A streamlined premium programmatic offeringPREMIUM PUBLISHERS NETWORK

What stands for?

Premium Publishers Network is

an Initiative

# From the Leading Greek Media

Organizations

# To streamline their

Premium Programmatic Offering

# By embracing Technology &

Commercial Experience

A Truly Programmatic Advertising Cooperation

OUR TEAM

Premium Publishers Network is initiated by Digital Leaders on Equal Base,

open to participation of premium media brands

PREMIUM PUBLISHERS ALLIANCE

PPN is

100%

Brand Safety

PPN is

1.800.000.000 impressions per

month.

PPN is

89%

Monthly Reach

ENED Publishers Ranking in Pageviews

10

189.192.16824 MEDIA

129.083.772DOL

93.024.673DPG

55.225.354Golden Deals

29.636.571

Meteo

54.421.242Pegasus

38.615.750

Naftemporiki

51.311.285

Prime Media

121.202.174JIP

67.337.673Pressbox

19.901..627

Mega

51.733.315Capital

Source: AT Internet | February 2015

Why CHANGE ?

Media are not the same

Media are NOT the same

In the 1960s,advertising was broadcast…

1 Ad for family of five

1 Device

1 Ad Blasted to Million of people

Planned months in advance

60s

Today we experience 1000s of Ads per day

5 Ads for family of five

5 Devices

Individually targeted Ads

Real Time is necessary

00s

Consumers are NOT the same

Sources: Cisco, PWC

Advertising?

Media are not the same

Consumers are not the same

… We are still buying media

in an old fashion way

The OLD fashion way

Research sites to buy

Call the seller

Setup meeting

Assess opportunity

Negotiate price

Fax insertion order

Create campaign flight in excel

Email excel file & creative

Test campaign

Login to get reports

Adjust campaign settings

Receive invoice

Reconcile adjustments

Send check

Repeat

BUYERSELLER

Call potential buyers

Setup meeting

Check inventory avails

Negotiate price

Fax insertion order

Receive campaign flight in excel

Receive ad creative

Setup campaign in ad server

Test campaign

Get adjustments from buyer

Adjust campaign settings

Send invoices

Reconcile adjustments

Follow up on collections

Repeat

What do we really WANT ?

Bigger scale

To act faster

To be more

targeted Better use

of human

resources

ABOUT PPN

WE ARE

PARTNERS

We have always been

trustworthy media

partners for Advertisers

WE INNOVATE

Facing the same

Realities &

Challenges with Media

Industry & Marketers

What Stands For?

WE OFFER

Through content,

advertising space and

relevant audiences

Programmatic trends

Programmatic trends

Programmatic price trends

INFO GRAPHIC

Digital Advertising Spending#

Outgrew all other formats#

Growth of Display Advertising#

Display Advertising Spend#9.2 bn

*Source: AdExp Benchmark 2013 IAB Europe

Confronting The FactsDigital Advertising Spending & Growth in Europe

By increasing 11%

27.3 bn

Faster than Search

#MAJOR CHANGES in the European media landscape

CONFRONTING THE FACTS

*Source : Programmatic Market Sizing IAB Europe and IHS Technology, September 2014

#ONLINE will become the biggest advertising medium by 2018

The Reality

Managing display ad campaigns can take up 28% of budget in overheads compared to 2% for TV

#TARGETING emerges as the most important factor behind advertising success

Media is almost

infinite

but...money not

24%

18%

16%

14%

10%

6%

6%

5%

1%

TARGETING

CREATIVITY

VISIBILITY

RESONANCE OF MESSAGE

BOLD & SIMPLE ADVERTS

AUDIENCE "INTERACTION"

PERSONALISATION

BUDGET

OTHER

Which is the most important factor behind a

successful advertising campaign?

