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  • 1. NMA MasterclassThe Evolution of RTB for Buyers and Sellers Tom Jenen, Commercial Director, EMEAConfidential © 2011, Admeld Inc. All Rights Reserved. Confidential © 2011, Admeld Inc. All Rights Reserved. 1
  • 2. About Us The only supply platform run by publishing veterans Founded in 2007 More than 400 premium publisher clients 50 billion transactions per month More than 100 team members worldwide NYC, London, San Francisco, Berlin & Toronto Confidential © 2011, Admeld Inc. All Rights Reserved. 2
  • 3. Serving The World’s Top Publishers Confidential © 2011, Admeld Inc. All Rights Reserved. 3
  • 4. Developing Trends Advertising Technologies Will Increase in Importance  Advertisers are seeking integrated cross media campaigns  Data management  Programmatic Buying & Selling Face of Traditional Agencies Is Changing  Tech and media companies expanding their value The Future of Advertising By: Danielle Sacks November 17, 2010 4 Confidential © 2011, Admeld Inc. All Rights Reserved. 4
  • 5. Developing Trends Advertiser’s Ultimate Fantasy Is Coming True  “Thanks to the Internet and digital technology, agencies are finding that the realization of their clients ultimate fantasy -- the ability to customize a specific message to a specific person at a specific moment.” The Future of Advertising By: Danielle Sacks November 17, 2010 Confidential © 2011, Admeld Inc. All Rights Reserved. 5
  • 6. Circa 2007: The AdAd Network Daisy Chain 2007: The Network Daisy Chain Your Your Network Network 2% FILL RATE Inventory 1 1 $3.00 CPM Inventory Sub-Optimal Revenues Extremely Labor-Intensive 2 13% FILL RATE Network Network 2 $1.00 CPM Difficult To Integrate New Networks Network Network 85% FILL RATE 3 3 $0.25 CPM Confidential © 2011, Admeld Inc. All Rights Reserved. 6
  • 7. Inefficient for the Buy Side Agencies begin to create a system to displace ad networks and buy more efficiently Agencies leverage data to determine who a user is, and how much the impression is worth They create trading desks to buy data enriched impressions In 2009, Admeld enables RTB to trade data and impressions Confidential © 2011, Admeld Inc. All Rights Reserved. 7
  • 8. 2009: Real Time Bidding (RTB) A Direct Line To New Buyers & Budgets Publishers receive access to every major RTB buyer which helps capture millions of dollars in new ad budgets. Significantly Higher CPMs RTB delivers CPMs 2x of those through traditional ad networks. Deeper Control and Transparency Increased control over how each impression is bought and sold, and for how much. Set granular blocks & floors against individual advertisers, buyers, and segments. Confidential © 2011, Admeld Inc. All Rights Reserved. 8
  • 9. The New Model: Data Integrated TransactionsData Integrated Directly With Confidential © 2011, Admeld Inc. All Rights Reserved. 9
  • 10. 2010: The SSP Evolves Audience Sales Emerges  Audience analysis and valuation through combination of data and real time market pricing  Packaging of custom audience segments  Setting of price floors and blocks on specific advertisers, agencies, DSPs, etc. Data Leakage and Malware Protection  Monitor pixels firing across properties  Real time scanning of creative to identify malware  A conversation must be had Mobile Integration  Admeld first with integrated display and mobile across platform Confidential © 2011, Admeld Inc. All Rights Reserved. 10
  • 11. 2013: Programmatic Buying & Selling Buyers CPA & Affiliate Sellers Evolve Ad Networks Deals House Art Evolve The Your industry is Brand &longer one-sided no RTB Business Winning Pricing Auction Buyers evolved, causing sellers to evolve, which is causing Buyers Bid Rules Protections buyers to evolve further, etc. etc. Agency Majority of standardized media will be traded Trading Desks programmatically whether it’s remnant or direct Multiple levels of transparency to find new opportunities based on publisher business rules and advertiser targeting Confidential © 2011, Admeld Inc. All Rights Reserved. 11
  • 12. eMarketer: Display Spends To Nearly Double by 2014 Source: eMarketer, Q4 2010Privileged & Confidential Confidential © 2011, Admeld Inc. All Rights Reserved. 12 12© 2011, Admeld Inc. All Rights Reserved.
