AppNexus' Tim DuBois and Paul Yang discuss four big topics in mobile in light of Mobile World Congress 2016.

1. Meet the AppNexperts:
Four Big Topics in
Mobile For 2016
February 16, 2016

2. 2 AppNexus Inc. - Confidential – Not for Distribution
Tim DuBois
Director, New Business
Paul Yang
Product Manager
Presenters

3. Agenda
1. Presenter Introductions
2. Mobile SSP
3. Mobile Header Bidding - PriceCheck
4. Scaling Private Marketplaces in Mobile
5. Navigating End of Mediation
6. Q & A
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4. What Is Mobile SSP
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5. Mobile SSP
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• Don’t settle for the monetization “black box”. How much
of every advertiser dollar reaches you the end publisher?
• Take control of all your demand channels and have them
compete for your audience
• Direct advertiser orders
• RTB
• Mediation partners
• Maximize revenue while optimizing for user experience
• Banner, MRAID, unified interstitial, video, native
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6. Header Bidding
in App AppNexus
PriceCheck
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7. AppNexus PriceCheck
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Header Bidding for Mobile Apps
• We get it – installing another
SDK is a developer headache
• PriceCheck is the simple way to
get up and running faster and
with less risk than any SDK
• Access world’s leading mobile
buyers on AppNexus
• Determine the worth for every
individual impression
• Zero latency through pre-caching
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YOUR APP APPNEXUS
PRICECHECK
CPM Price
Price Check?

8. How Does PriceCheck Work?
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• Make a call to AppNexus
PriceCheck anytime, for
any impression
• PriceCheck will return a CPM
price for the impression
• AppNexus will offer to buy the
impression for the CPM we
return.
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YOUR APP APPNEXUS
PRICECHECK
CPM Price
Price Check?

9. How Publishers Are Using PriceCheck
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Use PriceCheck as “header bidding” for Mobile
• Pass the price into your ad
server
• Compare PriceCheck price
against network eCPM’s
• PriceCheck increases demand
density, driving increase in
yield
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$2
PriceCheck
Price
Network
$3 eCPM
PriceCheck
$2 CPM
Network
$1.5 eCPM
Network
$1 eCPM
Your
Ad Server

10. How Publishers Are Using PriceCheck
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Use PriceCheck to measure the value of your inventory
• Pass PriceCheck price into
your analytics tool
• Identify high value user
segments
• Measure opportunity cost
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User Value Distribution
High Value Users

11. Scaling Private
Marketplaces
in Mobile
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12. Private Marketplaces
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• Break out of your vertical -
access brand spend from the
largest buyers in the world
• Get maximum value for your
inventory’s unique value prop
• Granular controls on what
users, inventory, & data is
made available
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13. Premium Deals and Packages
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• Package combinations of
inventory, data, or other
media assets to help buyers
discover deals
• Negotiate terms and setup
deals in Partner Center
• Seamlessly make your deals
available for Console buyers
and DSPs to immediately
target
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14. Best Practices: Identifying Partners
It’s critical to understand how you will identify potential PMP partners, and which
partners you do not want to allow through PMP’s.
Here are several practices we’ve seen work well:
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Best Practice How It Works
Identify Brands and Buyers
Through Open Exchange Selling
• Make a portion of inventory available on open exchange.
• Report by brand and buyer to identify potential opportunities.
• Important: Ensure that your SSP is able to report accurately by brand and buyer.
Exclude Competitive Brands &
Advertisers
• Be careful when allowing brands or advertisers who buy through direct channels to participate
in PMP’s.
• Important: Ensure that your SSP is able to handle competitive exclusions. Many claim they
can do this, but are not actually able to do this effectively. Accurate identification of brands is
key.
Beware of Data Leakage Risks • Exposing data through a Deal comes with risk of data leakage.
• Ensure your Deal covers data usage terms.

15. Navigating end
of Mediation
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16. Mediation has outlived it’s Expiration Date
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• Static Mediation was a
necessary tool to maximize
AdNetwork revenue
• Simple ‘Daisy Chain’ setups
evolved to rarely updated
‘waterfall setups’
• Eventually, adservers &
adtech startups focused on
this business issue with
mixed results
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‘No better than spinning the wheel’

17. Let’s Visualize The Setup
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Highest value
network has first call
2nd Highest value
network has second call
Other networks
filled sequentially
AD NETWORK 1
AD NETWORK 2
AD NETWORK 3
$5 CPM
$3 CPM
$2 CPM
NETWORK
Medium/Low CPM
30-60% fill
SSP/EXCHANGE
Medium CPM
20-40% fill
DIRECT
High CPM
20 -30% fill

18. Let’s Visualize
The Setup
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Highest value
network has first call
2nd Highest value
network has second call
Other networks
filled sequentially
AD NETWORK 3
AD NETWORK 2
AD NETWORK 1
$2 CPM
$3 CPM
$5 CPM
DIRECT
High CPM
20 -30% fill
SSP/EXCHANGE
Medium CPM
20-40% fill
NETWORK
Medium/Low CPM
30-60% fill
PRICE CHECK

19. Mediation will Continue, but for how long?
• Mediation will become less necessary as RTB adoption increases
• AdNetworks who access inventory via mediation partners will become become increasingly
required to show transparency and reduce SDK based integration
• Push for: Granular controls on what users, inventory, & data is made available
• Prioritize S2S integrations and mediation partners with synced reporting and auto-CPM
updates
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20. APPENDIX
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