Mobile Real Time Bidding (RTB) The Emerging Multi-Screen Landscape
Mike Downey, Vice President, Mobile Solutions
A Quick Look Back The Roots of Real Time Bidding
RTB ExplodesPredicted to reach $6.8 billion by 2017*• 140 billion impressions per month
• 450 million users per month
• 30% increase in domains since 2011
Source: Parks Associates; OpenX
Where Supply Meets Demand
Buying “Intelligence” Differentiates DSPs
RTB: The Missing Link to Mobile
The Future of the Internet is Mobile
Sources: Boston Consulting Group, Mary Meeker, Kleiner Perkins, Morgan Stanley Research, Berg Insight
Dollars Follow Consumers to Mobile
Source: BI Intelligence
Consumers Drive More Mobile Traffic
Sources: Mary Meeker, Kleiner Perkins, companies
The Mobile Ad Exchange Ecosystem
Mobile is Different
• Hire mobile DNA
• Distribute ownership/accountability throughout the organization
• Develop internal advocacy
Stage I of Mobile Readiness90% of Internet is not mobile optimized
• No mobile implementation
– Denial
– “Please make it stop”
• Solutions
Adhesion ad units
Mobile content feed
Stage II of Mobile Readiness
Mobile business is defined
• Send mobile inventory to an exchange
• Use an ad server that is mobile enabled
• App and Mobile Web
Stage III of Mobile Readiness
Single Platform Utopia
Mobile Real Time Bidding (RTB) The Emerging Multi-Screen Landscape
Mike Downey, Vice President, Mobile Solutions
The OpenX Complete Mobile Solution
AdExchange
RTB increases non-guaranteed
CPMs with full controls
Sell direct across all formats
(Display, mobile, email, video) Ad
Server
YieldOptimizer
All buyers compete in
the ad server to max yields
RTB Spending ExplodesPredicted to reach $6.8 billion by 2017*
Sources: Parks Associates; Google (DoubleClick Ad Exchange spend via RTB), 1/10 – 5/11; OpenX, week of 7/2/12.