The document discusses the evolution of real-time bidding (RTB) for online advertising. It describes how RTB has provided higher revenues for publishers compared to traditional ad networks and increased control and transparency. It also outlines how programmatic buying and selling of digital ads continues to grow and will make up the majority of online display advertising spending. The use of RTB has increased dramatically from 0% to over 50% of ad spending on some platforms between 2010 and 2011.

1. NMA Masterclass
The Evolution of RTB for Buyers and Sellers
Tom Jenen, Commercial Director, EMEA
Confidential © 2011, Admeld Inc. All Rights Reserved.
Confidential © 2011, Admeld Inc. All Rights Reserved. 1

2. About Us
 The only supply platform run by publishing veterans
 Founded in 2007
 More than 400 premium publisher clients
 50 billion transactions per month
 More than 100 team members worldwide
 NYC, London, San Francisco, Berlin & Toronto
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3. Serving The World’s Top Publishers
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4. Developing Trends
 Advertising Technologies Will Increase in Importance
 Advertisers are seeking integrated cross media campaigns
 Data management
 Programmatic Buying & Selling
 Face of Traditional Agencies Is Changing
 Tech and media companies expanding their value
The Future of Advertising
By: Danielle Sacks November 17, 2010
4
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5. Developing Trends
 Advertiser’s Ultimate Fantasy Is Coming True
 “Thanks to the Internet and digital technology, agencies are
finding that the realization of their clients' ultimate fantasy -- the
ability to customize a specific message to a specific person at a
specific moment.”
The Future of Advertising
By: Danielle Sacks November 17, 2010
Confidential © 2011, Admeld Inc. All Rights Reserved. 5

6. Circa 2007: The AdAd Network Daisy Chain
2007: The Network Daisy Chain
Your
Your Network
Network
2% FILL RATE
Inventory 1
1 $3.00 CPM
Inventory
 Sub-Optimal Revenues
 Extremely Labor-Intensive
2
13% FILL RATE
Network
Network
2 $1.00 CPM
 Difficult To Integrate New Networks
Network
Network
85% FILL RATE
3
3 $0.25 CPM
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7. Inefficient for the Buy Side
 Agencies begin to create a system to displace ad
networks and buy more efficiently
 Agencies leverage data to determine who a user is,
and how much the impression is worth
 They create trading desks to buy data enriched
impressions
 In 2009, Admeld enables RTB to trade data and
impressions
Confidential © 2011, Admeld Inc. All Rights Reserved. 7

8. 2009: Real Time Bidding (RTB)
 A Direct Line To New Buyers & Budgets
Publishers receive access to every major RTB buyer which helps
capture millions of dollars in new ad budgets.
 Significantly Higher CPMs
RTB delivers CPMs 2x of those through traditional ad networks.
 Deeper Control and Transparency
Increased control over how each impression is bought and sold, and
for how much. Set granular blocks & floors against individual
advertisers, buyers, and segments.
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9. The New Model: Data Integrated Transactions
Data Integrated Directly With
Confidential © 2011, Admeld Inc. All Rights Reserved. 9

10. 2010: The SSP Evolves
 Audience Sales Emerges
 Audience analysis and valuation through combination of data
and real time market pricing
 Packaging of custom audience segments
 Setting of price floors and blocks on specific advertisers,
agencies, DSPs, etc.
 Data Leakage and Malware Protection
 Monitor pixels firing across properties
 Real time scanning of creative to identify malware
 A conversation must be had
 Mobile Integration
 Admeld first with integrated display and mobile across platform
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11. 2013: Programmatic Buying & Selling
Buyers CPA &
Affiliate
Sellers
Evolve
Ad
Networks
Deals
House
Art
Evolve
The Your
industry is Brand &longer one-sided
no
RTB
Business Winning
Pricing Auction
 Buyers evolved, causing sellers to evolve, which is causing
Buyers Bid
Rules Protections
buyers to evolve further, etc. etc.
Agency
 Majority of standardized media will be traded
Trading
Desks
programmatically whether it’s remnant or direct
 Multiple levels of transparency to find new opportunities
based on publisher business rules and advertiser targeting
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12. eMarketer: Display Spends To Nearly Double by 2014
Source: eMarketer, Q4 2010
Privileged & Confidential
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13. Factors Driving Increases in Ad Spends
58%
CPA &
Affiliate
Deals
Ad House
Networks Art
39%
Publisher Brand &
RTB
Business Winning
Buyers Pricing Auction
Rules Bid
Protections
Agency
31%
Trading
Desks
Confidential © 2011, Admeld Inc. All Rights Reserved. 13

14. RTB: 0% to 20% in One Year
Methods Used by Ad Agencies to Buy Display Advertising, 2010
% of respondents
Through an ad network (Google, Yahoo!, yellow pages)
81.0%
Through traditional media (TV, print, radio sites)
61.9%
Direct from the publisher (expedia.com, ncaa.org, etc.)
46.0%
Through a DSP or exchange (Invite Media, Right Media etc.)
20.6%
Source: eMarketer
Confidential © 2011, Admeld Inc. All Rights Reserved. 14

15. Forrester: RTB To More Than Double in 2011
$1,600
$1,416
$1,400
$1,200
$592
$1,000
$800 $733 Non -RTB
$600 RTB
$380
$400 $823
$200 $353
$0
2010 2011 Source: Forrester, Q4 2010
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16. Global Spend on the Admeld Platform
RTB 15%
RTB 54%
Tags 85%
Tags 46%
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17. Buy Side vs. Sell Side?
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18. The Admeld Platform: Real Time Reporting
 Track buyers,
agencies, and
advertisers
 Publishers are
able to monitor
bidding trends,
set price floors,
etc.
 Reporting
available by
revenue, geo,
frequency, etc.
 View audience
from a buyers
perspective
Confidential © 2011, Admeld Inc. All Rights Reserved. 18

19. Buyer Visibility: Exclusive to Admeld Platform
 View Audience From the Buyer’s Perspective
 Audience analytics powered by top 3rd party data providers
 See what individual RTB buyers and advertisers are bidding on
specific audience segments
 Set Granular Price Floors & Blocks
 Support direct sales efforts with price floors on specific segments,
RTB buyers, agencies, and advertisers
 Execute Existing Direct Sold Opportunities, Find New Ones
 Find valuable audiences online
 Create and deliver new inventory packages
Confidential © 2011, Admeld Inc. All Rights Reserved. 19

20. Admeld’s Private Exchange Platform
Launched Jan 2011 Launched Feb 2011
Launched Launched
Nov 2010 Feb 2011
 Engage Directly With The World’s Top Publishers
 Reach exclusive audiences in brand safe environments
across the weather, news and entertainment
 Access to over 100 million unique users a month
 The world’s largest private exchange platform
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21. The Private Exchange
 An exclusive environment in which select buyers compete
for a targeted audience
 Publisher has complete control over how every impression
is sold, to whom, and for how much
 A full suite of analytics and insight tools to help publishers
identify and capitalize on new revenue opportunities
Confidential © 2011, Admeld Inc. All Rights Reserved. 21

22. Rethinking Ad Operations for the Future
 Finally, Get Back to Managing Relationships
Directly with Media Buyers and Sellers
Buyers and sellers are more connected
The lines between operations & sales are beginning to blur
Operations moves from cost center to profit center for both buy
and sell side
A new focus on data management and analysis, while transacting
via transparent business rules
Majority of standardized media will be traded programmatically
whether it’s remnant or direct
Confidential © 2011, Admeld Inc. All Rights Reserved. 22

23. Thank You!
Follow @admeld
Visit admeld.com
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