Top 5 RTB Trends Affecting Publishers

Business Insider

IGNITION: The Future of Media

December 1, 2011

1

How An Ad Exchange Works

Publisher floor price (.95)

I bid $1.75

I bid $1.50

I bid $0.95

OpenX Market

Real-time Auction

Winning bid price (1.50)

This process happens in the blink of an eye!

3

Benefits of Ad Exchanges

• Increased revenue• Control• No risk• Access to unique sources of demand

4

OpenX Market: A Leading Ad Exchange

• 450 million unique users (monthly)• 2 Billion ad impressions (per day)• 8 Billion bids (per day from buyers)

Sample publishers:

5

Trend #1: RTB Spending Explodes

• Ad Spending: $1.26 Billion in 2011 grows to $6.5 Billion in 2015

• Share of display: 8% in 2011 jumps to 26% in 2015

Source: IDC Research, Oct 2011

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Trend #2: Publishers Taking Control

• Buyer controls• Transparency controls• Pricing controls• Ad creative & quality controls

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Trend #3: Private Exchanges Take Off

• Combines the advantages of ‘automated trading’ with the controls of ‘direct selling.’

• Pick your buyers, pricing, and inventory

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Trend #4: “First Look” Increases Revenue

• Buyers paying premium for preferred access to premium inventory

• Incremental revenue for your indirect inventory

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Trend #5: Publisher CPMs Rise Fast

Competitive auction for ads drive CPMs up

Breaking Media:CPMs increase 400%

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Lycos: CPMs jump 300%

Trend #5: Publisher CPMs Rise Fast

Brand Technologies:

CPMs rise 100%

11

Opportunities With OpenX

Plus…• Buy ad space on OpenX

Market• Enterprise grade ad-serving

solutions