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Keynote Sponsor – MoPub


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Keynote Sponsor – MoPub

  1. 1. How Real-Time Bidding Changes Mobile Advertising Jim Payne, CEO and Founder AdMonsters OPS London - May 15, 2012 @jimpayne - @mopubTuesday, May 15, 12
  2. 2. What is MoPub? Full stack ad management for the mobile app publisher Control your inventory from one place, eliminating multiple cumbersome SDKsTuesday, May 15, 12
  3. 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, 2011Tuesday, May 15, 12
  4. 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 revenueTuesday, May 15, 12
  5. 5. Still, many in the industry don’t believe RTB can work in mobile Why?Tuesday, May 15, 12
  6. 6. Reason 1: Without cookies, we have nothing Truth: Well, we have UDIDTuesday, May 15, 12
  7. 7. Reason 2: There will be no way to track conversions if/when UDID disappears Truth: Industry consensus will emerge - everyone’s incentives are alignedTuesday, May 15, 12
  8. 8. Reason 3: Mobile offers uninspiring formatsTuesday, May 15, 12
  9. 9. Truth: Emerging rich media standards and interstitials drive engagement Interstitials Rich MediaTuesday, May 15, 12
  10. 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 useTuesday, May 15, 12
  11. 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 networksTuesday, May 15, 12
  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 manageTuesday, May 15, 12
  13. 13. Real-time bidding for mobile advertising is here Publishers and advertisers alike stand to benefitTuesday, May 15, 12
  14. 14. Thank you! For more info, email twitter @mopubTuesday, May 15, 12