Frank Addante's ATS Presentation

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Frank Addante, founder of The Rubicon Project, was asked to talk about the Future of Automated Trading at the ExchangeWire ATS conference in London, here is his presentation.

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Frank Addante's ATS Presentation

  1. 1. WHAT IS THEFUTURE OFAUTOMATEDTRADING?@FrankAddante  
  2. 2. WE’RE NOTTHATBRILLIANT
  3. 3. THIS HAS BEEN DONE BEFORE FINANCE   TRAVEL   RETAIL   ADVERTISING   Premium   NEXT  AUTOMATION Mid  Market   N O W   Remnant   2007  -­‐  2012  
  4. 4. M I S S I O N   
 AUTOMATE BUYING &SELLING OFADVERTISING"
  5. 5. Agency2Publisher  
  6. 6. DON’T    BE  EVIL  
  7. 7. PUBLISHER MARKET HIGHLY FRAGMENTED comScore  6-­‐25   Total  Display  Ad   Share  of   Rank   Publisher   Impressions  (MM)   Display  Ads   6   Glam  Media   7,694   1.7%   7   ESPN   5,520   1.3%   3  Major  Segments   8   Turner  Digital   5,375   1.2%   9   eBay   4,505   1.0%   10   Amazon  Sites   4,108   0.9%   11   Viacom  Digital   3,536   0.8%   12   Weather  Channel,  The   2,205   0.5%   13   CBS  Interac[ve   2,142   0.5%   14   New  York  Times  Network   1,997   0.5%   15   Ganne^  Sites   1,951   0.4%   16   Fox  News  Digital  Network   1,912   0.4%   Facebook   comScore  6-­‐1000   17   DRUDGEREPORT.COM   1,874   0.4%   18   Comcast  Corpora[on   1,779   0.4%   19   PANDORA.COM   1,555   0.4%   20   NFL  Internet  Group   1,522   0.3%   21   Mevio  Network   1,516   0.3%   22   WildTangent  Media   1,467   0.3%   Yahoo!   23   MEDIATAKEOUT.COM   1,371   0.3%   24   TAGGED.COM   1,353   0.3%   25   Com  Enterprises  Inc.   1,281   0.3%   Long  Tail  (mostly   Google)  MicrosoE   AOL   Google  
  8. 8. SOLUTION: EASY, SAFE ACCESS @ SCALE
  9. 9. IT’S ALL AUTOMATION RTB DSP DON’T  focus on acronyms SSP PMP
  10. 10. MAKE IT EASIER TO SPEND IN DIGITAL Premium DO   automate Non- Guaranteed all inventory Remnant
  11. 11. automation no controlGPS DOESN’T DRIVE YOUR CAR FOR YOU
  12. 12. COMPUTERS SCARED PEOPLE C:> HUMAN: I WILL REPLACE YOU
  13. 13. THEY DIDN’T REPLACE PEOPLE
  14. 14. COMPUTERS NEED PEOPLE
  15. 15. NOT NEW: JUST BETTER, FASTER CHEAPER RTB HTTP COMPUTER PRIVATE ENFORCED MARKETPLACES SELLING RULES
  16. 16. A MORE POWERFUL WORLD BIG ALGO- 197,000 DECISIONS3 PETABYTES DATA DATA RITHMS PER AD650 MILLION UVS 1 MILLION TIMES PER SECOND REAL TIME CLOUD 16,000 CPU CORES 40+ GIGABITS DATA / SECOND
  17. 17. NEXT: GET TECH OUT OF THE MIDDLE
  18. 18. AND GET BUYER & SELLER TOGETHER DEAL ID" TECH UNDERNEATH
  19. 19. SUMMARY: AUTOMATION IS HAPPENING acronym confusion
  20. 20. WE’VE SEEN THIS STORY BEFORE WE’RE NOT THAT BRILLIANT FINANCE   TRAVEL   RETAIL   ADVERTISING   Premium   NEXT  AUTOMATION Mid  Market   N O W   Remnant   2007  -­‐  2012  
  21. 21. @FrankAddanteREAL TIME TRADING# 1   R E A C H   P L A T F O R M   A S   M E A S U R E D   B Y   C O M S C O R E  

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