real time trading - Rubicon Project

2 downloads 183 Views 1MB Size Report
REVV CREATE YOUR OWN PRIVATE MARKETPLACES . . .9. PUBLISHER ... make buying through private marketplaces easier, we ....
PRIVATE MARKETPLACES BENEFIT BUYERS AND SELLERS

PRIVATE ACCESS TO PREMIUM INVENTORY

NEGOTIATED SPECIAL PRICING

REAL TIME TRADING PRIVATE MARKETPLACES PLAYBOOK Private marketplaces allow buyers to break away from the masses, form unique selling relationships with comScore 500 publishers, gain access to premium inventory and reach highly desirable audiences

INTERACTIVE TABLE OF CONTENTS Click to go directly to pages

GETTING STARTED WITH PRIVATE MARKETPLACES

. . . .3

What Types Of Private Marketplaces Does Rubicon Project Support? Private Marketplaces Opportunities How to Get Started Questions? We’re here to help

PMP PROPOSAL WORKSHEET. REVV CONNECT .

. . . . . . . . . . . . . . . . . . . . . . .4

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

BUYER AND DEAL IDs in PRIVATE MARKETPLACES . REVV Private Marketplaces Verticals .

. . . .6

. . . . . . . . . . . . . . . . .8

REVV CREATE YOUR OWN PRIVATE MARKETPLACES

. . .9

PUBLISHER PROFILES AOL Radio . . . . . . Associated Press . Break Media . . . . CareerBuilder . . . Drudge Report . . . The Guardian . . . . Local.com . . . . . . NewsInternational Playlist . . . . . . . . Scripps . . . . . . . . Star Tribune . . . . Times Internet . . . Trulia . . . . . . . . . Virgin Media . . . . Zynga . . . . . . . . .

. . . . . . . . . . . . 10 . . . . . . . . . . . . 10 . . . . . . . . . . . . 11 . . . . . . . . . . . . 11 . . . . . . . . . . . . 12 . . . . . . . . . . . . 12

RIGHT

RUBICON CAN HELP YOU GET IT

. . . . . . . . . . . . 13 . . . . . . . . . . . . 13 . . . . . . . . . . . . 14 . . . . . . . . . . . . 14

THE RIGHT PUBLISHERS

THE RIGHT INVENTORY

THE RIGHT PRICE

. . . . . . . . . . . . 15 . . . . . . . . . . . . 15 . . . . . . . . . . . . 16 . . . . . . . . . . . . 16 . . . . . . . . . . . . 17

www.rubiconproject.com | Los Angeles | New York | Seattle | San Francisco | London | Paris | Sydney | Hamburg Page 2

GETTING STARTED WITH PRIVATE MARKETPLACES

What Types Of Private Marketplaces Does Rubicon Project Support? ` First Right of Refusal — First access to all eli-­ JLEOHLPSUHVVLRQVDWDVSHFLoHGSULFHpRRU ` Private Access — Exclusive access to a seg-­ ment of inventory as negotiated with publisher. ` Preferred Access — Access to inventory at a VSHFLoHGSULFHpRRU7KLVFDQEHGRQHDWWKHDG-­ vertiser, agency, trading desk, or DSP level.

Private Marketplaces Opportunities ` REVV Create Your Own Private Marketplaces — We will help you build custom private mar-­ ketplaces based on your desired audience and campaign or inventory characteristics. ` REVV Private Marketplaces Verticals — To make buying through private marketplaces easier, we have assembled various segments of our premium inventory. ` Publisher Private Marketplaces — Strike deals ZLWKVSHFLoFSXEOLVKHUVIRUWKHLULQYHQWRU\ Rubicon works with over 300 publishers and serves more than 5 billion ads per day.

How to Get Started 1.

Review the Playbook and Avails Workbook to identify opportunities.

2. If you are interested in creating your own private marketplace, please contact the Ru-­ bicon Project Demand Management Team at [email protected] 3.

For Private Marketplaces Verticals and Publisher Private Marketplaces complete the PMP Proposal Worksheet and send it to the Demand Management team at privatemarket-­ [email protected].

4. 1HJRWLDWHVSHFLoFVDQGDJUHHRQDGHDO 5. Rubicon and your DSP(s) will set-­up rules and FRQoUPWKHSULYDWHPDUNHWSODFHLVFRQoJXUHG correctly. 6. Buy inventory through this new private mar-­ ketplace!

