How Buyers Can Scale Private Marketplace Deals Across High-Quality Inventory

private marketplace

With so many players entering the programmatic space it is often difficult for buyers to navigate the layers of complexity and buy with confidence. These complexities have greatly contributed to the lack of brand safety in bid environments for advertisers and dissatisfaction with programmatic efficiencies.

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Three Reasons Why Private Marketplaces Are So Popular With Buyers & Publishers


By John Stoneman, VP EMEA

As programmatic advertising continues to grow globally, its growth in many markets is partially fueled by the rise of private marketplaces. In its early years, the word “programmatic” solely meant the buying and selling of advertising inventory in a real-time open auction. Recently, however, we have witnessed the rise of invitation-only programmatic marketplaces called private marketplaces. These private marketplaces (PMPs) provide publishers with the ability to designate certain parts of their advertising inventory to a select buyer or group of buyers, which differs from the open auction where the advertising inventory is open to all bidders.

In the U.S., the market where programmatic got its start, private marketplaces have grown massively in popularity. PMP is projected to account for 28% of an $11.8 billion programmatic market by 2016 up from just 2.0% in 2013, according to eMarketer.

Here are three reasons why PMPs have become a favorite of so many buyers and premium publishers.


PMPs allow publishers to determine the buyers or advertisers that will be allowed to bid on certain parts of their inventory. This control often means that publishers feel more comfortable about selling their premium inventory programmatically, since they have selected the advertisers that they are offering it to. It’s the type of control that buyers and publishers have always had during the traditional direct sales process and PMP can bring it to programmatic.

PMPs provide buyers with added inventory transparency as being part of a PMP means they will have already identified a publisher they are comfortable buying from. PMPs also provide buyers with access to some types of premium inventory that may not be available in open auction. Finally, PMPs provide premium publishers with an extra level of confidence about the creative that will appear on their digital properties, helping to address any concerns they have around brand safety.

Workflow Automation

PMPs offer the superior workflow automation that is the hallmark of programmatic advertising when compared with traditional direct sales. Both publishers and buyers benefit by significantly reducing the traditionally time-consuming process required to execute traditional direct sales.


PMPs allow publishers and buyers to extend an existing direct relationship into programmatic. As more inventory is bought programmatically, PMP is an easy way for both buyers and sellers to maintain the rewards of an existing direct sales relationship whilst at the same time benefiting from the efficiency and effectiveness of programmatic execution.

Programmatic is exploding globally, estimated to reach 48% of all global digital display spending this year. As that growth continues, PMPs will play a significant role as buyers and publishers seek to take advantage of its benefits as we move further into the age of programmatic.

Click the hyperlinks to learn more about PubMatic’s PMP and programmatic direct offerings for publishers and buyers.

Cheat Sheet: Everything You Need to Know About Viewability


There may be no bigger hot button issue in digital advertising right now than ad viewability. Every industry event seems to have at least one panel discussion focused on the topic and there’s been an endless stream of commentary on the issue in the media. Yet for a subject that receives so much attention there’s still a great deal of confusion surrounding it.

That’s why we put together a “cheat sheet” for everything you need to know—but might’ve been afraid to ask–about viewability.

What is viewability?

“Viewability” is an online advertising metric that tracks only impressions actually seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression is not considered viewable.

Is there an agreed upon definition of viewable?

There are two main governing bodies pushing for a standardized definition of viewability: the Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC). Digital media differs from other forms of media in that ad effectiveness is measured on an impression-by-impression basis. Traditional media such as TV commercials use measurement based on averages, such as how often a commercial is played on TV. Because digital media is measured on an impression-by-impression basis, it is not enough to serve the ad for it to be considered effective. The ads must also be seen.

For display ads, the IAB and MRC define a “viewable” impression as one that is at least 50 percent visible for a minimum of one continuous second. For video ads, it is defined as 50 percent visible for at least two seconds. “50 percent visible” means that 50 percent of the ad’s pixels appear above the fold.

Are there other standards of viewability?

Viewability is a growing concern among advertisers because non-viewable impressions can be considered an ineffective use of budgets. A survey conducted by Integral Ad Science (IAS) in December 2014 showed that 78 percent of advertisers surveyed felt that the IAB and MRC standards for viewability were not strict enough. In the case of video, for example, the IAB and MRC standards do not take into account whether the sound is on for an ad, which can detract from the ad’s effectiveness. Many advertisers have therefore begun implementing their own metrics for viewability.

How much of a problem are non-viewable impressions in the industry?

Even using IAB’s and MRC’s current standards, eMarketer estimates that only 50 percent of ads served on desktop are considered viewable. Mobile performs better by consistently achieving 70 percent or higher in viewable ads, but viewability remains a hot button issue in part because so few marketers agree on or even know what current viewability standards are. Recent research from Econsultancy found that 43 percent of senior marketers in the US and UK use viewability to determine the success of their programmatic ad campaigns, while research by firm SQAD found that nearly half of the marketers it surveyed thought that the minimum amount of time a video should be displayed for it to be considered viewable was five seconds or more—over twice the current standard.

What is PubMatic’s approach to viewability?

At PubMatic we have decided to tackle the viewability issue head-on in a transparent way we believe will help both buyers and publishers. We recently signed an agreement with Integral Ad Science (IAS) that will allow us to provide viewability metrics to both our publishers and demand partners.

Today, many of PubMatic’s demand partners already use a third-party tool to help measure viewability. What makes PubMatic different is that we plan to have IAS scores passed on to the publishers—not just media buyers. Our publishers will be able to use this data to create Private Marketplace offerings for their most viewable ad inventory, for example. Since viewable ads help marketers achieve their campaign goals by showing ads to audiences, they’re frequently willing to offer a higher bid for viewable inventory. Offering packages of their most viewable inventory is a great way for publishers to maximize the value of their digital assets. It also provides buyers transparency into inventory that they haven’t had to this point.

To learn more about PubMatic’s Brand Shield solutions click here.

Why Publishers and Buyers Should Insist On An Open Ad Sales Ecosystem

By Rob Jonas, Global Chief Revenue Officer

Rob Jonas, PubMatic 1As the real-time ad sales market continues its evolution, many technology players have built platforms and tools that are designed to offer market participants open access to the vast pools of demand and ad inventory that exist across the entire ad sales ecosystem. This approach views the real-time ad sales market as essentially one market.  The companies that subscribe to this approach want to provide buyers and publishers with a complete and unbiased view into a fast growing and dynamic market where they can interact with one another with as little friction as possible.

