OUR JOURNEY INTO PROGRAMMATIC

WHY WE WENT ALL-IN

HOW WE DID IT WHAT WE ROLLED OUT

A BUSINESS PLAN BORN FROM DRINKS, LUNCHES & COFFEE

Fit our strategy & culture

Played to our strength & reality in-market

Leveraged our natural assets

Extensive RFP process

Asked a lot of dumb question. Answered a lot of smart ones

Ate what we sold

Initially, retargeting

Built our trading desk, sales team across all major offices

Sell first, build next

WEGO.COM

AD TECHNOLOGY STACKGOTTA HAVE IT, MAKE IT STOP

WEGO.COM

DMP SSP

DSPTRADING

DESKAD

SERVERDATA

BROKER

DCO

THREE PHASESTO OUR EVOLVING PROGRAMMATIC STRATEGY

WEGO.COM

RETARGETING AUDIENCE SEGMENTS& EXTENSION

PMPs ANDENHANCEDSERVICES

KNOWLEDGE & READINESS

INERTIA ‘SEA’ SCALE WAS A CONSTANT ISSUE

CHALLENGES WE FACED

Vendors didn’t know their full offering

We didn’t know what we needed

Customers had different ideas & definitions

Walk better first, before you even ask to run

Systems and processes not in place, internally & externally

Why bother?

Too small to be significant to the ‘mature’ markets

Too big an opportunity to be ignored

WEGO.COM

RESULTS SO FARONE YEAR INTO SELLING PROGRAMMATICALLY

WEGO.COM

QUARTERLY AD REVENUE UP MORE

THAN 50%

MORE THAN 40% ADREVENUE IS NOW PROGRAMMATIC

STR INCREASEDBY MORE THAN

20%

%

Why we continue to be all-in on Prgogrammatic

Our future built on programmatic

MAXIMISING YIELD THRU PMPS

WEGO.COM

Remnant

AdExchange Indirect Ad Networks Indirect Ad Exchanges

Access to Inventory with PrioritisationPreferred PMP Deals Direct Ad Networks

Prioritised Access to InventoryFirst-Right PMP Deals Private Access Deals

Guaranteed – Top PriorityDirect Premium Ad Buys Sponsorships Programmatic Direct

STEPS TO SETTING UP PMP

WEGO.COM

Have you contacted

Wego directly and requested a PMP deal?

Login to Rubicon Connect and access

PMP deal that’s been created for you

Login to Rubicon Connect and access

one of Wego’s Public Packages

View and edit terms of the deal. Send

back to Wego

Yes

No

Wego will respond to the Deal offer

Have both parties

agreed to all the terms of

the PMP deal?

Deal moves to activation. Deal ID is created. Has Deal

ID been added to ATD’s DSP account?

Wego Bid Requests are sent to ATD

ATD Bid Responses are made to Wego

PMP’s Bid Requests

No bid responses by ATD. ATD needs to integrate

Deal ID into DSP account

PMP Deal is all set up! Ad imps will start to be

delivered to target audience

No

Yes

Yes

No

OUR FUTURERELIES ON CURRENT AD TECHNOLOGY STACK

WEGO.COM

DMP, DSP

DYNAMICCREATIVE

OPTIMISATION

DMP, DSP

SOCIAL RETARTGETING AND CONTENT

MARKETING

DMP, DSP, SSP, DATA BROKER

DATA EXCHANGE, PROGRAMMATIC

DIRECT

YOUR VENDORS ARE YOUR PARTNERS

AD TECH IS NOT JUST FOE THE BIG BOYS

BE THE EGG

LESSONS LEARNT

Treat them like stakeholders in your business

They’re likely already doing what you want to do in 6 months

Great to bounce ideas off & seperate myth from reality

Programmatic is for small-medium players as well

Can provide efficiencies & access to new markets

Experiment and iterate

Publishers & data owners need to be first to market

Cusomers don’t know what they want until they see it

Sell first, say yes, build next

WEGO.COM

MAKE YOUR FUTURE BRIGHTWITH PROGRAMMATIC