Better Performance through a better internet - INMA€¦ · Better Performance through a better internet Stefan Kehl, Market Director Nordics, SET, AppNexus INMA Performance Conference

AppNexus Inc. — Confidential

Better Performance through a better internet

Stefan Kehl, Market Director Nordics, SET, AppNexus

INMA Performance Conference

September 14, 2016


PROGRAMMATICPROGRAMMATICPROGRAMMATICPROGRAMMATIC

Programmatic is an automated and data-driven method to buy digital advertising, usually happening in real-time.


TECHNOLOGY

AUTOMATION DATA

EFFICIENCIES

The Benefits of Programmatic advertising

Advertisers

� Better ROIBetter ROIBetter ROIBetter ROI

� Less waste thanks to

better targeting better targeting better targeting better targeting options

� Possibility to use their

own dataown dataown dataown data

� Faster GTMFaster GTMFaster GTMFaster GTM

Users

� Consumer relevancerelevancerelevancerelevance –

ads are personalized and

match the user’s

interests and are

therefore perceived as

useful

Agencies

� Workflow Workflow Workflow Workflow efficiencies

� More controlcontrolcontrolcontrol over

campaigns

� Flexibility and possibility

to react and optimize in optimize in optimize in optimize in

real timereal timereal timereal time

� LearningLearningLearningLearning for future

campaigns

Publishers

� WorkflowWorkflowWorkflowWorkflow efficiencies

� Smaller, specialized specialized specialized specialized

teamsteamsteamsteams

� Cost reductionsreductionsreductionsreductions

� Data Data Data Data focus for publishers

with the right

capabilities



Marketers

ContentProducersConsumers

INNOVATION

Consumers pay for content with their

attention to ads that matter

Monetizing content:the lifeblood of the Internet

Quality content = an educational, entertaining, inspiring Internet

Stop monetizing things that hurt

consumers

Help publishers maximize value

of content

Help advertisers get great results

*Powered by AppNexus

*

ATG

PTG

1 HEADER BIDDING

To help publishers to maximize the value of their content through new technology



‘The ad tech industry is waging a

secret war on Google’



‘The Rise Of 'Header Bidding' and The End of The Publisher Waterfall’


“Facebook is getting into the biggest trend in ad tech: header bidding”








TOP 100 70% of the

COMSCOREDOMAINS

In the US are running header bidding

Tom Shields, SVP of Publisher Strategy at AppNexus

WTFis headerbidding?’


Empower publishers to work with multiple exchanges (increase competition and yield) and let them, and direct demand, compete on exact price in real time.

• Header bidding kicks away the waterfalling hierarchy

Header Bidding Benefits

The classical publisher waterfall


Strict waterfall means exchange

can’t compete with guaranteed

NON-GUARANTEEDNON-GUARANTEEDNON-GUARANTEED

EXCHANGEEXCHANGEEXCHANGE

GUARANTEED

Historical Adserver Delivery Model


$5 $5 $5 $5 $5 $5 $5 $5

$7 $1 $6 $3 $6 $2 $1 $2$2 $1 $2

$5 $5 $5 $5 $5

Guaranteed Campaign

Non-Guaranteed Bids

TOTAL MONETIZATION: $30

Delivery with Header Bidding Integration


TOTAL MONETIZATION: $44

$5 $5 $5 $5 $5 $5 $5 $5

$7 $1 $6 $3 $6 $2 $1 $2

Guaranteed Campaign

Non-Guaranteed Bids

$7 $6 $6

$5$5 $5 $5 $5

By eliminating waterfalling, header bidding allows publishers to capture high-priced programmatic demand

How Header Bidding works


$3TOP

RTB BIDRTB bid

$2TOP

RTB BIDRTB bid

PUBLISHER WEBSITE

Real-time bid request


$3TOP

RTB BIDRTB bid

$2TOP

RTB BIDRTB bid


$5TOP

RTB BIDRTB bid

APLATFORM

BPLATFORM

CAPPNEXUS

Publisher’s ad server weighs programmatic opportunities from many platforms against each other and against guaranteed campaigns simultaneously.

$5TOP

RTB BIDRTB bid

AD SERVER

GUARANTEED CAMPAIGNS

$5

GUARANTEED

Benefits and disadvantages of Header Bidding

PUBLISHERS

ADVERTISERS/BUYERS

DISADVANTAGES BENEFITS


2 IMPROVE CONSUMER EXPERIENCE

Stop monetizing things that hurt consumers


A good consumer experience is at the heart of a better internet


CUSTOMER EXPERIENCE

3 PROGRAMMABLE MARKETING

To help advertisers and agencies to get great results


The Programmable Future


Alexa Skills


Programmable Marketing

PA R T N E R E C O S Y S T E M

L E A R N I N G A L G O R I T H M S

R E A L - T I M E D ATA


The unfulfilled

promise of

Programmatic

The Internet of Things

– 34 billion connected

devices by 2020

Personalization

SCENARIO 1

21

With AppNexus Programmable Bidder , a brand can use its own algorithms, data and analytics to compute bids and creative selection in real time.

user product

The algorithm and intelligence can get increasingly more

complicated without adding campaign management work.

user product inventoryuser product inventory geouser product inventory geo time



MARKETERS

CONSUMERS PUBLISHERS

BETTER AD TECH

BETTER AD TECH

BETTER AD TECH

BETTER RESULTS

BETTER MONETIZATION

BETTER CUSTOMER

EXPERIENCE

BETTER INTERNET

AppNexus Inc. - Confidential – Not for Distribution

Thanks!Stefan Kehl, Market Director Nordics, SET

[email protected]

Documents

Better Performance through a better internet - INMA€¦ · Better Performance through a better internet Stefan Kehl, Market Director Nordics, SET, AppNexus INMA Performance Conference