Yet there are other platforms and media owners in the programmatic space that have adopted a less open approach. They have built their technology around the premise of a closed ecosystem. In this model, buyers and sellers interact in a closed environment. Much like life inside an exclusive gated community, everything is seamless and pleasant—as long as you are living inside the community. However, imagine if you were encouraged never to leave this gated community.  Sure, the golf course, shopping mall and spa are great, but there’s also a whole world outside the community that you should visit and keep tabs on.

In some cases, a closed platform can bias buyers towards the ad inventory of media properties owed by that platform. In other cases, the closed technology is designed as part of an effort to create a sort of “uber exchange” that generates friction with buyers and sellers operating outside the platform. Here the goal seems to be to nudge those players operating outside the ecosystem into the closed environment in hopes of building market share.

Beyond the fact that closed environments only seem to benefit the entity that owns and controls that environment, there are clear reasons why an open ecosystem make sense for both publishers and buyers.  As programmatic buying continues to skyrocket in popularity, more buyers and more ad inventory are added to the market daily. Magna Global estimates that global programmatic buying reached $21 billion in 2014 climbing by 52%, with no significant slowdown in sight.  Indeed as new players join the market, we are seeing more complexity overall and a general fragmentation of buying. Integrating these new demand and supply sources is easier for everyone in an open environment.

We speak to publishers every day and they ask us for recommendations on whom they should work with, often touching on the perceived benefits of closed ecosystems. Our view is that demand is hyper-fragmented and becoming more so. Discounting part of the buyer ecosystem by working with a subset of its players limits your opportunity to maximize the value of your inventory.

Buyers and sellers should ask their technology partners what their stance is on open environments vs. closed environments. Do they offer demand and supply from across the entire market or are they building a (closed) network that creates friction when a buyer or publisher wants to transact with a party outside the ecosystem?

PubMatic is dedicated to offering our publishers demand from any and all sources across the ad sales market. We have also designed our platform so that buyers can transact in whichever way they feel best suits their needs; whether Open RTB, Private Marketplace or Automated Guaranteed, and across desktop, mobile, video and native, as programmatic continues its assault on traditional advertising. Not only are we dedicated to the open ecosystem ideal – PubMatic was founded on it.  That is because we believe that an open ecosystem benefits both buyers and publishers. You know, the people the technology is supposed to be helping in the first place.

What is Programmatic Direct? What do you need to know about it? An Expert Q&A

A Conversation with Adrian Pang, PubMatic’s Senior Director of Product

There is a lot of recent discussion in the digital advertising space around the topic of “Programmatic Direct.” Throughout his career, Adrian Pang has led innovation in developing programmatic solutions. He is currently the product team lead developing PubMatic’s Programmatic Direct solution, which was released on Monday of last week.

Adrian Pang, Senior Director Product

Here’s a Q&A interview with Adrian in which brings some clarity to the confusion surrounding Programmatic Direct.

Q) There’s a lot of buzz around the term “Programmatic Direct” in the marketplace, but also a lot of confusion about what it really is. Can you define “Programmatic Direct” in the simplest possible way?

AP: Programmatic Direct is a term used to describe transaction workflows for direct sold media. Through programmatic direct, both buyers and sellers can leverage programmatic technology to create more seamless and automated transactions for both parties. This includes Automated Guaranteed deals as well as Private Marketplace (PMP) transactions, which are direct deals that give publishers the ability to designate certain inventory for a select buyer or group of buyers that utilizes Real-Time Bidding (RTB) technology..

If you think about the way that digital advertising inventory has traditionally been bought and sold, it often involves a buyer picking up a telephone to call a publisher – or even several publishers – to determine what packages are available at what prices. In recent years, this has changed to some degree, somewhat driven by the rapid adoption of RTB, which allows buyers and sellers to transact in a “real-time” auction environment. The success of the open market auction has provided a lot of learning that has now informed ways to improve the non-auction based direct buys, and auction based buys in which the buyer and seller are aware of each other.

Through Programmatic Direct, buyers can now use a digital interface to interact with a publisher and to discover and purchase inventory, standard packages, sponsorships, custom buys or other offers a publisher wants to make available.


Q) Is Programmatic Direct really going to improve media buying and selling? If so, how?

AP: Programmatic Direct should reduce the friction that exists within media transactions in a number of ways. First, it will provide buyers with vastly improved discoverability – in other words, the ability to know what a publisher offers and find other inventory availability. Buyers will be able to quickly and easily search, discover and transact on inventory through an interface, reducing the need to call their publishers for tactical information.

Another enormous benefit of Programmatic Direct is that it will automate the ad trafficking process. After an offer is accepted or placed inside of the interface, the buy will populate in your ad server of choice. This is significant as it reduces a lot of the possibility for human error, as the technical work that goes into setting-up a digital advertising campaign within an ad server will be done seamlessly. This is immediately a more efficient and effective way to source and place a campaign.


Q) The way you’re describing Programmatic Direct makes it sound a bit like technology is going to replace publishers’ sales and operations teams. Should they be worried? 

AP: No, not at all. Think of this as real-time offers from a publisher. Sales and operations teams will remain critically important in this process, but much of the tactical workflow will be automated so they can spend their time being more strategic. With an independent, unified SSP, sales and operations teams now have an intelligent platform to tap into that will help drive better performance for customers and more revenue.


Q) As someone leading a team that’s developing a Programmatic Direct solution, what has been your approach to addressing this challenge?

AP: There has been so much hype and over promising in the area of Programmatic Direct that we felt it was important to get all the parts right for both our publishers and buyers. We put important products in market over the past 18 months anticipating the market maturation to this moment. Real-time analytics and a holistic one platform approach seem like critical prerequisites for an effective Programmatic Direct strategy. We’re honestly surprised that others have claimed to provide workflow solutions to publishers without the fundamental building block of real-time reporting and analytics that allow a publisher to create intelligent real-time offers. That’s why our approach has been to build our Programmatic Direct solution from the ground up. I think of it this way: if you wanted to build the best flying car, you wouldn’t buy a car, or two in some cases, and then try to make it fly. Instead, you’d rethink the idea of what makes a great car and what makes a great plane in order to redefine the concept. Then you’d build that.


Q) I keep hearing talk of Private Marketplaces and Automated Guaranteed, are they both components of Programmatic Direct?