Questions? We’re here to help Demand Sales Team: [email protected] Ed Carey, VP Demand Sales: [email protected]

www.rubiconproject.com | Los Angeles | New York | Seattle | San Francisco | London | Paris | Sydney | Hamburg Return to the Table of Contents | Page 3

PMP PROPOSAL WORKSHEET To get started, please complete the Private Marketplaces Proposal Worksheet as shown below, and return it to [email protected] ` ` ` ` ` ` ` `

Publisher or Vertical: Deal Type: Advertisers: DSP: Proposed CPM: Budget: Flight Dates: Notes:

What publisher(s) do you want to form PMP(s) with, or which vertical(s) interest you What type of deal(s) interest you Which advertisers do you want to apply to the deal (if applicable) Which DSP(s) will you be using for this PMP What you are willing to offer the publisher *negotiable with publisher What is your desired total spend What are your time perimeters Any additional deal parameters (geo targeting, etc)

Buyer Information Name: eMail:

Rubicon Contact Information

Your name [email protected]

Sales: Ed Carey, [email protected] Support: [email protected]

Publisher Deal Type or Vertical

Advertisers DSP

Budget Flight Notes Dates $3 Verizon $50k June 15$4 McDonalds 30

Forbes

…1st right of refusal 5Private access …Preferred access …Other (Add to Notes)

Turn Verizon McDonalds

Revv Comscore 100

51st right of refusal 5Private access …Preferred access …Other (Add to Notes)

British Air

Media $6, Private $65k Math access to ATF inventory $3.50 other

Drudge Report

…1st right of refusal …Private access 5Preferred access …Other (Add to Notes)

Sony Ford Hyatt

Invite Media

$4 average

$75k

Sept 1 -Oct 15

Time Inc

…1st right of refusal 5Private access …Preferred access …Other (Add to Notes)

HSBC Jaquar B of A

Data Xu

$5.50+

$150k

July 12 Oct 31

Proposed CPM

Aug 1 Aug 15

will vary the targeting

www.rubiconproject.com | Los Angeles | New York | Seattle | San Francisco | London | Paris | Sydney | Hamburg Return to the Table of Contents | Page 4

C O N N E C T REVV Connect®5XELFRQ3URMHFW VQHZHVWSURGXFWVLPSOLoHVSULYDWHPDUNHWSODFHVIRUSUHPLXPSXEOLVKHUVDQG SUHPLXPEX\HUVEULQJLQJZRUNpRZHIoFLHQF\WRWKHFUHDWLRQRISULYDWHPDUNHWSODFHGHDOVE\EXLOGLQJOLTXLGLW\RI premium demand and supply, at scale.

REVV Connect = The “Easy Button” PUBLISHERS create, and instantly share with buyers, marketplaces that showcase their available inventory and desired terms. BUYERS view and search for available marketplaces, creating proposals to start the negotiation process when they oQGDPDUNHWSODFHWKDWPHHWVWKHLUFOLHQW VQHHGV REVV Connect allows both sides to communicate about deal terms from within the interface. When both sides agree to the terms of the offer, REVV Con-­ nect automatically creates the rules for the private market-­ place to run through the REVV Platform and automatically synchronizes the terms with WKH'63LGHQWLoHGLQWKHGHDOWR IDFLOLWDWHGHDOFRQoJXUDWLRQRQ the buy-­side. REVV Connect reduces the calls and emails between publishers, buyers, DSPs and SSPs cur-­ rently necessary to get private marketplace deals in place. To learn more about this product or to inquire about our closed beta program, talk to your Rubicon account representative or email [email protected]. www.rubiconproject.com | Los Angeles | New York | Seattle | San Francisco | London | Paris | Sydney | Hamburg Return to the Table of Contents | Page 5

BUYER AND DEAL IDs in PRIVATE MARKETPLACES Private marketplaces are actively negotiated, and explicit agreements between publishers and buyers. :HUHO\RQRXU'63SDUWQHUVWRSURYLGHLQIRUPDWLRQWRLGHQWLI\WKHLUELGVDVVXEMHFWWRWKHWHUPVRIDVSHFLoF SULYDWHPDUNHWSODFHUHODWLRQVKLS7KLVLVGRQHWKURXJKWKHXVHRIRQHRIWZRLGHQWLoHUV{

If a publisher agrees to sell some segment of inventory DWDFHUWDLQSULFHWRDVSHFLoF buyer, REVV just needs to NQRZZKRWKHEX\HULV{

