The big picture of header bidding, Hot Topic: Header Bidding, Feb 2017
Transcript of The big picture of header bidding, Hot Topic: Header Bidding, Feb 2017
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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
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Meredith reaches 82mm women at every life stage and across her passions
kraftrecipes.com comidakraft.com
Meredith Digital 2
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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
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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
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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
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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
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How Are Pubs Using Header Bidding Successfully?
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Changing demand prioritization
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Creating opportunities for preferred clients – “Biddable Guaranteed”
Insights tool into latent demand and yield opportunities
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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”
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How Are Pubs Using Header Bidding Successfully?
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Changing demand prioritization
123
Creating opportunities for preferred clients – “Biddable Guaranteed”
Insights tool into latent demand and yield opportunities
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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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