AP: Yes, they are both part of Programmatic Direct. We believe the best approach is a unified approach to Private Marketplace and Automated Guaranteed, so our platform provides publishers with a single way to define their inventory, price and package it—all the while monetizing across different channels. And for buyers, they have many options for working with us on Programmatic Direct. They can access publisher inventory through tools they already use—such as Mediaocean, Kantar Media, and Adslot—or integrate on our APIs or they can access our media buyer portal. The key point is they don’t need multiple point solutions. Instead, we enable the transaction capability for Private Marketplace, Automated Guaranteed and Real Time Bidding all through one platform.


Q) According to last week’s announcement, PubMatic’s Programmatic Direct solution appears to incorporate a number of additional features. Can you explain that a bit?

AP: Of course. As I mentioned, PubMatic Programmatic Direct includes our Private Marketplace solution as well as Automated Guaranteed, which is workflow automation for direct buying and selling, but it also encompasses several other new and updated features. In addition to the Unified API for Private Marketplace and Automated Guaranteed, which we announced a few weeks ago, this new announcement is focused on the release of our dedicated buyer portal and new audience matching tools.


Q) What exactly are the audience matching tools you mentioned?

AP: So inside of this major product release, we have so many very special nuggets and our new audience matching feature is one of the brightest. Currently, programmatic buyers still face many challenges when it comes to buying audience-targeted impressions in an overly fragmented inventory supply. Buyers are not able to access as much of their desired audience-targeted inventory across the various sales channels they have to manage. With audience matching, buyers will share their own audience data and PubMatic will provide a report that identifies the publishers with the highest audience overlap. This is why we called the feature “audience matching”. Based on this information, when a buyer identifies a specific publisher they want to work with, PubMatic will facilitate the connection of the pipes between the publisher and the buyer in setting up a Private Marketplace or Automated Guaranteed deal. This approach supports the value of the analog relationships by making the technical connections seamless.

So with audience matching, the door is open to create new or strengthen existing Programmatic Direct relationships between publishers and buyers based on finding overlap between a buyer’s desired audience segments and a publisher’s inventory.


Ad Revenue 6 Live Blog

Hi from Ad Revenue 6 @ Chelsea Piers, Pier 60! #AdRev6. Please excuse typos/grammar errors.

Registration and breakfast are underway! Do you have your EmbraceLED bracelet? Touch your EmbraceLED to other attendees’ EmbradLEDs to connect! You will automatically receive an email at the end of the day with the contact information!

Registration Begins

Registration Begins




Kirk McDonald, PubMatic President greets the room!

We now welcome PubMatic Co-Founder & CEO, Rajeev Goel to the stage for the opening remarks. Rajeev says the industry is at a tipping point – a do it for me to a do it with me model: a change in focus to yield to enterprise capabilities focus. 7 of the top 10 marketers are building their own DSPs – value is migrating out of technology into business strategy. He says he sees more and more resumes touting using DSP and SSP platforms.

As a company, PubMatic is no longer exclusively focused on yield – but rather to intelligently price, package, and sell and moreover human API. We should be excited about this and we are at a clear inflection point, rapid expansion. Maturity and ubiquity of ad technology is upon us. Communications has changed – you no longer need an assistant to type for you, you can do it yourself. Real estate has changed – other than completing the transaction, you can do it yourself. “Technology fades in the background” and the value is in the business strategy. Ultimately technology is a means to an end.

Rajeev shifts to wear the industry is heading next: “the ad server as we know it is dead.” It’s all about one seamless system. The pricing chasm between premium direct sold inventory and indirectly sold non-guaranteed inventory has collapsed. We see this in our own platform. The dollars flowing through programmatic are getting to scale that agency, client, publisher wants guarantee on delivery. The need is very clear: a multi-consumption channel that understands audience and can blend guaranteed and non-guaranteed. While we recognize the power of tech, without education and service, that power goes unfulfilled. Rajeev talks a new services offering PubMatic is offering, the Platform Solutions team, to really help customers march forward. The team will ramp up to provide the “human API.”

Rajeev talks about a global IDG study: 80% of US display will be based on RTB. And 1/4 of direct sales will be conducted via RTB.

Rajeev Goel - Opening Remarks

Rajeev Goel – Opening Remarks

Kirk introduces Carl Fremont, Chief Digital Officer, MEC Global as the moderator for a panel: Evolving Programmatic. Carl introduces panelists: Brian Gleason, MD, North America, Xaxis; Lou Paskalis, SVP, Enterprise Media Executive, Bank of America; Dick Porter, EVP & President of Media Sales, Meredith; Ritu Trivedi, SVP, Digital Strategy and Partnerships, MediaVest, USA.

Carl ponders, has programmatic lived up to its expectations?

Ritu says the goals have changed as the space changes. Clients ask about it, executives think about. They are trying to build for it and get more talent for it. She says she doesn’t know if they t have a goal as an agency but it is by client. Ritu says from an action perspective, there is a lot of work to be done.

Dick says it is binary option from the sell side. Xaxis’ view is that programmatic has to happen. With the power of first party data, he believes Xaxis can do well.

Carl wonders what Lou’s expectations/goals are as he comes from a different background. As a marketer, Carl is getting inside consumers’ heads. We’re there as an industry with a lowest common denominator end which inherently has a low degree of relevance. The self-actualization of programmatic is how we can link the data stream. He wants to create bespoke ad experiences, permission-based and wants the creative side of the house to catch up to the technical side of the house and provide enough assets to tailor messaging for consumers in a way that creates break-through. Let’s pivot to making our ad assets better – same rails of programmatic to deliver content. He says there is a lot of work to do.

Brian says that when you think about data, programmatic is a great premise. From a tech standpoint, it’s there. The next wave is inventory. From a branding perspective, there is a wealthy of opportunity. At the same time, he agrees with Lou: how we engage in that 1:1 conversation, he doesn’t think we’ve touched. Also, there is analytics.

Carl is wondering what should we expect is the percent of the programmatic trading environment?

Ritu agrees, that we can’t peg a number because when it comes to branding, there is a lot of work. We are swayed by jargon and real-time but we haven’t necessarily put all the right things in place. Programmatic was less about tech 2 years ago and more about data and insights. She thinks somewhere in the last year or two we’ve lost our way and it’s become more about the tech stack.

Dick says there aren’t a lot of markets that perpetually go up – but there is accountability. The consumer expectation is that you’ll deliver more, know more about them and deliver against that value. Dick says he loves consumer revenue. He says accountability is really critical – they are problem solvers. He says the tech stack is not the problem they solve – it’s the agency. He says you he needs to think about how are they going to optimize a household because they believe they should sell stuff that works, and not sell what doesn’t. Dick says programmatic is “just a segment of a solution based that gets a marketer where they need to go.”

