Running an RTB Network Across 10 Markets Publisher Opportunities ATTILA BARTA

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1 Running an RTB Network Across 10 Markets Publisher Opportunities ATTILA BARTA Head Cadreon

2 PROGRAMMATIC ADVERTISING THE SELLERS PERSPECTIVE The Strengths, Weaknesses, Opportunities and the Pitfalls for publishers Attila Barta Head of Cadreon Cadreon. Confidential. All Rights Reserved.

3 Cadreon. Confidential. All Rights Reserved.

4 WE ARE PART OF A BIG FAMILY: Media holding of the year Over 9,500 diverse media specialist Operates in more than 127 countries Manage $37 billion global media 50% of automated media buying by Cadreon. Confidential. All Rights Reserved.

5 A GLOBAL FOOTPRINT COVERING ALL KEY MARKETS: 1 st trading desk NORTH AMERICA USA Canada 1 st to have TV and OOH offering 1 st to have global clients across all markets Over 450 dedicated programmatic specialists In 22 fully scaled and independent local entities, including 5 hubs Servicing 68 markets Cadreon. Confidential. All Rights Reserved. LATAM Mexico Chile- LATAM Hub Brazil Argentina Colombia Peru El Salvador Ecuador Uruguay Bolivia Costa Rica Honduras Puerto Rico Venezuela Dominican Republic EMEA UK / Ireland Netherlands France Germany Belgium Sweden Denmark- Nordics Hub Spain Italy Hungary- CEE & SWE Hub UAE - MENA Hub Finland Norway South Africa Austria Switzerland Portugal Poland Czech Republic Slovakia Romania Serbia Bulgaria Israel Turkey Greece Lebanon Egypt Bahrain Qatar Saudi Arabia Kuwait Jordan Algeria Tunisia Syria APAC Australia Japan China Malaysia - APAC Hub India Hong Kong Thailand South Korea Taiwan Philippines Singapore Indonesia New Zealand

6 PUBLISHERS PROGRAMMATIC TECHNOLOGY ADOPTION Average (22%) Late adopter (14%) Early adopter (62%) 60% of publishers across Europe trade at least 20% of their display advertising revenue programmatically Source: IAB Europe - Attitudes towards Programmatic Advertising Cadreon. Confidential. All Rights Reserved.

7 STRENGTHS AND OPPORTUNITIES Cadreon. Confidential. All Rights Reserved.

8 TOP 5 REASONS FOR INVESTING IN PROGRAMMATIC FOR PUBLISHERS Maximising media value Source: IAB Europe - Attitudes towards Programmatic Advertising Cadreon. Confidential. All Rights Reserved.

9 CPM price MAXIMIZING MEDIA VALUE Auction based dynamic CPM rates Pre-Negotiated Fix CPM rates Cadreon. Confidential. All Rights Reserved. Demand

10 TOP 5 REASONS FOR INVESTING IN PROGRAMMATIC FOR PUBLISHERS Maximising media value Trading/Operational efficiencies Source: IAB Europe - Attitudes towards Programmatic Advertising Cadreon. Confidential. All Rights Reserved.

11 TRADING / OPERATIONAL EFFICIENCIES Channels Orders Yield management SSP Reports Optimization Market discovery Cadreon. Confidential. All Rights Reserved.

12 TOP 5 REASONS FOR INVESTING IN PROGRAMMATIC FOR PUBLISHERS Maximising media value Trading/Operational efficiencies Client demand Source: IAB Europe - Attitudes towards Programmatic Advertising Cadreon. Confidential. All Rights Reserved.

13 CLIENT DEMAND Source: MAGNA - Programmatic 2015 Roadmap for Growth Cadreon. Confidential. All Rights Reserved.

14 TOP 5 REASONS FOR INVESTING IN PROGRAMMATIC FOR PUBLISHERS Maximising media value Trading/Operational efficiencies Client demand Making premium inventory available at scale Source: IAB Europe - Attitudes towards Programmatic Advertising Cadreon. Confidential. All Rights Reserved.

15 FROM REMNANT TO PREMIUM Remnant inventory Quality, editorial sites Video Rich Media Native advertising Cadreon. Confidential. All Rights Reserved.

