Analysis and recommendation on the Brazilian Buying landscape for Programmatic Media - Internal Document

1. Brazilian Buying
Landscape
Analysis and
Recommendation
JUNE 29, 2016 Jeff Paiva
Brazilian Account Manager

2. Background
• Purpose
• Understand the Brazilian landscape with regards to buying on Public /
Private Exchange in order to provide recommendations to meet Brazil
goals
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3. Background
• What do we need?
• Reliable partners that will help Hawkeye deliver video inventory with
viewability, reach and frequency and that meet the Brazilian billing
conditions.
• When do we need it?
• At the beginning of the 1617 Fiscal Year, vying for a complete
landscape at the beginning of Q4 2016 (in line with when Globo
commitment finalizes)
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4. Foundational Understanding
It’s important to understand the main difference between Publishers and Exchanges
• Publisher: A content provider (editorial, video, or otherwise) that owns and
operates their own ad inventory. Accessed via DTP (either through SSPs and/or
DIRECT).
UOL
Terra
Minha Vida
Populis
• Exchange: A provider facilitates access to inventory across various publishers, ad
networks, etc. Exchanges do not own or operate the properties whose inventory
they manage or to which they provide access.
Rubicon
Pubmatic
AdX
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5. Foundational Understanding
It’s important to understand the main difference between Publishers and Exchanges
Why does this matter?
Because we want to drive additional reach in Brazil that is
effective, efficient and delivers on Brand Objectives
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6. Methodology
In order to prepare this recommendation, we looked at a couple of things:
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Commercial Viability Technology Relevancy
Are they willing to bill
AoR? (Y/N)
Do they have multi-
seat?
Inventory (self reported
numbers in BR)
DSA
Strategic importance
(display vs. Video
inventory, mobile, etc.
Meets reporting
requirements

7. Recommendation
Based on the current situation, here are the Exchanges recommended by ASci to work with
regarding video inventory in Brazil
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Video Provider
Average
Viewability
(Globally)
Multi-seat
Can Support
Brazil
Reporting
Requirement
Met?
Smartclip TBD X X No
Pubmatic TBD X X No
Google 77% X X Yes
Rubicon 90% X X No
BidSwitch 68% X X TBD
Brightroll (Y) * 67% X Yes
Gameloft * TBD TBD TBD TBD

8. Key Considerations
• In order to grow buiyng on the Public Exchange in a way that is
commercially viable, P&G Brazil and the AoR need to negotiate with the
exchanges that activity will be billed through the agency.
• As part of the above negotiations, we must also ensure that the
exchanges are accomodating our reporting requirements. This is
important in order to ensure that Hawkeye remains revenue neutral.
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9. Takeaways & Next Steps
• Analyze the returns of the Brazilian RFQ
• Compile the chosen Publishers list from RFQ and compare with the
recommended Exchanges list
• Decide with which exchanges we will be moving forward and negotiating,
ensuring to negotiate Key Consideration points
• Iron out any wrinkles on Billing process and get the conections ready for
start of Q4 2016
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10. Obrigado