6. • Multiple transaction types for
most impressions
• Public deals create unnecessary
competition
• Private deals are the most likely
to be custom but are the smallest
Source: Bidswitch, 2018
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2018-01 2018-02 2018-03 2018-04 2018-05 2018-06 2018-07 2018-08 2018-09 2018-10 2018-11 2018-12
Percentageofbuys
Most PMPs are public deals
Open Marketplace Private Deal Public Deal
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2018-01 2018-02 2018-03 2018-04 2018-05 2018-06 2018-07 2018-08 2018-09 2018-10 2018-11 2018-12
Percentageofbuys
Date
PMP usage in the UK
Open Marketplace PMP Linear (PMP)
7. More sophisticated types of ad fraud are not
affected by PMPs:
• High external traffic
• Botnet
• Known data center
• Fake domain
• High ad density
• IAB unsafe browser
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No Yes No Yes
OMP PMP
%ofimpressions
Fraudulent impressions: OMP vs PMP
Source: Infectious Media, Q4 2018
Fraudulent FraudulentNot fraudulentNot fraudulent
8. • Security – Publisher/Seller ID
• Fraud – user ID, user agents
• Placement IDs
• Brand safety – URL
• Publisher and seller
• PMP Deal ID
Open marketplace
Excluding opportunities using a combination of signals
Private Marketplace
Including opportunities using a single signal
TWO APPROACHES TO BRAND SAFETY
9. Source: Infectious Media, Q4 2018
• Increases in price do not keep up with
increases in quality or performance
• vCPM metrics are most useful for
evaluating this trend.
100%
716%
1718%
100%
410%
859%
34%
60% 66%
0%
10%
20%
30%
40%
50%
60%
70%
0%
200%
400%
600%
800%
1000%
1200%
1400%
1600%
1800%
2000%
Open auction Public Deal Private Deals
Viewability%
CPMindexedagainstopenauction
CPMs of PMPs versus the open marketplace
CPM vs OMP vCPM vs OMP Viewability
13. 1. PMPs don’t offer anything different from open market, and
are slow to set up
2. Open marketplaces provide more control and efficiency
3. Commit to tests more often. Programmatic Guaranteed
deals will replace PMP deals.
Its not the open market that is under threat, but PMPs:
Editor's Notes
Currently there is a movement toward PMPs as there are perceived to be lower risk in terms of brand safety than the open marketplace.
But buyers have got it all wrong, all they are doing is buying unsafely at a high price
A better strategy is to buy safely on the open marketplace and use PMP and PG for specific use cases
Feel to gold, I/Os etc
This presentation is about the future of open marketplace. But I want to show you should really be asking about the future of the private marketplace.
But is that necessarily true?
Drive up prices, slow down the process of activate on the campaign, restrict the amount of tests you can run
Overuse of PMPs negates the benefits of using a DSP
Facebook and Google are delivering performance, scale and flexibility
It’s a dangerous message to send to advertisers
Successful marketplaces have exclusive supply
Brand safety is so subjective, is it going to be possible to communicate every nuance to all your suppliers
Successful marketplaces have exclusive supply
Commit to effective inventory with a test Programmatic Guaranteed deal – with the benefits of securing that inventory and saving time to optimise elsewhere.