16 TOP 5 REASONS FOR INVESTING IN PROGRAMMATIC FOR PUBLISHERS Maximising media value Trading/Operational efficiencies Client demand Making premium inventory available at scale Increase value of inventory Source: IAB Europe - Attitudes towards Programmatic Advertising Cadreon. Confidential. All Rights Reserved.

17 INCREASE THE VALUE OF THE INVENTORY Open Marketplace Private Marketplace Entering point to programmatic Open Auction Dynamic CPM Always available for buyers Transparency varies Advanced programmatic solution Invitation-Only Auction Floor price Direct relationship is necessary Data is valuable Cadreon. Confidential. All Rights Reserved.

18 WEAKNESSES AND PITFALLS Cadreon. Confidential. All Rights Reserved.

19 BARRIERS TO PROGRAMMATIC ADOPTION Hiring and training people with the right skill set Source: IAB Europe - Attitudes towards Programmatic Advertising Cadreon. Confidential. All Rights Reserved.

20 BUILDING THE ENVIROMENT AND TRAINING THE RIGHT TEAM Implementation phase Partner selection Tagging Activation phase Open marketplace Little transparency Internal education Escalation phase Data activation Transparency Taxonomies Primary and premium sales channel Inspiration: IAB Europe Building a programmatic Sales capability Cadreon. Confidential. All Rights Reserved.

21 BARRIERS TO PROGRAMMATIC ADOPTION Hiring and training people with the right skill set Having a clear understanding of the impact of Programmatic trading on total revenue Source: IAB Europe - Attitudes towards Programmatic Advertising Cadreon. Confidential. All Rights Reserved.

22 THE IMPACT OF PROGRAMMATIC ON TOTAL REVENUE Direct Indirect Intact, works alongside programmatic Improved premium sales channel Unsold Potential new local and international buyers Cadreon. Confidential. All Rights Reserved.

23 BARRIERS TO PROGRAMMATIC ADOPTION Hiring and training people with the right skill set Having a clear understanding of the impact of Programmatic trading on total revenue Selecting and setting up the right technology Source: IAB Europe - Attitudes towards Programmatic Advertising Cadreon. Confidential. All Rights Reserved.

24 CHOOSING THE RIGHT PARTNER Cadreon. Confidential. All Rights Reserved.

25 BARRIERS TO PROGRAMMATIC ADOPTION Hiring and training people with the right skill set Having a clear understanding of the impact of Programmatic trading on total revenue Selecting and setting up the right technology Cost of technology Source: IAB Europe - Attitudes towards Programmatic Advertising Cadreon. Confidential. All Rights Reserved.

26 Tom Bowman, SVP Sales Operations, BBC Worldwide Source: TraderTalkTV Live: Marketplace Quality in Programmatic Advertising / Exchange Wire Cadreon. Confidential. All Rights Reserved.

27 THE MARKET HAS GREAT EXPECTATIONS Cadreon. Confidential. All Rights Reserved. The Future Of Programmatic, According To Publishers AdExchanger, written by Catherine Oddenino

28 THE MARKET HAS GREAT EXPECTATIONS We have programmatic advertisers asking us for more of the things they usually get from direct buys, custom content, etc., that can t be bought via a DSP. - EVP of sales, web-only publisher Cadreon. Confidential. All Rights Reserved. The Future Of Programmatic, According To Publishers AdExchanger, written by Catherine Oddenino

29 THE MARKET HAS GREAT EXPECTATIONS We have programmatic advertisers asking us for more of the things they usually get from direct buys, custom content, etc., that can t be bought via a DSP. - EVP of sales, web-only publisher Cadreon. Confidential. All Rights Reserved. The Future Of Programmatic, According To Publishers AdExchanger, written by Catherine Oddenino

30 THE MARKET HAS GREAT EXPECTATIONS We have programmatic advertisers asking us for more of the things they usually get from direct buys, custom content, etc., that can t be bought via a DSP. - EVP of sales, web-only publisher Cadreon. Confidential. All Rights Reserved. The Future Of Programmatic, According To Publishers AdExchanger, written by Catherine Oddenino

31 THANK YOU Attila Barta Head of Cadreon Cadreon. Confidential. All Rights Reserved.

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