Mobile Real Time Bidding (RTB) The Emerging Multi-Screen Landscape

Mike Downey, Vice President, Mobile Solutions

A Quick Look Back The Roots of Real Time Bidding

RTB ExplodesPredicted to reach $6.8 billion by 2017*• 140 billion impressions per month

• 450 million users per month

• 30% increase in domains since 2011

Source: Parks Associates; OpenX

Where Supply Meets Demand

Buying “Intelligence” Differentiates DSPs

RTB: The Missing Link to Mobile

The Future of the Internet is Mobile

Sources: Boston Consulting Group, Mary Meeker, Kleiner Perkins, Morgan Stanley Research, Berg Insight

Dollars Follow Consumers to Mobile

Source: BI Intelligence

Consumers Drive More Mobile Traffic

Sources: Mary Meeker, Kleiner Perkins, companies

The Mobile Ad Exchange Ecosystem

Mobile is Different

• Hire mobile DNA

• Distribute ownership/accountability throughout the organization

• Develop internal advocacy

Stage I of Mobile Readiness90% of Internet is not mobile optimized

• No mobile implementation

– Denial

– “Please make it stop”

• Solutions

­ Adhesion ad units

­ Mobile content feed

Stage II of Mobile Readiness

Mobile business is defined

• Send mobile inventory to an exchange

• Use an ad server that is mobile enabled

• App and Mobile Web

Stage III of Mobile Readiness

Single Platform Utopia

Mobile Real Time Bidding (RTB) The Emerging Multi-Screen Landscape

Mike Downey, Vice President, Mobile Solutions

The OpenX Complete Mobile Solution

AdExchange

RTB increases non-guaranteed

CPMs with full controls

Sell direct across all formats

(Display, mobile, email, video) Ad

Server

YieldOptimizer

All buyers compete in

the ad server to max yields

RTB Spending ExplodesPredicted to reach $6.8 billion by 2017*

Sources: Parks Associates; Google (DoubleClick Ad Exchange spend via RTB), 1/10 – 5/11; OpenX, week of 7/2/12.