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Open x admonster ops mobile final

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Jason Fairchild's presentation that discusses the top challenges and solutions in mobile advertising

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Open x admonster ops mobile final

  1. 1. JASON FAIRCHILD Mobile Monetization: Three Challenges, Three Solutions July 2013
  2. 2. The Multi-screen Reality • Q4 2012: Tablets outpace PC sales • Mobile trending towards 30% of Internet traffic • We reach for our smartphones 150x per day Source: Mary Meeker Internet Trends D11 Conference 5.29.13
  3. 3. The Harsh Reality: Low CPMs Average CPMs 3 2 1 0 Desktop Mobile $3.50 $0.75 Source: Mary Meeker Internet Trends D11 Conference 5.29.13
  4. 4. We Solved This Problem in 2001 for Display • New buyer models: Ad networks • New targeting technologies • Cookie data • Behavioral targeting • Contextual • New marketplace models: Ad exchanges • Technology innovation: Real-Time Bidding (RTB)
  5. 5. • Buyers • Sellers • Operating Systems • Devices • Ad sizes • Inventory Types Challenge 1: 360 Degree Fragmentation Fragmentation Friction Inefficiency CPMs
  6. 6. • Mobile must learn from display • Mobile exchange trading will force standards • Ad formats, targeting, buyer controls, inventory classification Solution 1: More Efficient Marketplace Standardization Order Efficiency CPMs
  7. 7. Challenge 2: Absence of Cookie Data Without device level targeting, buyers can’t value impressions What is this painting worth? • Audience targeting? • Retargeting? • Cross screen targeting? • Conversion tracking?
  8. 8. Solution 2: Universal Cross-screen ID Example: OpenX & AdTruth • Better device recognition • Sophisticated targeting • Analytics for measurement • Privacy friendly • Consistent cross-platform ID What is this painting worth?
  9. 9. Challenge 3: Fragmented Ad Platforms Many Screens Many Ad Platforms Many Reports Ad Server RTB Ad Exchange Networks SSP / Yield Optimization
  10. 10. Solution 3: Universal Ad Platform One Integrated Ad Platform Consolidated Reporting Ad Server Ad Exchange SSP/ Yield Optimization Many Screens
  11. 11. Summary Yes, Mobile CPMs are low, but… • Trading platforms will force standardization • The cookie problem will get solved • Universal ad platforms will increase efficiency • We’re already seeing strong improvements and growth
  12. 12. JASON FAIRCHILD Thank you

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