Working with Technology Partners

IAB UK RTA WorkshopMatt O’Neill

Head of Supply & Fulfilment, Unanimis

Intro & Agenda

• Hello• Group activity/Interactivity• Terms & definitions• Trends in RTA/B• Segmenting your partners• SWOT Analysis & Prioritization

Definitions & Terms

• RTB/RTA – what’s the difference?• “Performance” Campaigns• Predictive Targeting• Behavioural Advertising/Targeting• Dynamic Creative• Programmatic Trading• Premium Inventory• Programmatic Premium• Where does ‘Big Data’ sit in all this

DEFINITIONS & TERMSGroup Exercise #1

DEFINITIONS & TERMSPresent back to group

Recent Trends

• Increasingly more ‘premium inventory’ & Programmatic Premium

• Aggressive growth• Managed further upstream• Capturing search market

Tech Landscape

RTA Landscape

• Buyers (agencies; brands)• Sellers (media owners; networks; sales

houses)• Aggregators (exchanges; SSPs)• Traders (DSPs; Trading Desks)• Augmenters (data suppliers; creative

optimizers; verification; tag managers)• Builders (ad servers; tech providers;

etc.)

SEGMENTING TECH PARTNERS

Group Exercise #2

SEGMENTING TECH PARTNERS

Present back to group

Our Technology Partners

• Benefits of working with tech partners• Key technology partners

– DFP– Videoplaza– Lotame– Appnexus (RT)– Adomik (RT)– Improve Digital (RT)– Criteo (RT)– Skinnected (RT/RichMedia)– Liverail (RT/SSP/Video)– Grapeshot– Exelate

Why work with them as partners?

• Consultative• Strategy insight• Competitive intelligence• Helps assist the sales team in responding to a

wider spectrum of briefs• Symbiotic in nature• RTA in particular

– still developing/nascent so changes come rapidly; get the inside track

– Lean on them to get the most out of the technology– Floor pricing and yield optimization (without having to

hire an expensive yield analyst)

TECH PARTNER SWOT ANALYSIS

Group Activity #3

SWOT Brainstorming Session

Strengths Weaknesses

Opportunities Threats

Our SWOT AnalysisEasy to do

Hard to do

Big ImpactSmall Impact

TECH PARTNER SWOT ANALYSIS

Present back to group

KEY TAKEAWAYSWrap up

Takeaways

• RTA/B is on the rise and offers a big opportunity and risk

• Tech partners can offer valuable resource for planning

• Publishers need a way of vetting their providers

• There are some low-hanging fruit for all of us, if we take the time to look for them