open x admonster ops mobile final
DESCRIPTION
Jason Fairchild's presentation that discusses the top challenges and solutions in mobile advertisingTRANSCRIPT
JASON FAIRCHILDChief Revenue Officer
Mobile Monetization: Three Challenges, Three Solutions July 2013
The Multi-screen Reality
• Q4 2012: Tablets outpace PC sales
• Mobile trending towards 30% of Internet traffic
• We reach for our smartphones 150x per day
Source: Mary Meeker Internet Trends D11 Conference 5.29.13
The Harsh Reality: Low CPMs
Average CPMs
3
2
1
0Desktop Mobile
$3.50
$0.75
Source: Mary Meeker Internet Trends D11 Conference 5.29.13
We Solved This Problem in 2001 for Display
• New buyer models: Ad networks
• New targeting technologies
• Cookie data
• Behavioral targeting
• Contextual
• New marketplace models: Ad exchanges
• Technology innovation: Real-Time Bidding (RTB)
• Buyers
• Sellers
• Operating Systems
• Devices
• Ad sizes
• Inventory Types
Challenge 1: 360 Degree Fragmentation
Fragmentation Friction Inefficiency CPMs
• Mobile must learn from display
• Mobile exchange trading will force standards• Ad formats, targeting, buyer controls, inventory classification
Solution 1: More Efficient Marketplace
Standardization Order Efficiency CPMs
Challenge 2: Absence of Cookie Data
Without device level targeting, buyers can’t value impressions
What is this painting worth?
• Audience targeting?• Retargeting?• Cross screen targeting?• Conversion tracking?
Solution 2: Universal Cross-screen ID
Example: OpenX & AdTruth
• Better device recognition• Sophisticated targeting• Analytics for measurement• Privacy friendly• Consistent cross-platform ID
What is this painting worth?
Challenge 3: Fragmented Ad Platforms
Many Screens
Many Ad Platforms
Many Reports
Ad Server
RTB Ad Exchange
Networks
SSP / Yield Optimization
Solution 3: Universal Ad Platform
One Integrated Ad Platform
Consolidated Reporting
Ad Server
Ad Exchange
SSP/Yield Optimization
Many Screens
Summary
Yes, Mobile CPMs are low, but…
• Trading platforms will force standardization
• The cookie problem will get solved
• Universal ad platforms will increase efficiency
• We’re already seeing strong improvements and growth
JASON FAIRCHILDChief Revenue Officer
Thank you