Carl asks Dick, will programmatic move Meredith into more sides of their media? Dick says they have great data people but not necessarily great “sales data” people; the talent trails the tech and people will have to pay to get the best and brightest.

Carl wonders what the panelists should do around the talent? How do they recruit, retain, and train in this completely evolving market?

Ritu says, it’s not just about the data, but insights have to be built. These people need to be able to build case studies, business points that actually solve problems for clients. Without this, it’s just data and those who know media, do this well so those people have to be trained. She says data analytics is a center of excellence, not just about dashboards but the ability to work with everyone in this room. The old and new need to work together otherwise silos will be created.

Carl Leads panel

Dick says they are a database marketer disguised as a big media company. The trust that has been given to them by consumers is really important. He says the future is “consortiums.” They work with PubMatic and Krux – for data security and trust.Brian says Xaxis doesn’t necessarily want to participate in open marketplace but rather 1:1 relationships with publishers. He says they found 30% lift over the open market. 1:1 prevents fraud in the marketplace and rewards content.

Lou says it’s hard in the financial services category to give his data to Dick. As a marketer, there are opportunities to exchange value however the financial services industry wont’ take the lead. He has a vision of the future, we are going to track you and we “screw up, we’ll kill ourselves trying to fix it.” Consumers need to know, what’s in it for them, even if it’s just 5% of the market. He says, this is the future we should aspire to.

Carl asks the panel in a lightning round, “programmatic media = return on blank?” Panelist responses are investment, performance, engagement, and value.

Carl asks the panel in a lightning round, “programmatic media = return on blank?” Panelist responses are investment, performance, engagement, and value.

Carl asks, how do they find talent? Brian, says they first identify the need. “Passion” is the common characteristic. Lou says we have a merchandising problem – we are topics about features rather than benefits. The benefits are what consumers will respond to. We need to get out of optimization mindset for finance and more into the consumer mindset. He wants to attract those types of people.

Brian says Xaxis doesn’t necessarily want to participate in open marketplace but rather 1:1 relationships with publishers. He says they found 30% lift over the open market. 1:1 prevents fraud in the marketplace and rewards content.

Dick says they are a database marketer disguised as a big media company. The trust that has been given to them by consumers is really important. He says the future is “consortiums.” They work with PubMatic and Krux – for data security and trust.

Lou says it’s hard in the financial services category to give his data to Dick. As a marketer, there are opportunities to exchange value however the financial services industry wont’ take the lead. He has a vision of the future, we are going to track you and we “screw up, we’ll kill ourselves trying to fix it.” Consumers need to know, what’s in it for them, even if it’s just 5% of the market. He says, this is the future we should aspire to.

Carl asks the panel in a lightning round, “programmatic media = return on blank?” Panelist responses are investment, performance, engagement, and value.

Kirk introduces the next panel: Ad Tech – The Tool or The Trade moderated by Vikram Somaya, GM, WeatherFX, the Weather Company. His panelists are: Jeff Green, CEO and Co-Founder, The Trade Desk; Eric A. Litman, Chairman & CEO, Medialets; Andy Monfried, Founder and CEO, Lotame; John Snyder, CEO. Grapeshot Limited.

Vikram says uses Shakespearean voice to talk about whether or not to “ad tech.” Vikram asks, how did the panelists know they were going to build what they were as CEOs and Founders.

Vikram asks who are the people here – because of Rocket Fuel IPO? Jeff says he hopes Rocket Fuel continues to do well because it may help the industry.

Andy says people have become so reliant on data for retargeting and that the human API that Rajeev showed is the most underutilized part of the tech stack. He says that Lotame is out there with great technology – he says his differentiator is the people.

John is saying with keyword context, then you are very blind. Grapeshot makes RTB less blind.

Jeff says it’s pretty complicated to talk about agency margins however you have to remember agency trading desks have really healthy margins. He believes they will compress but agencies are constantly looking for ways to make larger margins. Margins will improve because we have to add the human component to the technology discussion. Jeff calls it “the clear box” – let everybody look inside.

Vikram talks about agency consolidation – he wants to know what the future of the centralized trading desk is.

John feels that big agencies have the wealth of data aggregation. He says the biggest margins he sees aren’t from trading desks but from publishers like The Daily Mail from audience extension.

Andy says he takes a different view – coming from the ad network world, ad nets invest a huge amount of money in people. Many marketers often don’t care about getting smarter but rather just on results.

Eric says it’s a systems integrations play. He says, “it’s a leveraged game.” There are companies whose sole value prop was to get smarter about “this” because their margins allow it. Eric says agencies are in a tremendous position to take the knowledge they’ve gained and do more and more with the technology as the direct tech vendor to their clients vs spending time as the filter of the smart people better invested in the tech. Jeff agrees to Eric. Jeff says it won’t be centralized long term but the more important point that there will successful agency trading desks. Agencies are in a phenomenal position because it is in their DNA to add service.

Vikram thinks there are too many ways to target – confusing to publishers, agencies, entrepreneurs. How do we simplify? John says you have to get the capabilities bundled into a workflow. He says context is still not in there. At the end of the day, the publisher has to pull the strands together.

Andy, says the most important thing to understand is how can I leverage my first party data internally and how can I integrate so I am sharing my segments externally. He continues on with talking about the importance of knowing where the publisher should be sending his data and what partners he is integrated with. Andy notes that is what you need to keep CPM’s intact.

Vikram and his panelists

Vikram and his panelists

Vikram says looking into the conference theme and looking into the future, asks the panelists for their thoughts re: emotions up as pupils were dilated.

Jeff says it’s a difficult argument to make. Andy says they are skittish about wearable devices because what can be tied to a person/individual v. an audience.

Vikram throws out a bunch of statements and asks for reactions:


  1. Women and minorities in ad tech boardrooms – should we let them in? Jeff says there is no question we need more diversity in ad tech.
  2. If you had to choose between glasses or a watch to do everything you want, which one? John says charging device would be the problem. Eric says he has a Pebble and Google Glass.
  3. Most impactful employee in your team, name and title and why? John says his senior engineer because you have to innovate very fast – Alex. Andy says it is Brian who runs the client success team as he brings back the knowledge regarding what works for the org and not. The people that make Lotame smarter are the key to driving both product and tech. Eric says his best employees are his customers – Vikram says Eric failed. Jeff says it takes a village and no way to identify a single employee.
  4. The best client interaction you’ve had that stuck out in your memory? Jeff says when the lines between personal and professional get blurred it really highlights how great it is to be in this business. Eric mentions 4 days ago explaining digital marketing to a client’s dad. The practical matter is that we need to help the people who spend money on our category. Andy says he is most proud of that their usage is up 370% from Q1 to Q4.
  5. When you speak to the next generation, what do you say to them about the experiences you’ve had in this industry? John says the young generation get a lot of this stuff and we have a lot to learn from them and not the other way around. Andy says it’s such a fast paced environment, it keeps you up at night because you don’t know what’s going on. Everyone thinks there is a knowledge gap and you’ll never know anything but it’s exciting. Eric says use your intuition and be audacious. Jeff says understand the core of the business for example, trafficking – because if you understand the core, you’ll be able to do anything. Now we go to break for refreshments! EmbraceLED will light up. See you soon!

