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digiday: Networks
                           Optimizing the Buy




Frank Addante                                         ...
OVERVIEW

           Mission: To automate the buying & selling Infrastructure of online
                    advertising

 ...
$65BN MARKET - PROBLEM: FRAGMENTATION OF $, INVENTORY AND NO AUTOMATION
  1 MILLION                                       ...
SOLUTION:DEFRAGMENT SUPPLY & DEMAND + AUTOMATE BUYING & SELLING
  1 MILLION                                               ...
GLOBAL MARKETPLACE
                     the Rubicon Project’s         76% reach (US
                                      ...
MARKET INSIGHTS   The Flight to Transparency and The Importance of Audience

                  o   Greater transparency: t...
MARKET INSIGHTS
                  Key Pain Points for Publishers

                  o   Channel Conflict hasn’t gone away
 ...
CERTIFIED INVENTORY™
                       The Best Inventory on the Web
                       o ComScore Top 500 publis...
SECONDARY PREMIUM   Secondary premium inventory: like merchandise that Gucci
                    sells at Bloomingdale’s: ...
HOW WE CAN HELP…
Easiest way for ad networks, publishers’ direct sales                             teams and
OUR NETWORK SOLUTION        au...
LANDSCAPE   the Rubicon Project Ties the Industry Together




                                                           ...
OVERVIEW
           For additional
           Market Intelligence,
           download the free
           2009 Online
   ...
Thank you




Frank Addante                                             COMPANY OF THE YEAR – ALWAYS ON 2009
             ...
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Rubicon Project Networks

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Transcript of "Rubicon Project Networks"

  1. 1. digiday: Networks Optimizing the Buy Frank Addante COMPANY OF THE YEAR – ALWAYS ON 2009 2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER CEO & Founder TWIISTUP3 BEST IN SHOW frank@rubiconproject.com PRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANY (310) 943-4970 AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES #24 ON FAST COMPANY FAST 50 READER FAVORITES
  2. 2. OVERVIEW Mission: To automate the buying & selling Infrastructure of online advertising o Advertising Infrastructure Company o Founded: May ’07;100 passionate employees: Los Angeles (HQ) - New York – San Francisco - London o $33MM funding o Pioneered Ad Network Optimization (automate sell-side) o Fastest Growing Ad Tech Company: o 1500+ premium publisher customers o 40 billion ad transactions per month o 500 million global uniques o 375 top ad networks (125 international) o Results: 30% - 300% revenue lift
  3. 3. $65BN MARKET - PROBLEM: FRAGMENTATION OF $, INVENTORY AND NO AUTOMATION 1 MILLION 400+ 2 MILLION PUBLISHERS AD NETWORKS ADVERTISERS Top 500 Vertical Networks Behavioral Networks Exchanges U.S. Publisher Audience = 60% US / 40% Intl’ (50 Countries) Google $ Format Networks $ Yahoo! Microsoft AOL $ $ International Networks Mid-sized (1000+) 25 Top Networks $ $$$ $ 250+ Others $ Publishers Networks $ $ 125 International Local Networks Small/Tail (900K+) $
  4. 4. SOLUTION:DEFRAGMENT SUPPLY & DEMAND + AUTOMATE BUYING & SELLING 1 MILLION 400+ 2 MILLION PUBLISHERS AD NETWORKS ADVERTISERS Top 500 Vertical Networks Behavioral Networks Exchanges U.S. Publisher Audience = 60% US / 40% Intl’ (50 Countries) Google $ Format Networks $ Yahoo! Microsoft AOL $ $ International Networks Mid-sized (1000+) 25 Networks $ $$$ $ 250+ Others $ Publishers Networks $ $ 125 International Local Networks Small/Tail (900K+) $
  5. 5. GLOBAL MARKETPLACE the Rubicon Project’s 76% reach (US Internet 45 billion transactions infrastructure powers population) processed monthly the largest advertising sales marketplace of publishers, ad 20,000+ networks, exchanges websites 1500 premium and audience publishers representation firms. 400 ad networks 31% share of & exchanges global Internet population The marketplace powered by the Rubicon Project’s infrastructure reaches 500 million unique users – or 31% of the world Internet population – each month.
  6. 6. MARKET INSIGHTS The Flight to Transparency and The Importance of Audience o Greater transparency: the most successful ad networks are those that allow advertisers to specifically target inventory and audience, let publishers exclude certain ads, and can pinpoint when a given ad runs for either side o A shift to audience-based buys: instead of targeting users by keyword (or context), advertisers are actually buying publisher audiences CAMPAIGN
  7. 7. MARKET INSIGHTS Key Pain Points for Publishers o Channel Conflict hasn’t gone away o Media waste: Ad impressions go un- or under- monetized (like empty airplane seats) when ad networks themselves have more inventory than they can fill – leaving publishers in the lurch o Undervaluation of secondary premium inventory: if direct sales teams are best at selling premium ad units, and networks have historically generated value around less-premium inventory, what about the impressions in the middle — AKA secondary premium inventory?
  8. 8. CERTIFIED INVENTORY™ The Best Inventory on the Web o ComScore Top 500 publishers o 30+ content channels o Rubicon Certified Inventory™ – 26checkpoints guarantee quality
  9. 9. SECONDARY PREMIUM Secondary premium inventory: like merchandise that Gucci sells at Bloomingdale’s: high-end “display ad” inventory aimed at broader market with lower price point Publishers should be getting higher CPMs for this inventory than they are typically getting from most ad networks today
  10. 10. HOW WE CAN HELP…
  11. 11. Easiest way for ad networks, publishers’ direct sales teams and OUR NETWORK SOLUTION audience sales representatives to fulfill their advertisers’ campaigns with Rubicon Certified Inventory™ targeted by audience segment. o Unlocks access to inventory from thousands of the Web’s largest premium publishers in one place; hundreds available exclusively with the Rubicon Project o Buyers have 24/7 access to 500 million global users o Quickly tailor orders to achieve precise audience targeting from hundreds of audience and behavioral segments across Rubicon Certified Inventory™ o Strict quality standards ensures advertisers’ brands are protected ** Note: Rubicon onDemand is available only to our ad network/audience rep partners – not to advertisers/agencies directly.
  12. 12. LANDSCAPE the Rubicon Project Ties the Industry Together Clickable, Efficient Frontier DoubleClick DFA, Atlas Google Ad Manager Publisher DoubleClick DFP, Buying & Selling Infrastructure Ad Networks Operative Agencies Publisher Ad Servers Forbes, ESPN, Fox Ad Networks Buying Optimization $$ Adservers Right Media, AdBrite Publishers Advertisers Ad Ops Lead Gen/SEM Inventory Exchanges AdSenseAd.com, 24/7 Media Audience Rep Firms Scripps, Katz Radio
  13. 13. OVERVIEW For additional Market Intelligence, download the free 2009 Online Advertising Market Report Q1: Emerging Trends & Outlook rubiconproject.com/ market-report
  14. 14. Thank you Frank Addante COMPANY OF THE YEAR – ALWAYS ON 2009 2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER CEO & Founder TWIISTUP3 BEST IN SHOW frank@rubiconproject.com PRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANY (310) 943-4970 AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES #24 ON FAST COMPANY FAST 50 READER FAVORITES
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