This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: RTB, DSP, Ad Networks, Ad Exchanges, SSP, Trading Desks, and more! Learn how to navigate the tricky mobile display landscape and generate profits for you and your clients.

1. MOBILE DISPLAY: HOW TO MAKE
MONEY OFF OF SUCH A TINY SCREEN
RTB, DSP, AD NETWORKS, AD
EXCHANGES, SSP, TRADING
DESKS, AND MORE!

2. MOBILE: THE PROOF IS
IN THE RESULTS

3. MOBILE
ADVERTISING
BIO
✔ Brett Kaufman
VP, Mobile at DoublePositive (@DoublePositive)
Formerly held leadership roles at PropellShops, Livescribe, The
Branding Spot, Sprout, & Financial Content
Purchased more than 2.5B impressions across
CPC/CPM/CPV/CPA metrics.
Twitter - @brettmkaufman

4. MOBILE
ADVERTISING
WHY MOBILE? WHY NOW?
$8 Million
U.S. mobile ad spending in
2013: $8 billion
75%
$3.5 Billion
Growth in 2013 U.S. mobile
ad spending: 75%
US mobile search ad spending
estimated to top $3.5 billion
in 2013 & and represent 18%
of digital search ad spending.

5. MOBILE
ADVERTISING
ABSOLUTELY NUTTY USAGE RATES
25%
EOY 2013
Mobile made up 15% of
internet traffic in 2012, and
is projected to be 25% of
internet traffic by Q1 2014
Mobile phones will overtake
PCs as the most common
web access device
worldwide by end of 2013
30%
Mobile internet access
accounts for 30% of all US
internet access
5.1 Billion
There are 6.8 billion people
on the planet - 5.1 billion of
them now own a cell phone.

6. MOBILE
ADVERTISING
DISPLAY TRENDS
4 Billion
AdMob network recently
exceeded 4 billion daily ad
requests
40 Billion
Up to 1.41%
$1.31 CPM
Millennial’s platform serves
up 40 billion ad impressions
per month and reaches 200
million people worldwide.
MediaMind, mobile banners
enjoyed clickthrough rates
between 0.42% and 1.41%
Ad rates are lower on mobile
than on any other major
media channel; while
newspapers command $51
CPMs, TV $29 CPMs, and
online $4.70 CPMs

7. MOBILE
ADVERTISING
TODAY’S FOCUS: DISPLAY
Impression Input
•
•
•
•
•
•
Display
Search
Email
Push
SMS
Games
•
•
•
•
•
•
Local
Apps
Social
eCommerce
Video
Audio
Actionable Output
•
•
•
Calls
Leads
Data
•
•
•
Downloads
Social engagements
Views

8. MOBILE
ADVERTISING
DEFINITIONS
✔ RTB
✔ DSP
✔ Trading Desk
✔ SSP
✔Ad Networks
✔ Ad Exchanges

9. RTB

10. MOBILE
ADVERTISING
RTB TIPS & TACTICS
✔ Don't treat mobile like online or over-integrate the channel.
✔Give RTB time. The systems need to learn, and it will require you to test and optimize
your campaign. Patience is needed before making any big decisions.
✔ Leveraging location data via real-time bidding as well as basic targeting such as
demographic and time of day.
✔ Don’t be so focused on CTR, there is more to life.
✔ Wrong bidding strategies.

11. MOBILE
ADVERTISING
RTB EXAMPLES

12. DSP

13. MOBILE
ADVERTISING
DSP TIPS & TACTICS
✔ How many and which RTB sources are they connected to? Does this include both App
and Mobile web inventory? Is Mobile Rich Media included?
✔ What is the breadth of available targeting criteria? Is Geo-targeting possible?
✔ How do they optimize a campaign? What is their max query per second? What are the
options for setting goal optimization targets?
✔ Does your platform have inbuilt brand safety functions?
✔ Can you host third party ad serving tags?

14. MOBILE
ADVERTISING
DSP EXAMPLES
✔ Media Math
✔Appnexus
✔Adsmobi
✔Lucid Media
✔ StrikeAd
✔ TapIt
✔ Turn
✔ [x+1]
✔ Fiksu
✔ Rocket Fuel
✔ Adfonic
✔ Triggit

15. AD NETWORKS

16. MOBILE
ADVERTISING
AD NETWORKS TIPS & TACTICS
✔ Don't leave your mobile visitor hanging.
✔ Don't combine with a desktop ads campaign.
✔ Understand the network basics: Blind, Premium Blind, and Premium.
✔ Consider the OS and screen size before designing and running your ads.
✔ Begin incorporating video into your mix.

17. MOBILE
ADVERTISING
AD NETWORKS EXAMPLES
✔ AdMob
✔ Mojiva
✔ iAds
✔ TodaCell
✔ InMobi
✔ Mdotm
✔ LeadBolt
✔ Aarki
✔ MassiveImpact
✔ Tapjoy
✔ Millennial Media
✔ Appia

18. AD EXCHANGES

19. MOBILE
ADVERTISING
AD EXCHANGES TIPS & TACTICS
✔ Native advertising
✔ Transparency to both advertisers and publishers
✔ Fewer wasted impressions through smart targeting
✔ Scalable reach with controlled frequency

20. MOBILE
ADVERTISING
AD EXCHANGES EXAMPLES
✔ DoubleClick
✔ PulsePoint
✔ OpenX
✔ Smaato
✔ Microsoft Advertising Exchange
✔Adcloud
✔ Right Media
✔ AppNexus
✔ Flurry
✔AdBroker

21. SSP

22. MOBILE
ADVERTISING
SSP TIPS & TACTICS
✔ Publishers need one platform that does it all and they want to avoid integrating 20
SDKs to achieve optimal global monetization for their apps. The mobile SSP does just that!
✔ Allows you to open up more verticals to procure demand in.
✔ A supply-side platform on the publisher side interfaces to an ad exchange, which in
turn interfaces to a demand-side platform (DSP) on the advertiser side.
✔ This system allows advertisers to put online advertising before a selected target
audience.

23. MOBILE
ADVERTISING
SSP EXAMPLES
✔ Admeld
✔AdMarvel
✔ PubMatic
✔ MoPub
✔ Rubicon Project
✔ 24/7 Media
✔ Improve Digital
✔ Burstly
✔ADTECH
✔AdIQuity

24. TRADING DESK

25. MOBILE
ADVERTISING
TRADING DESK TIPS & TACTICS
✔ Similar to a DSP, but at less markup.
✔ Can tie offline with online.
✔ Gives clients scale-buying leverage they otherwise wouldn't have in a pure real-time
exchange model.
✔ Some position themselves as selling audiences and profiles more than just media.

26. MOBILE
ADVERTISING
TRADING DESK EXAMPLES
✔Cadreon
✔Impaqt
✔Varick Media
✔ Accuen
✔ iProspect
✔Vivaki

27. FINAL THOUGHTS

28. MOBILE
ADVERTISING
FINAL THOUGHTS
✔ Invest in rich media to increase your visibility - those exposed to the expandable
banner were 25% more likely to remember the advertising than those who saw the static
banners.
✔ Resize your expectation: accept the fact that search metrics and display metrics are
different.
✔ALWAYS make action a part of your copy strategy.
✔ Understand what RTB, DSP and SSP are and what makes them different.

29. THANK YOU