Kirk introduces Reggie Lau, Total Economic Impact Senior Consultant, Forrester Research. This study, is an update on last year’s TEI study which demonstrated lift in eCPM and sell-through using RTB and PMP.

Congrats on the engagement Reggie!

Stay tuned – technical difficulty!

Okay we’re back! Reggie summarized, “PubMatic generates incremental ad revenue, sets foundation for programmatic sales, and puts mobile monetization in motion. Over three years, after adjusting for risk, the financial impact PubMatic has on LaudNet (a composite organization was comprised of 4 PubMatic customers) is ROI: 338%, NPV $6MM+, and payback <1 month.

Benefits were:


  1. In open market RTB revenue, 35-50% CPM lift with 90% discretionary inventory monetized.
  2. In private marketplace revenue, 4x lift on top of RTB CPM lift
  3. For mobile monetization, it was still early days for LaudNet but there was high potential
  4. Brand value retention
  5. Relationship management efficiency; realigned 2 of 6 resources to support programmatic

Thanks Reggie!

We now welcome Doug Weaver, Founder & CEO, Upstream Group to moderate the panel: The Private Marketplace Opportunity. Panelists include: Megan Pagliuca, GM & VP of Display Media, Merkle; Vincent A. Paolozzi, Sr. Director, Marketplace Development, Cadreon; David Rowley, VP Revenue Operations, BlogHer; Matt Spengler, Executive Director, Digital Sales, Rodale, Inc.

Doug speaks to his panelists about private marketplaces

Doug speaks to his panelists about private marketplaces

Doug asks what is exactly for sale in a private marketplace? Vincent says it’s rich contextual environments and audience based opportunities.

Doug wonders what is actually being transacted in a private marketplace? David says it can take a lot of different permutations. He says you start with 1 deal ID, which is RON. Doug confirms, initially a pilot program: a store you want to buy at.

Doug asks Matt to give a different read on it: Matt says it’s endemic and non-endemic. The other might be core advertiser like Nike who wants to test programmatic – could be run of Rodale, run of women’s sites, perhaps based on past experience.

Doug asks for audience participation – raise your hand if you’re still confused about private marketplace. 1 person raised his hand.

Doug talks about truly private marketplaces and semi-private marketplaces. Megan says they care about being higher in the prioritization chain whether it’s private and semi-private. Vincent says there a number of variables – collaboration between the buyer and the seller. You have to know what the needs of the buyer are. It could be as broad as run of network or as direct as your autos channel.

Doug asks Vincent to pick a brand and Vincent chooses MasterCard. Doug asks, what leads you to want to do a private marketplace deal in the first place? David looks at it advertiser by advertiser. He says this advertiser has been hard to break into. There would be more opportunity to work with an advertiser like MasterCard on programmatic.

Doug says he hears more and more big advertisers wants to do direct with you but we want our data involved in the programmatic space. Our marketers dictating terms? Megan says agencies are dictating it.

Question: if I do programmatic work with you, can I also get direct business?

Megan can make that call as an independent planning agency. Doug says publishers were leery about the idea of jumping into the big demand pool of the open exchange. The question was, am I cutting myself off from direct sales? Or am I discounting my business?

Megan says the publishers who’ve had the most challenges are the ones who’ve tried to protect cannibalization. Publishers have to embrace it otherwise dollars will go to another publisher. Doug confirms the message is don’t be scared, embrace it, or keep your head in the sand and do nothing.

Matt is saying that programmatic can lead to print deals – exception but not the norm but it is a bit of separate business right now. To Megan’s point, you have to be involved and be smart about it.

Doug wonders how a private marketplace arrangement actually happen? Does the role of the outside seller; do they have a role? Matt says they don’t at this point but it’s not the main lead source. Some come from the open market.

Questions: what should every seller know about programmatic/private marketplaces to help move this along? Megan said they’ll go through the SSP’s, make sure they’re talking to the right person. Doug says you’ll use PubMatic as the filter. Megan says yes because PubMatic will introduce you to the right person.

Doug looks at the audience for questions: how important are deal ID’s in these arrangements? Are they simplifying or complicating the process? Megan and Vincent agree they are important and there are still challenges but they are getting better and the mechanism for transaction.

Another question from the audience, “How important is it for a publisher to be able to break out site into section rather than audience?” Matt says they aren’t a giant portal so they have to be more careful about it and they go with more general categories. David says he keeps it broad as well – food, parenting, fashion, etc. Some of those categories don’t scale but gives buyers testing opps.

Vincent agrees that you have to start broad and then break it down on a client by client basis. Megan says she will be more tactical and operational: NBC has done a good job of this. Merkle will start broad but depending on the cannibalization concerns, you should decide.

Doug milks his last 2 minutes and wants panelists to offer 1 hard fact for the audience:
Matt: private marketplace opps are here to stay, get involved in the process.

David: Go all in because it’s here to stay, if you’re going to have your salespeople to sell, make sure it isn’t devalued, a dollar is a dollar.
Vincent: Get connected, get really smart around how do you utilize data and analytics.

Megan: Create differentiation with your first party data; use your social login.

Thanks Doug and panelists! And now we break for lunch catered by Abigail Kirsch!

Kirk welcomes the audience back from lunch. Thanks the Trade Desk for sponsoring!

We are very fortunate today to have the CEO of AOL Networks, Bob Lord to give the Keynote: CONVERGE – Transforming Business at the Intersection of Marketing and Technology.

Bob talks about "CONVERGE"

Bob talks about “CONVERGE”

Bob says there is a fundamental business problem, it is completely inefficient. There is no reason why we can’t buy the way we transact in commerce. This is why Bob came to AOL. Bob fundamentally believes in order for any industry to transform itself, it has to converge, it has to think about its business in a different way. Bob co-wrote the book “CONVERGE.” The reality is in the media world, the consumer got a voice. Bob says “creativity can come from anywhere.”

