Picking

the

Right Partner

April 2012

It’s a Crazy, Mixed Up World for Publishers

Publishers of high-quality content with large, desirable audiences

need to reclaim their online ads inventory. Only big data tools

can dig them out of the undifferentiated, over-supplied,

machine-driven nightmare of the sell side by enabling publishers

to scale-ably and cost-effectively

analyze, price and allocate inventory in the new environment.

David SoloffCEO of Metamarkets

Ad AgeDecember 5, 2011

““

It’s the Talk of the Industry

… What you need to know about ad tech ‘stacks.’

Weigh convenience of one-stop shopping against

your biz’s need for innovation.

Rebecca LiebAd Age

April 8, 2012

“ “

How to Decide

The famous Luma Landscape

Displays literally hundreds of options…

From point solutions to stacks

Each with their assets… and liabilities

The Time is Now Because Display Is Taking Off

By 2016, Display will account

for $41 Billion in ad spending:

Display growing 24% annually 2x growth rate of search

Audience Buying Is Growing Phenomenally

Direct Sales taking advantage of Audience Buying in Real Time (RTB)

6%+ of total direct sales in the US will be RTB-based by 2015

Audience-based buying growing 8x rate of site-based buying

Site-based (contextual) buying not as precise at reaching desired audience

Source: eMarketer

Putting Publishers on the Hot Seat

Pressured by their best clients for more inclusive programs

Eager to better monetize their assets and not leave money on the table

Confused by the options: so many point solutions, so little time

Concerned about scale: startups can’t handle the volume

Reluctant to make a mistake so slow to invest

It all comes down to money.

The Right Partner…

Combines up-to-the-minute tech

and service to deliver a solution

that includes: Proactive identification of opportunities Non-competitive pattern recognition

How to Choose: Innovation and Flexibility Are Required

The right partner has a history of customer-centric innovation,

delivering A suite of products, not a

patchwork quilt of features Designed to grow and evolve

over time Open to customization to meet

my specific needs Open APIs that enable seamless

integration

Thinks about my business and creates new products and

services with me in mind

How to Choose: Operational Efficiencies Liberate Talent

When systems run efficiently, talent and energy can be devoted

to other processes that have a direct impact on the bottom line.

The right partner allows publishers

to dedicate resources to: Analyzing data Finding hidden, untapped opportunities

How to Choose: Revenue Potential, Today and Tomorrow

Publishers want partners that can grow with them as they

grow … help them monetize their assets today and tomorrow

They want: Unified Optimization Engine Unified Auction Management Suite of Controls

Brand Controls Floor Manager Impact Estimator

How to Choose:Ask the Right Questions

There are the tactical considerations…. Do you need the vendor to handle buying… selling… reporting... publishing? Will social matter? What about offline media

And there are the existential issues… Does the vendor compete with me? Does it want to replace me? Does it want to commoditize me?

Source: Your marketing Machine: What You Need to Know About Ad Tech ‘Stacks,’ Ad Age, April 8, 2012

How to Choose:All Information -- One Central Place

Enabling Premium Publishers to Realize The Full Potential of their Digital Assets

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