Optimizing the Sell DigiDay Target COMPANY OF THE YEAR – ALWAYS ON 2009 2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINN...
OVERVIEW <ul><li>Mission: To automate the buying & selling Infrastructure of online advertising </li></ul><ul><li>Advertis...
MARKET EVOLUTION 1.  Source:  IDC, February 2008 2.  Source: IDC Digital Marketplace Model and Forecast, 2008 2 2 2 1
MARKET DIRECTION 70% of search is used as a proxy to reach audience: Advertisers buy by audience – 50% will be direct to a...
<ul><li>Industry Consensus </li></ul><ul><li>89% of advertisers plan to use ad networks in 2009 1 </li></ul><ul><li>61% of...
PROBLEM :  FRAGMENTATION OF  $ , INVENTORY AND  NO AUTOMATION $$$ Massive Fragmentation! Mid-sized (1000+) Small/Tail (900...
SOLUTION :   DEFRAGMENT SUPPLY & DEMAND + AUTOMATE BUYING & SELLING $$$ Mid-sized (1000+) Small/Tail (900K+) 1 MILLION  PU...
TARGETING SOLUTION
RUBICON ONDEMAND <ul><li>Easiest way for ad networks, publishers’ direct sales  teams and audience sales representatives t...
CASE STUDY <ul><ul><li>One campaign powered by the targeting technology of Rubicon onDemand is driving click-through rates...
Buying & Selling Infrastructure Inventory Agencies Lead Gen/SEM Advertisers** $$ LANDSCAPE the Rubicon Project Ties the In...
Thank You COMPANY OF THE YEAR – ALWAYS ON 2009 2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER TWIISTUP3 BEST IN SHOW...
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Rubicon Project Target

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Rubicon Project Target

  1. 1. Optimizing the Sell DigiDay Target COMPANY OF THE YEAR – ALWAYS ON 2009 2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER TWIISTUP3 BEST IN SHOW PRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES #24 ON FAST COMPANY FAST 50 READER FAVORITES Frank Addante CEO & Founder [email_address] (310) 943-4970
  2. 2. OVERVIEW <ul><li>Mission: To automate the buying & selling Infrastructure of online advertising </li></ul><ul><li>Advertising Infrastructure Company </li></ul><ul><ul><li>Founded: May ’07; 100 passionate employees: Los Angeles (HQ) - New York – San Francisco - London </li></ul></ul><ul><ul><li>$33MM funding </li></ul></ul><ul><ul><li>Pioneered Ad Network Optimization (automate sell-side) </li></ul></ul><ul><li>Fastest Growing Ad Tech Company: </li></ul><ul><ul><li>1500+ premium publisher customers </li></ul></ul><ul><ul><li>40 billion ad transactions per month </li></ul></ul><ul><ul><li>500 million global uniques </li></ul></ul><ul><ul><li>375 top ad networks (125 international) </li></ul></ul><ul><ul><li>Results: 30% - 300% revenue lift </li></ul></ul>
  3. 3. MARKET EVOLUTION 1. Source: IDC, February 2008 2. Source: IDC Digital Marketplace Model and Forecast, 2008 2 2 2 1
  4. 4. MARKET DIRECTION 70% of search is used as a proxy to reach audience: Advertisers buy by audience – 50% will be direct to audience, 30% through content: Audience Targeting 70% of Search is Proxy for Audience
  5. 5. <ul><li>Industry Consensus </li></ul><ul><li>89% of advertisers plan to use ad networks in 2009 1 </li></ul><ul><li>61% of advertisers polled cite targeting as the primary reason to use ad nets 1 </li></ul><ul><li>Networks that have quality inventory and rich audience targeting capabilities – either their own or through technology partnerships - should be the ones marketers and agencies look to 2009 2 </li></ul><ul><li>Publishers and brands alike benefit from the efficiency of audience targeting: higher rates and better performance </li></ul>MARKET DIRECTION <ul><li>Source: Collective Media </li></ul><ul><li>Source: Adotas </li></ul>
  6. 6. PROBLEM : FRAGMENTATION OF $ , INVENTORY AND NO AUTOMATION $$$ Massive Fragmentation! Mid-sized (1000+) Small/Tail (900K+) 1 MILLION PUBLISHERS Top 500 2 MILLION ADVERTISERS $ $ $ $ $ $ $ 400+ AD NETWORKS 25 Top Networks 250+ Others 125 International
  7. 7. SOLUTION : DEFRAGMENT SUPPLY & DEMAND + AUTOMATE BUYING & SELLING $$$ Mid-sized (1000+) Small/Tail (900K+) 1 MILLION PUBLISHERS Top 500 2 MILLION ADVERTISERS $ $ $ $ $ $ $ 400+ AD NETWORKS 25 Networks 250+ Others 125 International Massive Fragmentation!
  8. 8. TARGETING SOLUTION
  9. 9. RUBICON ONDEMAND <ul><li>Easiest way for ad networks, publishers’ direct sales teams and audience sales representatives to fulfill advertisers’ campaigns with Rubicon Certified Inventory™ targeted by audience segment. </li></ul><ul><ul><li>Unlocks access to inventory from thousands of the Web’s largest premium publishers in one place; hundreds available exclusively with the Rubicon Project </li></ul></ul><ul><ul><li>Buyers have 24/7 access to 500 million global users </li></ul></ul><ul><ul><li>Quickly tailor orders to achieve precise audience targeting from hundreds of audience and behavioral segments across Rubicon Certified Inventory™ </li></ul></ul><ul><ul><li>Strict quality standards ensures advertisers’ brands are protected </li></ul></ul>** Note: Rubicon onDemand is available only to our ad network/audience rep partners – not to advertisers/agencies directly.
  10. 10. CASE STUDY <ul><ul><li>One campaign powered by the targeting technology of Rubicon onDemand is driving click-through rates 4.8x – 5.3x those of non-targeted campaigns </li></ul></ul><ul><ul><li>The publishers running these campaigns are receiving CPMs 10x their usual network CPM rates </li></ul></ul><ul><ul><li>Result: campaigns are more effectively reaching their target; publishers are more effectively monetizing their traffic </li></ul></ul><ul><ul><li>Targeting works </li></ul></ul>They’re onDemand…are you?
  11. 11. Buying & Selling Infrastructure Inventory Agencies Lead Gen/SEM Advertisers** $$ LANDSCAPE the Rubicon Project Ties the Industry Together ** Note: Rubicon onDemand is available only to our ad network/audience rep partners – not to advertisers/agencies directly.
  12. 12. Thank You COMPANY OF THE YEAR – ALWAYS ON 2009 2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER TWIISTUP3 BEST IN SHOW PRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES #24 ON FAST COMPANY FAST 50 READER FAVORITES

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