Unruly’s Jason Trout on PMPs and programmatic at ATS

At ATS London on 10 September, 2018, Ronan Shields, staff writer AdWeek, moderated a panel discussion on the mechanics of publisher monetisation.

He was joined by Karen Eccles, director of digital sales and innovation at The Telegraph; Damon Reeve, CEO, The Ozone Project; Jason Trout, EMEA MD, Unruly; and Jourdain Casale, VP of global intelligence at Index Exchange.

You can watch the full panel below which covers new marketplaces, PMPs versus programmatic and publisher monetization opportunities.

Check out Jason’s thoughts on the panel here.

Our EMEA Managing Director, Jason Trout, talks about his experience of being on the mechanics of publisher monetization panel at ATS London.

This week I was part of a panel at ATS London 2018, which was focused on the mechanics of publisher monetization. I was joined by the Digital Sales and Innovation Director for The Telegraph Karen Eccles, Damon Reeve from the Ozone Project and Jourdain Casale, VP of Global Intelligence at Index Exchange. 

It was a really interesting panel to be a part of. Especially as publisher monetization continues to be a key talking point within our industry, and a key focus area for us as a business. We began the discussion by talking about how publisher monetization strategies have changed over the past 12 months.

New marketplaces

At Unruly we have seen first hand how premium publishers are slowly pulling away from tackling their competition individually, to a more collective approach. This has led to alliances and JV’s such as Ozone, the Verified Marketplace and the Premium Sport Marketplace. These marketplaces are becoming more and more popular among advertisers and it’s easy to see why when you look at the stats. The Verified Marketplace’s UK reach alone is over 39.4 million, and the average viewability of ads is 78.6%, which is 15.1% higher than the MOAT benchmark.

The conversation then moved to the shift in focus from open market-places, to a more closed and controlled market, and whether this presents an opportunity for publishers to develop closer relationships with advertisers.

I’ve heard buyers say for several years now that they want to transition from managed to programmatic ad delivery. At Unruly we’ve seen this trend play out firsthand but we’ve also seen an increase from the buy-side requesting guarantees in their programmatic deals.

As new models mature, like Programmatic Guaranteed (PG), you will see closer relationships forged between programmatic buyers and publishers. I believe this is a natural progression as models like PG closely mirror that of traditional IO and direct-sold business, where both buyer and seller negotiate directly.

consuming news on an ipad

PMPs versus programmatic

We then moved on to look at the scalability challenges with PMPs versus programmatic and automated guaranteed, and how they could be overcome. In my opinion, PMPs in their current guise will continue to offer both buyers and sellers an environment away from the open exchange to practice control. That said, we are seeing a growing trend from buyers to secure guarantees in their PMPs. This has resulted in the increase of programmatic guaranteed features we are seeing released from both buy and sell-side vendors.

When we talk about scale, traditional PMPs have always struggled to meet this requirement as there has never been a commitment from publishers to send volumes. At the same time, buyers have lacked commitments to spend. Programmatic guaranteed is evolving at exactly the right point in time. We know the holding costs are under immense pressure to become 100% programmatic and at Unruly, we believe PG sits at the intersection of the IO and legacy PMP. We expect it to be the catalyst to increased spends in programmatic this year.

Publisher monetization opportunities

Finally we touched upon new monetization opportunities, and what the tech layer is doing to help and support publishers with this. I believe we need to first understand the value of a publisher buying, rather than licensing. In some scenarios M&A is the logical path, that said, very few of the publishers I have spoken to actually have the appetite to start spending hundreds of millions on tech and data assets when they are fully aware that in the age of GDPR and social networks it is data, context, and service that help you to truly differentiate, not ad or martech ownership.

To find out more about the Verified Marketplace and our other offerings check out our products page. Alternatively get in touch with one of our team.

You can also keep up to date with the latest on publisher monetization and other adtech trends by following us on Twitter.

