The Trade Desk's CEO Jeff Green shares the findings of the January 2014 Digiday State of the Industry Survey on the future of the programmatic forward market.
"The Future of the Programmatic Forward Market" - Jeff Green, CEO of The Trade Desk
1. The Future of the Forward Market
The Future of the Forward Market, Q1 2014
White Paper and Survey Results:
The Trade Desk and Digiday
Jeff Green
CEO
The Trade Desk
2. THE TRADE DESK IS A BUYERS’ PLATFORM
BUILDING BUSINESSES FOR
THE NEXT 100 YEARS.
3. The world is changing how it buys and
sells the annual $600B in advertising.
NEW WINNERS AND LOSERS WILL EMERGE FROM THIS TRANSITION.
EVERYTHING OF SIZE WILL BE TRANSACTED DIGITALLY.
6. • 647 digital media and marketing professionals
• 35 percent as agencies, 7 percent identified as advertisers,
36 percent as publishers, and 22 percent as none of the
above. The 22 percent who responded as none of the above
only answered the first series of questions which gave us
our baseline of “programmatic” and “premium programmatic”
definitions.
METHODOLOGY
Digiday State of the Industry Survey
Analysis consisted of a series of cross-tabulations alongside some basic correlation analysis using both Pearson
and Spearman methods. In addition, three qualitative interviews were conducted with programmatic specialists
on both the buying and selling sides to confirm or interpret the findings.
18. where the analogy fails
no price
discovery
no current
scale in private
marketplaces
odds of winning
are different
commodities
are all different.
every ad is
different. utility
is very different
19. transacting inventory for a
$5,000 cpm
for every
fence-sitting
voter
in Ohio
the three final days before the election.
the answer
20. Scale can only happen when we can apply
what we learn at 10k impressions to 100 MM.
21. trump card
• uses RTB pipes
• run the auction but the trump card bypasses the auction
• publishers guarantee to send inventory of certain kind
• advertisers guarantee to buy at certain rate or amount
the solution