He ponders how do we bring tech, media/data, creativity together? He says from a creative standpoint, “we’ve been coloring it black and white.” He goes back to Henry Ford – the auto industry in the 1900’s, Henry Ford created the assembly line. When the Model T hit the auto industry, there were finally scalable solutions. Look at finance: trading automation – we got rid of the mundane tasks. The reality is where we’re moving from feature companies to platform companies – he calls it ” The Technology Tax.” We’ve got to make the ecosystem much more efficient for us.

There are 4 trends to embrace:


  1. Put the customer at the center – We’re not asking the right question, how do we provide more value, and together?
  2. Think of a brand as a service
  3. Reject silos
  4. Act like a startup and embrace diversity


Bob says:
“Campaigns Must Be Structured Around the Customer”

“Strategies MUST Be Based on Data from Actual Customer Activity” – the micro behaviors of tribes is going to be profound. We have to use technology to get there.

“Brands are no longer in the business of selling stuff, they’re filling consumer needs”

Bob, talks about the “Special K” diet. Bob says there is a whole bunch of information that Special K will get because they are mixing a product with a service. The emphasis of getting the basics done – the efficiency between the demand and supply side and now layering on more information on top is where brands are going to go. If you are going to survive as a brand, you have to do more than sell products.

Bob says he could never sell ads based upon device usage without tech and algorithms and it will get more complex. If you start overlaying behavior, context, demo makes the value equation much more complex and brands will demand it.

Bob, shows his Programmatic Brand Platform:

1a) Consolidate
1b) Onboard
2)   Standardize Measurement
3)   Plan Intelligently
4)   Execute Programmatically
5a) Measure ROI
5b) Get Smarter

We now get into a Q&A between Bob and Larry Harris, CMO of PubMatic.

Bob and Larry

Bob and Larry

  1. Why this shift in roles? Bob wanted to recreate the magic of Aquantive, the economics of services doesn’t allow him to build the platform/product around programmatic and try to solve the problem. He mentions he doesn’t think we’re all on the same page of what the problem is.
  2. How as a publisher are you helping to solve the problem with agencies?The agency world has a lot of influence over brands. Bob is imploring the room to help solve the problem of margins. The publisher has to go lock-step with the agencies because the last thing the creative agencies want to do is spend more money on media.
  3. What his Bob’s definition of programmatic? Bob says “automation which is not synonymous with RTB.” We need to avoid the race to the bottom.
  4. Giving television a run for its money…why now? The response Bob got to a programmatic upfront and to try to get them to understand is to give them money back to throw into creativity. Bob says the requests have been beyond his expectations. Bob says when you look at the AOL stack, they need partners to help them accomplish their goals.
  5. What important does Bob see around creative? Bob thinks you should learn to code as a creative person. The challenge of creativity is much more complex than ever before. You need more creative and talented people than ever before. He mentions that his son doesn’t know the difference between a creative department and a tech department.
  6. What’s happening Q4?
  7. What has surprised Bob in 2000 from where he stands in 2013? Bob says he knew tech was going to have an impact on the industry but didn’t realize how reticent we would be as an industry to embrace it.

Kirk intros the next panel: Cross Platform Becomes Reality – Taking Mobile to the Next Level. The moderator is Rick Mandler, VP, Digital Advertising Sales & New Media, ABC Television Networks and his panelists are: Mike Baker, Co-Founder & CEO, DataXu; Michael Collins, CEO, Adelphic; Kamakshi Sivaramakrishnan, Founder & CEO, Drawbridge, Inc; Are Traasdahl, CEO & Founder, Tapad; Elizabeth Zalman, Co-Founder & CEO, Media Armour.

Rick says, why do we care about cross platform? Are says, “the holy grail of advertising.” Michael says consumer are multi-channel and brands need to be multi-channel. Rick wonders if there is a danger in looking at the world by way of “half my advertising is wasted.” Do we risk more if we hyper target and data drive customers who aren’t ready yet?

Rick questions his panel

Rick questions his panel

Rick asks, how real is the risk of government intervention undermining operations today? How can we manage this so consumers don’t feel the “ick factor” – that big brother is watching them? Mike says it requires industry buy-in.

Rick says as Elizabeth does 1:1 conversations with customers, is there a tipping point where there is too much information going into the commercial conversation? Elizabeth says yes people do feel this and general branding can be the followup instead.

Rick wants to know, for cable networks, when inventory is sold out, part of the impetus for programmatic sales is that there is liquidity. If that’s the case, will that hinder the growth of programmatic? Mike thinks so.

Rick asks one last question: what keeps him up at night is that as a publisher, he is outside of the demo so he’s not particularly valuable but to an advertiser, he is in the market for a car so he is valuable to an advertiser. This “information asymmetry”: how to resolve?

We move on now to a conversation with Steve Mills, SVP & Group Executive, Software & Systems, IBM Corporation.
Interviewing Steve is Michael E. Kassan, Chairman & CEO, Medialink LLC. The conversation is a round “Big Data: Marketer’s Dream or Dilemma?”

Steve talks about the explosion of data and real world events such as 6b mobile phones worldwide, >24 Petabytes of data that Google processes in a day, etc.

Steve says, “80% of all available data will be uncertain.” If money is spent to collect it, how do you get value out of it?

He continues by talking about how big data and analytics matter; Use cases he mentions are big data exploration, enhanced 360 degree view of the customer, security/intelligence extension, operations and analysis, and data warehouse management. The use in advertising/marketing is audience optimization, channel optimization, ad yield optimization, and targeted media buying.

Marketers/advertisers are facing big data challenges – mainly in processing of the data as well as ongoing management and analysis.

Steve shows various case studies that show how customers who used IBM analytics software to measure ad effectiveness had improved customer response rates, reduced analytics time, improved ROI, etc.

Steve winds down his presentation by talking about how IBM’s investment in big data and analytics continues to rise.

Steve talks "big data"

Steve talks “big data”

We welcome Karsten Weide, Program Vice President, Media & Entertainment, IDC to the stage. Karsten says, last year we spent 1/10 in RTB. This year 11%. By 2017, 28% will be through RTB platforms.

There is no segment in online advertising growing faster than RTB. 2012-2017 CAGR: 22% video, 39% mobile, 51% RTB.

The overlap between mobile and RTB creates tremendous business opportunity. The fast majority of the spending is happening in the US. Most markets are much more conservative than the US. Japan’s numbers are smaller than Western Europe however it is just one country.