The Buyer ID LGHQWLoHVWKHEX\HU

If a publisher agrees to sell multiple segments of inven-­ tory at different prices to a buyer, REVV needs to know ZKLFKGHDOHDFKVSHFLoFELG DSSOLHVWR{

The Deal ID LGHQWLoHVWKHGHDO

BUYER ID INTEGRATION

DEAL ID INTEGRATION

Full Support

Q3 2012

Full Support

Timing TBD

Timing TBD

Timing TBD

Timing TBD

Timing TBD

NA

Full Support

Supported

Supported

Timing TBD

Timing TBD

Full Support

Full Support

Timing TBD

Full Support

Full Support

Full Support

Timing TBD

Timing TBD

www.rubiconproject.com | Los Angeles | New York | Seattle | San Francisco | London | Paris | Sydney | Hamburg Return to the Table of Contents | Page 6

RIVATE

MARKETPLACES

OPPORTUNITIES PRIVATEMARKETPLACES

VERTICALS

CREATE

YOUR OWN

P R I VAT E M A R K E T P L A C E S

PUBLISHER P R I V A T E MARKETPLACES

www.rubiconproject.com | Los Angeles | New York | Seattle | San Francisco | London | Paris | Sydney | Hamburg Return to the Table of Contents | Page 7

Rubicon has pre-­packaged inventory to enable you to target campaigns by advertiser across Rubicon’s vast user base

VERTICALS

COMSCORE

100

PRIVATEMARKETPLACES

VERTICALS

AVAILABLE MONTHLY IMPRESSIONS

AVAILABLE INVENTORY

AVAILABLE GEOS

CPM

19 billion

v ATF v Homepage v ROS

All

$3+

v ABC v CareerBuilder v Tribune

4 billion

v ATF v Homepage v ROS

$4

v Tribune v The Guardian v MSNBC v Shaw Media

1.5 billion

v ATF v Homepage v ROS

$3+

v Autotrader v CareerBuilder v The Guardian v Monster v Primedia

$3+

v Dow Jones v GlamMedia v Monster v Primedia v Scripps v WhitePages

$3+

v CareerBuilder v GlamMedia v theGuardian v Monster v Primedia

P R I V A T E

SAMPLE PUBLISHERS

MARKETPLACE

comScore

500

PREMIUM NEWSPAPERS PrivateMarketplace

AUTOMOTIVE

TRAVEL

1 billion

v ATF v Homepage v ROS

600 million

v ATF v Homepage v ROS

All

All

All

All

Add’l Potential Opportunities

www.rubiconproject.com | Los Angeles | New York | Seattle | San Francisco | London | Paris | Sydney | Hamburg

REVV Private Marketplaces Verticals

Return to the Table of Contents | Page 8

CREATE

YOUR OWN

P R I VAT E M A R K E T P L A C E S

CREATE

YOUR OWN

P R I VAT E M A R K E T P L A C E S

POTENTIAL INVENTORY DIMENSIONS DEMOGRAPHICS: Gender Education Income CONTENT TYPE:

It can be daunting and time-­consuming to put together an effective private marketplace from scratch. Rubicon Project can help you create cus-­ tom private marketplaces tailored to your goals and needs. REVV custom private marketplaces can be assembled from a variety of dimensions. Just select the dimensions you are interested in and contact the Demand Sales Team at privatemarket-­ [email protected].

Automotive Consumer Electronics Financial Local Content Parenting Professional Content: newspapers/broadcast Shopping Sports Technology Women’s Lifestyle RICH MEDIA INVENTORY: Pointroll Inventory MediaMind Inventory

REVV CREATE YOUR OWN PRIVATE MARKETPLACES www.rubiconproject.com | Los Angeles | New York | Seattle | San Francisco | London | Paris | Sydney | Hamburg Return to the Table of Contents | Page 9

PUBLISHER P R I V A T E MARKETPLACES

Aol

Associated Press ap.com

aolradio.slacker.com

Available Inventory | Suggested CPM Range 52.7%

47.3%

` ROS | $1+ ` ATF | $1.50+

Female | Male

39.9% 62.1%

65+ 8.5%

18-­24 10.5%

55-­64 9.1%

25-­34 17.1%

45-­54 18.6% 35-­44 22.5%

Desired Private Marketplace Types

25-­34 18%

45-­54 28.8%

35-­44 22.9%

` Private Access ` Preferred Access Age

2SHQWR{

< $40k 19.2%

$40