Using SSP’s, RTB, and Private Exchanges to Reach the Independent Web at Scale

Todd Vernon / Founder and CEO, Lijit Networks / @toddvernon

When looking for the best restaurant…

Is the number of people eating there the leading indicator of success ? Sometimes…

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Mama’s Fish House – North Shore of Maui

But, I think we can all agree…

Traffic is probably not the only indicator….

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Country Buffet – North Shore of Chicago

Often it’s the small place…

• That serves the best experience• Keeps your interest longer• Exudes the greatest influence

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Frasca – Boulder, Colorado Grace Boyle – Boulder, Colorado

But… It’s hard to get to the Independent Web

Ad Networks could get you there - and probably a few other places you didn’t want to go.

Vertical Networks could get you there - but really only in a few high value segments.

DSP’s could get you there - but likely only through unsold inventory channels without guarantee of delivery.

• But – technology is starting to opens doors not previously available.

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A convergence of innovation vectors

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Motivation

Efficiently create media buying mechanism that can

compete with an established TV ecosystem with better

economics and less waste.

Motivation

Enable publishers, often small publishers, to better

engage, understand, and grow their audience without

devaluing their highly specific content verticals.

Along the way, a huge amount of data was captured

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Big Data around reader directional

interests or buying behavior.

Big Data around specific reader

interactions and situational data.

Enhanced SSP’s Data Set

Publisher Data Plane• Access to all readers• Content Indexes• Content Vertical• Site Interconnectivity• Page Views• Unique Readers• Associated

Demographics• Contextual Reader

Engagement• Other Content Sources

Reader Data Plane• Historical Site Visits• Referring Search Terms• Onsite Search Terms• Gender• Household Income• Marital Status• Comment History• Content Interest• Social Media Bias• Geography • Time of Day

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The connection point is private exchange technology

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•Brand is targeting a 24 year old mother

•With a household income of >$100K year

•Across named media, social media, and

conversational media.

Private

Exchange

X

•On female lifestyle sites

•With a high number of commenters

•With highly tweeted content

•Adjacent to food related articles

Key benefit, huge niche inventory expansion

• There isn’t a glut of inventory, there's a glut of good inventory.

• Big data around niche sites allows good inventory to be purchased at a fair price at scale.

• Private exchange technology keeps the advertiser/publisher relationship healthy.

• Real-time bidding keeps media at mark-to-market.

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Great, how do I leverage the small and interesting?

• Work with your Agency DSP to include social signals, situational data, and hyper-contextual information in your audience target profiles.

• Ask your DSP to work with the more progressive SSP’s to include these signals in the RTB bidding process.

• Select only the appropriate inventory – and buy it when you need it without being surprised by what else you get.

• Get access to the some of the most engaged conversations, in the Independent Web.

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Thanks