Real time bidding is devaluing media and taking revenue away from premium web publishers. First party data and real-time ad decisions can get that value back.

1. RTT NOT RTB
The Race to the Top
Jonathan Mendez
CEO, Yieldbot

2. Real-time Consumer Intent www.yieldbot.com 2
WHERE IS THE MONEY GOING?
15.42B 2.50B 250M
Q1 2014Q1 2014 Q1 2014
**Data from YCharts

3. Real-time Consumer Intent www.yieldbot.com 3
WHERE IS THE MONEY GOING?
The NYTimes was the
number 8 most shared
news site for Interactions.
The NYTimes was the
second most shared on
Twitter among New sites.
**Data from YCharts
**NewsWhip April 2014
2.50B 250M
Q1 2014 Q1 2014
37.8
MQ1 2014

4. Real-time Consumer Intent www.yieldbot.com 4
HOW DO YOU GET TO THE TOP?
Your content is indexed
by Google, linked to on
Facebook, posted on
Pinterest, tweeted and
re-tweeted.
It is valuable.
WHAT’S NEXT?
PUBLISHER

5. CURRENT STATE OF DISPLAY
Audience based buying, Cookie-matchers and Re-Targeters are devaluing your media.
Ad dollars are moving away from publishers to exchanges. This is RTB.
ADVERTISER CONSUMER
Real-time Consumer Intent www.yieldbot.com 5

6. Real-time Consumer Intent www.yieldbot.com 6
RACE TO THE TOP
Why are Facebook, Twitter, Google and soon Pinterest growing ad revenue?
Performance Based
(Cost-Per buying, Measurable ROAS)
Keyword Buying
(effective, scalable, cross-channel)
Predominantly Text Ads
(clear messaging & easy to optimize)
First-Party Data
(highest signal-to-noise ratio)
Real-Time Ad Decision
(what is this person doing right now)

7. Real-time Consumer Intent www.yieldbot.com 7
FIRST PARTY DATA AND REAL-TIME AD DECISIONS
The things that are valuable to marketers:
Where are they located?
Where did the consumer come from before
they clicked or did not click our ad?
What time of day, what
day of the week are they
seeing my message?
What content are they consuming
when they see or click our ads?
What ads do they click? What device are they on?

8. Real-time Consumer Intent www.yieldbot.com 8
FIRST PARTY DATA AND REAL-TIME AD DECISIONS
“Having keyword-based intent on our visitor click-streams has proven
useful when selling to clients who are buying keyword campaigns from
Google, Yahoo and Bing, thus allowing us to compete head-to-head for
what were typically search engine marketing budgets.”
- Andy Wilson,
Chief Digital Officer, Meredith Corp.
How Meredith Corp is Racing to the Top!