Digiday Programmatic Media Summit Fall 2019 | Meredith
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Presented by Chip Schenck
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Digiday Programmatic Media Summit Fall 2019 | Meredith
- 1. The Land of Unintended Consequences Digiday Programmatic Media Summit Chip Schenck SVP, Data & Programmatic Solutions Meredith Corporation November, 2019
- 2. . Move to transparency creates unforeseen issues We’re in a constant solving loop!
- 3. We’re living in the age of efficiency: Marketers Focus on Lower Fees
- 5. Ad Network > RTB Hello Fraudsters! Accelerating fraud:
- 7. Meredith CONFIDENTIAL 2018 Consequence: Poor User Experiences
- 9. Consequence: Bid Shading & Lower CPMs
- 11. Meredith CONFIDENTIAL 2018 Consequence: The Rise of Header Bidding!
- 14. • Header Bidding: Which bid request is unique? • Bid caching: Will this bid be used for something else? • Bid shading: What the?! The push for transparency has led to some form of decreased transparency!
- 15. . Each new technological “advance” seems to be fixing a consequence from the last
- 17. The Path Forward Consult impacted parties to get a full sense of impact Implement in stages to see the consequences Make decisions as an industry, not as individuals (think: PMP, T&Cs, standard formats) Create new set of common language or standards 1. 2. 3. 4.
- 18. Thank you! Digiday Programmatic Media Summit Chip Schenck SVP, Data & Programmatic Solutions Meredith Corporation November, 2018
Notas del editor
- Hi I am Chip schenck Been told I can’t use my name as a joke anymore as it has become too offensive That must make my wife feel great for taking my last name She is a brave woman who clearly loves me Have New intro: My name is Chip and my wife definitely loves me
- Speaking of my wife… conversation where you say something incorrect, fixing the mistake makes it worse Introduced Kim as my current wife Corrected with ‘my real wife’ Apologized and corrected with ‘my only wife’ Kim stepped in and introduced herself. -hi ‘I am kim’ In our bid to solve transparency, I feel the same way Each step we take leads to an unintended consequence that needs to be resolved
- Started with Marketer focus on lower fees Agencies charged standard 15%, we still refer to gross vs net agencies reduced fees to win, therefore force to look elsewhere for revenue agencies looking for profit from their media partners rather than their clients
- In programmatic, manifested in programmatic for profit not performance Large agency many:1 deals with lower prices, marked up inventory and charged clients more Spend Decisions made on where largest margin was, not what performs best cant blame agencies, ironically clients were indignant when heard fees and margin business was built in
- Another: In move no transparency ad networks to RTB was the promise of the transparency of an exchange more transparency who selling/buying at what price, but traded for lack of visibility In ad network we can tell who ripping us off – in RTB, we traded the face for the faceless and untraceable accelerated the lack of transparency So much money into RTB it was like chumming the water for sharks
- Then my favorite: viewability Of course clients deserve to have their ads viewable The transparency into what % of ads were in view vs not was a reasonable ask measurement technology was inconsistent and untested demand for 100% viewability” had unforeseen user consequences
- Pubs re-engineered pages around ad placement, not easy reading Increases in ad slot density, ad exposure optimization, lazy load All resulting in a worse user experience, sites starting to look like casino slot machines
- 2nd price auctions seen as less-transparent b/c of the spread between bid and close price Answer to more transparency was a move to 1st price auction - bid the true value of the impression Hope was to make impression value more transparent and understand where the loss actually was
- Ah bid shading… Consequence of move to 1st price led to bid shading very definition of non-transparency, even in its name we take a somewhat transparent decisioning process (learned over years) and t rade for a new, non-transparent black box designed to push price down further
- Let’s talk about the granddaddy of non-transparency… Google didn’t give much control nor bid metric transparency to publishers
- Google's not giving control to publisher led to HB wonder if they would have liked a redo on that one! New demand paths exploded by 1000s in drive for increased cpms and bid transparency This created a lack of transparency for demand side they couldn’t tell difference of the same impression over multiple exchanges
- The result has been recent push to SPO Early stages, clearly muddy the transparency waters as SSP’s fight to not lose demand The demand side decision is fairly non-transparent to publisher, as is when an actual path is cut – a pub wont know that they are not getting certain demand because the cut has been made at the DSP-SSP level
- The result will be a squeeze on SSPs – Ultimately resulting in pricing, rebates and other non-transparent practices SSPs struggling to stay in business
- In an age of transparency, each these unintended consequences has led to some form/decrease in transparency: HB - which bid request is unique? Bid caching - will this bid be used for something else? Bid shading - WTF is going on getting double charged
- Each new tech development seems to be fixing the consequence from the last typically happens when one large player or side of the business makes an inflexible sweeping change, usually as reaction to an issue There is no consultation, nor consideration for the impact other than focus on the ‘thing’ itself And those who are impacted are forced to react
- What about the latest changes? Hypothetically what happens if Google changes the rules of their tech and removes context from the bid request… or increases floor transparency by only allowing for one floor across all 3rd party demand… what will the unintended consequence be then?
- Industry needs to get transparency standards in place BEFORE making sweeping moves. No way to prevent but impact can be lessened: Consult the impacted parties to get a full sense for the impact Implement in stages to then see the consequences/reactions rather than one big change Make decisions as an industry not as individuals - it is slower, but it works: the structure for pmp is still in use today; ad standards, T&Cs, standardized formats, tech protocols Understand and create new set of common language or standards
- Thank you – and look forward to seeing you in 2021 to grade our progress!