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1310 omma adnets sponsored lunch open x

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1310 omma adnets sponsored lunch open x

  1. 1. Ad Exchange 2.0:Quality, Control, & Efficiency<br />QasimSaifee, GM Media Services <br />
  2. 2. A Trend You Can’t Ignore<br />Exchange traded media takes off:<br />2010: $730 Million<br />2011 (est): $1.4 Billion<br />Real-time bidding grows fast:<br />2010: $350<br />2011 (est): $823<br />Source: Forrester Consulting Feb 2011<br />1<br />
  3. 3. Still Some Challenges<br />Ad and site quality concerns<br />Not all exchanges are RTB enabled<br />Inadequate controls & transparency<br />Complexity<br />2<br />
  4. 4. What If We Rebuilt Ad Serving?<br />2 years in the making, millions in development<br />
  5. 5. Major Publishers Adopt the Platform<br />Why all the excitement?<br />
  6. 6. A Unique Relationship With Publishers<br />Publishers put inventory into OpenX Market directly via their ad server<br />
  7. 7. Top Quality Sites on OpenX Market<br />6<br />Sample publishers:<br />
  8. 8. Top Quality Sites on OpenX Market<br />7<br />Sample publishers:<br />
  9. 9. Top Quality Sites on OpenX Market<br />8<br />Sample publishers:<br />
  10. 10. Buyers on OpenX Market<br />DSPs<br />Trading Desks<br />Ad Networks<br />Major Brands<br />
  11. 11. Explosive Growth on OpenX Market<br />450 M global unique users<br />180 M US unique users<br />30 B Monthly Imps<br />10<br />Growing at over 200% a year!<br />
  12. 12. How OpenX Market Works<br />
  13. 13. How OpenX Market Works<br />OpenX Market<br />Real-time Auction<br />Publisher floor price (.75)<br />
  14. 14. How OpenX Market Works<br />OpenX Market<br />Real-time Auction<br />Publisher floor price (.75)<br />
  15. 15. How OpenX Market Works<br />I bid $.95<br />I bid $1.25<br />I bid $1.50<br />OpenX Market<br />Real-time Auction<br />Publisher floor price (.75)<br />
  16. 16. How OpenX Market Works<br />I bid $.95<br />I bid $1.25<br />I bid $1.50<br />OpenX Market<br />Real-time Auction<br />Publisher floor price (.75)<br />Winning bid price (1.25)<br />
  17. 17. Publisher Controls<br />16<br />What inventory<br />Minimum prices<br />Who can buy<br />What ads can run<br />
  18. 18. Buyer Controls<br />17<br />Granular targeting:<br />3rdparty targeting data<br />BrandSafeinventory<br />Transparent domain level reporting<br />
  19. 19. Case Study:<br />Launched major campaign on OpenX Market<br />Results:<br />400% lift in branded searches<br />40% increase in website traffic<br />450% increase in Internet sales<br />18<br />
  20. 20. The Bottom Line<br />19<br />Reach highly targeted audiences at scale in a safe, transparent environment<br />Maximize yield while maintaining control <br />

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