China is just beginning with RTB: infrastructure issues because ideal time frame is 30 milliseconds and networks are too slow. Most inventory in China isn’t being sold (80%). If you look at the culture of the ad industry in China, it is 2-4 years behind.

A lot of sales are on a time basis. Australia is fairly advanced in terms of RTB but market is small so not a whole lot of spending there. The major source of growth will be indirect sales.

Video will be a minor contributor on overall revenue because there isn’t enough inventory to go around. The inventory that is available is being sold direct. Mobile sales and direct sales were be more important than indirect sales.

This year 60% of indirect sales will be done via RTB. By 2017, it will be over 80% with RTB.

Karsten talks RTB growth

Karsten talks RTB growth

Karsten mentions when it comes to mobile RTB, if you look at overall relationship between online and mobile, the industry feels mobile is still a new thing. Karsten says mobile will “crush” online in the future.

Karsten said the commercial significance of private marketplace is minimal. The reason why is it is because it is an exchange and they only work well where there is liquidity. A private marketplace artificially reduces the liquidity. What they will continue to do is “allow publishers to stick their toes into the water, without being afraid to drown.”

Guaranteed upfront, programmatic premium, etc. he says are what’s coming for direct sales. What happens if a publisher defaults on these guarantees? Karsten mentions contractual default obligation.

Why do we think direct sales will take off in a big way? Agencies want it because it is effective. In indirect sales, publisher defaults, platform defaults, advertisers and agencies get their money automatically. Publishers will embrace RTB for “survival.”

Karsten says “it’s time to take a closer look at RTB” and “RTB is your friend.” With automation, there will be fewer salespeople, but “it is what it is.” Sales has to be more consultative, more about native executions, and a more interesting/challenging job in the future.

Karsten’s final thoughts: “closing the feedback loop.” When someone figures out how to do this on scale, it will be very hard to compete with RTB.

Thanks Karsten for a very interesting look into the industry’s future.

In the final panel today: How the Role of the CRO Has Changed in a Programmatic World, moderating is Michael Barrett, President, Ichabod Farm Ventures. Panelists are Jeff Dossett, CRO, Demand Media; John Henderson, SVP, Sales, Answers Inc; Ann Lundberg, SVP, Digital Sales, Food & Cooking, Scripps Networks Digital; Rich Sutton, CRO, North America, Mail Online; Lisa Valentino, SVP, Multimedia Sales, ESPN.

Michael asks how the role of the CRO has changed

Michael asks how the role of the CRO has changed

Michael asks Lisa, how is ESPN structured? Lisa says that they are matrixed – they have specialists that work with trading desks but they aren’t looked at programmatic separately.

Michael looks to Ann to discuss programmatic at Scripps. Ann says at Scripps, they are TV driven. They have a programmatic leader who tries to build high-level relationships with DSPs and trading desks.
Michael asks if programmatic is amounting to real dollars? Ann said it’s gone 0-30 in 1 year. It’s a big focus for Scripps.

John says that may be the biggest site people haven’t heard of. He is in a unique position to start the direct ad sales team. 95% of his revenue today is through the open exchange. He was brought on board to take it up a notch on the private marketplace.

For Demand Media, Jeff says the brand marketer & agency are their customers – that hasn’t changed. They haven’t restructured.

Michael asks how do you arm the direct sellers? Lisa says define what you mean by programmatic. This is not a CPM game. If it were, ESPN would not be in the programmatic space. Today most of the sector is in the ad network space. If we look at this as automationthen we can focus on our business.

Rich says you have a brand and a solution proposition. If you can’t get that across, it doesn’t mater if it comes across an IO or programmatically.

Jeff says that trying to fight logical trends, makes no sense. To the extent there is cannibalization, we were asking of the market to pay a price above the real value of that product or service, shame on us. He continues on to say, we over-complicate this.

Michael says the real challenge is to manage for today but also planning for the future – “who wouldn’t want a more automated world?”

John says that at TripAdvisor where he was for 6 years, he didn’t spend much time thinking about programmatic. Now he is doing a 180 and it’s more about the advertisers they speak to and what their goals are and their plans are. From his perspectives, listen to advertisers and give them more.

Jeff says he looks forward to the opportunity of unlocking value of audience he can’t yet put through programmatic. Lisa says in the mobile space for her category, the mobile screen is likely the first screen. She’s seeing the revenue start to follow and yet there is a surge of mobile conversation happening but you can’t unlock the value yet. The low CPM business is accelerating so they have not exposed mobile and video to programmatic until they believe the environment provides the value.

Kirk summarizes the day

Kirk summarizes the day

Kirk finishes the presentations with closing remarks and talks about why the theme of the day was “Beyond Ad Tech.” He mentions that the principals of advertising are regaining control, recapturing value, and focusing on long-term growth strategies.

Thanks to all our speakers, moderators, panelists, attendees, and sponsors! It’s cocktail hour!
Cindy Lee @iamcilee, PubMatic


RTB Brings the Northern Lights to the Nordic Media Scene

garethHolmesArguably some of the greatest work to emerge from the Nordic region in recent years has been their incredibly enigmatic and gripping dramatic television series, such as The Killing and Borgen, that the global marketplace has embraced enthusiastically. The Nordic televised drama market has changed the way millions of crime lovers view programming,breaking down the obvious barriers of language and familiarity, in favour of a good story. The northernmost European countries knew that their captive audience was out there, but pushing their content into thesaturated English-language marketplace was a risky gamble, that eventually paid dividends.

Now a different part of the media world is turning its attention to the Nordic region as the next high-growth area for the programmatic trading of advertising; and with that comes a fair few risks. Since 2009, when supply-side platforms and ad exchanges announced their support for real-time bidding, this method of trading has taken root with the many tiers of UK publishers, and similarly rapid expansion happened across the channel in France and Germany.

We’ve witnessed website visits increase, and in essence demand for advertising increase, significantly in the Nordic region; brands and publishers can’t help but take notice of this new growth sector. Visits to Nordic retail movie sites for June 2013 saw a 190% year-on-year increase from 2012, and Norway and Finland report a respective increase of 981% and 271% of users visiting retail movie websites.

Infrastructure scale is a big challenge preventing RTB really taking off in the region; pricing and process are not as clear-cut as they are elsewhere. Having recently partnered with Concept CPH in Denmark, PubMatic have gained valuable insights into the reservations, challenges and opportunities available for publishers. Norway, Sweden, Finland and Denmark recognise the benefits that programmatic trading has brought to the digital media marketplace, but the operational logistics of implementing real-time bidding has understandably raised concerns.

