Oliver Whitten (@OliWhitten), Vice President and Commercial Director, Rubicon Project, UK

1. 1
ADVERTISING
AUTOMATION
CLOUD
BUYERS
SELLERS
LEADING
THE
AUTOMATION
OF
ADVERTISING
Digital
Media
Europe
2014
9
April
2014

2. 2
2
Global
Presence,
Global
Infrastructure,
Global
RelaLonships
• 350+
Passionate
Team
Members
• Global
Impact
&
PerspecLve
• World-­‐Class
Technology
Los
Angeles
Sea,le
San
Francisco
Chicago
New
York
London
Paris
Hamburg
Sydney
Tokyo
Singapore
Milan
Berlin

3. 3
3
Global RTB spend 2011-2017 ($Bn)
$42.8
$51.3
$60.3
$69.8
$79.6
$89.6
2012 2013 2014 2015 2016 2017
Global display advertising revenues ($Bn) Global TV Spend ($Bn)
$1.4
$2.7
$4.5
$6.7
$9.9
$14.5
$20.8
2010 2011 2012 2013 2014 2015 2016 2017
$164.0
$171.1
$180.9
$189.4
$201.6
$211.7
2012 2013 2014 2015 2016 2017
Display includes mobile, video and desktop
Source: PwC Entertainment and Media Global Outlook: 2013-2017, June 2013; IDC, October 2013 *Display includes mobile, video and desktop
Market
Overview
PioneeredRTB

4. 4
4
"Digital
buying
of
media
is
done
by
machines,
as
if
you're
standing
on
the
floor
of
the
Nasdaq
as
opposed
to
tradi6onal
media
shop.
I
hold
the
long-­‐term
belief
that
eventually
tradiLonal
media,
or
a
lot
of
tradi6onal
media,
will
get
purchased
that
way.“
“50%
of
all
IPG
Mediabrands’
buys
will
be
programmaLc
in
2015”
-­‐
John
Wren,
Omnicom
CEO
-­‐
MaB
Seiler,
IPG
Mediabrands
Global
CEO
“ProgrammaLc
buying
to
boost
internet
display
above
search
by
2015…
It
provides
agencies
and
adverLsers
with
more
control
and
be`er
value
from
their
trading.”
-­‐
Ad
Expenditure
Forecasts
–
04.14

5. 5
5
In
the
1920’s
adverJsing
was
broadcasted
1
ad
for
family
of
four
1
device
1
ad
blasted
to
millions
of
people
planned
MONTHS
in
advanced
5
ads
for
family
of
four
5
devices
5
individual
ads
delivered
in
REAL
TIME
Today,
we
experience
1,000’s
of
ads
per
day
-­‐
real-­‐Jme
is
necessary

6. 6
6
Intermediary
tax
is
high
and
the
process
is
inefficient
$1.00
$.40
ERP
Ad
Server
Trading
Pladorm
Display
Mobile
Video
DSP
Self
Serve
Data
Pladorm
Wasted
Time
&
Process
Wasted
Dollars
AdverJsers
/
Agencies
Publishers
Intermediary
Tax
$.60

7. 7
7
AdverLsing
is
last
fronLer
of
large
markets
yet
to
become
automated
(FINANCE) (TRAVEL) (RETAIL) (ADVERTISING)
High Value
Inventory
$$$$
2013+
Mid Market
$$
Low Value
Inventory
$
2007 - 2012
AUTOMATION
MOTORS

8. 8
8
What’s
next?
TV
RTB?
Radio
RTB?
Outdoor
RTB?
‘Some
ad
execuLves
predict
that
a
large
porLon
of
adverLsing
–
including
TV
commercials
–
will
be
traded
this
way.‘
Financial
Times,
13
May
2013
‘Triton
Digital…has
recently
built
an
ad
exchange…
to
automate
the
buying
of
online
and
mobile-­‐audio
radio
ads.’
Wall
St
Journal,
28
April
2013