rtb update 3 - tom jenen & christine nielsen, google
TRANSCRIPT
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Premium Programmatic on Google’s AdExchange
Tom JenenHead of Marketplace Development, Northern EuropeGoogle
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Google Confidential
Why programmatic? Data and technology better connect the right buyers with the right audience
Transparency
Massive Scale
Operational efficiency
Performance
Targeting .
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Google Confidential
The Exchange EcosystemIncentivising Demand and Supply
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Google Confidential
Important Trends Already Here
Formats: Media, Mobile & VideoBuyers: Deals & Creative ManagementInventory: Rules & DFP+AdX
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Google Confidential
Formats: Media, Mobile & Video
Video
Rich Media
Mobile
More engaging formats with seamless support for third party expandables
Full mobile monetization including mobile web, optimized web and app inventory
In-Stream video support for all video ad lengths with demand for 15s, 30s, and longer formats
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Google Confidential
Formats: Media, Mobile & Video
Smartphone & Television Smartphone & Laptop/PC Laptop/PC & Television
81% 66% 66%
We use an average of three different screen combinations each dayNon-PC impressions
as percentage of DFP:
3X what they were a
year ago
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Google Confidential
Buyers: Deals
Ad Network Optimization
Maximize yieldfrom tag-based
networks
Open Auction
Programmatic,thousands of buyers
Direct Premiumin DFP
Guaranteed direct sales
(martini lunches optional)
Open & Liquid Exclusive & Reduced Demand
Preferred Deals
Programmatic,one buyer,fixed price
Private Auctions
Programmatic,Multiple buyers,invitation only
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Google Confidential
AdX Programmatic Options
Open Auction
Description
2nd price auction with select group of
buyers.Auction model with
set floor.Publishers2nd Price Auction
w/ price floors Select Buyers
Private Auction
Negotiated, fixed-price, pre-auction
deal with one buyer.Publishers Fixed Price Deal One Buyer
Preferred Deals
Many Publishers 2nd Price Auction
Standard auction with all buyers.
All Buyers
# of BuyersPricingPricing
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Danish Publishers Continue to Expand Options
Google Confidential
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Google Confidential
Buyers: Creative Management
Ads Review Centre, now with Image Search● Quickly block creatives● Integration with DFP coming soon
Publisher Toolbar, across Products
Integrated Google Technology
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Google Confidential
Inventory: RulesRethink Your Inventory
Management
•Before: Manually configure individual ad units
•Now: Make bulk changes with a few clicks, sync with DFP
Pricing
•Before: Set floors per unit, and only based on buyer
•Now: Set floors in bulk based on any combination of buyer/advertiser.
Transparency
•Before: Sell inventory in a branded or anonymous fashion
•Now: Semi-transparency, branded & anonymous
New publisher controls with more power and less setup!
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Google Confidential
The Future of Exchanges:Upcoming Trends
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Google Confidential
Trend 1: AudienceNothing drives value like users
Before: Buyer-drivenNow: Publisher-supported
● Create User Segments● Across Devices (PPID)
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Google Confidential
Trend 2: 1st Party DataNot just Audience
Before: drives significant value only in directNow: also for programmatic
● Combining data signals multiplies targeting● Already powerful in deals, soon to be powerful for advertisers
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Google Confidential
Trend 3: Programmatic DirectEfficiency, but also larger market reach
Before: two distinct types of sellingSoon: spectrum of selling
Sidebar: definition of Programmatic Direct
• The market is unsure of implementation, but it’s inevitableo Cost reductiono Revenue uplift (for sellers and buyers)
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Google Confidential
Preparing for the FutureWhat Should You Be Doing Now
Experiment with Deals
Experiment with Data
Rethink Your Inventory
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Google Confidential
Thank you!
Questions?