RTB Update 28. januar 2015 - Christine Liv Nielsen, Google
-
Upload
husetmarkedsforing -
Category
Marketing
-
view
162 -
download
1
Transcript of RTB Update 28. januar 2015 - Christine Liv Nielsen, Google
Deals, PMP´s, Private Marketplace Christine Liv NielsenPrivate marketplace development manager, NordicsRasmus Pil Account Manager Nordics
Agenda
● Look Back● Private Marketplace?● Programmatic Guaranteed● Sell-side● The True Value Of First Look!● Data på deals- Buy/Sell-Side?● Implementering af private deals - step by step guide
The next generation – new world thinking is Programmatic Reserve
Process and execute
guaranteed buys with all of the
benefits of programmatic
Google Confidential and Proprietary
Værdien af First Look impressions
Network A
Network B
Network C
First look - Full targeting data - No latency - Highest CPMs
Value
Impressions
Second look - Partial of targeting data - Slight latency - Lower CPMs
Third look - Important loss of targeting data - Higher latency - Lowest CPMs
Google Confidential and Proprietary
De skjulte omkostninger ved “First Look” deals
Buyer margin
Publisher margin
Google Confidential and Proprietary
Hvorfor skal publishers lave first look deals?
● Andre budgetter end på open auction● Højere CPM priser● Bedre targeting end direkte salg● Forbinder premium inventory med premium demand
Som medie skal man huske:● Den totale indtjening skal forøges● Prisen skal afspejle værdien af first look
Confidential and Proprietary
Transformation
AudienceSignals
CustomerObsession
Make Branding Beautiful
Google Confidential and Proprietary
Checklist for deals- Publisher side
● Hvilken DSP bruger køberen?● Seat name - Right buyer,Seats?● There is enough inventory available to allow for good delivery● The ad units/tags are being trafficked in the publisher ad server● Deal ID´s● Blockings Buy/sell-side● Kreativer● Fee´s ● Byd prisen på dealen● Valuta
Workflow for en preferred deal
Step 1: Step 2: Step 3: Step 4: Step 5: Step 6:
Buyer & publisher negotiate deal conditions in AdX UI
Buyer & publisher accept dealin AdX UI
Deal ID is generated & located in dealdetails in AdX UI
Create Deal in DSP
Target deal in DSP campaign
or
Status: Offers Status: Negotiations Status: Deals - Active Status: Deals - Active Status: Deals - Active Status: Deals - Active
Buyer or publisher creates new offerin AdX UI
DSP