FROM 2005 TO 2017 THE EVOLUTION OF PROGRAMMATIC ADVERTISING

2005 to 2012Genesis of RTB & Adexchanges1

CONTENTTHE EVOLUTION OF

PROGRAMMATIC ADVERTISING

FROM 2005 TO 2017

2012From unsold to premium22013 to 2017New products on Adexchanges3

GENESIS OF RTB & AD-EXCHANGES

2005 to 2012

UNSOLD INVENTORIES, AN ISSUE FOR ALL PUBLISHERS

AGENCY A

PUBLISHER’S INVENTORY

SALES HOUSE

AGENCY B

PUBLISHER’S UNSOLD INVENTORY

HOW TO MAKE THEM MORE ATTRACTIVE ? WHICH INTERMEDIARY TO SELL UNSOLD IMPRESSIONS ?

WHO COULD BUY THEM ?

ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD

A NON-OPTIMIZED MANAGEMENT THROUGH ADNETWORKS

PUBLISHER’S UNSOLD INVENTORY

AD NETWORKS 1

ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD

VALUE DESTRUCTION CAUSED BY SALES IN BUNDLES

NO YIELD MANAGEMENT AVAILABLE

COST INCREASE AND PROFIT DECREASE

GENESIS OF RTB & AD-EXCHANGES

2005 to 2012

AD NETWORKS 2

AD NETWORKS 3

AD NETWORKS 5

AD NETWORKS 4

AD NETWORKS 6

HOW TO OPTIMIZE THE MANAGEMENT OF UNSOLD INVENTORIES ?

ADEXCHANGES

GENESIS OF RTB & AD-EXCHANGES

2005 to 2012

ADEXCHANGES BRING CONTROL AND OPTIMIZATION

AGENCY A

PUBLISHER’S INVENTORY

SALES HOUSE AGENCY C

ADVERTISER A

ADVERTISER B

ADVERTISER C

ADVERTISER D

PUBLISHER’S UNSOLD INVENTORY

ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD

ADEXCHANGE

TRADING DESK A

TRADING DESK B

GENESIS OF RTB & AD-EXCHANGES

2005 to 2012

HOW DOES IT WORK ?

ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD

1. USER VISITS THE WEBSITE AND

GENERATE ONE IMPRESSION

3. THIS IMPRESSION IS AVAILABLE ON THE

ADEXCHANGE

2. THIS IMPRESSION ARE SENT TO THE SSP

TRADING DESK

4. THE HIGHEST BID WINS THE AD IMPRESSION

ADEXCHANGESSP DSP

GENESIS OF RTB & AD-EXCHANGES

2005 to 2012

ADEXCHANGES CAN ALSO HELP PUBLISHERSHOW ?

BIDDING SYSTEM

IMPRESSION BY IMPRESSION

ANALYZING TOOLS

FULL CONTROL AND REVENU INCREASING

GENESIS OF RTB & AD-EXCHANGES

2005 to 2012

REAL TIME BIDDING POPULARIZED

FROM UNSOLD TO PREMIUM

2012

2005

THE ADEXCHANGE TIMELINE2010 2012

FIRST ADEXCHANGE RIGHT MEDIA

BIRTH OF PREMIUM ADEXCHANGES

2006 2007 2008 2009 2011 2013

FROM UNSOLD TO PREMIUM

2012

30M monthly

UV

3Bs available

impressions

70%coverage

AUDIENCE SQUARE IS ONE OF THE FIRST PREMIUM MARKETPLACE IN THE WORLD

11 SHAREHOLDERS & 2 PARTNERS

THE BEST PRICETHE PERFECT MOMENT at

WHAT IS A PREMIUM ADEXCHANGE ?

ALL IMPRESSIONS ARE SOLD IN REAL TIME

RTB

CONTROL & VALUE FIRST PARTY DATA PUBLISHERS

THE GOOD PLACE at

HIGH QUALITY INVENTORY

PREMIUM PRIVATE DATA

FROM UNSOLD TO PREMIUM

2012

ADEXCHANGES CAN ALSO OFFER PRIVATE EXCHANGES WITH DEAL ID

FROM UNSOLD TO PREMIUM

2012

DEFINITION OF THE RULES- AD FORMATS

- POSITION - VIEWABILITY

- IMPRESSION FREQUENCY - DATA

…

GENERATION OF A UNIQUE IDENTIFIER, ONLY AVAILABLE FOR THIS ADVERTISER

ADEXCHANGE TRADING DESK

WHY ARE PREMIUM ADEXCHANGES CHANGING THE MARKET ?

BENEFITS FOR AGENCIESBENEFITS FOR PUBLISHERS

YELD MANAGEMENT

FROM UNSOLD TO PREMIUM

2012

&INCREASE THE EFFECTIVE RPM

FULL CONTROL

BETTER TARGETING

INCREASE THE ROI

TRANSPARENCY

NEW PRODUCTS ON ADEXCHANGES

2013 TO 2017

ADEXCHANGE REVOLUTION IS ON FOR ALL DIGITAL

PRODUCTS

NEW PRODUCTS ON ADEXCHANGES

2013 TO 2017

MOBILE, VIDEO AND DEAL ID WILL REPRESENT 50% OF TOTAL RTB AD SPEND IN 2017

2014 2017 2014 2017 2014 2017

MOBILE VIDEO DEAL ID

61M$ 550M$

X9

30M$ 150M$

X5

20M$ 430M$

X20SOURCE IDC SEPTEMBRE 2013 - WESTERN EUROPE

ADEXCHANGE REVOLUTION

TELEVISIONPRINT

RADIO

NEW PRODUCTS ON ADEXCHANGES

2013 TO 2017

PROGRAMMATIC ADVERTISING AIMS TO DEVELOP ON NEW MARKETS

CREATION OF XAXIS AUDIO, FIRST AUDIO RTB

PLATFORM, IN 2013

DISH NETWORK LAUNCHED THE FIRST TV RTB PLATFORM IN 2013 NUMERIC VERSION (PHONES / TABLETS)

ARE INCREASING, WITH THE POSSIBILITY TO BUY INVENTORY

THROUGH ADEXCHANGES

QUESTIONS ? THANK YOU