Ruby Sponsor Session: Enreach

About the Session:

Session Title: FIVE TRENDS CONNECTING PREMIUM PUBLISHERS TO THEIR DATA

Abstract: Whilst RTB and ad exchanges may reinvent - and disrupt - the intermediary business (i.e. the ad network model), they have already proven to be far from a silver bullet for premium publishers struggling to make their online revenue gains match up to their print revenue losses. Automation alone only lowers transaction costs, it does not increase value. The emergence of data trading marketplaces have not given publishers reason to celebrate either, but in stead, have bore witness to a proliferation of 3rd party data providers representing a new breed of intermediary between the publisher and the advertiser.

In this session, we will examine five industry trends, all intrinsically connected to publishers' data management, and discuss how premium publishers can apply their own data to reinvent their online value creation processes. A key element in this future vision for premium publishers is the need to create a marketplace within which the industry metric is not 'blind CTR'. To accomplish this, premium publishers need to create an advertiser value proposition that plays to their strengths of quality and engaging content, and that differentiates them from the commoditised, UGC-fuelled internet display advertising market at large. This is accomplished by repositioning publishers' display advertising proposition away from selling undifferentiated clicks, and towards selling rich audience engagement insights that sit alongside robust measures of advertising impact and effect.

About the Speaker:

Petteri Vainikka,
VP Marketing
Enreach

Petteri has 9 years of experience in mobile and internet technologies, and managing startups from idea to globally recognized brands. Prior to Enreach, Petteri has held several sales & marketing, global business development, and management team positions at Sumea, Digital Chocolate, Leiki, and Rovio Mobile (better known for the hit title Angry Birds); which he also co-founded as Head of Sales & Marketing. Petteri holds a MSc degree in Telecommunications Management from Helsinki University of Technology, where he has also been a teaching researcher.