Susan Bidel, Senior Analyst Webinar Learn How Sell-Side Platforms And Exchanges Power Revenue For Publishers Susan Bidel, Senior Analyst May 28, 2014. Call in at 10:55 a.m. Eastern time

What is a Forrester Wave™? Agenda What is a Forrester Wave™? Update details and criteria. SSPs and exchanges are the engine of publishers’ digital revenues. Evolving landscape offers publishers options. Data, mobile, and video integrations are key differentiators. Results

What is a Forrester Wave™? Agenda What is a Forrester Wave™? Update details and criteria. SSPs and exchanges are the engine of publishers’ digital revenues. Evolving landscape offers publishers options. Data, mobile, and video integrations are key differentiators. Results

The Forrester Wave™ Vendor evaluation Updating January 2012 Forrester Wave Screener went out to all potential vendors. Six met the criteria: product fit, customer success, and Forrester-client demand. 65-criteria questionnaire, three-hour in-person briefings, customer reference calls Forrester establishes priorities then scores and weighs questionnaire responses. Image source: Under The Button (http://underthebutton.com/)

Evaluated vendors

The Forrester Wave™: criteria Current offering Auction and platform Beyond real-time bidding (RTB) Yield controls and optimization Integrations Implementation, support, and performance User interface and reporting (product demo) protections Strategy Corporate strategy/product strategy Market presence Clients/financial viability/employees Image source: CHaINA Live (http://chainalive.com/)

What is a Forrester Wave™? Agenda What is a Forrester Wave™? Update details and criteria. SSPs and exchanges are the engine of publishers’ digital revenues. Evolving landscape offers publishers options. Data, mobile, and video integrations are key differentiators. Results

SSPs and exchanges: engines of publishers’ revenue Publishing landscape verging on fully addressable Advertiser expectations of programmatic processes expanding Access to publishers’ first-party data is critical. All driving SSP and exchange evolution Image source: mosta2bal.com (http://www.mosta2bal.com/)

SSPs and exchanges: Evolution presents publishers with options First, ask a question: How much control is my organization equipped to handle? Is my team sophisticated enough to manage on its own, or do we need a partner that is anticipating and developing to meet our needs? Image source: reddit (http://www.reddit.com/)

SSPs and exchanges: Publishers must set priorities Determine priorities for picking the right partner: Broad deal-making capabilities. Integrations that facilitate deployment of data in advertising packages. Connections that enable cross-platform ad delivery. Image source: TelecomNewsroom (http://telecomnewsroom.com/)

Key differentiators: data, mobile, and video integrations Publishers may wish to manage the integrations themselves. Time and labor intensive Multiplicity of point solutions offers greater possibility of problems. Alternatively, they may wish to partner with SSPs and exchanges that offer integrations as part of the package. Image source: Dabeagle.com (http://dabeagle.com/)

What is a Forrester Wave™? Agenda What is a Forrester Wave™? Update details and criteria. SSPs and exchanges are the engine of publishers’ digital revenues. Evolving landscape offers publishers options. Data, mobile, and video integrations are key differentiators. Results

Strong options for publishers Leaders PubMatic DoubleClick Ad Exchange Rubicon Project Strong Performers AppNexus OpenX AOL Platforms Source: April 29, 2014, “The Forrester Wave™: Sell-Side Platforms And Exchanges For Publishers, Q2 2014” Forrester report

Adjustable weightings to reflect publisher priorities

PubMatic: Leader The last of the purebred SSPs Most comprehensive set of DMP integrations Ahead of the curve on mobile and video integrations Facilitates the greatest variety of buying scenarios, offering publishers the greatest number of monetization options Managed services approach gives publishers support as they expand their programmatic offerings. Downside: needs better reporting and should proactively share learnings derived from across their system

DoubleClick Ad Exchange: Leader The advantages of working with an integrated stack: Publishers will enjoy a comprehensive set of protections against fraud, malware, and data leakage. Received the highest scores for implementation and support Strong DMP and video integrations Proactively shares best practices Robust level of service Downside: incomplete mobile offering and is perceived to be somewhat insular

Rubicon Project: Leader Once a traditional SSP, it has embraced the exchange model. Received strong scores for facilitating alternative buying methods like private exchange and programmatic premium Ambitious vision for where the market is headed encompassing all media Downside: lacks a video solution; mobile solution is incomplete, and its product development is considered slow by clients

AppNexus: Strong Performer A technology company best suited to working with technically proficient publishers Typically creates bespoke solutions Publishers that thrive must be prepared to drive their own businesses. Focused on enterprise-level publishers Downside: not geared to working with publishers that do not have large and mature technical teams supporting their programmatic selling; ambitious vision for where the market is headed encompassing all media

OpenX: Strong Performer Particularly noted for its private exchange and programmatic premium solutions Offers both an SSP and an exchange model for publishers to choose Strong fraud, creative, and brand controls; yield controls and optimization User-friendly interface; good depth and breadth of reporting and solid customer service Downside: Clients cite an unwavering faith in the technology over human intervention and communication.

AOL Platforms: Strong Performer Late starter rapidly making up time with big investments in tech and talent. High marks for aggregation and stimulation of demand competition and for private exchange solution, brand controls, scalability, customer service, and security Downside: could be more proactive and more of a strategic partner and could move more quickly to roll out new product offerings; does not have a mobile or video solution

Susan Bidel +1 212.857.0751 sbidel@forrester.com