state of the industry presented by rocket fuel: how publishers are monetizing their first-party data...

PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015

ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015

Digiday Publishing Summit September 17, 2015

HOW PUBLISHERS ARE MONETIZING THEIR FIRST-PARTY DATA


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3 YEAR STUDY publisher trends and their 1st party data


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WHAT WE FOUND the market is maturing

DEMAND ADOPTION REVENUE IS UP IS UP IS UP

publishers are embracing integrated multi-platform solutions

publishers who don’t monetize their first-party data may be left

behind

CPMs and revenue increased since last year


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MULTI PLATFORM PROGRAMMATIC publishers are embracing but not as fast as the media buyers are

64%

69% 46%

47%

publishers offering

publishers offering

79%

98%

94%

buyers allocating

budget

buyers allocating

budget

AUDIENCE EXTENSION PRIVATE MARKETPLACE INVENTORY

OPEN EXCHANGE INVENTORY DATA MANAGEMENT PLATFORMS


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DATA MANAGEMENT PLATFORMS publishers adoption and why they pick a DMP

66%

46%

38% HAD A DMP IN 2014

PLAN TO ADD A DMP

NOW HAVE A DMP CREATE CUSTOM AUDIENCE SEGMENTS

CREATE A UNIQUE PRODUCT

INCREASE CPMs

TOP ROADBLOCKS FOR A PUBLISHER ADDING A DMP

$ AUDIENCE INSIGHTS


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PUBLISHER REVENUE

CPMS PUBLISHERS WANT

MEDIA BUDGETS

BUYERS WANT

70% GENERATE

$20M+ 41%

SAME OR HIGHER THAN O&O

1ST PARTY DATA

O&O INTEGRATION

BRAND SAFE

$10M+ 50%

MORE LIKELY TO INCLUDE

VIEWABILITY

BRAND SAFE

CROSS PLATFORM

AUDIENCE EXTENSION


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PRIVATE MARKETPLACES premium inventory goes programmatic

“partnering with a PMP alleviates time spent on direct-sale

negotiations, reporting, and campaign management.”

43% brand

safety

55% better inventory

than open exchange

47% premium

content

33% performance

27% site

lists

72% of media buyers are allocating budgets to private marketplaces

up to 25% of media budgets currently being allocated

Up to 20% of publishers revenue stream

MEDIA BUYERS EXPECTATIONS FOR PMPs


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WHAT DOES THIS MEAN FOR YOU

THERE IS PREMIUM CAN MULIT-PLATFORM DEMAND GO PROGRAMMATIC INCREASES REVENUE

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with increased brand safety features and viewability

measurement, programmatic now = efficient media buying

buyers are allocating more budget to programmatic solutions

from endemic publishers

DMP + audience extension to increase CPMs and capture

larger budgets


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GET IN TOUCH

[email protected]

(206) 321-6088

www.rocketfuel.com/audiencevalue

state of the industry presented by rocket fuel: how publishers are monetizing their first-party data...

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