that aligned its direct and indirect sales That meant holistically introducing a PMP, yield and mobile web optimization strategy
- The blended and optimized approach leads to doubling of eCPMs!
- Thank you for your time. I would be happy to answer any questions.