Improve Digital
ImproveRevenue
Ad Digital
Optimisation
Ad Revenue Optimisation
October 2009
28/10/2009

About us
Improve Digital works with the PubMatic technology
In the US, 5 of the top 10 Publishers use PubMatic
>350 ad networks and exchanges
>6000 publishers
>80 premium publishers
>100 staff in US and India and Europe
Average revenue lift in Europe +82%
Global Coverage: Asia-Pacific, Europe and US (Palo Alto, New York,
London, Amsterdam, Paris, Hamburg and Mumbai)
2

A shift in online display spending
70%
65%
Non-Guaranteed
60%
55%
50%
45%
40%
Scheduled premium
35%
30%
2007 2008 2009 2010 2011 2012 2013
Other Premium Inventory
65% of online ad spending will pass through ad networks in 2009 (US- Jupiter/Forrester)
35% of brand marketers interested in display on ad networks (Jupiter)
57% of online ad revenue was sold on a performance basis in 2008 (IAB/PWC)

Circa 2005
How our landscape used to be
• Ad Servers
• Ad Networks & Targeting Platforms
Media Agencies Advertisers
• Inventory and Sales Management
• Measurement & Analytics
AGENCY SALES
DIRECT SALES
THE
PUBLISHER

A new landscape
Media Agencies Advertisers
AGENCY SALES
DIRECT SALES
Ad Networks
& exchanges
THE
PUBLISHER
MULTIPLE AD
NETWORKS
AND
EXCHANGES

Networks: Issues facing the publisher today
Labour intensive
Labour intensive Manual decision
Manual decision Fragmenteddata
Fragmented data
processes
processes making, low cpm’s
making, low cpm’s Ad Quality control
Ad Quality control and reporting
and reporting
Each network a Hundreds of tags, Difficulty to monitor
different process booking lots of work and update blacklists
Impossible to decide Communication with
Time consuming many persons at
perfectly monthly,
excel sheets many networks
weekly or daily
Multiple logins More networks, more Difficulties finding
multiple different manual work source of bad ad
reporting interfaces
Relationship
Difficulty removing Fragmented network
management with
bad ad immediately management
multiple networks
Not able to optimise Fragmented & labor
Discrepancies Difficulty to avoid
own CPC and low intensive billing
cannibalisation
CPM, performance process

Networks: Issues facing the publisher today
Labour intensive Manual decision Fragmented data
Ad Quality control
processes making, low cpm’s and reporting

Ad Network Management
“The Improve Digital Way”
More Less Control Quality &
Revenue Work Cannibalisation

Simplified version of Technology
Context 1.38
Frequency .83
Geo
1.42
Ecpm
Ad
Day Part
Pric Advertiser
1.10
3rdparty e Campaign
data Predicti
on
1.21
... 1.65
Publisher’s own CPC and
USP’S
- Build your own Private Ad Networks
CPM campaigns
- Decisions made every 15 millisecond, not once a day
- Multi currency optimisation and reporting
- Ad price prediction based on 25+ variables
- Average lift +82%

MORE REVENUE
Top 10 Global publisher
Net eCPM +148% Revenue +104%
$0.60
$0.55
$0.50
$0.45
$0.40
$0.35
$0.30
$0.25
$0.20
$0.15
$0.10
Net eCPM
Average week 1 $0.18
Average last week $0.44
Lift +148% Increase
revenue

MORE REVENUE
Stabilizing CPM’s through spikes and ebbs
On a large news site where our technology is running, they see spikes on big news days and ebbs on
other days. Our technology automated frequency capping solution, detects the traffic spike and
dynamically changes frequency caps throughout the day to manage volumes and ad network demand
for inventory.
Stabilized
eCPM
Increase
revenue

CONTROL
Automated Quality Control: Ad Inspector
Ad Inspector allows Publishers to Eliminate Unwanted Ads and Resolve
Channel Conflict immediately

100% Multi Currency compatibility
+ Dashboard in preferred currency

How we can work together
• You do most things • You outsource the
yourself in the online tool monetisation to our
team of experts
Any custom
• You have the contracts • We ad networks and
with networks and do the version in
between monitor creative quality
billing and administration and performance
• You receive 24/7
• We are there to advise and
reporting and an easy
give support
monthly check with
earnings
Co- Full-
Managed Managed

In conclusion

CHAPTER 2
THE TECHNOLOGY

Our technology is detailed in whitepapers
Download them here:
http://www.pubmatic.com/wp-content/uploads/2009/07/PubMatic.AdPricePrediction.2009.pdf
http://www.pubmatic.com/wp-content/uploads/2009/07/PubMatic.FrequencyOptimization.2009.pdf
http://www.pubmatic.com/wp-content/uploads/2009/07/PubMatic.DefaultOptimization.2009.pdf

What’s behind the technology?
Key components of the technology include:
• Real-time optimisation
• Ad price prediction
• Dynamic defaulting
• Dynamic frequency capping
• Machine learning
• Publisher direct low CPM/CPC campaign
functionality
• Real-time bidding API for ad networks