It’s a mess… What is really happening in the world around Nordic publishers?

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com

- “Are you freaking serious?” - “Yes I am”

3Johan Thorbjörnsson

Executive Sales Manager| www.netricsales.com

Yield optimering

PUBL

ISH

ER C

ENTR

ICS

18%

ADVERTISER CENTRICS82% of market initiatives

Your

Fri

ends

4Johan Thorbjörnsson

Executive Sales Manager| www.netricsales.com

Think about it….

…what would advertising be without publishers?

…publishers and the users they represent are more important for advertisers than advertisers and brands are for publishers.

…if you know your users – make them your prime asset, value their behaviors highly and charge advertisers and agencies accordingly in every layer!

…make every behavior, impression, click and action count. There is value in everything, but do your analysis thoroughly – market in control and share your audience data wisely. Sharing is go(o)d!

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com

The rise of the SSP’s

The rise of the SSP’s

…What is an SSP (Sell Side Platform)? Essentially a platform and partner mainly focusing on the increase of yields on publishers unsold ad inventory via daily, hourly and/or real time revenue optimizing.

…Rubicon Project (Global), Netric (Nordic), AdMeld (US, UK, EU) PubMatic (EU)

…packaging and providing the publisher with all available ad-network, DSP, exchange and third party revenue sources on the market

…integrating with a multitude of platforms to refine the remnants as far as possible, but essentially letting as much money into the platform as possible.

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com

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Different Revenue sources – Different Capabilities

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com

High Fill-rate

Low CPM High CPM

Low Fill-rate

WebtrafficTradeDoubler

Adaction

Vendemore

Microsoft Media Network

Oridian

Google Syndication

Eniro

ZanoxAdoperator

Mikkelsen MediaWordOn

Specific Media

IQ-Medier

Yieldivision

Paxor MediaShe-Network

Thunder Road

AdBid

AdJug

Right Media

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Always, always, always…market in control

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com

eCPM

Time

Max market avg eCPM

Advertising networks and sales houses

11Johan Thorbjörnsson

Executive Sales Manager| www.netricsales.com

Sell Side Platform

User Data

Audience Science (behavioural)

Targeting technologyAudience behaviour

layering technology 2

Performance Data

12

Put it all in a blender and you end up with…

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com

Blogg.se Tyda.se Devote.seBilddagbo

ken.se

Advertisers and Media Agencies

WebTraffic ExchangeSpecificMedia

Saleshouse

S S P

The DSP’s

What is a DSP?

…A DSP is a platform specifically built to help advertisers and agencies to be able to make smarter (read cheaper) media buys.

…i.e Turn (US), Invite Media (US and UK, GOOGLE).

…Agencies: Starcom, Neo@Ogilvy, Havas, Dentsu etcetera…

…as the DSP also integrated with behavioural and targeting technologies.

…Then what is left?

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com

DSP(Demand side platform)

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Two directions

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com

SSP(Sell Side Platform)

PUBL

ISH

ER

AD

VERT

ISER

S A

ND

AG

ENCI

ES

- Data Driven- ROI Shopping platform- Tightly linked to agencies

- Data Driven- Higher yields- Publisher focused

STATUS QUO

Well what does that leave us with?

What are the challenges?

…Data protection,

…Is sharing actually go(o)d?

…eCPM’s versus data. Can we protect it?

…What is data actually worth?

…Can the market cope with the change?

…European examples

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com

Take aways

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com

…Sharing IS good (when done wisely)

…Establish what data is actually worth

…Know your enemy enough to make profit from/together with them

…Agencies and advertisers will screw you when chance is given. Now they have the tools. A fundamental change!

…Give the control to your users – let the advertisers pay for what they do and how they engage with your site.

Merçi!

Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com