How Swiss Publisher Tamedia is monetizing Big Data
20
80%/10%
-
Upload
cxense -
Category
Technology
-
view
825 -
download
1
description
The Premium Publisher Network (PPN), owned by the leading Swiss publisher Tamedia, has become the premier advertising platform for targeted, high quality- and high revenue ads in Switzerland, which in turn has made it possible to keep external ad networks out of premium Swiss sites thereby stopping data leakage to 3rd parties. At the same time PPN is building a Big Data solution for the whole Tamedia group with cutting-edge technology by Cxense.
Transcript of How Swiss Publisher Tamedia is monetizing Big Data
80%/10%
HOW PUBLISHERS CAN MONETIZE BIG DATA
WAN-IFRA World Publishing Expo, Berlin, October 8th 2013
„PPN“ THE PERFORMANCE- AND TARGETING-NETWORK INITIATIVE
OF THE SWISS LEADING PUBLISHERS TAMEDIA, RINGIER, AND NZZ
WAS ACQUIRED BY TAMEDIA AG ON JULY 1, 2013
TONY HRNEK I PPN SCHWEIZ AG/TAMEDIA AG
4
GOOD OLD DAYS: THE PUBLISHERS HAD DIRECT CONTROL OF ADVERTISERS AND AD-REVENUE
Traditional advertising:
• Direct relationship between publisher and advertiser
• Publisher with 100% of ad revenue
5
100$ ADVERTISER SPEND 20$ PUBLISHER NET….
50-80% of publisher advertising revenue lost to middlemen, and to…
6
The «new uys» know the readers
ar better than the publishers
themselves
- 3rd party tags!
Data Leakage
09.10.2013
09.10.2013
10
THE AD NETWORK TRANSPARENCY CONSPIRACY
The ad network sales says:
„Pay no attention to the publishers
behind the curtain» Stéphane Pere, VP-Head of the Economist Group business.
09.10.2013
THE AD NETWORK TRANSPARENCY CONSPIRACY
09.10.2013
09.10.2013
TRANSPARENCY
The Advertiser / Agency must
know what and to which
price they buy.
.1
ADVERTISERS AND AGENCIES BOOK PPN DIRECTLY
15
Publisher know
their
content
(and their
user) the best.
CONTROL
.2
.3 TECHNOLOGY
BIG DATA IN TAMEDIA
17
TARGETING DATA
18
GEO
Language
Regions
Cities
INTEREST
Cars
Financials
Travel, etc.
SOCIAL
Male
Female
Youth
CONTEXT (Keywords)
iPhone
VW Golf
Citytrips, etc.
PUBLISHER EXAMPLE SWITZERLAND
19
BEFORE* all time high
AFTER best month 2012
CPC
CPM Targeted CPC Targeted CPM
Revenue share CHF 40‘000
CHF 20‘000 CHF 53‘000/34% CHF 37‘000/87%
Impressions (in tsd.)
53‘000 5‘000 52‘000/-2% 1‘800/-63%
eCPM CHF 0.75 CHF 4.00 CHF 1.02/36% CHF 20.22/406%
>50% more Revenues
*Google, Tradedoubler, Stailamedia, Adwebster, Admazing, Adcloud, Publicitas Ad4max
09.10.2013
Thank you for your attention!
