“The Mobile RTB Disconnect”Mike Downey, VP Mobile Solutions MikeD@ openx.com
A Quick Look Back:The Roots of Real Time Bidding
RTB Spending Explodes OpenX Market RTB • 89% of Revenue • 63% of ImpressionsS ources: Internal Google data based on DoubleClick Ad Exchange spend via RTB, not including inventory won byAdWords. January 2010 through May 2011. And OpenX internal data.
Mobile RTB: New Logic Required No cookie-based unique identifier in mobile. Incumbant DSPs Insurgent Mobile DSPs
OpenX Publisher Solutions Sell direct across all formats Ad Server (Display, mobile, email, video) Ad RTB increases non-guaranteedExchange CPMs with full controls Yield All buyers compete inOptimizer the ad server to max yields
What Our Customers Say“When we have a problem, the support has been awesome . ” - Chuck Bartlett, Web Administrator of“Within 2 months,and with a lot of help form our OpenX team, our CPMs quadrupled. ” - Kristyn Lyons, Ad Operations Manager at“Our smaller publications could immediately generate revenue by attracting national advertisers. ” - Andrew Dix, President