Presentation around the digital media market and how media exchanges play a role and how established publishers can regain control @ admonsters publishers forum in Barcelona

1. Experiences with a closed ad exchange Admonsters publisher forum Barcelona Wouter Hulst independent consultant for Admeta wouter.hulst@btbcommerce.nl 1

2. Storyline Introduction Don’t get stuck in the middle How do the unsold markets currently work Making exchanges work for established publishers Getting started 2 © BTB Commerce B.V. strictly confidential

3. Introduction background in IT, marketing and media Marketing and commercial leadership 3 © BTB Commerce B.V. strictly confidential

4. Conclusion 4 with a private exchange established publishers regain control on their commercial strength and inventory whilst offering advertisers a professional service in a known media environment

5. 5 Digital advertising products are growing aggressively

6. 6 Publishers are focussingonboth brand- and performance based marketing branding performance sponsored content cps fixed positions cpl radicals bt Low cpm cpc cpm

7. 7 radicals cpm Market profitability bt fixed positions sponsored content cpc exchange market cpl cps Market growth

8. 8 Zooming in on the exchange market – performance driven

9. 9 It’s a marketplace where supply and demand should be in perfect balance

11. Zero entry/exit barriers

12. Perfect information

13. Transactions are costless

14. Firms aim to maximize profits

15. Homogeneous products10 But is it a marketfor perfect competition to balans supply and demandeffectivly

17. Zero entry/exit barriers

18. Perfect information

19. Transactions are costless

20. Firms aim to maximize profits

21. Homogeneous products11 But is it a marketfor perfect competition to balans supply and demandeffectivly

22. 12 growth in impressions growth in spending

23. 13 demand supply price p1 P2 q1 q2 quantity

24. 14 In imperfect markets a downward pressure excist if supply outperforms demand

25. 15 So – what did we capture: No control on supply/demand Less customer relations Security risk Imperfect exchange market

26. 16 Established publishers need and can get back into control

27. 17 Opportunity for growth is increasing top line and reducing cost

28. 18 Reduce costs by simplifying supply chain affiliate ad networks click networks ad optimizers 20% of publishersrepresent 80% of inventory 20% of advertisersrepresent 80% of budget exchanges retargetnetworks agencies widgets tekst link programs $ $$

29. 19 Direct chain between established publisher and advertiser

30. 20 Typical setup of a private exchange with Admeta’s Tango performance marketing team primary ad server crm system

31. 21 The balance between performance based and cannibalization of premium CPA travel e-commerce telecom Consumer electronics finance Performance marketing Brand marketing fashion automotive retail fmcg CPM

32. Publisher Customer centric cross media approach Full control on your assets and commercial relationships Ensuring your consumers’ privacy Integrated into your current systems Advertiser Professional business relationships Integrated into broader media schedule Transparency in placements Creative opportunities 22 Benefits assessment of the private exchange

33. Offering a rigid platform running a private exchange Scalable and flexible optimization service Dedication towards publisher success with high engagement and building a qualitative network of professionals Offering full set of service: display, text, in-video Approach to be integral part of the publishers technological infrastructure 23 So why do premium publishers turn to AdmetaTango service

34. Conclusion 24 with a private exchange established publishers regain control on their commercial strength and inventory whilst offering advertisers a professional service in a knownmedia environment

35. 25 want more – contact me wouter.hulst@btbcommerce.nl