Keynote Sponsor – MoPub

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Technology Business

How Real-Time Bidding Changes
Mobile Advertising

Jim Payne, CEO and Founder
AdMonsters OPS London - May 15, 2012
@jimpayne - @mopub
Tuesday, May 15, 12

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

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

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

Still, many in the industry don’t believe RTB can
work in mobile

Why?

Tuesday, May 15, 12

Reason 1: Without cookies, we have nothing

Truth: Well, we have UDID

Tuesday, May 15, 12

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

Reason 3: Mobile offers uninspiring formats

Tuesday, May 15, 12

Truth: Emerging rich media standards and
interstitials drive engagement

Interstitials Rich Media
Tuesday, May 15, 12

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

Tuesday, May 15, 12

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

Tuesday, May 15, 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

Real-time bidding for mobile advertising is here

Publishers and advertisers alike stand to beneﬁt

Tuesday, May 15, 12

Thank you!

For more info, email info@mopub.com
twitter @mopub

Tuesday, May 15, 12

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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

8. Reason 3: Mobile offers uninspiring formats Tuesday, May 15, 12

9. Truth: Emerging rich media standards and interstitials drive engagement Interstitials Rich Media Tuesday, May 15, 12

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 Tuesday, May 15, 12

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 Tuesday, May 15, 12

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