Post on 08-May-2015
transcript
Premium Programmatic on Google’s AdExchange
Tom JenenHead of Marketplace Development, Northern EuropeGoogle
Google Confidential
Why programmatic? Data and technology better connect the right buyers with the right audience
Transparency
Massive Scale
Operational efficiency
Performance
Targeting .
Google Confidential
The Exchange EcosystemIncentivising Demand and Supply
Google Confidential
Important Trends Already Here
Formats: Media, Mobile & VideoBuyers: Deals & Creative ManagementInventory: Rules & DFP+AdX
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
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
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
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
Danish Publishers Continue to Expand Options
Google Confidential
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
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!
Google Confidential
The Future of Exchanges:Upcoming Trends
Google Confidential
Trend 1: AudienceNothing drives value like users
Before: Buyer-drivenNow: Publisher-supported
● Create User Segments● Across Devices (PPID)
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
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)
Google Confidential
Preparing for the FutureWhat Should You Be Doing Now
Experiment with Deals
Experiment with Data
Rethink Your Inventory
Google Confidential
Thank you!
Questions?