REVV CREATE YOUR OWN PRIVATE MARKETPLACES . . .9. PUBLISHER ... Rubicon and your DSP(s) will set-up rules and .... v Hom
PRIVATE MARKETPLACES BENEFIT BUYERS AND SELLERS
PRIVATE ACCESS TO PREMIUM INVENTORY
NEGOTIATED SPECIAL PRICING
REAL TIME TRADING PRIVATE MARKETPLACES PLAYBOOK Private marketplaces allow buyers to break away from the masses, form unique selling relationships with comScore 500 publishers, gain access to premium inventory and reach highly desirable audiences
INTERACTIVE TABLE OF CONTENTS Click to go directly to pages
GETTING STARTED WITH PRIVATE MARKETPLACES
. . . .3
What Types Of Private Marketplaces Does Rubicon Project Support? Private Marketplaces Opportunities How to Get Started Questions? We’re here to help
PMP PROPOSAL WORKSHEET. REVV CONNECT .
. . . . . . . . . . . . . . . . . . . . . . .4
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
BUYER AND DEAL IDs in PRIVATE MARKETPLACES . REVV Private Marketplaces Verticals .
. . . .6
. . . . . . . . . . . . . . . . .8
REVV CREATE YOUR OWN PRIVATE MARKETPLACES
. . .9
PUBLISHER PROFILES AOL Radio . . . . . . Associated Press . Break Media . . . . CareerBuilder . . . Drudge Report . . . The Guardian . . . . Local.com . . . . . . NewsInternational Playlist . . . . . . . . Scripps . . . . . . . . Star Tribune . . . . Times Internet . . . Trulia . . . . . . . . . Virgin Media . . . . Zynga . . . . . . . . .
. . . . . . . . . . . . 10 . . . . . . . . . . . . 10 . . . . . . . . . . . . 11 . . . . . . . . . . . . 11 . . . . . . . . . . . . 12 . . . . . . . . . . . . 12
RIGHT
RUBICON CAN HELP YOU GET IT
. . . . . . . . . . . . 13 . . . . . . . . . . . . 13 . . . . . . . . . . . . 14 . . . . . . . . . . . . 14
THE RIGHT PUBLISHERS
THE RIGHT INVENTORY
THE RIGHT PRICE
. . . . . . . . . . . . 15 . . . . . . . . . . . . 15 . . . . . . . . . . . . 16 . . . . . . . . . . . . 16 . . . . . . . . . . . . 17
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GETTING STARTED WITH PRIVATE MARKETPLACES
What Types Of Private Marketplaces Does Rubicon Project Support? ` First Right of Refusal — First access to all eli- JLEOHLPSUHVVLRQVDWDVSHFLoHGSULFHpRRU ` Private Access — Exclusive access to a seg- ment of inventory as negotiated with publisher. ` Preferred Access — Access to inventory at a VSHFLoHGSULFHpRRU7KLVFDQEHGRQHDWWKHDG- vertiser, agency, trading desk, or DSP level.
Private Marketplaces Opportunities ` REVV Create Your Own Private Marketplaces — We will help you build custom private mar- ketplaces based on your desired audience and campaign or inventory characteristics. ` REVV Private Marketplaces Verticals — To make buying through private marketplaces easier, we have assembled various segments of our premium inventory. ` Publisher Private Marketplaces — Strike deals ZLWKVSHFLoFSXEOLVKHUVIRUWKHLULQYHQWRU\ Rubicon works with over 300 publishers and serves more than 5 billion ads per day.
How to Get Started 1.
Review the Playbook and Avails Workbook to identify opportunities.
2. If you are interested in creating your own private marketplace, please contact the Ru- bicon Project Demand Management Team at
[email protected] 3.
For Private Marketplaces Verticals and Publisher Private Marketplaces complete the PMP Proposal Worksheet and send it to the Demand Management team at privatemarket-
[email protected].
