The document provides an overview of mobile media buying, discussing the differences between ad networks and direct buys, premium versus remnant inventory, how to negotiate pricing and set up insertion orders. It also describes MobAff's tracker tool that can be used to audit incoming traffic, find high performing targeting, analyze day and week parting trends, and optimize campaigns through post-click redirect rules. The goal is to help buyers improve monitoring, performance, and return on investment for their mobile advertising campaigns.

1. MOBILE MEDIA
BUYING
PREPARED BY MOBAFF LLC

2. AGENDA
• Media Buying Basics
• Ad Networks vs Direct Buying
• Premium vs Remnant Inventory
• How to Negotiate Pricing
• Insertion Orders and Assets
• Networks to Consider
• MobAff Tracker and Media Buyings
• Traffic Audit
• Finding ROI Targeting
• Day/Week Parting
• Post Click Redirect Optimization

3. WHAT WE MEAN BY
MEDIA BUYING
• Media buying is buying inventory WITHOUT going through
self serve platforms
• Advantages over Self-Serve Networks
• Guaranteed Impressions
• Fixed pricing
• More volume
• No creative uploading
• Popular Types of Buys
• CPM
• CPC
• CPA
• dCPC

4. AD NETWORKS VS
DIRECT BUYS
• Ad Networks
• Convenient and scalable
• Offer account management
• Competitive in Nature
• Inconsistent due to fluctuation of publishers
• Direct Buys (Mobile Sites and Apps)
• Better pricing (sometimes)
• More control over placement
• Less fluctuation in performance
• Quicker campaign and ad decay

5. PREMIUM VS
REMNANT
Premium Traffic – Traffic from top 1000 sites and apps, early
impression order, top placements
• More expensive pricing
• Higher quality traffic
• Less click fraud (typically)
• Restrictive on campaigns and creatives
Remnant Traffic – Traffic from exchanges, late impression order,
backfill inventory
• Least expensive
• Can have a lot of click fraud
• More open to aggressive campaigns
• Tons of volume

6. THE FORMULA
1. Find mobile traffic source
2. Send inquiry to find out volumes and targeting capability
3. Second inquiry state desired targeting and ask pricing
4. Negotiate a rate that you think will work
• eCPM = 1000 x CTR x eCPC (user tracker)
5. Sign the Insertion Order (IO)
6. Send creative and tracking links
7. Launch campaign and monitor

7. INSERTION ORDER
• Key things to include
• Ability to pause (24 hours)
• Out clause with refund (7 days)
• Who’s numbers are you billing off
• Available login for reporting?
• Is reporting real time?
• Email reports available?
• Daily frequency cap 5/24 max
• Daily spend cap ($100 to $200/day to start)
• Even distribution throughout the day
• Payment terms
• Targetting

8. MOBAFF TRACKER
• Using our click tracking technology you can significantly
improve monitoring and performance of your campaigns
• Monitor campaign KPIs in real time
• Audit incoming clicks
• Are you getting what you specified in the IO
• Is there indication of click fraud
• Find performing data to improve ROI
• Part your data to see trends
• Day Parting
• Week Parting
• Post click redirect rules
• Optimize non performing data
• Syphon users to improve conversion rate

9. TRACKER: OVERVIEW
DASHBOARD

10. TRACKER: AUDIT
INCOMING CLICKS

11. TRACKER: FIND ROI
TARGETING

12. TRACKER: DAY PARTING
AND WEEK PARTING

13. TRACKER: POST
CLICK OPTIMIZATION

14. MOBAFF
To learn more about MobAff LLC Performance or our
Proprietary Tracking Technology please visit:
http://www.mobaff.com