When Will Media Buying Be 50% Programmatic? What’s Your Opinion?

Please add your comments and opinions at JackMyersThinkTankIn October 2010 Jack Myers Media Business Report published a commentary on real time bidding demand side platforms and exchanges This report was the first published overview of the most dramatic shift occurring today in the culture of the media and advertising industry The speed of the shift from traditional humandependent media buying and selling to programmatic buying is changing the dynamics of display advertising and spreading to other media A panel of industry leaders gathered last week by Martini Media and AppNexus agreed that the shift would spread quickly throughout the digital landscape and spread to linear television print and other media What do you think For context the following is the Jack Myers Media Business Memberamp8217s Only Report from 2010 Add your comments at JackMyersThinkTankReal Time Bidding Do Online Trends Forecast the Future of Traditional Media Buying and SellingClassic Jack from October 25 2010Do you believe that digital media buying and selling trends are likely to eventually be adopted by agencies and media companies for TV newspaper magazine radio and outofhome media buying and selling If you do not believe what will prevent it And if you do believe how quickly will this transformation occur and how ubiquitous will it beI was struck by a recent comment made by Rajeev Goel president of PubMatic an online display advertising yield optimization company that represents several of the leading online publishers including The Huffington Post eBay MSNBC and most of the comScore Top 10 publishers quotOnline advertising is on the brink of becoming a seller39s market for the first time in a decadequot Goel claimed His comment was made in response to a growing trend of publishers to embrace quotRealTime Biddingquot RTB and new data arguing that RTB delivers increased revenues higher display ad value for publishers and improved returnoninvestment for marketers see details belowRTB enables publishers to auction advertising inventory without facetoface interaction and Goel predicts it will account for 20 of all nonguaranteed advertising by the end of 2011 Of course 39nonguaranteed39 is the operative phrase RTB enables publishers to control pricing on their unsold and remnant inventory through the auction model ostensibly maximizing their revenues based on instant response to demandAccording to data published by GSS Savvian PricewaterhouseCoopers and others the actual display ad revenueperthousand impressions generated by IAB member publishers in 2009 and early 2010 was less than 25 cents High demand publishers such as The Huffington Post ESPN Wall Street Journal The New York Times and others generate significantly higher costsperthousand but even their pricing is highly commoditized with inventory supply exceeding demand and with multiple options available to media buyers who impose strict pricing limitations I don39t necessarily buy the idea that sellers of unsold online display advertising will regain control over marketplace pricing But tools that help balance the leverage points between buyers and sellers are an important advanceMost of the leading agency holding companies have established technologybased media buying platforms within their media groups and have developed invested in or partnered with quotDemand Side Platformsquot DSPDSPs use sophisticated algorithms to optimize their online display advertising buys by enabling them to buy display impressions across multiple ad exchanges Google and others have unsuccessfully attempted to bridge the chasm between online and traditional media buying and selling technologies The emerging interface between venture funded enhanced selling tools RTB and agency funded and supported competitive buying tools DSPs represents an important giant step forward for automated media transactions that could easily be adopted for traditional media While traditional media companies will actively resist this move they will be forced to adopt supply side and RTB platforms for their digital inventory management Incorporating unsold traditional inventory into this model may soon be mandated by agencies which are eager to build greater cost efficiencies into both their own business practices and their media purchases made on behalf of clients With longterm demand for newspapers radio and local television inventory on the wane a handful of media companies will inevitably make the leap and potentially transform the businessThere are at least eight major ad exchanges including DoubleClick Right Media and contextWeb that work with virtually every media agency that buys online display ads DSPs assure that advertisers and agencies generate maximum value ie lowest cost for each individual online display ad impression Real Time Bidding is a response by publishers to offset the increased control DSPs exert over publishers and the ad networks they empower to sell their unsold inventory While some high demand publishers restrict the amount of unsold inventory they sell through networks and exchanges the growing trend of agencies to implement purchases through DSPs has increased the pressure on publishers to eitheramp183 increase their focus on custom applications and facetoface sales directly to marketers and senior agency execsamp183 develop enhanced targeting solutions thereby increasing demand and sellthroughamp183 reduce direct sales costs and increase sellout through ad networks and exchangesThe publisher RTB DSP Ad Exchange horizontal and vertical ad network data verification optimization and tools business is not an easy maze to navigate There are at least 15 leading online DSPs MediaMath InviteMedia x 1 TURN Data XU appnexus Efficient Frontier Triggit XAnet AdBuyercom Trade Desk Lucid Media BRANDSCREEN and Adchemy WPP has launched B3 a DSP focused on real time bidding for both online and mobile ads rVue is a DSP focused on digital outofhome media MediaBank recently announced the development of a DSP targeting more efficient buying of traditional media inventory YieldVision is a Europeanbased agency using DSP technology for direct response media buying DSPs are taking hold globally In response Real Time Bidding is gaining traction If PubMatic39s data proves accurate on a sustainable basis and Real Time Bidding proves to represent a viable competitive balance for Demand Side Platform buying then a widespread shift to online transactional management of media buying and selling for a high share of both online and offline media inventory may become a reality within the next 48 monthsThe PubMatic study was conducted in collaboration with four leading DSPs and according to Goel established that publishers generated significantly higher revenue from RTB campaigns in comparison to NonRTB campaigns across all advertising verticals RTB outperformed traditional runofnetwork nonRTB media buying methods and based on costpersuccess metric as outlined by the advertisers for each campaign RTB provided better ROI than nonRTB audience targeted campaigns

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When Will Media Buying Be 50% Programmatic? What’s Your Opinion?

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