Maximizing Mobile Advertising Revenue – Can Programmatic Help?

JOSH WEXLER - @JoshWexGENERAL MANAGER, MOBILE

Maximizing Mobile AdvertisingCan Programmatic Help?

Complexity Across The Ecosystem

Mobile Traffic Accelerating

Multiple Devices

Proliferation Of Ad Formats

Multiple Operating Systems

Poor Sales Training

No Cookies

Who Is Selling What?

Lack Of Quality Inventory At Scale

To SDK Or To Not SDK

Poor Ad Quality

Apps and/or Mobile Web

HTML5 or Responsive

DesignWho Is Buying

What?

#RPMobile

Yet The Market Opportunity Is Huge

Print Radio TV Internet Mobile

7%

15%

43%

26%

10%

25%

11%

42%

22%

1%

Time Spent Ad Spend

According to Mary Meeker, the difference between consumer time spent consuming content on the Internet and Mobile is a $20 billion opportunity in the US Market.

Source: Mary Meeker Internet Trends 12/3/2012

#RPMobile

The Fastest Growing Channel In Digital

According to eMarketer mobile ad spend will grow from 11% of total digital ad spend in 2012 to over 38% in 2016.

This estimates 77.3% growth in 2013 mobile ad spend and 55.5% growth in 2014.

Source: eMarketer, 2013

Note: includes display (banners and other, rich media and video), search and messaging-based advertising; ad spending on tablets is included.

2012 2013 2014 2015 2016 2017 $-

$5.00

$10.00

$15.00

$20.00

$25.00

$30.00

$4.11

$7.29

$11.33

$16.17

$21.53

$27.13

Mobile Ad Spend (Billions)

#RPMobile

The Evolution Of The Market

Server to Server (S2S)+

Ad Networks

Premium

Server to Server (S2S)+

Ad Networks

RTB

Private Marketplaces

Premium

Mobile Inventory(Today)

Mobile Inventory(Future)

#RPMobile

How Do We Do This For Mobile?

1. PACKAGING

2. DISCOVERY

3. TRANSACTION

4. OPTIMIZATION

#RPMobile

Premium Packaging

FORMATSPremium ad formats

(e.g. rising star, dynamic ads)

TARGETINGEnhance media with mobile

specific targeting (e.g. geo, carrier targeting)

MEASUREMENTBeyond impressions & clicks

(e.g. no. of calls, video played)

#RPMobile

#RPMobile

INGRID LESTIYO - @ilestiyoVP, MOBILE PRODUCT STRATEGY & OPERATIONS

Bringing Scale to Mobile

DISCREPANCIES

ADS NOT RENDERING

LACK OF MOBILE KNOWHOW

The Joys of Media Buying Today

#RPMobile

MOBILE IS AT LEAST 5x HARDER WITH A FRACTION OF THE BUDGET

The Power of Automation

#RPMobile

Jan-10

Feb-10

Mar-10

Apr-10

May-10

Jun-10Jul-1

0

Aug-10

Sep-10

Oct-10

Nov-10

Dec-10

Jan-11

Feb-11

Mar-11

Apr-11

May-11

Jun-11Jul-1

1

Aug-11

Sep-11

Oct-11

Nov-11

Dec-11

Jan-12

Feb-12

Mar-12

Apr-12

May-12

Jun-120%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% Network % RTB

Automation from Sellers’ Perspective

#RPMobile

STANDARD MEDIATIONMOBILE OPTIMIZATION

BASIC WATERFALL

MANUAL

LIMITED RTB ACCESS

InefficientUNIFIED AUCTIONRTB/S2S/AdNets/PMP/SDKTRANSPARENTALGORTIHMICALLY-

DRIVEN

VOLUME

PR

ICE

The Rubicon Project, Inc. - Confidential -

Operational challenges make it hard for sellers to determine the most valuable buyer

Automate the determination of the highest valued buyer

Buyer 1

Buyer 2

Buyer 3

Buyer 4

Buyer 5

Current Mobile Advertising Technologies Don’t Deliver Enough Value

#RPMobile

Create Private Marketplace Packages

Publish to all major AgencyTrading Desks and DSPs at once

Negotiate directly with the Buyer within REVV Connect

Merchandise your inventory

#RPMobile

Result of merchandising and automation

#RPMobile

Open RTB Direct (vanilla) - Private Exchange Direct (1st party data) - Private Exchange

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00

$4.50

CPM

Automation from Buyers’ Perspective

#RPMobile

BLIND

TRANSPARENT

Efficient and easy-to-track transactions

#RPMobile

CASH CREDIT CARD

Wealth of insights in real-time

#RPMobile

LAGGED

REAL-TIME

Life of an automated ad transaction

#RPMobile

1. User visits App

4. Ads are checked for quality, conflicts, price

6. Ad is placed in App

Bid: $.95

Bid: $1.25

Bid: $1.76

Bid: $2.65

Bid: $1.89

3. REVV runs Unified Auction across Ad Networks & DSPs

Ad Net 3

DSP 2

DSP 8

ATD 1

DSP 13

Game Ad

Auto Ad

Cellular Ad

Medical Ad

Finance Ad

X

X

Ad Quality All OK

Block List X Auto Ad Blocked

Price Floor X Game Ad Blocked

ELAPSED TIME:00:0030 seconds30 milliseconds

5. Winning Ad selected

Winning Bid: $1.89

2. REVV data profiles the impression

Medical Ad

Automation = Win-Win

#RPMobile

BUYERS GET HIGHER ROI&

SELLERS EARN MORE REVENUE

The Mobile Project

#RPMobile

The Mobile Project

WHEN MOBILE BUYERS & SELLERS CAN EFFORTLESSLY PACKAGE, DISCOVER, TRANSACT, & OPTIMIZE,

MOBILE BECOMESMASSIVELY SCALABLE

AUTOMATION & SIMPLIFICATION DRIVES GROWTH

#RPMobile

Providing Opportunities for Advertisers

#RPMobile

CHARLIE WEISS - @CharlieWSJDirector, Digital Strategy and Yield ManagementDow Jones

JOE PRUSZ- @JoePruszVP, Mobile SalesRubicon Project@RubiconProject

Q & A