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WTF Is an Ad Exchange? By Michael Smith Vice President, Revenue Platforms and Operations, Hearst Magazines Digital Media April 30, 2015

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WTF Is an Ad Exchange?

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BUYER SELLER

Why Use Exchanges?

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SELF SERVICE

LEVEL PLAYING FIELD

MANY MORE BUYERS & SELLERS

REAL-TIME BIDDING

ADDITIONAL MARKETS

FAIRNESS HIGHEST BIDDERS

Sell in Many Markets

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Seller Cloud

AdX Ad Exchange Programmatic Direct

RTB Sonobi

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Digital Revenues from Exchange-sold Impressions

2013

2.5% TODAY

More than 25%

Key Considerations

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Manage Recruitment Issues

End Limiting Sales Biases

Choose Where to Sell

KEY TAKEAWAYS

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MAKE MORE MONEY BY USING AD EXCHANGES

SELL ON SEVERAL EXCHANGES, NOT JUST ONE

PREVENT SALES BIASES FROM LIMITING EXCHANGE SELLING