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Publishers Lose in Ad Exchange

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Publishers are losing out in ad exchanges as Google and other platforms gain more control over inventory and drive prices down. Yieldbot creates a marketplace that allows advertisers to target real-time consumer intent on premium publisher sites, addressing publishers' need to maintain direct relationships with advertisers and monetize content better. By organizing inventory around what advertisers want and being transparent with data, publishers can form a "defense fleet" to compete in the new performance-driven media landscape.

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Publishers Lose in Ad Exchanges
WHAT IS YIELDBOT? Yieldbot creates a marketplace where advertisers target realtime consumer intent flowing through premium publishers.
New World Order All Media is Performance Media
“Facebook is great for advertisers. It’s doubling the entire global inventory of RTB at 1/5 -1/10th of the price.” – Zach Coelius, CEO Triggit
“One key question that keeps publishers up at night is how they maintain direct relationships with current customers and create new ones” – Ken Doctor, Nieman Journalism Lab at Harvard
Without their own performance alternative, the lower CPMs go the more inventory Publishers will HAVE to turn over to Google.
WELCOME TO CPM $0
The CPM $0 Kamikaze 1) MASSIVE Inventory 2) Automated Bid Management 3) Tons of Data 5) Performance Rules 6) Rise of MFX sites 7) Rise of Google O&O Looks like Search. Search is CPM $0!
Publisher defense needs to emerge
Publisher Destroyer Fleet Brand /Audience /Content / First Party Data / Real-Time
Advertisers will always want: great brand association, qualified consumers, rich context & precise timing NONE OF WHICH ARE AVAILABLE ON THE EXCHANGES!
Performance Creates a New Theater for Publishers New Relationships New Budgets Higher Margins Complimentary
Battle Plan Pubs need to band together – scale will increase demand Organize inventory around what advertisers want to buy…like keywords/real-time intent? Be data transparent to drive performance of the media
Made in Boston. Sold in NYC. Site: yieldbot.com Blog: blog.yieldbot.com Twitter: @yieldbot Email: info@yieldbot.com

More Related Content

Publishers Lose in Ad Exchange

  • 1. Publishers Lose in Ad Exchanges
  • 2. WHAT IS YIELDBOT? Yieldbot creates a marketplace where advertisers target realtime consumer intent flowing through premium publishers.
  • 3. New World Order All Media is Performance Media
  • 4. “Facebook is great for advertisers. It’s doubling the entire global inventory of RTB at 1/5 -1/10th of the price.” – Zach Coelius, CEO Triggit
  • 5. “One key question that keeps publishers up at night is how they maintain direct relationships with current customers and create new ones” – Ken Doctor, Nieman Journalism Lab at Harvard
  • 6. Without their own performance alternative, the lower CPMs go the more inventory Publishers will HAVE to turn over to Google.
  • 7. WELCOME TO CPM $0
  • 8. The CPM $0 Kamikaze 1) MASSIVE Inventory 2) Automated Bid Management 3) Tons of Data 5) Performance Rules 6) Rise of MFX sites 7) Rise of Google O&O Looks like Search. Search is CPM $0!
  • 10. Publisher Destroyer Fleet Brand /Audience /Content / First Party Data / Real-Time
  • 11. Advertisers will always want: great brand association, qualified consumers, rich context & precise timing NONE OF WHICH ARE AVAILABLE ON THE EXCHANGES!
  • 12. Performance Creates a New Theater for Publishers New Relationships New Budgets Higher Margins Complimentary
  • 13. Battle Plan Pubs need to band together – scale will increase demand Organize inventory around what advertisers want to buy…like keywords/real-time intent? Be data transparent to drive performance of the media
  • 14. Made in Boston. Sold in NYC. Site: yieldbot.com Blog: blog.yieldbot.com Twitter: @yieldbot Email: info@yieldbot.com