Unruly insights from ATS London

DMEXCO Insights: This year’s DMEXCO is going to be fantastic! Not only does Unruly have one of the most epic stands we’ve ever had, but we’re also at a point in time when there has never been so much change, disruption, and opportunity within the digital advertising ecosystem.

Photo of the Unruly stand at DMEXCO 2016.

Here are seven questions that I believe will be the most debated topics at DMEXCO 2018, and I’ll be there to quiz some of the world’s biggest brands and advertisers on their thoughts around each one.

Where do brands sit on the bid caching debate?

Many have mooted the benefits for both the buy and sell sides of bid caching when executed in a transparent environment. Others feel there are too many risks associated with the practice, so I’m keen to see how the wind blows on this topic, as auction mechanics are often an emotive subject for all involved.

Who will own digital identity in 2019?

The walls get higher by the day, yet very few ask how brands and their agencies will manage the basics of media buying such as holistic reach, frequency and attribution. I’m keen to see what this will look like, especially considering that every vendor in the near future will be using their own proprietary ID rather than cookies.

What will data portability look like? Will DMPs fold into CDPs? How will attribution modeling work? Is there a need for an independent and agnostic media platform to sit below the walled garden that provides global brands with an ID clearing house/taxonomy, so they can plan and buy more efficiently in the face of ID blindness?

How are publishers winning post GDPR?

I’m looking forward to spending time with premium publishers at both ATS and DMEXCO to  see the unified auction set-up play out. I’m also interested in finding out how publishers are leveraging EBDA, S2S, client side, and a multitude of other configurations to capture and grow their digital revenues in 2018. I’m also going to be talking to publishers about the evolution of auction mechanics: 1st vs. 2nd price, how CMPs have empowered them, and their thoughts on what’s next for header bidding and identity.

How are traditional linear TV budgets migrating to addressable OTT environments?

You don’t have to be Bill Gates to come to the conclusion that the OTT (over the top) opportunity is going to big. It will be big for advertisers that struggle to reach the ‘cord cutter’ audiences who no longer sit in front of linear broadcasts, and it will be a huge revenue opportunity for streaming services like Netflix, should they finally decide to embrace the ad funded route. I also want to better understand how activation, measurement and identity are going to evolve in the OTT space, as many on the LUMAscape rush to conquer that territory.

How big is the audio opportunity?

Out of nowhere, audio programmatic has become big business (think Spotify and Pandora). Brands can now access this supply via direct sold or programmatic partnerships and it’s an area that often sits outside the challenges faced by digital display. As a result, audio programmatic is fast becoming an attractive canvas for marketers and their agencies.

There are still limitations when it comes to data-driven, impression-level buying that the buy side has to expect from programmatic execution. Because of this, I am keen to better understand how audio platforms are building to meet buyer requests in these areas.

Are there any real applications for blockchain in digital advertising yet?

There will be lots of debate at ATS about auction and fees transparency, and I think this year at DMEXCO, we will see a lot of vendors pushing the value of distributed ledgers via their blockchain offerings in order underpin, and address, some of the opaque practices that we have seen reported within the sector.

I’m interested to hear more about how blockchain can support contracts, gather opinions on the reconciliation process of digital advertising, chat about real-time bidding and if they feel speeds are quick enough in 2018.

How are big brands pulling programmatic activation in house?

I’m going to speak to brands who have pulled their programmatic activation in-house, or are planning to do so. I want to better understand their motivations for doing this, and find out how they are planning to manage areas like data and activation vendor selection, auction mechanics, and supply path optimization. I’m curious about the role consultancies may play in this scenario.

One thing is for sure, following the wave of ad and martech M&A we have already seen play out in 2018, the media noise around auction mechanics, publishers taking control post-GDPR, and with the noises made by the consultancies to enter (or invade) our sector, it’s going to be a great few days in Cologne. DMEXCO here we come!

If you are attending DMEXCO 2018 come and chat to us! Click here to book in a meeting slot.

We will be live tweeting from DMEXCO 2018! Click here and give us a follow to keep up to date with the latest news and insights from the event.