• Define your premium proposition

• Manage a dynamic block list

• Engage sales teams, engage ops teams

• PMP - get granular

• Know the value of your audience

• Work closely with your tech partners

• Cannibalisation

• Integral to strategy

• Brand protection

• User experience

• Plug and play or get your hands dirty?

DIRECTLY

SOLD

NON GUARANTEED

HOUSE

HIGH

LOW

REV

HIGH0

INVENTORY

HIGH

DIRECTLY

SOLD

NON GUARANTEED

HOUSE

Large, global, broad siteSmall, local, niche site

HIGH

LOW

HIGH0

INVENTORY

HIGH

PRIVATE MARKET PLACE

RTB / SPOT BUYS /

100% FILL TAGS

Sponsorships, Tenancies, Take overs

Data enriched campaigns

RTB

HOUSE

HIGH

LOW

REV

HIGH0

INVENTORY

HIGH PRIVATE MARKET PLACE – TOP RATE

RTB / NETWORK / HOUSE

PRIVATE MARKET PLACE - SECONDARY

Sponsorships, Ten

ancies, Take

overs

Data enriched campaigns

0

LOW

TIME

HIGH

1. Negotiation & Agreement

2. PMP Setup

3. Confirm Setup

4. Campaign Setup

Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12

NGM Sun (UK) The Sun UK Private Marketplace

Jan Feb March April May June

Private market place Standard RTB

• Know the value of your site(s)

• Define your premium and protect it

• Be open, be dynamic

• Full time resource

• Test, retest

• Work closely with your partners