The Pi Collective
Strength in Numbers
Publishing: The New Reality
• The Advertising Marketplace Has Changed Dramatically
• Fewer Advertisers Are Buying Direct
• Lower Revenue
• Lower RPM
• Less Control
• Programmatic Choices
• Indecipherable
• Too Many
• There’s a New Paradigm
• Technology, not sales driven
• Constant Innovation
• Constant Change
• Challenges of staying current
Publisher Evaluation
• Q: Do You Understand The In-Direct / Programmatic/ SSP/ DSP
Marketplace?
• A: Perhaps Not, Maybe Some.
• Extraordinarily Complex
• Many moving parts
• Constant change
• How do you manage a process you don’t fully understand?
Publisher Evaluation
• Q: How many employees do you have working on your indirect
advertising?
• A: Medium to large publishers often have 4 - 6 full time staff members
working on programmatic and indirect programs.
• More employees:
• Maximize revenue
• Anticipate market changes
• Implement new programs readily
• Fewer employees
• Farmer, not hunter of revenue
• React not achievers
Publisher Evaluation
• Q:How experienced is your staff?
• A: Hiring senior members for your team is challenging!
• High demand by trading desks, websites, DSPs, SSPs, apps.
• High demand equals higher pay
• Prices medium to small publishers from Sr. staff
• Hiring Jr. Staff means:
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More management time
Lost revenue due to learning curve
High turn over due for high demand for experience
Lost opportunities:
The Pi Collective
• Concept: Give Small to medium size publishers the power of big
publishers by being under a single umbrella.
• How:
• Staff of experts in the indirect space monitoring your business daily
• Anticipates market change
• Adaptable
• Know where the revenue is and goes and gets
• Market Knowledge
• Know the indirect marketplace
• Experience to create bespoke solutions (i.e., Header Bidding)
• Know where the “cheats” live (i.e., arbitrage)
• Strength in Numbers
• Experienced negotiators
• Bigger supply, more favorable contracts
The Pi Collective
Concept: We Are A Complete Revenue Consulting Service
… with Skin In The Game
• How:
• Conduct a complete inventory of your revenue stack
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Programmatic
Display
Video
Content
• Implement
• Custom solutions based on your needs
• Turn key
• Monitor
• Set metrics
• Measure against them
The Collective: Who We Are
A collection of veteran traditional and digital media executives experienced as
marketers, sellers and business development with “blue chip” brands and
properties
LEADERSHIP:
• CEO: Paul Rothkopf:
• 20+ years experience in digital revenue generation
• Sporting News Digital
• Scientific American
• Deep relationships within header bidding and programmatic space
• Most recently took Grand Play Media to $5.80 RPM from $1.00
• Operations Team:
• Vast digital media experience gained from senior level roles managing digital media
platforms and marketing partnerships at each CBS, Hearst, NBA, MLB Advanced Media and
Time Inc.
Proposition
• MVP
• 90 Day Contract
• Subsequent Option for 1 year service agreement, if both parties agree
• The Pi Collective Will
• Monetize all non endemic banner inventory
• US, Europe, select Global Markets
• Target CPM Based On Your Expectation
• Work within your AdOps system
• Manage Advertiser exclusion list
• Handle all billing
• Payment within 30 days of receiving payment from demand sources
• Performance Based Compensation: 30% of revenue generated