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Keynote Sponsor – MoPub
1. How Real-Time Bidding Changes
Mobile Advertising
Jim Payne, CEO and Founder
AdMonsters OPS London - May 15, 2012
@jimpayne - @mopub
Tuesday, May 15, 12
2. What is MoPub? Full stack ad management for the
mobile app publisher
Control your inventory from one place, eliminating
multiple cumbersome SDKs
Tuesday, May 15, 12
3. Real-time bidding is the future of advertising in
general, and especially in mobile
“The growth of real-time bidding may prove highly disruptive. An auction system
allows everyone to discover the real value of online ads.”
-The Economist, May 5, 2011
Tuesday, May 15, 12
4. Programmatic buying provides for an efficient
market in desktop ad markets
RTB has opened up a variety of approaches on the buy
side leveraging data and scale to drive revenue
Tuesday, May 15, 12
5. Still, many in the industry don’t believe RTB can
work in mobile
Why?
Tuesday, May 15, 12
6. Reason 1: Without cookies, we have nothing
Truth: Well, we have UDID
Tuesday, May 15, 12
7. Reason 2: There will be no way to track
conversions if/when UDID disappears
Truth: Industry consensus will emerge - everyone’s
incentives are aligned
Tuesday, May 15, 12
9. Truth: Emerging rich media standards and
interstitials drive engagement
Interstitials Rich Media
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10. Reason 4: There is no data in mobile
Truth: First party buyers have purchase data that
networks haven’t provided a way for them to use
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11. Reason 5: No one is really doing RTB at scale - so
it’s all theoretical
Truth: We see publishers are earning competitive CPMs
without having to manage networks
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12. Reason 6: Even if RTB worked well, it is just for
remnant
Truth: Private marketplace is emerging more quickly in
mobile than it did in desktop - because
in-app deals are harder to manage
Tuesday, May 15, 12
13. Real-time bidding for mobile advertising is here
Publishers and advertisers alike stand to benefit
Tuesday, May 15, 12
14. Thank you!
For more info, email info@mopub.com
twitter @mopub
Tuesday, May 15, 12
