This document summarizes Sara Buluggiu's presentation on programmatic advertising in the MENA region. It provides an overview of the growth of digital ad spending in MENA from 2015 to 2021, showing it growing from $1 billion to over $8 billion. It also shows Rubicon Project's platform experiencing 84% year-over-year growth from Q1 2016 to Q1 2017 in the region. The presentation discusses how automation is disrupting the media industry by streamlining processes like sales, operations, negotiations and reporting. It outlines what publishers, buyers and consumers care about to achieve the goals of revenue, access to audiences, brand safety and relevance.

1. Programmatic:
A Brave New World
Sara Buluggiu
Managing Director - Italy, Spain & MENA
Rubicon Project
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2. #ArabNetDubai
Who’s in the room?
Publishers Buyers

3. MENA – A Snapshot
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
2016 2017 2018 2019 2020 2021
Digital Ad Spend
Source: eMarketer Digital Ad Spending in MENA, 2015-2021, March 2017
USDbillions
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4. MENA – A Snapshot
Source: eMarketer Digital Ad Spending in MENA, 2015-2021, March 2017
2015
Digital
Other
Media
11%
2020
Digital
26%
Other
Media
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5. MENA – Rubicon Project
Source: Rubicon Project platform, data exported May 10 2017
YoY Growth – Q1 16 v Q1 17
37%
4791%
358%
OVERALL: 84%
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6. The Evolution of
Digital Advertising
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7. MEDIA AND TECHNOLOGY ARE
MOVING ALONG AT PACE
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8. automation
noun - ˌɔ·t̬əˈmeɪ·ʃən/
Total or partial suppression of human intervention
in the process or performance of various industrial,
agricultural, domestic, administrative or scientific
tasks "
Cambridge Dictionary
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9. #ArabNetDubai

11. BEFORE AFTER
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12. BEFORE AFTER
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13. BEFORE AFTER
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14. #ArabNetDubai

15. How is automation
disrupting the media
industry?
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16. #ArabNetDubai

17. Wasted time:
15 hours
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18. 28% vs 2%

19. PRE-LIVE Sales: Responding to
RFP Campaign: Yield Check
OPS: Targeting Check
(eg – audience data) OPS: Inventory Check
Sales: Campaign
Proposal Sales: Negotiations:
On Price, targeting,
formats, inventory
Sales: Proposal
Modification Sales: Negotiation
OPS: Inventory Check
& Reservation
Sales: Receive IO &
Interpret!
Sales/Finance: Credit
Check
OPS/Sales: Chase
Tags/Creative
OPS: Test Tags –
Return if Incorrect
Format (often)
OPS: Traffic Tags for
Live
Sales: Confirm Live to
Agency with
Screenshot
POST-LIVE OPS: Check Live
Tracking
OPS: Monitor Daily /
Weekly / Monthly
Sales: Analyse &
Suggest Optimisation.
If Failing, Back to Start
Sales: Delivery Report
Sales/Finance: Monthly
Invoice?
Sales: Review Any
Discrepancy Reports
Sales/Finance: Invoice
Adjustment or
Makegood?
OPS: if makegood is
required, start all over
again
POST-
CAMPAIGN
OPS: Campaign
Completion Report
Sales: Final Reporting
& Invoicing
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20. Rubicon Project operates the world’s largest
independent marketplace for buyers and sellers
to find, transact and deliver highly-targeted
audiences on mobile and desktop, with a
broad array of innovative formats and messages.
What Is Our Mission?
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21. What Publishers Care About
Premium Advertisers
and maximizing brand
exposure
Revenue!!
• Complete monetization
options
• Efficiency
• Transparency
Ads Quality and
Protection
Flexible Deal types:
Not just Guaranteed
and Open Auction
Simplicity, Choice and
Flexibility
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22. What Buyers Care About
Access to the best
pubs (audiences)
Audience!!!
• Buyers want to buy
audiences, not CPM
• They care about access
to inventory at fair pricing
Brand Safety and
Transparency
Flexible Deal types:
Not just Guaranteed
and Open Auction
Scale and
Performance
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23. What Consumers Care About
Formats that Fit My
Device and My Mood
Be Relevant!!!
• Right ad
• Right person
• Right time
• Don’t impede or disrupt
their digital life
No Malware, No
Spam, No Garbage
Turn advertising into
INFORMATION
Speed, Speed,
Speed
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24. With today’s automation, marketers are revisiting strategies
Am I buying as
efficiently as
possible?
Am I using media
intelligence as effectively
as possible?
What % of my
dollars go to
working media?
…learn how automation can now bring benefits across all media buying

25. Advertising is last frontier of large markets yet automate
(FINANCE) (TRAVEL) (RETAIL) (ADVERTISING)
High Value
Inventory
$$$$
2013+
Mid Market
$$
Low Value
Inventory
$
2007 - 2012
AUTOMATION
2
5

26. A Programmatic Future
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27. THANK YOU