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Sponsored by:

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Agenda

1)Overview of Premium ProgrammaticMatt Larson – Director of Programmatic FRWD

2) Sonobi Chris Karl – CSO, Head of Market Development

3) Sonobi Happy Hour

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Premium Programmatic

BUYERSIDE CHATS

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RTBReal Time Bidding

PMPPrivate

Marketplace (Private

Exchange)

PMDProgrammatic

Direct

Programmatic Inventory Types

Direct Response

Branding

Non-Guaranteed

GuaranteedInventory

Campaign Goal

KPI CPAViewabilityBrand Lift

PremiumNon-Premium

CPA

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Private Marketplace (Private Exchange)

Negotiated Price FloorsSpecific Pubs & NetworksMore Control

Media off open exchangeNo Price Floor100% Dynamic Price

RTB PMP

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Programmatic Direct (Automated Guaranteed)

Dynamic Pricing

Non-Guaranteed Inventory

Less Premium

RTB & PMP

Fixed Pricing

Guaranteed inventory

More Premium

PMD

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What is Premium?

BUYERSIDE CHATS

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How do we define Premium?

404 ERROR Answer Not Found

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“Premium is in the eye of the beholder”

-Joe Pych, CEO of NextMark

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Well that is helpful

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Premium Publishers

Priority Inventory

Placement Control

Page level Control

Inventory Guarantees

Rich Media Access

Things to consider

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Publisher Inventory Prioritization

First Priority - Often Direct buy

Second Priority - PMD

Third Priority - PMP

Fourth Priority - RTB

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Without seeing users, you can’t get audience reach or reserve inventory

The Power of First Look

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0

20

40

60

80

100100%

32%

11.7% 8.8% 7.0% 5.8%

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2

3

4

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Perc

ent

of

uniq

ues

you c

an

reach

If you miss 1st page in session,You miss 68% of uniques!

Session Depth Impact on Unique Reach

Session Page Depth

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“Premium” Publishers

Auto play video page load (and cycle)

3x clicks per sentence of content

NOT

New ad served on each page load

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Premium Publishers

Top Notch content

Less Ad Clutter

Large Video Player

Not gaming page loads

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Placement Control

Premium inventory can give you control over page placement:

• Above the Fold• Unit specificity (size)• Player size (Video)• Environment• Inventory type (in-app v. mobile

web

Less of this More of This

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Page Level ControlControl over which pages you appear within the domain

Home Page Specific Content Verticals

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Inventory GuaranteesI Need 25MM Impressions against my audience segment

RTB PMD• 3MM on ESPN• 2.5MM on Bleacher Report• 3MM on CBS Sports• 1MM Sports Illustrated• 2.5MM Yahoo Sports• 4MM impressions on cnn.com• 500 impressions on ilikeb-ball.com• 75 impressions on sports.com• 9 impressions on

mattssportsblog.com• 87 impression on ilikesports.com• 300K on tacklethyneigbor.com• Remaining on +1,876 more

properties

• 10MM on ESPN• 5MM on Bleacher Report• 5MM on CBS Sports• 2.5MM on Sports

Illustrated• 2.5MM on Yahoo Sports

Planner research determines the best publishers to be: ESPN, Bleacher Report, CBS Sports, Sports Illustrated, Yahoo Sports

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Rich Media Access

Execute rich media units in real time

• Pushdown• Billboard• Film strip• Light box• Mobile interstitial

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How to Access Premium?

BUYERSIDE CHATS

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(Rubicon)

PMP Discovery Programmatic Direct

How to discover Premium Programmatic

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Get this Deck:

www.FRWDco.com

Thank You!