THE CHALLENGE

24%*Source : IAB Europe, research with WARC & AppNexus,June 2014

Programmatic will

have a significant

impact on digital

advertising

54%

50%

35%

33%

30%

30%

24%

22%

16%

IMPROVE TARGETING

REACT IN REAL-TIME

REDUCE WASTAGE

PERSONILISE ADVERTS

GMT FASTER

TRACK SUCCESS OF CAMPAIGNS

CHEAPER ADVERTISING

BETTER VALUE IMPRESSIONS

MORE CREATIVE ADVERTISING

As 89% of media professionals

believe with the following key benefits

THE ANSWER

#PROGRAMMATIC TRADING identified as a key driver of improved TARGETING

*Source : IAB Europe, research with WARC & AppNexus,June 2014

#Is Not #Is

PROGRAMMATIC TRADING A MEAN TO AN END

VS

but

but

but

but

Where does programmatic fit into the Media Landscape?*

Simply Put it…

#not a new media type

#not a new format, device, tactic

#not an audience insight or

an inventory source

#not a direct response tool

#is an automated process, to deliver

marketing success more effective

#is a way to freeing up more time for

strategy & insight

#is a mean to simply manage &

execute complex media strategies

combining huge data sets in real time

#is a process where branding

objectives can be fulfilled

*Source : Programmatic Trading an IAB Europe White Paper July 2014

PROGRAMMATIC TRADING A MEAN TO AN END

Programmatic Trading

Simplifiesthe buying &

selling process

By Digitally

Connecting The buyer & seller

operational &

pricing efficiency

Bringing

The purchase of

ad placement via

trading platforms

Enabling

*Source : Programmatic Trading, an IAB Europe White Paper July 2014

#MEDIA TRADING PROCESS using a technology layer

PPN is

Display Inventory

Video Inventory

Mobile Inventory

Contextual Categorization & Audience Segmentation

EF

20

40

60

80

100

PPN is

20

40

60

80

100

120

140

160

180

Automation Platform

Audience & Brand

Measurement Video Exchange

1 2 3 4 5 6

AutomationAutomatic media access gave

birth to programmatic media

and the seeds of an

ad technology renaissance were

laid.

What is programmatic

"The use of technology to automate processes and

the use of math to improve results.”

Joe Zawadzki, CEO, MediaMath

What if you could buy

advertising as easily as

booking a flight or a hotel?

Does it look AWKWARD ?

Programmatic vs. Manual buying

SIMPLICITY ON EXECUTION

Meets Complex

Media KPIs

Easiest Targeting

through multiply

inventory sources

Real time optimization

on the fly

Easiest Audience

Identification &

Evaluation

Cross device planning

#A DATA-DRIVEN MINDSET in a unified approach

Easiest implementation of combined media buying strategies

A WORD OF ADVICE FROM IAB EUROPE

02. Consider Suppliers Business ModelIf some part of their business competes with your own, over the long term this can be a considerable business risk

01. EducateThere aren’t that many

people with programmatic

experience yet. Start

educating/involving yourself and your

employees

03. Audience Data

Transparency

In order to fully leverage audience data you need

to have transparency regarding why and how

each data segment is defined

TYPES of programmatic buying

Programmatic

Guaranteed

RTB

Open Auction

Private ExchangeInvitation Only

Auction

Private Exchange

Invitation Only

Auction

Unreserved Fixed-

rate

Programmatic

Guaranteed

RTB

Open Auction

The four types of programmatic selling

Fix

ed

Price

Au

ctio

n B

ase

Price

Reserved Inventory Unreserved Inventory

PREMIUM

PROGRAMMATIC

OFFERING

A Cross-Devise Audience Solution

PREMIUM MEDIA BRANDS

Brands Exclusively Traded Programmatically through PPN

BRANDS

CONTENT

FORMATS

DATA

100%

100%

100%

100%

PREMIUM CONTENT

Content

Exclusively

Distributed among

the Most Visited

online destinations

in GreeceBRANDS

CONTENT

FORMATS

DATA

100%

100%

100%

100%

PREMIUM PLACEMENTS&FORMATS

Placement & Formats

Through Display | Mobile | Video

PREMIUM PROPIETARY DATA

Data Through Europe’s Audience Experts

BRANDS

CONTENT

FORMATS

DATA

100%

100%

100%

100%

70 PREMIUM MEDIA BRANDS,

TRULY DIGITAL CHAMPIONS,

EXCLUSIVELY TRADED

PROGRAMMATICALLY THROUGH

PPN

PREMIUM INNOVATIVE SOLUTION

PREMIUM BRANDS

PREMIUM CONTENT PREMIUM

PLACEMENTSPROPRIETARY

DATA

Starting with...

Creating ALLIANCES

between the biggest digital

publishers in Greece,

PREMIUM

PUBLISHERS

NETWORK

inventory is already close to

the biggest open marketplace

1ST PRIVATE MARKETPLACE IN GREECE

PPN

BIGGEST GR PUBLISHER

GDN

1,8

BILLION

#89% Reach of Greek Online Audience

What we

bring?

STREAMILINE AUTOMATION & DATA SOLUTION

Safety

Context

Impact

Audience

Measurement

Optimization

Brand Safety.

Relevant Content

Truly Audience Segmentation

Optimization Tools

Impactful Creative Solutions

Brand Impact Measurement

#SCALE Worth Investing For#VALUE

LEARNING FROM CO-OPERATIVES ACROSS EUROPE

Massively Scaled Technology

Big Data + Science

Network Effects

14 PatentApplications

Rubicon Project exists to automate the buying and selling of advertising sothe people in advertising can get back to being brilliant and creative.

o Leading position and market share

in all operating countries

o Connection with 120 DSPs &

Trading Desks

o Connection with all the DMPs around

the world, including Nugg.ad

o 700+ premium publishers around the

world such as Financial Times, News

Corp, The Guardian, CNN, Disney,

Ebay, Viacom, Fox

HOW AUTOMATION WORKS

User Visits

Website

or Application

SELLER

★ Finance Ad

6. Place Winning

Ad on Website

1.

Identify User

and Impression

Data

2.

Price the

Impression

HISTORICAL AND

REAL-TIME DATA

3.