  • 13. Factors Driving Increases in Ad Spends 58% CPA & Affiliate Deals Ad House Networks Art 39% Publisher Brand & RTB Business Winning Buyers Pricing Auction Rules Bid Protections Agency 31% Trading Desks Confidential © 2011, Admeld Inc. All Rights Reserved. 13
  • 14. RTB: 0% to 20% in One YearMethods Used by Ad Agencies to Buy Display Advertising, 2010% of respondentsThrough an ad network (Google, Yahoo!, yellow pages) 81.0%Through traditional media (TV, print, radio sites) 61.9%Direct from the publisher (expedia.com, ncaa.org, etc.) 46.0%Through a DSP or exchange (Invite Media, Right Media etc.) 20.6% Source: eMarketer Confidential © 2011, Admeld Inc. All Rights Reserved. 14
  • 15. Forrester: RTB To More Than Double in 2011 $1,600 $1,416 $1,400 $1,200 $592 $1,000 $800 $733 Non -RTB $600 RTB $380 $400 $823 $200 $353 $0 2010 2011 Source: Forrester, Q4 2010 Confidential © 2011, Admeld Inc. All Rights Reserved. 15
  • 16. Global Spend on the Admeld Platform RTB 15% RTB 54% Tags 85% Tags 46% Confidential © 2011, Admeld Inc. All Rights Reserved. 16
  • 17. Buy Side vs. Sell Side? Confidential © 2011, Admeld Inc. All Rights Reserved. 17
  • 18. The Admeld Platform: Real Time Reporting Track buyers, agencies, and advertisers Publishers are able to monitor bidding trends, set price floors, etc. Reporting available by revenue, geo, frequency, etc. View audience from a buyers perspective Confidential © 2011, Admeld Inc. All Rights Reserved. 18
  • 19. Buyer Visibility: Exclusive to Admeld Platform View Audience From the Buyer’s Perspective  Audience analytics powered by top 3rd party data providers  See what individual RTB buyers and advertisers are bidding on specific audience segments Set Granular Price Floors & Blocks  Support direct sales efforts with price floors on specific segments, RTB buyers, agencies, and advertisers Execute Existing Direct Sold Opportunities, Find New Ones  Find valuable audiences online  Create and deliver new inventory packages Confidential © 2011, Admeld Inc. All Rights Reserved. 19
  • 20. Admeld’s Private Exchange Platform Launched Jan 2011 Launched Feb 2011 Launched Launched Nov 2010 Feb 2011 Engage Directly With The World’s Top Publishers  Reach exclusive audiences in brand safe environments across the weather, news and entertainment  Access to over 100 million unique users a month  The world’s largest private exchange platform Confidential © 2011, Admeld Inc. All Rights Reserved. 20
  • 21. The Private Exchange An exclusive environment in which select buyers compete for a targeted audience Publisher has complete control over how every impression is sold, to whom, and for how much A full suite of analytics and insight tools to help publishers identify and capitalize on new revenue opportunities Confidential © 2011, Admeld Inc. All Rights Reserved. 21
  • 22. Rethinking Ad Operations for the Future Finally, Get Back to Managing Relationships Directly with Media Buyers and Sellers Buyers and sellers are more connected The lines between operations & sales are beginning to blur Operations moves from cost center to profit center for both buy and sell side A new focus on data management and analysis, while transacting via transparent business rules Majority of standardized media will be traded programmatically whether it’s remnant or direct Confidential © 2011, Admeld Inc. All Rights Reserved. 22
  • 23. Thank You! Follow @admeld Visit admeld.comConfidential © 2011, Admeld Inc. All Rights Reserved. Confidential © 2011, Admeld Inc. All Rights Reserved. 23