The Rubicon Project has released a case study outlining the development of Telegraph Media Group's programmatic trading strategy since its launch
in January 2012, highlighting the use of data and the role of Rubicon Connect in its private marketplace offering
, as well as its predictions for the future. The study also provides the views of agency trading desks Amnet and VivaKi.
“TMG has been an active user of Connect since its launch in late 2012," said Lara Izlan, Telegraph Group Head of Programmatic Trading and Yield Optimisation
. "It has definitely opened up our inventory to new buyers we may not have otherwise had the opportunity to ‘connect’ with. We see it as an important part of the programmatic trading process going forward.”
The Telegraph began trading programmatically in January 2012, a move that was motivated by two key factors:
• Performance spends were quickly migrating to Real Time Bidding (RTB) • Using an RTB platform afforded more control around selling its non–guaranteed inventory
TMG views RTB as an opportunity to bring premium inventory into the programmatic market, rather than as another low–cost channel. The Telegraph’s programmatic strategy is also strongly influenced by its direct sales team. It has built and priced a product portfolio that is complementary, rather than competing with direct sales.
To dowlnload the full case study click here