Matt O'Neill's presentation from WTF Programmatic UK on November 11, 2014.

1. RTB ad spend is growing fast. RTB will account for over $18.2
billion of U.S. digital ad sales in 2018, up from just $3.1 billion in
2013, growing at a compound annual growth rate of 42%.
Business Insider. September 30, 2014.

2. RTB spend grew 69% in Q2 2014, compared to Q1 2014. This
quarter also saw a 456% increase in mobile RTB spending over
the same quarter last year.
Business Wire. August 26, 2014.

3. Digital media buying is being revolutionized by programmatic
buying technologies. Over the 35 countries analyzed by MAGNA
GLOBAL, media inventory transacted through programmatic
methods will reach $21 billion globally this year (+52% compared
to 2013), of which $9.3bn will be transacted through Real-Time
Bidding (RTB) methods.
Magna Global September 29, 2014

4. Growth across all sectors
$0.50MM
$1.10MM
$2.00MM
$3.10MM
$3.90MM
$0.10MM
$0.50MM
$1.40MM
$2.90MM
$4.90MM
$6.80MM
$2.90MM
$3.80MM
$4.90MM
$6.50MM
$7.10MM
$7.50MM
$20MM
$15MM
$10MM
$5MM
$0MM
2013 2014(E) 2015(E) 2016(E) 2017(E) 2018(E)
USD Millions
Video Mobile Desktop

5. WTF is RTB
November 11, 2014
Matt O’Neill

6. it’s 2007…

8. 375
300
225
150
75
0
Ad Networks
thinkequity partners research, 2008
2000 2001 2002 2003 2004 2005 2006 2007

9. You’ve got your hands full
Publisher

10. this is a good thing

11. but there can be too much of a good thing

12. a word on yield management

13. How to maximise yield?
an airline example

14. How to maximise yield?
an airline example

15. How to maximise yield?
an airline example

16. How to maximise yield?
an airline example

17. RTB: An Animated History
from the IAB

18. 1s or
1000 ms
How fast is RTB?

19. 500 ms
How fast is RTB?

20. 200ms
How fast is RTB?
End to end, and RTB call is fulfilled in about 200ms

21. 200ms
Let’s see that again…

22. What happens in 200 ms
the lifecycle of an RTB impression

23. 35ms
And it’s getting faster
Heading to 35ms…

24. WOAH

25. RTB Today
• Open RTB
• Wide-scale adoption
• Understanding it’s not just ‘unsold’
• Buy side excitement
• Unlocking mobile

26. into the future

27. Some trends & forecasts
• Full Stack RTB
• Full Automation
• Predictive Yield
• Consolidation
• Disintermediation
Volume traded
‘Premiumness’

28. Some trends & forecasts
• Full Automation
• Predictive Yield
• Consolidation
• Disintermediation

29. Some trends & forecasts
• Predictive Yield
• Consolidation
• Disintermediation
data reporting analytics decision
what
happened
why did it
happen
what is likely
in the future
time

30. Some trends & forecasts
• Consolidation
• Disintermediation

31. Some trends & forecasts
• Disintermediation

32. takeaways

33. Born of a desire to bring automation
and yield optimisation to digital media

34. RTB was a fundamental shift in the way media
was traded. It represents the single biggest shift
toward the original promise of online.

35. In under 200 ms an impression
based sale is transacted against a
specific target

36. All RTB is programmatic. Not all
programmatic is RTB.

37. Learn new languages

38. thank you

39. Image credits
• “Raiders of the Lost Ark” Dir. Steven Spielberg Lucasfilm / Paramount Pictures
1981
• “Packing Crates” Klen International, 2013
• Rhianna, Umbrella, 2007, Def Jam
• Superbad, 2007, Columbia Pictures
• BlackRock, Getty Images
• Various tetris screen grabs
• Sorcer’s Apprentice, The Disney Company