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Danish RTB Summit november 2013
1.
Automated Trading: Improve
performance of display Presentation: Publisher Market Date: Q1 2013
2.
About us Presentation: Publisher
Market Date: Q1 2013
3.
About us Presentation: Publisher
Market Date: Q1 2013
4.
5.
6.
Presentation: Publisher Market Date:
Q1 2013
7.
8.
― Steve Jobs
9.
TYPICAL ONLINE DISPLAY
MEDIA ORDER PROCESS
10.
11.
PROMISS Adspend Publisher
12.
13.
REALITY Adspend Publisher
14.
What happened???
15.
16.
$81M $680M $400M $3100M $750M $1300M
17.
GOAL Adspend Publisher
18.
FUTURE Adspend Publisher
19.
20.
cannibalize yourself, before someone
else will
21.
REVENUE PER SOURCE 100% 80% 60% 40% 20% 0% 2009 2010 Automated 2011 Direct
sales 2012
22.
Sales Automated non automated
23.
50% revenue is
handled by
24.
The other 50%
by a sales force of 25
25.
2013 180% 160% 140% 120% 100% 2013 80% 60% 40% 20% 0% Video Mobile
26.
Sponsorships 250% 200% 150% Sponsorships 100% 50% 0% 2010 2011 2012 2013
27.
So we didn’t
cannibalize?
28.
29.
Expensive people started
to focus on expensive products
30.
Myth about RTB
31.
Week #08 Week #10 Week
#12 Week #14 Week #16 Week #18 Week #20 Week #22 Week #24 Week #26 Week #28 Week #30 Week #32 Week #34 Week #36 Week #38 Week #40 Week #42 Week #44 Week #46 Low CPM’s are getting high Index 250% 200% 150% 100% Index Linear (Index) 50% 0%
32.
And not because
of Dealids/PmP Revenu Deal Ids RTB non RTB
33.
2%
34.
Our deal id..
35.
36.
Better relationship between advertiser
and publisher…
37.
38.
Eliminate competition
39.
ADDITIONAL MARGIN
40.
Increase market position
41.
Be aware of
your partners… or
42.
43.
Whats next?
44.
2013
45.
Independent technology is
key
46.
Selfservice
47.
48.
49.
Or independent vendors!
50.
51.
52.
53.
Next year?
54.
Publisher Market
55.
Print
56.
Thank you @Martinvdmeij
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