1310 omma adnets sponsored lunch open x
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Ad Exchange 2.0:Quality, Control, & Efficiency
Qasim Saifee, GM Media Services
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A Trend You Can’t Ignore
• Exchange traded media takes off:– 2010: $730 Million– 2011 (est): $1.4 Billion
• Real-time bidding grows fast:– 2010: $350– 2011 (est): $823
Source: Forrester Consulting Feb 2011
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Still Some Challenges
• Ad and site quality concerns• Not all exchanges are RTB enabled• Inadequate controls & transparency• Complexity
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What If We Rebuilt Ad Serving?
2 years in the making, millions in development
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Major Publishers Adopt the Platform
Why all the excitement?
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A Unique Relationship With Publishers
Publishers put inventory into OpenX Market directly via their ad server
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Top Quality Sites on OpenX Market
Sample publishers:
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Top Quality Sites on OpenX Market
Sample publishers:
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Top Quality Sites on OpenX Market
Sample publishers:
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Buyers on OpenX MarketDSPs
Ad Networks
Major Brands
Trading Desks
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Explosive Growth on OpenX Market
• 450 M global unique users
• 180 M US unique users• 30 B Monthly Imps
Growing at over 200% a year!
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How OpenX Market Works
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How OpenX Market Works
OpenX Market
Real-time Auction
Publisher floor price (.75)
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How OpenX Market Works
OpenX Market
Real-time Auction
Publisher floor price (.75)
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How OpenX Market Works
OpenX Market
Real-time Auction
Publisher floor price (.75)
I bid $.95
I bid $1.25
I bid $1.50
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How OpenX Market Works
OpenX Market
Real-time Auction
Publisher floor price (.75)
Winning bid price (1.25)
I bid $.95
I bid $1.25
I bid $1.50
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Publisher Controls
• What inventory• Minimum prices• Who can buy• What ads can run
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Buyer Controls
• Granular targeting:• 3rd party targeting data• BrandSafe inventory• Transparent domain
level reporting
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Case Study:
Results:• 400% lift in branded
searches• 40% increase in website
traffic• 450% increase in Internet
sales
Launched major campaign on OpenX Market
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The Bottom Line
Maximize yield while maintaining control
Reach highly targeted audiences at scale in a safe, transparent environment