1

Livingly Media’s Experience With Header Bidding

Feb 23, 2016

AppNexus Inc. — Confidential – Not for Distribution

2 AppNexus Inc. — Confidential – Not for Distribution

Danny KhatibPresident and COO, Livingly Mediabd@livingly.com

Mike McNeeleySenior Product Manager, AppNexusmmcneeley@appnexus.com

Presenters and Intro

AppNexus Inc. - Confidential – Not for Distribution3

Livingly Media & AppNexus

AppNexus is one of the FASTEST HEADER BIDDING

partners for Livingly

GROWTH IN TWO MONTHS

INCREMENTAL REVENUE

AppNexus Inc. - Confidential – Not for Distribution4

Livingly Media & AppNexus

The rise of header biddingLivingly’s experience with header biddingLivingly’s recommendations for publishers considering header biddingQ & A

1

2

3

4

Topics

5

The Rise of Header-Bidding

AppNexus Inc. — Confidential – Not for Distribution

AppNexus Inc. - Confidential – Not for Distribution6

Header-Bidding — Gains Steam in Ad TechTHE RISE OF HEADER BIDDING

‘The ad tech industry is waging a secret war on Google’

‘The Rise Of 'Header Bidding' and The End of The Publisher Waterfall’

‘HEADER BIDDING – Another nail in the second-price coffin’ ‘WTF

is header bidding?’

AppNexus Inc. - Confidential – Not for Distribution7

Header bidding allows SSPs & buyers to submit their price into the publisher adserver.

• Higher Yield for Publishers• True competition between Guaranteed, Network and RTB demand • Allows Demand partners to compete with AdX in EDA setup• Higher cookie match for participants

• Improved Auction Mechanics• Header bidding set up can eliminate the need for ‘waterfall’ integration set up• Addition of header bidding does not disrupt existing waterfall

• Higher fill rates • Minimizes impression waste

THE RISE OF HEADER BIDDING

Why is Header-Bidding on the Rise?

8 AppNexus Inc. — Confidential – Not for Distribution

Discussion on Livingly’s Experience with Header Bidding

AppNexus Inc. - Confidential – Not for Distribution9

• When and why did Livingly decide to do header bidding?• What were Livingly’s considerations as they evaluated header bidding partners?

LIVINGLY’S EXPERIENCE WITH HEADER BIDDING

Livingly: An Early Adopter of Header Bidding

AppNexus Inc. - Confidential – Not for Distribution10

LIVINGLY’S EXPERIENCE WITH HEADER BIDDING

Implementation Experience

• How did Livingly implement header bidding? • Did Livingly use a wrapper? • What were the challenges specific to implementation?• Did Livingly find support?

AppNexus Inc. - Confidential – Not for Distribution11

LIVINGLY’S EXPERIENCE WITH HEADER BIDDING

Results with Header Bidding

• What went well?• What were the challenges?• Overall Experience/ Results?• How did this decision influence tech and business decisions for Livingly’s parent

company?

12 AppNexus Inc. — Confidential – Not for Distribution

Livingly’s Recommendations for Publishers Considering Header Bidding

AppNexus Inc. - Confidential – Not for Distribution13

LIVINGLY’S RECOMMENDATIONS

Recommendations for other Publishers

• What is your ideal number of header bidding partners to work with? How do you evaluate partners once they are live?

• Do you have any other recommendations for smoother implementation? • What are your thoughts on using wrappers? • What is the future of header bidding? Is it a FAD? 

14

Closing Remarks and Q&A

AppNexus Inc. — Confidential – Not for Distribution

Thanks!For more information contact publishers@appnexus.com

AppNexus Inc. — Confidential – Not for Distribution

16

APPENDIX

AppNexus Inc. — Confidential – Not for Distribution