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Deals, PMP´s, Private
Marketplace
Christine Liv Nielsen
Private marketplace development manager, Nordics
Rasmus Pil
Account Manager Nordics
Agenda
● Look Back
● Private Marketplace?
● Programmatic Guaranteed
● Sell-side
● The True Value Of First Look!
● Data på deals- Buy/Sell-Side?
● Implementering af private deals - step by step guide
Look
Back
Private Marketplace - Deals
Google Confidential and Proprietary
The next generation – new world
thinking is Programmatic Guaranteed.
The next generation –
new world thinking is
Programmatic Reserve
Process and
execute
guaranteed buys
with all of the
benefits of
programmatic
Google Confidential
One
Adserver
A total revenue management solution
SSP Z SSP Å
SSP X SSP Y
Deals med “First Look”
Google Confidential and Proprietary
Værdien af First Look impressions
Network A
Network B
Network C
First look
- Full targeting data
- No latency
- Highest CPMs
Value
Impressions
Second look
- Partial of targeting data
- Slight latency
- Lower CPMs
Third look
- Important loss of targeting data
- Higher latency
- Lowest CPMs
Google Confidential and Proprietary
De skjulte omkostninger ved “First Look” deals
Buyer margin
Publisher margin
Google Confidential and Proprietary
Google Confidential and Proprietary
Hvorfor skal publishers lave first look deals?
● Andre budgetter end på open auction
● Højere CPM priser
● Bedre targeting end direkte salg
● Forbinder premium inventory med premium demand
Som medie skal man huske:
● Den totale indtjening skal forøges
● Prisen skal afspejle værdien af first look
Look
in to the future
Data på deals
Confidential and Proprietary
Transformation
Audience
Signals
Customer
Obsession
Make
Branding
Beautiful
Implementering af private deals
Google Confidential and Proprietary
Checklist for deals- Publisher side
● Hvilken DSP bruger køberen?
● Seat name - Right buyer,Seats?
● There is enough inventory available to allow for good delivery
● The ad units/tags are being trafficked in the publisher ad server
● Deal ID´s
● Blockings Buy/sell-side
● Kreativer
● Fee´s
● Byd prisen på dealen
● Valuta
Workflow for en preferred deal
Step 1: Step 2: Step 3: Step 4: Step 5: Step 6:
Buyer & publisher
negotiate deal
conditions
in AdX UI
Buyer & publisher
accept deal
in AdX UI
Deal ID is
generated
& located in deal
details in
AdX UI
Create Deal
in DSP
Target deal
in DSP
campaign
or
Status: Offers Status: Negotiations Status: Deals - Active Status: Deals - Active Status: Deals - Active Status: Deals - Active
Buyer or publisher
creates new offer
in AdX UI
DSP
Look
NOW
TAK

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RTB Update 28. januar 2015 - Christine Liv Nielsen, Google

  • 1. Deals, PMP´s, Private Marketplace Christine Liv Nielsen Private marketplace development manager, Nordics Rasmus Pil Account Manager Nordics
  • 2. Agenda ● Look Back ● Private Marketplace? ● Programmatic Guaranteed ● Sell-side ● The True Value Of First Look! ● Data på deals- Buy/Sell-Side? ● Implementering af private deals - step by step guide
  • 6. The next generation – new world thinking is Programmatic Guaranteed.
  • 7. The next generation – new world thinking is Programmatic Reserve Process and execute guaranteed buys with all of the benefits of programmatic
  • 8. Google Confidential One Adserver A total revenue management solution SSP Z SSP Å SSP X SSP Y
  • 10. Google Confidential and Proprietary Værdien af First Look impressions Network A Network B Network C First look - Full targeting data - No latency - Highest CPMs Value Impressions Second look - Partial of targeting data - Slight latency - Lower CPMs Third look - Important loss of targeting data - Higher latency - Lowest CPMs
  • 11. Google Confidential and Proprietary De skjulte omkostninger ved “First Look” deals Buyer margin Publisher margin
  • 12. Google Confidential and Proprietary
  • 13. Google Confidential and Proprietary Hvorfor skal publishers lave first look deals? ● Andre budgetter end på open auction ● Højere CPM priser ● Bedre targeting end direkte salg ● Forbinder premium inventory med premium demand Som medie skal man huske: ● Den totale indtjening skal forøges ● Prisen skal afspejle værdien af first look
  • 14. Look in to the future
  • 18. Google Confidential and Proprietary Checklist for deals- Publisher side ● Hvilken DSP bruger køberen? ● Seat name - Right buyer,Seats? ● There is enough inventory available to allow for good delivery ● The ad units/tags are being trafficked in the publisher ad server ● Deal ID´s ● Blockings Buy/sell-side ● Kreativer ● Fee´s ● Byd prisen på dealen ● Valuta
  • 19. Workflow for en preferred deal Step 1: Step 2: Step 3: Step 4: Step 5: Step 6: Buyer & publisher negotiate deal conditions in AdX UI Buyer & publisher accept deal in AdX UI Deal ID is generated & located in deal details in AdX UI Create Deal in DSP Target deal in DSP campaign or Status: Offers Status: Negotiations Status: Deals - Active Status: Deals - Active Status: Deals - Active Status: Deals - Active Buyer or publisher creates new offer in AdX UI DSP
  • 21. TAK