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Premium Programmatic Strategie
Rui de Freitas, Head of RTA & Yield Management, Tamedia
Torben Heimann Managing Director DACH,Improve Digital
Holistische Optimierung für maximalen Umsatz
Jede Impression zum höchsten Preis verkaufen
Eigene Kampagnen
Performance
Ad-Exchanges
Re-Targeting
RTB
3rd PartyNetzwerke
Automatisierung aller Deals möglich
Premium Programmatic Strategie
About Me
Rui de Freitas
• Computer scientist originally
• Studied Business Administration
• Early stage startup background @ Housetrip
• Joined the digital media industry in 2011 at Publicitas Digital
• Jumped in Programmatic in 2012
Print Regional Print National
Digital
Tamedia, market leading media company in Switzerland
Tamedia owns 4 of the 10 leading websites in Switzerland
Swiss websites, unique clients in thousand (August 2014)
Offer strategy
Realtime advertising is not a product
• Products are the same in direct sales AND realtime advertising
• Pricing strategy is similar to direct sales
• Our ROS and RON offer is available in OpenRTB
• Deal IDs for Channels and Data
Offer strategy
Offer strategy
Pricing logic
Demand Side Strategy
RTA Team HUBNewsne
tSales
20minSales
SearchSales
DoodleSales
Agencies&
Advertisers
Goal TeamHead of
programmatic
Publisher relations
Operational & Technical managemen
t
Agency & Advertiser relations
1 FTE
1 FTEs 1 FTEs 1 FTE +
Direct Sales teams• Reporting• Yield Optimierung• Publisher Deals • Publisher Setup
Optimierungen• Publisher Angebots-
Entwicklung• Publisher Analytics• Know-How Transfer• Publisher
Kommunikation
• Technischer Set-Up• Bug fixing• Technischer
Optimierung• Technologie-Anbieter
Auswertung
• Deal Abwicklung• Programmatic
Verkauf• Know-How Transfer• Publisher Sales
Unterstützung• Agentur Account
Management• Weiterentwicklung
Verkaufsmassnahmen
• Einkaufs-Analytics• Kunden
Kommunikation
• Produktgestaltung• Verkaufsunterlagen• Marketingmassnahm
en
• Umsatz Reporting• Verrechnung• Controlling
Yield Strategy
Single Site Direct Sales
• Direct campaigns (excl. House & Intercompany)
PPNDirect Sales
• RON campaigns• Data combination
Single Site Programmatic
sales
• Deep URL possible (category / channel)
PPNProgrammatic
Sales
• Open RTB• RON campaigns
CPMSSP
February 2015
RTB TAG
January 2015
RTB TAG
March 2015
RTB TAG
April 2015
RTB TAG
May 2015
RTB TAG
June 2015
RTB TAG
Steps into a Holistic Optimization
The Holistic Development
Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015
Revenue CPM
Test, gain experience
Drive strategy
Define strategy
Share Of Revenue
PPN53%
Criteo15%
Appnexus11%
Doubleclick Bid Manager
4%
all other16%
Expected development of RTB in Switzerland
We expect a slower growth of RTB on the classic news sites than on non-news sites, due to special formats and cooperations
We expect that RTB will grow faster on non-news sites with classic IAB standard formats
Rui de Freitas, Tamedia
Tel. +41 76 556 68 18Rui.defreitas@tamedia.ch
LinkedInTwitter: @aireff07
Torben Heimann, Improve Digital
+49 172 2122771t.heimann@improvedigital.com
LinkedIn / XingTwitter: @Torben_Heimann
Kontakt
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