Comments on: Publishers: Get The Most From The Exchange http://www.adexchanger.com/the-sell-sider/publishers-get-the-most-from-the-exchange/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Tyler Fitch http://www.adexchanger.com/the-sell-sider/publishers-get-the-most-from-the-exchange/#comment-4388 Tyler Fitch Tue, 12 Jan 2010 19:27:23 +0000 http://www.adexchanger.com/?p=11687#comment-4388 I totally agree with you Jonathan. but most publishers don't have the scale to make owning their own data worthwhile. Until someone comes up with a proper SSP to protect these valuable segments we will just have to suck it up and take what we can get (many people still pay a premium for this inventory). I totally agree with you Jonathan.

but most publishers don't have the scale to make owning their own data worthwhile. Until someone comes up with a proper SSP to protect these valuable segments we will just have to suck it up and take what we can get (many people still pay a premium for this inventory).

]]> By: Tom Shields http://www.adexchanger.com/the-sell-sider/publishers-get-the-most-from-the-exchange/#comment-3754 Tom Shields Thu, 03 Dec 2009 03:59:19 +0000 http://www.adexchanger.com/?p=11687#comment-3754 Floor prices should be set in part based on what the market will bear - look at eBay reserve prices. If there are lots of bidders for every impression, then the market will more likely reflect the "true" value, and floors become less important. But if there are only a few, then the seller should use the data to set a floor that helps prevent bidders from cherry-picking valuable impressions for cheap. I think it's too early to tell exactly how this will play out with exchanges, but we certainly have seen many instances where publishers sold valuable inventory to ad networks for rock-bottom prices because they didn't have the wherewithal to data-enhance it themselves and capture full value. -ts- Floor prices should be set in part based on what the market will bear - look at eBay reserve prices. If there are lots of bidders for every impression, then the market will more likely reflect the "true" value, and floors become less important. But if there are only a few, then the seller should use the data to set a floor that helps prevent bidders from cherry-picking valuable impressions for cheap. I think it's too early to tell exactly how this will play out with exchanges, but we certainly have seen many instances where publishers sold valuable inventory to ad networks for rock-bottom prices because they didn't have the wherewithal to data-enhance it themselves and capture full value.

-ts-

]]> By: Tyler Fitch http://www.adexchanger.com/the-sell-sider/publishers-get-the-most-from-the-exchange/#comment-3751 Tyler Fitch Wed, 02 Dec 2009 23:33:52 +0000 http://www.adexchanger.com/?p=11687#comment-3751 Sourcing 3rd party data doesnt exactly create a floor for publishers. Publishers need to use data to set their own floors for each segment. What sourcing 3rd party data does create is demand in each segment. The more advertisers that are buying a premium audience, the higher people bid, the more the publisher makes. To make sure these 3rd party data segments are valuable, i also believe that pubs should work directly with Data Exchanges to ensure quality. Sourcing 3rd party data doesnt exactly create a floor for publishers. Publishers need to use data to set their own floors for each segment. What sourcing 3rd party data does create is demand in each segment. The more advertisers that are buying a premium audience, the higher people bid, the more the publisher makes. To make sure these 3rd party data segments are valuable, i also believe that pubs should work directly with Data Exchanges to ensure quality.

]]> By: Sean Kegelman http://www.adexchanger.com/the-sell-sider/publishers-get-the-most-from-the-exchange/#comment-3746 Sean Kegelman Wed, 02 Dec 2009 22:03:12 +0000 http://www.adexchanger.com/?p=11687#comment-3746 I don't get why sourcing third party data helps create a floor for publishers. If third party data is being by demand side to identify desired audience parameters, what does this have to do with the media valuation? When buying audiences (vs. buying inventory) we pay for the media based upon the value that piece of inventory presents - the data valuation is being sourced elsewhere and paid to the source. Additional data provided by the publisher, either to confirm or augment the targeting, can be of value but why pay twice for data insight that is not sourced from the publisher? I don't get why sourcing third party data helps create a floor for publishers. If third party data is being by demand side to identify desired audience parameters, what does this have to do with the media valuation? When buying audiences (vs. buying inventory) we pay for the media based upon the value that piece of inventory presents - the data valuation is being sourced elsewhere and paid to the source.
Additional data provided by the publisher, either to confirm or augment the targeting, can be of value but why pay twice for data insight that is not sourced from the publisher?

]]> By: Tom Shields http://www.adexchanger.com/the-sell-sider/publishers-get-the-most-from-the-exchange/#comment-3720 Tom Shields Wed, 02 Dec 2009 13:05:33 +0000 http://www.adexchanger.com/?p=11687#comment-3720 Thanks for all the comments! Rob, I agree most publishers have other lower-hanging fruit for optimizing yield, and we help them with some of those right now. The article was meant as more of a call for what the industry will need to make exchanges more palatable for publishers. TB, yes, many of our customers use us in conjuction with an ad exchange and a network optimizer like Rubicon, AdMeld, or Pubmatic. -ts- Thanks for all the comments!

Rob, I agree most publishers have other lower-hanging fruit for optimizing yield, and we help them with some of those right now. The article was meant as more of a call for what the industry will need to make exchanges more palatable for publishers.

TB, yes, many of our customers use us in conjuction with an ad exchange and a network optimizer like Rubicon, AdMeld, or Pubmatic.

