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It’s a mess… What is really happening in the world around Nordic publishers?
Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com
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- “Are you freaking serious?” - “Yes I am”
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3Johan Thorbjörnsson
Executive Sales Manager| www.netricsales.com
Yield optimering
PUBL
ISH
ER C
ENTR
ICS
18%
ADVERTISER CENTRICS82% of market initiatives
Your
Fri
ends
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4Johan Thorbjörnsson
Executive Sales Manager| www.netricsales.com
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Think about it….
…what would advertising be without publishers?
…publishers and the users they represent are more important for advertisers than advertisers and brands are for publishers.
…if you know your users – make them your prime asset, value their behaviors highly and charge advertisers and agencies accordingly in every layer!
…make every behavior, impression, click and action count. There is value in everything, but do your analysis thoroughly – market in control and share your audience data wisely. Sharing is go(o)d!
Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com
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Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com
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The rise of the SSP’s
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The rise of the SSP’s
…What is an SSP (Sell Side Platform)? Essentially a platform and partner mainly focusing on the increase of yields on publishers unsold ad inventory via daily, hourly and/or real time revenue optimizing.
…Rubicon Project (Global), Netric (Nordic), AdMeld (US, UK, EU) PubMatic (EU)
…packaging and providing the publisher with all available ad-network, DSP, exchange and third party revenue sources on the market
…integrating with a multitude of platforms to refine the remnants as far as possible, but essentially letting as much money into the platform as possible.
Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com
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Different Revenue sources – Different Capabilities
Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com
High Fill-rate
Low CPM High CPM
Low Fill-rate
WebtrafficTradeDoubler
Adaction
Vendemore
Microsoft Media Network
Oridian
Google Syndication
Eniro
ZanoxAdoperator
Mikkelsen MediaWordOn
Specific Media
IQ-Medier
Yieldivision
Paxor MediaShe-Network
Thunder Road
AdBid
AdJug
Right Media
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Always, always, always…market in control
Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com
eCPM
Time
Max market avg eCPM
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Advertising networks and sales houses
11Johan Thorbjörnsson
Executive Sales Manager| www.netricsales.com
Sell Side Platform
User Data
Audience Science (behavioural)
Targeting technologyAudience behaviour
layering technology 2
Performance Data
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Put it all in a blender and you end up with…
Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com
Blogg.se Tyda.se Devote.seBilddagbo
ken.se
Advertisers and Media Agencies
WebTraffic ExchangeSpecificMedia
Saleshouse
S S P
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The DSP’s
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What is a DSP?
…A DSP is a platform specifically built to help advertisers and agencies to be able to make smarter (read cheaper) media buys.
…i.e Turn (US), Invite Media (US and UK, GOOGLE).
…Agencies: Starcom, Neo@Ogilvy, Havas, Dentsu etcetera…
…as the DSP also integrated with behavioural and targeting technologies.
…Then what is left?
Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com
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DSP(Demand side platform)
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Two directions
Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com
SSP(Sell Side Platform)
PUBL
ISH
ER
AD
VERT
ISER
S A
ND
AG
ENCI
ES
- Data Driven- ROI Shopping platform- Tightly linked to agencies
- Data Driven- Higher yields- Publisher focused
STATUS QUO
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Well what does that leave us with?
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What are the challenges?
…Data protection,
…Is sharing actually go(o)d?
…eCPM’s versus data. Can we protect it?
…What is data actually worth?
…Can the market cope with the change?
…European examples
Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com
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Take aways
Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com
…Sharing IS good (when done wisely)
…Establish what data is actually worth
…Know your enemy enough to make profit from/together with them
…Agencies and advertisers will screw you when chance is given. Now they have the tools. A fundamental change!
…Give the control to your users – let the advertisers pay for what they do and how they engage with your site.
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Merçi!
Johan ThorbjörnssonExecutive Sales Manager| www.netricsales.com