morning workshop with pubmatic: everything you wanted to know about pmp

Confidential & Proprietary


The Rise of the PMP: Private Marketplaces in ProgrammaticEvan Adlman, VP, Publisher Development PubMatic

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PubMatic Overview

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OUR VISION

To be the leader in

programmatic

technology solutions

for publishers.


OUR MISSION

To enable publishers

to realize the full

potential of their

digital assets.

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Digital buying &

selling strategies

Brand controls

High value placements

Delivery of impressions

Pricing agreement for bids

Online workflow

Pricing & Packaging

Negotiation

Approval & Execution

Packaging

inventory

Ad products

Rich media

Audience data

Private Marketplace

A relationship based prioritized auction that

enables Publishers to sell premium and exclusive

inventory with transparency

Planning digital media with Real-Time Bidding platforms

Private Marketplace

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Access to some of your first party data

Or access to your homepage

Or access to a certain site section

Advertiser Approaches Publisher Says...

I want access to your

inventory in PMP

because I want:

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I will give you access to my

homepage

And I will make this arrangement

ongoing until the end of the year

Publisher Might Say...

I want access to your

inventory in PMP

because I want:

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10% Programmatic spend in 2014

28% of projected spend by

2016.(eMarketer)

Growth of PMP

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PMP & oRTB

have the same

inventory

PMP lacks scale

and reach

PMP cannot be

guaranteed

PMP is only for

display

PMP Myths

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PMP Pushing Programmatic Into Premium

Manually assessing the

best sales channel to send

an individual impression to

can be cumbersome and

difficult to scale

PMP creates opportunities

for publishers but also

adds new complexity

around managing each

sales channel

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The Challenge Optimizing Revenue Across

the Spectrum of Direct and

Indirect Channels

Confidential & Proprietary 11


The reality is…

All inventory starts equal…

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DIRECT

INDIRECT

$ $ $ $ $

$$ $$$ $ $

Demand Value

The ProblemManually assessing the

best sales channel to send

an individual impression in

order to maximize value

can be cumbersome


We Now Need A Holistic Optimization Solution

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360 Visibility,

Unified Reporting

Maximize value at

the impression levelHolistic Inventory

Optimization


Make Smarter Decisions. Drive More Revenue.

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Deliver Maximum Value across Direct and

Indirect Channels:

Higher CPMs at maximum value for publishers

Fair value auction for publishers

Surfaces the smartest decisions available by

comparing all demand sources and channels in

real time

Maximize value at

the impression level


Holistic Inventory

Optimization

Through One Platform.

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One Platform for Holistic Optimization

Let Programmatic Buyers bid on every impression

Ability to manage all your direct and indirect

demand through one platform

Control which campaigns participate in the

unified auction

Custom settings let the auction work for your

specific needs


360 Visibility,

Unified Reporting

Stay in Control. See More Clearly.

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Cross-Channel Visibility and Control Allows

for:

Unified Reporting from various demand

sources all in one place.

360 degree view of advertiser behaviors

across various buying channels

Slice and Dice analytics to effectively manage

your business the way you want.

Revenue Lift Reporting


Case Study: Produpress Group – Situation

Produpress owns– Belgium’s leading

property finder website (Immoweb)

The publisher was looking to

monetize its inventory through the

programmatic channel

To increase the revenue needed to

efficiently segment, transact and sell

their inventory

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Case Study: Produpress Group – Strategy

Immoweb deployed a best in class

programmatic strategy for its

premium inventory.

Immoweb strategically aligned its

direct and indirect sales

Immoweb introduced a private

marketplace, yield and a mobile web

optimization strategy

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Case Study: Produpress Group - Results

25% of programmatic revenue

delivered via PMP

30% of programmatic revenue came

from RTB served ahead of

guaranteed campaigns

100% eCPM increase from

indirect inventory


In Summary

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It’s creating more opportunities to offer premium inventory in a

programmatic environment 2

However, it’s creating a real challenge around optimizing revenue

holistically across a publisher’s entire spectrum of inventory3

A unified strategy focused on cross-channel visibility and control

is a necessity in this environment for publishers to be successful 4

PMP Transactions Have Quickly Become A Significant And

Growing Part of Programmatic Market1


THANK YOU!


morning workshop with pubmatic: everything you wanted to know about pmp

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