Run Real-

Time

Unified

Auction

Buyers

Sync

to RP

User Data

Cloud

Sends

Bid

Requests

4. Check Selling & Quality Rules

Allowed Buyer? No

Ad Quality? All OK

Block List? Competitive Ad Blocked

Price Floor? Travel Ad Blocked

5. Scan for Malware & Security

Medical Ad

News Ad

Auto Ad

Travel Ad

Finance Ad

Advertiser

7

Agency

2

DSP

8

Ad Network

3

DSP

4

Direct Order

$1.67

Direct Order

$9.20

Static Bid

$0.85

Real Time Bid

$5.89

100s of Bidders300 Decisions per Transaction

Elapsed Time: 80ms

2.5 Million Times/Second

BUYERS Real Time Bid

$2.15

TRANSPARENT OFFERING NOT DRESSED AUDIENCES

01. CONTEXUAL CLUSTERING

Semi-blind Premium Clustering on :

*Site Level Category e.g News

*Section Level Category

e.g Parenting

02. AUDIENCE SEGMENTATIONBased on Nugg.ad Data, through

real time anonymous user profiling over multiple variables

such us sociodemographic, consumer behavior, product

interest

CONTEXTUAL CLUSTERS

Astrology Careers DYI Football Health LifestyleNews

BusinessRecipes Taste

Auto Moto Celebrities Eco Gambling Healthy Food MenNews

InternationalRelationships Technology

Basketball Cinema Education Gaming Home Deco MommiesNews

PoliticalSex Travel

Beauty Culture Fashion Going OutHome

EntertainmentMusic Parents Shopping Weather

Business Diet Fitness Headlines Kids News Pets Sports Woman

#45 contextual clusters

TRANSPARENT OFFERING NOT DRESSED AUDIENCES

HOLISTIC AUDIENCE SEGMENTATION

# BEAUTY, CARE LOVERS

# FASHION LOVERS

# TECHNOLOGY & GADGET ENTHUSIASTS

# YOUNG MOBILE COMMUNICATORS

# FITNESS & SPORTS ENTHUSIASTS

# CONVENIENCE COOKERS

# FAMILIES WITH YOUNG CHILDREN

# HOUSEHOLD SHOPPERS

# LUXURY SHOPPERS

# SAVERS & INVESTORS

# GAMERS

# CAR BUYERS

# HOME MOVERS

# HOLIDAY TRAVELERS

# CELEBRITY GOSSIPS

# LOHAS

#16 Predefined Audience Target Groups

HOLISTIC AUDIENCE SEGMENTATION

Planning to

move to a flat

with product

interest on

furniture &

household

appliances

30 years old

with

interest on

dating

Head of

Household

with

shopping

preference

organic/healt

h foods

Self-

employed

with interest

on computer

and online

shopping

Very High

Personal

Income with

intention on

buying a

car

Based on Nugg.ad’s Audience Expertise Individual Targeting Audiences can be apply , profiling user based on multiple variables & combinations

THE PROGRAMMATIC ECOSYSTEM WITH NUGG.AD

Nugg.ad offers far more than pure data management – with PERFORMANCE INDICATORS

and OPTIMIZATION specifically FOR BRANDING CAMPAIGNS provides platforms with the ideal

ALL-IN-ONE PACKAGE enabling advertisers to run target group campaigns with highly-

relevant KPIs and campaign insights

DATA DRIVEN ADVERTISING

DATA RELATING ON EVERY USER

covering the entire campaign

audience

USERS WITH IDENTIFIED

PURCHASE INTENTION

broad spectrum of intend data

OPTIMIZATION of advertising

exposure by means of

CONTACT CLASS MANAGEMENT

AUDIENCE DATA FOR ALL CAMPAIGN GOALS

Direct Measurement of Success

Brand AwarenessAddress how well the work is performed

and/or how accurate or how effective the

final product is.

RELEVANT BRAND KPIs

Brand Affinity

Addresses how well employees conduct

themselves in the work place and comply

with dress code/working environment.

9,0

0 2 4 6 8 10

Brand Messurment

Purchase Intention

Addresses how well employees conduct

themselves in the work place and comply

with dress code/working environment.

#BRAND ENGAGEMENT OPTIMAZATION targeted on all the above factors

MEASURE & INCREASE BRAND IMPACT

OUR OFFERING

Where we stand?

BackgroundOur MEDIA BACKGROUND

combined with COMMERCIAL EXPERIENCE

& DIGITAL SAVVY

orientation lead our initiative to better serve advertisers & consumers

through AUTOMATION

HappyTo consult on

BEST USED MEDIA

STRATEGIES

on PPN marketplace.

On the SUPPLY SIDE

of Media Industry

Seating

With your

PROPRIETARY

Trading Desk or

DSPS of your choice

Connecting

OUR OFFERING

Our Commercial Proposition

Preferred

Deals

Retargeting

Access

Guaranteed

Delivery

Brand Measurement

and Optimization

First Look

Inventory

Identification

Custom

Audiences

CONNECTING WITH

Open Marketplace Targeting Options

Private

Marketplace

DEAL IDvia DSPs

45

DSPs

120

DSPsEndles

s

OUR OFFERING

Open Market Place

Position

Audience

Context

Priority

Guaranteed

QUESTIONS?Please Don’t Hesitate.