JOSH WEXLER - @JoshWexGENERAL MANAGER, MOBILE
Complexity Across The EcosystemMobile TrafficAcceleratingMultipleDevicesProliferation OfAd FormatsMultipleOperatingSystems...
Yet The Market Opportunity Is Huge7%15%43%26%10%25%11%42%22%1%Print Radio TV Internet MobileTime Spent Ad SpendAccording t...
The Fastest Growing Channel In DigitalAccording to eMarketermobile ad spend willgrow from 11% of totaldigital ad spend in ...
The Evolution Of The MarketServer to Server (S2S)+Ad NetworksPremiumServer to Server (S2S)+Ad NetworksRTBPrivate Marketpla...
How Do We Do This For Mobile?1. PACKAGING2. DISCOVERY3. TRANSACTION4. OPTIMIZATION#RPMobile
Premium PackagingFORMATSPremium ad formats(e.g. rising star, dynamic ads)TARGETINGEnhance media with mobilespecific target...
#RPMobileINGRID LESTIYO - @ilestiyoVP, MOBILE PRODUCT STRATEGY & OPERATIONS
DISCREPANCIESADS NOT RENDERINGLACK OF MOBILEKNOWHOWThe Joys of Media Buying Today#RPMobileMOBILE IS AT LEAST 5x HARDER WIT...
The Power of Automation#RPMobile0%10%20%30%40%50%60%70%80%90%100%% Network % RTB
Automation from Sellers’ Perspective#RPMobileInefficient
VOLUMEPRICEThe Rubicon Project, Inc. - Confidential -Operationalchallenges makeit hard for sellersto determine themost val...
Create PrivateMarketplace PackagesPublish to all major AgencyTrading Desks and DSPs atonceNegotiate directly with theBuyer...
Result of merchandising and automation#RPMobile$0.00$0.50$1.00$1.50$2.00$2.50$3.00$3.50$4.00$4.50Open RTB Direct (vanilla)...
Automation from Buyers’ Perspective#RPMobileBLINDTRANSPARENT
Efficient and easy-to-track transactions#RPMobileCASH CREDIT CARD
Wealth of insights in real-time#RPMobileLAGGEDREAL-TIME
Life of an automated ad transaction#RPMobile1. User visits App4. Ads are checked forquality, conflicts, price6. Ad is plac...
Automation = Win-Win#RPMobileBUYERS GET HIGHER ROI&SELLERS EARN MORE REVENUE
The Mobile Project#RPMobile
The Mobile ProjectWHEN MOBILE BUYERS & SELLERS CAN EFFORTLESSLYPACKAGE, DISCOVER, TRANSACT, & OPTIMIZE,MOBILE BECOMESMASSI...
Providing Opportunities for Advertisers#RPMobileCHARLIE WEISS - @CharlieWSJDirector, Digital Strategy andYield ManagementD...
Q & A
Maximizing Mobile Advertising Revenue – Can Programmatic Help?
Maximizing Mobile Advertising Revenue – Can Programmatic Help?
Maximizing Mobile Advertising Revenue – Can Programmatic Help?
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Maximizing Mobile Advertising Revenue – Can Programmatic Help?

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  • And Rubicon today is innovating faster than any company in the market. In the private exchange space, we rolled out REVV Connect, which streamlines the ability for Publishers to simply create, negotiate, and deliver Private Marketplaces in an automated fashion!The benefits of REVV Connect are:The control of a direct deal: you decide exactly what inventory to sell and who gets it. AND you get the efficiencies of RTT by automating the sales flow within the platform by exposing these predefined packages to a vast pool of buyers.Brand Spend: real time buyers that run premium brand campaigns need transparency and need to know what inventory ads will run on .increased CPMs: know which buyers are willing to pay higher CPMs by using our BLR and insights; willingness to pay is also related to the fact that they’re getting access to exclusive inventory not available via RTTAutomation: premium inventory might not be exposed to RTT due to brand and/or pricing concerns. REVV Connect puts the publisher in 100% controlAttract new advertisers: create new direct relationships and connect with non-endemic buyers
  • Maximizing Mobile Advertising Revenue – Can Programmatic Help?

