80%/10%

HOW PUBLISHERS CAN MONETIZE BIG DATA

WAN-IFRA World Publishing Expo, Berlin, October 8th 2013

„PPN“ THE PERFORMANCE- AND TARGETING-NETWORK INITIATIVE

OF THE SWISS LEADING PUBLISHERS TAMEDIA, RINGIER, AND NZZ

WAS ACQUIRED BY TAMEDIA AG ON JULY 1, 2013

TONY HRNEK I PPN SCHWEIZ AG/TAMEDIA AG

4

GOOD OLD DAYS: THE PUBLISHERS HAD DIRECT CONTROL OF ADVERTISERS AND AD-REVENUE

Traditional advertising:

• Direct relationship between publisher and advertiser

• Publisher with 100% of ad revenue

5

100$ ADVERTISER SPEND 20$ PUBLISHER NET….

50-80% of publisher advertising revenue lost to middlemen, and to…

6

The «new uys» know the readers

ar better than the publishers

themselves

- 3rd party tags!

Data Leakage

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10

THE AD NETWORK TRANSPARENCY CONSPIRACY

The ad network sales says:

„Pay no attention to the publishers

behind the curtain» Stéphane Pere, VP-Head of the Economist Group business.

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THE AD NETWORK TRANSPARENCY CONSPIRACY

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TRANSPARENCY

The Advertiser / Agency must

know what and to which

price they buy.

.1

ADVERTISERS AND AGENCIES BOOK PPN DIRECTLY

15

Publisher know

their

content

(and their

user) the best.

CONTROL

.2

.3 TECHNOLOGY

BIG DATA IN TAMEDIA

17

TARGETING DATA

18

GEO

Language

Regions

Cities

INTEREST

Cars

Financials

Travel, etc.

SOCIAL

Male

Female

Youth

CONTEXT (Keywords)

iPhone

VW Golf

Citytrips, etc.

PUBLISHER EXAMPLE SWITZERLAND

19

BEFORE* all time high

AFTER best month 2012

CPC

CPM Targeted CPC Targeted CPM

Revenue share CHF 40‘000

CHF 20‘000 CHF 53‘000/34% CHF 37‘000/87%

Impressions (in tsd.)

53‘000 5‘000 52‘000/-2% 1‘800/-63%

eCPM CHF 0.75 CHF 4.00 CHF 1.02/36% CHF 20.22/406%

>50% more Revenues

*Google, Tradedoubler, Stailamedia, Adwebster, Admazing, Adcloud, Publicitas Ad4max

09.10.2013

Thank you for your attention!