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

2. 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

3. 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

4. The Forrester Wave™ Vendor evaluation
Updating January 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.
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5. Evaluated vendors

6. 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
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7. 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

8. 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
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9. 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?
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10. 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.
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11. 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.
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12. 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

13. 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

14. Adjustable weightings to reflect publisher priorities

15. 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

16. 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

17. 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

18. 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

19. 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.

20. 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

21. Susan Bidel