4. 1HJRWLDWHVSHFLoFVDQGDJUHHRQDGHDO 5. Rubicon and your DSP(s) will set-up rules and FRQoUPWKHSULYDWHPDUNHWSODFHLVFRQoJXUHG correctly. 6. Buy inventory through this new private mar- ketplace!
Questions? We’re here to help Demand Sales Team:
[email protected] Ed Carey, VP Demand Sales:
[email protected]
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PMP PROPOSAL WORKSHEET To get started, please complete the Private Marketplaces Proposal Worksheet as shown below, and return it to
[email protected] ` ` ` ` ` ` ` `
Publisher or Vertical: Deal Type: Advertisers: DSP: Proposed CPM: Budget: Flight Dates: Notes:
What publisher(s) do you want to form PMP(s) with, or which vertical(s) interest you What type of deal(s) interest you Which advertisers do you want to apply to the deal (if applicable) Which DSP(s) will you be using for this PMP What you are willing to offer the publisher *negotiable with publisher What is your desired total spend What are your time perimeters Any additional deal parameters (geo targeting, etc)
Buyer Information Name: eMail:
Rubicon Contact Information
Your name
[email protected]
Sales: Ed Carey,
[email protected] Support:
[email protected]
Publisher Deal Type or Vertical
Advertisers DSP
Budget Flight Notes Dates $3 Verizon $50k June 15$4 McDonalds 30
Forbes
1st right of refusal 5Private access
Preferred access
Other (Add to Notes)
Turn Verizon McDonalds
Revv Comscore 100
51st right of refusal 5Private access
Preferred access
Other (Add to Notes)
British Air
Media $6, Private $65k Math access to ATF inventory $3.50 other
Drudge Report
1st right of refusal
Private access 5Preferred access
Other (Add to Notes)
Sony Ford Hyatt
Invite Media
$4 average
$75k
Sept 1 -Oct 15
Time Inc
1st right of refusal 5Private access
Preferred access
Other (Add to Notes)
HSBC Jaquar B of A
Data Xu
$5.50+
$150k
July 12 Oct 31
Proposed CPM
Aug 1 Aug 15
will vary the targeting
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C O N N E C T REVV Connect®5XELFRQ3URMHFW VQHZHVWSURGXFWVLPSOLoHVSULYDWHPDUNHWSODFHVIRUSUHPLXPSXEOLVKHUVDQG SUHPLXPEX\HUVEULQJLQJZRUNpRZHIoFLHQF\WRWKHFUHDWLRQRISULYDWHPDUNHWSODFHGHDOVE\EXLOGLQJOLTXLGLW\RI premium demand and supply, at scale.
REVV Connect = The “Easy Button” PUBLISHERS create, and instantly share with buyers, marketplaces that showcase their available inventory and desired terms. BUYERS view and search for available marketplaces, creating proposals to start the negotiation process when they oQGDPDUNHWSODFHWKDWPHHWVWKHLUFOLHQW VQHHGV REVV Connect allows both sides to communicate about deal terms from within the interface. When both sides agree to the terms of the offer, REVV Con- nect automatically creates the rules for the private market- place to run through the REVV Platform and automatically synchronizes the terms with WKH'63LGHQWLoHGLQWKHGHDOWR IDFLOLWDWHGHDOFRQoJXUDWLRQRQ the buy-side. REVV Connect reduces the calls and emails between publishers, buyers, DSPs and SSPs cur- rently necessary to get private marketplace deals in place. To learn more about this product or to inquire about our closed beta program, talk to your Rubicon account representative or email
