Publishers Arming Up For The Programmatic Wars

June 13, 2014

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About Prohaska Consulting

• “Programmatic Help For All”• Publishers, Ad Tech, Agencies, and Brands• 40 clients in last 3 years; 15 in the last 15 weeks (8 Pubs)• 25+ different ad tech vendor reviews last 2 years

• Current team of 6, potentially growing to 12 by July• Sales, Marketing, Operations, Biz Dev, Analytics, Tech Dev

• Matt Prohaska, CEO & Principal• In digital advertising since ‘94, TV ‘92-’96 (5 upfronts)• Former Programmatic Advertising Dir. @ New York Times• Closed more programmatic direct deals than any other publisher

in the world during his 10 months there

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Let’s please not call it a war between sellers & buyers.

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The real war is among SSPs/Exchanges, since they are direct competitors.

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The Exchange Arms Race

• Generalist vs. Specialist• Company Options: Buy vs. Build vs. Partner• Mobile – standalone vs…

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The Exchange Arms Race

• Generalist vs. Specialist• Company Options: Buy vs. Build vs. Partner

• Video – standalone vs…

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The Exchange Arms Race

• Full-feature vs. Full-integration• When do SSPs add DMP capabilities?

• Again: Buy vs. Build vs. Partner

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Publishers Finally Getting Setup

From our IAB Programmatic Publishers Council: Nov. ‘13www.iab.net/programmatic

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Publishers Finally Seeing Real Benefits

Efficiency

Lower CPMs

Speed Audience Targeting

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Publishers Finally Setting Up Shop

The OpenExchange Today

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Publishers Finally Setting Up Shop

The PrivateExchange Today

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Publishers Finally Asking For More

Top 10 ways Programmatic is different from an IO(aka: Why IOs are $20 CPM & Programmatic is $5 CPM today)

1. Not guaranteed inventory2. Only 300x250, 728x90, 160x600 & 300x600 (rich media

coming)3. No competitive separation4. No roadblocks5. No SOV6. No fixed positions7. Only top-level channel targeting8. Not served first-look9. No product placement/integration sponsorships10. No Added Value needed to be added

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How To Create Better Balance

• Help pubs sell programmatically the way they do with an IO

• Help pubs know & leverage their 1st-Party audience better

• Help pubs balance price transparency and audience discovery

• Lower fees(?!?!)• >2x liquidity @ 8-12% > today @ 10-20%, right?

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Thanks!

Prohaska ConsultingProgrammatic Help For All

matt@prohaskaconsulting.com917.597.6568

@mattprohaska