how premium is going programmatic: the new evolution in packaged inventory - mohamed ben hiba,...
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How Premium is Going Programmatic:The New Evolution of Packaged Inventory
Mohamed Ben Hiba – Director of Supply Partnerships EMEA, Smaato
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
New York City, NY Hamburg, Germany Singapore, SGSan Francisco, CA
www.smaato.com
Company OverviewThe Global Real-Time Advertising Platform for Mobile Publishers & App Developers
+117% YoY Growth
90,000+ Publishers & App Developers
430+ Ad Networks & DSPs
91 of Top 100 Ad Age Advertisers
900+ Million Mobile Users/Month
180+ Billion Impressions/Month
Founded 2005
RTB Ad Exchange & SSP
$42 Million in Venture Capital Raised
Funded by Aeris Capital, EDBI, SPH
200+ Employees, 30 Languages
50 Product & Engineering
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Private Marketplaces (PMPs) – A Definition
•An invitation-only marketplace in which premium publishers make their inventory available only to a select group of buyers
•Not a direct buy – advertisers use programmatic controls to purchase inventory from publishers
•Retains many of the characteristics of a direct deal, but introduces new efficiencies
•Transacted through the use of a Deal ID
•Publishers not only get to take advantage of programmatic buying, you know exactly which ads you’re going to get
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Private Marketplace BuyingWhere does PMP fit in your workflow?
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Private Marketplace BuyingWhere does PMP fit in your workflow?
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Private Marketplace BuyingWhere does PMP fit in your workflow?
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Private Marketplace BuyingWhere does PMP fit in your workflow?
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Private Marketplace: Types and Terms
Type of Inventory(Reserved1, Unreserved)
Pricing(Fixed2, Auction)
Participation(One Seller-One Buyer, One Seller-Few Buyers, One Seller-All Buyers)
Other Terms Used in Market
Other Considerations
Automated Guaranteed
Reserved Fixed One-One Programmatic guaranteedProgrammatic premiumProgrammatic directProgrammatic reserved
• Prioritization in the ad server
• Deal ID• Data usage• Transparency
to buyer• Price floors
Unreserved Fixed Rate
Unreserved Fixed One-One Preferred dealsPrivate accessFirst right of refusal
Invitation-Only Auction
Unreserved Auction One-Few Private marketplacePrivate auctionClosed auctionPrivate access
Open Auction Unreserved Auction One-All Real-time bidding (RTB)Open exchangeOpen marketplace
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Private Marketplace Industry TrendAn increasing Portion will be PMP
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Buyers can reach out directly to ask publishers for specific inventory they want to buy. Buying conditions (volumes, target groups, prices, etc.) are negotiated directly between buyer and seller. Preferred Deals usually run with fixed prices.
•One Buyer / Advertiser
•Unreserved Inventory for a Fixed Price (CPM Rate)
•Bid request is identified with the Deal ID
Private Marketplace – What is a Preferred Deal?
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Private Marketplace (PMP): Preferred Deal
• Publisher and DSP/Advertiser establish a fixed price deal for specific inventory
• Pre Auction, First Look, First Right of Refusal
• Usually runs Prioritized
• Communicated via Deal ID
Publishers Can Take Control of Their Exchange Setup in platforms like Smaato’s
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Private Marketplace – What is a Private Exchange Deal?
Private Auctions are open to several buyers who can bid on the available negotiated inventory. Depending on the floor price set by the publisher, they have to bid accordingly in order to buy the offered inventory.
•A few invited Buyers
•2nd price auction
•Bid request is identified with the Deal ID
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Private Marketplace (PMP): Private ExchangePublishers Can Take Control of Their Exchange Setup in platforms like Smaato’s
• Publisher invites a limited amount of DSPs to compete against specific inventory
• Private auction with negotiated floor price
• Runs Prioritized or in Open Competition
• Communicated through a designated Deal ID
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Why Sell in a Private Marketplace (PMP): Publisher Benefits
• Sellers can hand pick which buyers are invited into the exchange, giving them control over which buyers have access to their premium inventory.
• PMPs also afford publishers the opportunity to sell complete inventory packages priced at a fair value.
• Both publisher and advertiser get to leverage programmatic media controls to govern the trading relationship, as is typical in a Real-Time-Bidding (RTB) environment, improving the efficiency for everyone involved.
Why Buy in a Private Marketplace: Advertiser Benefits• Buyers get access to premium/differentiated inventory.• Buyers get the first look they don’t get in open competition.• Integrated buying allows for campaign data to be in one location.• Buyers get increased transparency and control. Preferred buyers may even have the
opportunity to leverage valuable additional information, like a publisher’s first party data and the right of first refusal over impressions.
• Buyers get a known relationship (fewer unknowns) which increases trust.
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Private Marketplace – What is an Open Auction?
The Open Auction environment allows publishers to sell their inventory publically to everyone who is using a DSP (demand side platform) that is connected to a SSP (supply side platform) or an ad exchange on which the publisher is offering its inventory.
•No limit for Buyers
•2nd price Auction
Smaato Exchange is the Smaato Open Auction including our Ad Network Demand.
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Smaato Adds Private Marketplace to Smaato Publisher Platform (SPX)
Dynamic Demand now expands from 3 components to 4 from which to maximize yield and revenue:
•Smaato RTB Exchange and Ad Network Mediation•Direct Campaigns•New! Private Marketplace•Publisher-Owned Ad Networks
More Control for Publishers and Advertisers of their inventory and adsMore deal structure capability means higher revenue for Publishers
Version: 122015Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
www.smaato.com
Preferred Deal & Private Exchange on the Smaato Publisher Platform (SPX)Reporting Data from All Demand Sources on One Unified Platform
Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
New York City, NYTel: +1 (646) [email protected]
Hamburg, GermanyT: +49 (40) 3480 [email protected]
Singapore, SGT: +65 3157 [email protected]
San Francisco, CAT: +1 (650) [email protected]
Thank you
Director of Supply Partnerships EMEAMohamed Ben Hiba