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BUYER AND DEAL IDs in PRIVATE MARKETPLACES Private marketplaces are actively negotiated, and explicit agreements between publishers and buyers. :HUHO\RQRXU'63SDUWQHUVWRSURYLGHLQIRUPDWLRQWRLGHQWLI\WKHLUELGVDVVXEMHFWWRWKHWHUPVRIDVSHFLoF SULYDWHPDUNHWSODFHUHODWLRQVKLS7KLVLVGRQHWKURXJKWKHXVHRIRQHRIWZRLGHQWLoHUV{
If a publisher agrees to sell some segment of inventory DWDFHUWDLQSULFHWRDVSHFLoF buyer, REVV just needs to NQRZZKRWKHEX\HULV{
The Buyer ID LGHQWLoHVWKHEX\HU
If a publisher agrees to sell multiple segments of inven- tory at different prices to a buyer, REVV needs to know ZKLFKGHDOHDFKVSHFLoFELG DSSOLHVWR{
The Deal ID LGHQWLoHVWKHGHDO
BUYER ID INTEGRATION
DEAL ID INTEGRATION
Full Support
Q3 2012
Full Support
Timing TBD
Timing TBD
Timing TBD
Timing TBD
Timing TBD
NA
Full Support
Supported
Supported
Timing TBD
Timing TBD
Full Support
Full Support
Timing TBD
Full Support
Full Support
Full Support
Timing TBD
Timing TBD
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RIVATE
MARKETPLACES
OPPORTUNITIES PRIVATEMARKETPLACES
VERTICALS
CREATE
YOUR OWN
P R I VAT E M A R K E T P L A C E S
PUBLISHER P R I V A T E MARKETPLACES
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Rubicon has pre-packaged inventory to enable you to target campaigns by advertiser across Rubicon’s vast user base
VERTICALS
COMSCORE
100
PRIVATEMARKETPLACES
VERTICALS
AVAILABLE MONTHLY IMPRESSIONS
AVAILABLE INVENTORY
AVAILABLE GEOS
CPM
19 billion
v ATF v Homepage v ROS
All
$3+
v ABC v CareerBuilder v Tribune
4 billion
v ATF v Homepage v ROS
$4
v Tribune v The Guardian v MSNBC v Shaw Media
1.5 billion
v ATF v Homepage v ROS
$3+
v Autotrader v CareerBuilder v The Guardian v Monster v Primedia
$3+
v Dow Jones v GlamMedia v Monster v Primedia v Scripps v WhitePages
$3+
v CareerBuilder v GlamMedia v theGuardian v Monster v Primedia
P R I V A T E
SAMPLE PUBLISHERS
MARKETPLACE
comScore
500
PREMIUM NEWSPAPERS PrivateMarketplace
AUTOMOTIVE
TRAVEL
1 billion
v ATF v Homepage v ROS
600 million
v ATF v Homepage v ROS
All
All
All
All
Add’l Potential Opportunities
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REVV Private Marketplaces Verticals
Return to the Table of Contents | Page 8
CREATE
YOUR OWN
P R I VAT E M A R K E T P L A C E S
CREATE
YOUR OWN
P R I VAT E M A R K E T P L A C E S
POTENTIAL INVENTORY DIMENSIONS DEMOGRAPHICS: Gender Education Income CONTENT TYPE:
It can be daunting and time-consuming to put together an effective private marketplace from scratch. Rubicon Project can help you create cus- tom private marketplaces tailored to your goals and needs. REVV custom private marketplaces can be assembled from a variety of dimensions. Just select the dimensions you are interested in and contact the Demand Sales Team at privatemarket-
[email protected].
Automotive Consumer Electronics Financial Local Content Parenting Professional Content: newspapers/broadcast Shopping Sports Technology Women’s Lifestyle RICH MEDIA INVENTORY: Pointroll Inventory MediaMind Inventory
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PUBLISHER P R I V A T E MARKETPLACES
Aol
Associated Press ap.com
aolradio.slacker.com
Available Inventory | Suggested CPM Range 52.7%
47.3%
` ROS | $1+ ` ATF | $1.50+
Female | Male
39.9% 62.1%
65+ 8.5%
18-24 10.5%
55-64 9.1%
25-34 17.1%
45-54 18.6% 35-44 22.5%
Desired Private Marketplace Types
25-34 18%
45-54 28.8%
35-44 22.9%
` Private Access ` Preferred Access Age
2SHQWR{
< $40k 19.2%
$40