David Borring, Partner Operations & Exchanges at Concept CPH said, “We are eager to see a mature programmatic market established in the Nordic region, yet there is a general wariness of such a radical overhaul of current inventory trading. Our publishers fear decreasing overall CPMs, drops in premium inventory value and maintaining brand integrity. On the opposite end of the exchange, advertisers are voicing concerns over programmatic capabilities to effectively scale while safeguarding their brand name, in light of recent incidents like the #fbrape pressure put on Facebook. Despite these concerns, publishers need to realise that they have to get on board with programmatic trading, not only if they don’t want to lose out on ad revenue opportunities, but also to gain valuable insight into their digital inventory.”

Wider apprehensions over private marketplaces (PMPs) and their ability to drive revenue are surfacing, in addition to maintaining established publisher/advertiser relationships and the impact on direct sales. One overarching concern is the fear that publishers will cede control to advertisers, but with proven results from working with premium European publishers we can lead the way in making change happen, given the correct support and advice.

To solve the case PubMatic is currently working in Scandinavia to establish a robust, scaleable RTB infrastructure. Setting trading regulations and data privacy standards will provide further security around processes, pricing and fraud.

To ensure longevity and take the mystery out of RTB, we know from experience that education is needed as much as sector development. Experienced technology partners, with proven track records of developing rich programmatic ecosystems elsewhere are needed to guide Nordic publishers and advertisers through best practices for automated trading. What will follow, and we have seen time and again across Europe, is effective system implementation, revenue uplift and uncompromising attitude to brand safety. Publishers need to understand that programmatic trading and especially our partnership with data management platform (DMP) Lotame enables greater control through audience data segmentation and allows them to connect to more demand sources, hence increasing their revenue.

The current Nordic mindset is focused on establishing an automated ecosystem which addresses the essential need, and once this is in place the previously unconsidered benefits of RTB will be free to flood the market.

Enhanced monitoring will bring definable engagement measures to a burgeoning market and pave the way for fully-executable RTB campaigns that deliver strong returns. We have seen great pace in areas such as mobile and tablet RTB campaigns, in response to a significant increase in mobile web traffic, hinting that the Nordics have the potential to quickly match the rest of Europe’s market maturity. With multi-screening becoming the norm globally, technology providers will be influential in ensuring that future Nordic RTB initiatives will operate seamlessly across all platforms right from the start.

The Nordic region presents an exciting prospect for RTB-enabled trading, but it cannot be rushed. The necessary time to educate, assist and adapt must be allowed if Nordic publishers and advertisers are to build genuine trust in programmatic trading. PubMatic’s position is one of assisting the safety, commercial viability and ecosystem-wide adoption of programmatic trading. Our role is to become one of the leading technology partners across the Nordics with minimal drama and confidence in its ability to stand the test of time.

Private Marketplace Adoption: IDG UK Study

IDG UK Brand

IDG UK is the UK’s leading technology media company with the largest tech media and marketing solutions portfolio in the country.

Programmatic Trading is the buzz word for 2013. Many publishers are showing interest in adopting this more efficient way of trading but often lack the support to do so. Concerns in the market are rife, and it can often seem discouraging when the knowledge behind the technology isn’t there. And to confuse matters, Private Marketplaces (PMPs) have entered the programmatic scene, leading to even more mystification and fears on the publisher side.

However with their granular transparency PMPs give the reins back to publishers, allowing greater control over pricing and powering direct sellers with information on the practices and preferences of their best clients.

A recent PMP success story for PubMatic started when it partnered with IDG UK (International Data Group UK) towards the end of last year to help drive IDG UK’s offering into the programmatic spectrum.

IDG UK is a global technology network bringing together over 280 million technology buyers in 97 countries. IDG UK chose PubMatic as their Strategic Selling Partner to enable its programmatic offering to market for their B2B and B2C properties, such as ComputerworldUK, Macworld, PCAdvisor and DigitalArtsOnline.

Like many of our other clients, IDG UK needed to partner with a trusted technology platform to lead their programmatic trading adoption and help them drive their direct sales into the opportunities around Private Marketplaces.

Key factors for any client, when moving into the PMP environment, are to gain deep control over their digital assets with heightened transparency and the ability to adjust floor prices when needed. The feeling of having the chance to be ‘hands on’ within the programmatic landscape is often needed by the publisher to allow them control and transparency when dealing with their inventory.

IDG UK was quick to realise the benefit of embracing programmatic trading and taking ownership over how and to whom its impressions were traded programmatically. As part of its overall digital strategy, IDG UK’s media services director Dan Shaw quickly identified the need for a specialist to lead their programmatic trading and adoption within their direct sales teams.

“Everywhere you look there are very bullish forecasts about how much the programmatic space will grow. We wanted to make sure we were as close to the market as we could be. And we also wanted to be one of the first Publishers having the conversations agencies wanted to have. A dedicated sales resource has given us the opportunity to do both of these things; we recognised the need to have someone actively talking with all demand partners (and someone who could spend time with Pubmatic) so they really understood the opportunities and could feedback to the overall business,” said Shaw.

By appointing Rob Bradley to work with PubMatic’s EMEA Director of Advertiser Solutions, Duncan Chamberlain, Dan Shaw ensured IDG had a dedicated sales lead to partner with PubMatic.

This enabled the direct sales business to work alongside the Agency Trading Desks whilst complimenting each other rather than cannibalising the sales efforts which led to increased revenues.

Programmatic buying and PMPs equip IDG UK with the capability to control the pricing of inventory by advertiser or segment whilst maintaining direct relationships with buyers and controlling ad quality. This was previously not possible with network relationships.

Throughout 2013, IDG UK will continue to focus on PMPs, extracting higher CPMs and approaching more trading desks, segmenting audiences further with the addition of 1st and 3rd party data.

By funnelling more agency spend into programmatic, IDG UK will gain greater control on pricing via guaranteed spends across its premium/audience rich inventory.

“As a premium publisher it is imperative we have control over the CPMs and spend we receive from our core clients via Programmatic Trading. An initial block list led a sales strategy to approach agency teams and trading desks to set up PMPs, with clients we gain direct bookings from and use trading desks. Although the overall PMP market is not as advanced as we would like we have seen great success with some of those implemented. Our SSP PubMatic has been a very valuable asset in setting up this new revenue stream.

“The next few months will see us arranging more PMPs with various demand partners and keep a close eye on their success and impact against direct sales. We see them as a core progression towards Premium RTB. In fact I am already experiencing conversations regarding branding campaigns with higher CPMs than the usual direct response we are used to via RTB,” Bradley said.