W W W . M E R E D I T H . C O M

The Header Bidding RevolutionDigiday WTF Programmatic

Chip SchenckVP of Data & Programmatic Solutions

February 7, 2016

1

Meredith reaches 82mm women at every life stage and across her passions

kraftrecipes.com comidakraft.com

Meredith Digital 2

Meredith continues to invest in and acquire publishers & technology platforms to deliver scaled and quality audiences.

REACHING

100M

WOMEN

82M MONTHLY UVS

63%MILLENNIALS

2 3HISPANICS

OUT OF 800

DATA POINTS PER PERSON100M

CONSUMERS

DATABASE OF

MAGAZINE ACQUISITIONS & LAUNCHES

MXM EXPANSION

DIGITALTECHNOLOGY

DIGITAL

DATA

A Media Powerhouse 3

now future

Ad Networks Ad

Exchanges

& SSPs

DMPs Search

1990s

Private Exchanges Automated Guaranteed

Offline Targeting• Direct Mail• List Rental

Email MarketingReserve

d Display

Content ExchangesVertical Exchanges

now future1990s PROGRAMMATIC

PREMIUM

DIRECT SOLD / GUARANTEED / RESERVED

INDIRECT / PROGRAMMATIC /

UNRESERVED

Data Evolution 4

Header Bidding on the scene

5

HEADER BIDDING: The ability to have bids considered concurrently – rather than consecutively – within the ad server, by applying a piece of Javascript to a publisher’s page

Near-Term Results 6

Increased yield for pubs

Increased consternation for agencies who promised programmatic as ‘price-efficient’

Increased opportunity for inventory access for clients

How Are Pubs Using Header Bidding Successfully?

7

Changing demand prioritization

123

Creating opportunities for preferred clients – “Biddable Guaranteed”

Insights tool into latent demand and yield opportunities

Publisher Ad Server 8

Different potential set-ups Ad Call

PREMIUM DIRECT

STANDARD DIRECT

PREMIUM PROGRAMMATIC

OPEN PROGRAMMATIC

Monetization

Partner

HEADER RETURN—SPONSORSHIP

HEADER RETURN—STANDARD

HEADER RETURN—PP PMP

HEADER RETURN—PP OPEN

$30$24$20$16$12$8$7$6$5$4$3$2$1 Is Open Competing with All?

PMP set up as price or preference?What settings are the line items?

a.k.a “The Waterfall”

How Are Pubs Using Header Bidding Successfully?

9

Changing demand prioritization

123

Creating opportunities for preferred clients – “Biddable Guaranteed”

Insights tool into latent demand and yield opportunities

W W W . M E R E D I T H . C O M 10

Key TakeawaysHere to Stay– we will build on the concept of concurrent decisioning, not consecutive decisioning

Adjust your product and selling strategy – identify how to make it work for you AND your partners

Identify new opportunities – what else can we do with header style enablement

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