10. 1992 First website
1993 First Banner
1994 Geocities
1995 Yahoo
1996 Wallstreet journal
1997 Backrub

11. Page 1

15. Fragmentation of media

17. 20B
TOTAL

19. Advertiser
Publisher

25. Advertiser
Publisher

27. THE END?

28. 6.6B
TOTAL

31. The rise and fall of CPM
100%
90%
80%
70%
60%
Fixed
50%
Performance
40% CPM
30%
20%
10%
0%
2010 2011 H1 2011 H2

34. 82% (16.5B)
OF
ONLINE SPEND

35. We need our OWN

42. Advertiser
Publisher

43. What did we do?
• Sellside
– We started with Automated trading in 2009
– Invested in knowledge
– Revenue growth 600% since 2009
• Buyside
– Started our own tradedesk
– Build our own DSP (buyside) software
– Building our own retargeting tool
– Revenue growth 40%+ YTD

45. Automated vs regular sales (incl Tradedesk)
100%
90%
80%
70%
60%
50% intern
extern
40%
30%
20%
10%
0%
2009 2010 2011

47. Premium Revenue
160.00%
140.00%
120.00%
100.00%
80.00%
Totaal
60.00%
40.00%
20.00%
0.00%
2009 2010 2011

49. Advertiser
Publisher

50. Before we continue..
Margin/cost
Advertiser spend
DSP = lowest mediavalue
Value of Media
SSP = Highest mediavalue

53. Data Protection Directive
1. Notice—data subjects should be given notice when their data is
being collected;
2. Purpose—data should only be used for the purpose stated and
not for any other purposes;
3. Consent—data should not be disclosed without the data subject’s
consent;
4. Security—collected data should be kept secure from any potential
abuses;
5. Disclosure—data subjects should be informed as to who is
collecting their data;
6. Access—data subjects should be allowed to access their data and
make corrections to any inaccurate data;
7. and Accountability—data subjects should have a method available
to them to hold data collectors accountable for following the
above principles

55. EFFICIENCY
1. Automated trading is about efficiency
2. Automated trading is NOT about
remnant/unsold inventory
3. Automated trading has nothing to do with
auction based selling
4. In cases you don’t know where automated
trading is about. Rule number 1 applies.

57. TRANSPARANCY
1. Publishers have the right to know what the
advertising is paying
2. Advertisers have the right to know what
publishers are being paid
3. Users have the right to know what data is
being collected and for what purposes

59. CHOICE YOUR BATTLE
1. USA compagnies are aiming at another 33% of
the EU online spend
2. They acknowledge effiency is key
3. 50% is going to search. That’s not premium
4. 21% is going to classified/listings. That’s not
premium
5. 33% display is including performance. That’s not
premium
6. We’ve got more time….