-ts-

]]> By: Rob Leathern http://www.adexchanger.com/the-sell-sider/publishers-get-the-most-from-the-exchange/#comment-3706 Rob Leathern Wed, 02 Dec 2009 06:32:06 +0000 http://www.adexchanger.com/?p=11687#comment-3706 I think there may be lower hanging fruit for publishers to go after to increase yields that trying to predict what buy-side platforms are going to be looking for on a cookie-by-cookie basis, definitely for the next 6-12 months! The number of companies who will actually be doing RTB at scale is going to be pretty small for a while especially in the current "pre-test" phase. I'd encourage doing some testing using your own data, opening up pieces of inventory to bidding on different platforms, getting to know the various systems and having dialog with the various players. Find out things like latency, fill rates, and how you can meaningfully differentiate your premium inventory from your remnant. There are plenty of great companies on the buy side (agencies, independent platforms and hybrids of the two) that are going to bring great advertisers to you and will always want high-quality inventory. Don't get caught out by the scare-mongering RTB hype nonsense-talk. I think there may be lower hanging fruit for publishers to go after to increase yields that trying to predict what buy-side platforms are going to be looking for on a cookie-by-cookie basis, definitely for the next 6-12 months! The number of companies who will actually be doing RTB at scale is going to be pretty small for a while especially in the current "pre-test" phase. I'd encourage doing some testing using your own data, opening up pieces of inventory to bidding on different platforms, getting to know the various systems and having dialog with the various players. Find out things like latency, fill rates, and how you can meaningfully differentiate your premium inventory from your remnant. There are plenty of great companies on the buy side (agencies, independent platforms and hybrids of the two) that are going to bring great advertisers to you and will always want high-quality inventory. Don't get caught out by the scare-mongering RTB hype nonsense-talk.

]]> By: Tyler Fitch http://www.adexchanger.com/the-sell-sider/publishers-get-the-most-from-the-exchange/#comment-3697 Tyler Fitch Wed, 02 Dec 2009 00:01:31 +0000 http://www.adexchanger.com/?p=11687#comment-3697 Great article Tom especially the third part about setting dynamic floors on multiple segments. Yes first party publisher data is much more valuable. As a large publisher,it is important to get as much as data as possible out to the advertisers. The more people that have this data will drive up ad prices and keep smart advertisers from arbitraging your premium inventory. Plus you can still carve out this inventory for Direct Campaigns before it ever hits the exchanges. Great article Tom especially the third part about setting dynamic floors on multiple segments.

Yes first party publisher data is much more valuable. As a large publisher,it is important to get as much as data as possible out to the advertisers. The more people that have this data will drive up ad prices and keep smart advertisers from arbitraging your premium inventory. Plus you can still carve out this inventory for Direct Campaigns before it ever hits the exchanges.

]]> By: Greg Hills http://www.adexchanger.com/the-sell-sider/publishers-get-the-most-from-the-exchange/#comment-3694 Greg Hills Tue, 01 Dec 2009 22:34:04 +0000 http://www.adexchanger.com/?p=11687#comment-3694 Tom -- Great to hear an insightful perspective from the sell side. I assumed most of the exchanges charged on a fixed margin. Is this not true? It makes sense that the low hanging fruit for publishers would be to use data to increase the value of their direct sales inventory. Beyond that, I can say as a 2nd channel buyer that I would love if there were more publisher-provided data available in the market. I would a willing buyer in a hypotehtical OPA cooperative data exchange that passed all profit back to the publishers themselves. Publishers could even reserve the data that provides the greatest lift for direct sales. Tom -- Great to hear an insightful perspective from the sell side.

I assumed most of the exchanges charged on a fixed margin. Is this not true?

It makes sense that the low hanging fruit for publishers would be to use data to increase the value of their direct sales inventory. Beyond that, I can say as a 2nd channel buyer that I would love if there were more publisher-provided data available in the market. I would a willing buyer in a hypotehtical OPA cooperative data exchange that passed all profit back to the publishers themselves. Publishers could even reserve the data that provides the greatest lift for direct sales.

]]> By: zach coelius http://www.adexchanger.com/the-sell-sider/publishers-get-the-most-from-the-exchange/#comment-3691 zach coelius Tue, 01 Dec 2009 21:33:30 +0000 http://www.adexchanger.com/?p=11687#comment-3691 yeah, we are getting pretty good coverage. Lift is dependent on the campaign. I can totally see how publishers can and should collect and leverage the data. Makes sense to me. yeah, we are getting pretty good coverage. Lift is dependent on the campaign. I can totally see how publishers can and should collect and leverage the data. Makes sense to me.

]]> By: Jonathan Mendez http://www.adexchanger.com/the-sell-sider/publishers-get-the-most-from-the-exchange/#comment-3690 Jonathan Mendez Tue, 01 Dec 2009 21:25:47 +0000 http://www.adexchanger.com/?p=11687#comment-3690 Let's be honest. First party publisher collected data is way more valuable, accurate and actionable than any third party data. However until publishers have the tools necessary to make this data actionable for markets they will continue to see the value of their audience and content sucked out of their domains and exploited by smart advertisers while they remain marginalized at the bottom of an even more fragmented revenue chain. Let's be honest. First party publisher collected data is way more valuable, accurate and actionable than any third party data. However until publishers have the tools necessary to make this data actionable for markets they will continue to see the value of their audience and content sucked out of their domains and exploited by smart advertisers while they remain marginalized at the bottom of an even more fragmented revenue chain.

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