1 October 2012 in ExchangeWire EMEA 3 Comments

The Boris Mouzykantskii Keynote, ATS London 2012

Boris Mouzykantskii, IPONWEB CEO, gave one of the best keynotes of the day at the recent ATS London. The presentation entitled, Unpacking The Black Box, lifts the veil on ad trading strategies of agency trading desks, DSPs and direct advertiser buyers. Mouzykantskii gives a proper deep dive here into the actual buying mechanics of RTB. This will be the first of many of the day’s presentations to appear on the site over the coming weeks so keep an eye out for ATS London content on ExchangeWire.

Ad Trading, Agency Trading Desk, Display, Marketer, RTB

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  • Petteri Vainikka, Enreach

    This keynote was the absolute highlight of ATS London 2012! It was genuinely insightful, and truly opened up the bidding motivations – and impression level price consequences – behind the various RTB demand parties’ bidding strategies.

    This ‘lowest price / lowest operating cost’ bidding reality further enforces the need to look at the topic of “programmatic premium” with a sense of realism: the way the programmatic buyer market is incentivised, and consequently how the market operates, does not exactly enforce any notion of programmatic being a channel for brand advertising (where factors such as quality of media environment, confirmed demographic segment reach, viewtime measurement, creative feedback, etc. matter), but quite the opposite.

    RTB is in every aspect a DR performance marketing channel, and the more success it has in introducing new low-CPM search-like DR money, the less appealing it will be for premium publishers who see their future being dependent on online brand advertising (and clearly for many this is the case). The gap between online branding and performance is growing, and not only premium publishers, but agencies alike need to address this gap accordingly. It is ultimately as much in the agencies’ interest to see online branding take off, as it is in the interest of premium publishers.

    Agency trading desks are providing (at least a partial short term) solution to agencies’ DR capability needs, but are ill-equipped to solve the online branding dilemma. One possible reason may be – that at the end – for branding, the market and technology need has much less to do with the transaction mechanism used (RTB or old-school direct sales), and much more about the learning and reapplying relationship between the agency media planner and the publisher. These relationships require trust much more than they do millisecond decisioning, and it is trust that is in shortest supply in the automated channel.

  • shane

    Hi Petteri, what about depth of understanding of audience that brand advertisers crave? This understanding only comes about when as rich a dataset as RTB provides can be leveraged and plugged into ad & bid decisioning. Many trading desks are pushing the envelope of what is possible when it comes to unearthing the value this rich contextual and environmental data can bring to branding campaigns. The good news for publishers is that brands are willing to pay a pretty penny to achieve this

  • Paul, ExchangeWire

    I think I sit somewhere in the middle of this argument. Publishers are not seeing the full value of ‘brands craving audience understanding’. Look at any private marketplace, they are not scaling at prices which would be deemed a ‘pretty penny’.