    1. 1. JOSH WEXLER - @JoshWexGENERAL MANAGER, MOBILE
    2. 2. Complexity Across The EcosystemMobile TrafficAcceleratingMultipleDevicesProliferation OfAd FormatsMultipleOperatingSystemsPoor SalesTrainingNo CookiesWho Is SellingWhat?Lack Of QualityInventory At ScaleTo SDK Or ToNot SDKPoor AdQualityApps and/orMobile WebHTML5 orResponsiveDesignWho Is BuyingWhat?#RPMobile
    3. 3. Yet The Market Opportunity Is Huge7%15%43%26%10%25%11%42%22%1%Print Radio TV Internet MobileTime Spent Ad SpendAccording to MaryMeeker, the differencebetween consumertime spent consumingcontent on the Internetand Mobile is a $20billion opportunity inthe US Market.Source: Mary Meeker Internet Trends 12/3/2012#RPMobile
    4. 4. The Fastest Growing Channel In DigitalAccording to eMarketermobile ad spend willgrow from 11% of totaldigital ad spend in 2012to over 38% in 2016.This estimates 77.3%growth in 2013mobile ad spend and55.5% growth in2014.Source: eMarketer, 2013Note: includes display (banners and other, rich media and video), search and messaging-based advertising; ad spending on tablets is included.$4.11$7.29$11.33$16.17$21.53$27.13$-$5.00$10.00$15.00$20.00$25.00$30.002012 2013 2014 2015 2016 2017Mobile Ad Spend (Billions)#RPMobile
    5. 5. The Evolution Of The MarketServer to Server (S2S)+Ad NetworksPremiumServer to Server (S2S)+Ad NetworksRTBPrivate MarketplacesPremiumMobile Inventory(Today)Mobile Inventory(Future)#RPMobile
    6. 6. How Do We Do This For Mobile?1. PACKAGING2. DISCOVERY3. TRANSACTION4. OPTIMIZATION#RPMobile
    7. 7. Premium PackagingFORMATSPremium ad formats(e.g. rising star, dynamic ads)TARGETINGEnhance media with mobilespecific targeting(e.g. geo, carrier targeting)MEASUREMENTBeyond impressions & clicks(e.g. no. of calls, video played)#RPMobile
    8. 8. #RPMobileINGRID LESTIYO - @ilestiyoVP, MOBILE PRODUCT STRATEGY & OPERATIONS
    9. 9. DISCREPANCIESADS NOT RENDERINGLACK OF MOBILEKNOWHOWThe Joys of Media Buying Today#RPMobileMOBILE IS AT LEAST 5x HARDER WITHA FRACTION OF THE BUDGET
    10. 10. The Power of Automation#RPMobile0%10%20%30%40%50%60%70%80%90%100%% Network % RTB
    11. 11. Automation from Sellers’ Perspective#RPMobileInefficient
    12. 12. VOLUMEPRICEThe Rubicon Project, Inc. - Confidential -Operationalchallenges makeit hard for sellersto determine themost valuablebuyerAutomate thedetermination ofthe highest valuedbuyerBuyer 1Buyer 2Buyer 3Buyer 4Buyer 5Current Mobile Advertising TechnologiesDon’t Deliver Enough Value#RPMobile
    13. 13. Create PrivateMarketplace PackagesPublish to all major AgencyTrading Desks and DSPs atonceNegotiate directly with theBuyer within REVVConnectMerchandise your inventory#RPMobile
    14. 14. Result of merchandising and automation#RPMobile$0.00$0.50$1.00$1.50$2.00$2.50$3.00$3.50$4.00$4.50Open RTB Direct (vanilla) - Private Exchange Direct (1st party data) - PrivateExchangeCPM
    15. 15. Automation from Buyers’ Perspective#RPMobileBLINDTRANSPARENT
    16. 16. Efficient and easy-to-track transactions#RPMobileCASH CREDIT CARD
    17. 17. Wealth of insights in real-time#RPMobileLAGGEDREAL-TIME
    18. 18. Life of an automated ad transaction#RPMobile1. User visits App4. Ads are checked forquality, conflicts, price6. Ad is placedin AppBid: $.95Bid: $1.25Bid: $1.76Bid: $2.65Bid: $1.893. REVV runs Unified Auctionacross Ad Networks & DSPsAd Net 3DSP 2DSP 8ATD 1DSP 13Game AdAuto AdCellular AdMedical AdFinance AdXXAd Quality  All OKBlock List X Auto Ad BlockedPrice Floor X Game Ad BlockedELAPSED TIME:00:0030 seconds30 milliseconds5. Winning AdselectedWinning Bid: $1.892. REVV data profilesthe impressionMedical Ad
    19. 19. Automation = Win-Win#RPMobileBUYERS GET HIGHER ROI&SELLERS EARN MORE REVENUE
    20. 20. The Mobile Project#RPMobile
    21. 21. The Mobile ProjectWHEN MOBILE BUYERS & SELLERS CAN EFFORTLESSLYPACKAGE, DISCOVER, TRANSACT, & OPTIMIZE,MOBILE BECOMESMASSIVELY SCALABLEAUTOMATION & SIMPLIFICATION DRIVES GROWTH#RPMobile
    22. 22. Providing Opportunities for Advertisers#RPMobileCHARLIE WEISS - @CharlieWSJDirector, Digital Strategy andYield ManagementDow JonesJOE PRUSZ- @JoePruszVP, Mobile SalesRubicon Project@RubiconProject
    23. 23. Q & A

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