programmatically speaking with inmobi and rubicon project

Programmatically Speaking

WEBINAR

Our Speakers Today

Liam LucasRegional Director –

Asiaat Rubicon Project

Vishal DalalHead – Sales Partnerships

at InMobi

Rubicon Project is a Market Leader

Audiweb top 50, Nielsen Top Sites Australia, Nielsen Top 250 France, comScore 100 UK, comScore 100 US

53%

47%

54%46% 42%

58%

40%

60%

25%

75%

Global & Pan European

Latin America

Southern Europe

Eastern EuropeNorthern Europe

India Japan

As well as Working with the Largest Premium Publisher Properties around the World

Evolution of Programmatic

In the 1960s, Advertisingwas Broadcast…

1Ad for Family of Five

Device

Ad Blasted toMillions of People

Planned

MONTHSin Advance

Today, We Experience 1000s of Ads per Day. Real-Time is Necessary.

5 Ads for Family of Five

Devices

Individually Targeted Ads

Delivered in

REAL-TIME

80ms

AutomationThe technique, method, or system of operating or controlling a process by highly automatic means, as by electronic devices, reducing human intervention to a minimum.

Before After

Before After

Why Automation for the Advertising industry?

SELLER

BUYER

BRAND

BRAND

BRAND AGENCY NETWORK PUBLISHER

BRAND

AGENCY TRADING DESK

PUBLISHER

DATA MANAGEMENT PLATFORM

BRAND

BRAND

DSP

DSP

DSP

INMOBI EXCHANGE PUBLISHER

PUBLISHER

OPEN EXCHANGE PMPDiversified publisher base Premium inventory or publishers with user data

enrichment

No relationships required, anyone can buy Multiple buying options for access to the exclusive inventory:• Private Deals• Preferred Deals• First Look

Publishers usually avoid selling 1st party data

MEDIA BUYING OPTIONS

DATA MANAGEMENT PLATFORM

• A data management platform is a data warehouse. It’s a piece of software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses.

• InMobi manages & curates first party and 3rd party data

• PMPs on InMobi exchange leverage InMobi’s data to target the right audience

• PMPs are super easy to execute. Its as simple as creating a deal within the exchange and exposing it to the DSP

InMobi - DATA GATHERING & SYNTHESISDATA GATHERING

DATA COLLECTION

InMobi SDK

SDK

3rd party data

SYNTHESIS

Decision ScienceData Science

MULTI-DIMENSIONALUNDERSTANDING

Location ProximityPatterns

GEOGRAPHICInterest – content

Consumption, Internet-Mobile Ad Interaction

BEHAVIORAL

GenderAge Group

DEMOGRAPHICDevice Usage Pattern,

Device Ownership, Devise Characteristics

TECHNOGRAPHIC

BULDING THE PERSONA

Physically seen around relevant POIat least x times in the past y days

Visited relevant sites and apps at least x times in the past y days

Falls within the advertiser’s target audience requirements

LOCATION GRAPH

INTEREST GRAPH

INTENT GRAPH

DEMOGRAPHICS GRAPH

Clicked relevant related ads more than x times in the last 30 days

Millennial – 68 million users Social Butterflies – 34 million users

Audio Video Enthusiasts – 53 million users

Entertainment Enthusiasts – 32 million users Avid Shoppers – 15 million users

Top Audience Segments

Global and APAC Programmatic Trends

12

16

20

25

303

4

5

6

7

10%

20%

30%

40%

02013 2014 2015 2016 2017 2018 2019

Spen

d ($

bn)

RTB Programmatic Non-RTB Programmatic Non-Programmatic Growth

50%

60%

0%

10

20

30

40

50

60

70

80 70%

85

Global Programmatic Spend and Growth

APAC Programmatic Penetration by Country 2015

APAC Programmatic Spend with Comparison to the World Spend

Trends in India

2014 2015 2016 2017 2018 2019 20200

5000000000100000000001500000000020000000000250000000003000000000035000000000

Spend on Online Display

Programmatic Direct Non-ProgrammaticPMP Real time BiddingAutomated

Grntd

2014 2015 2016 2017 2018 2019 20200

2000000000

4000000000

6000000000

8000000000

10000000000

12000000000

Spend on Online Video

Programmatic Direct Non-ProgrammaticPMP Real time BiddingAutomated

Grntd

2014 2015 2016 2017 2018 2019 20200

500000000010000000000150000000002000000000025000000000300000000003500000000040000000000

Spend on Mobile Display

Programmatic Direct Non-ProgrammaticPMP Real time BiddingAutomated

Grntd

2014 2015 2016 2017 2018 2019 20200

5000000000

10000000000

15000000000

20000000000

25000000000

Spend on Mobile Video

Programmatic Direct Non-ProgrammaticPMP Real time BiddingAutomated

Grntd

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2014 2015 2016 2017 2018 2019 2020

0

10000000000

20000000000

30000000000

40000000000

50000000000

60000000000

Non-Programmatic Open Exchange PMP

InMobi’s Strengths in Programmatic

31

PUBLISHERS

NEWS/ BUSINESS

UTILITY/ CLASSIFIEDS/ MOBILE WALLTES

VIDEO/ENTERTAINMENT/GAMING

SOCIAL/ FASHION

.. and many more

PREMIUM INVENTORY

32

JAPAC530Mn

MIDDLEEAST +AFRICA151 MnLATAM

180 Mn

NORTHAMERICA253 Mn

EUROPE328 Mn

20 INTERNATIONAL OFFICES

CHICAGO NEW YORK

SAN FRANCISCO

PARIS

LONDON

DUBAIMUMBAI

DELHI

BANGALORE

BANGKOK

SINGAPORE

KUALA LUMPUR

JAKARTA

TOKYO

SHANGHAI

SEOUL

BEIJING

SYDNEY

AUCKLAND

MELBOURNE

INMOBI OFFICE INMOBI OFFICE WITH CREATIVE TEAM #OF UNIQUES REACHED IN MILLIONS

LOCAL REACH AT SCALE WITH LOCAL SERVICE

1.4 BILLION UNIQUES ACROSS THE COUNTRY

Camera Access Video Social media Add to Calendar

Map location Weather Feed

INMOBI STUDIO RICH MEDIA COMPONENTSHere are some components that could be used in a rich media ad unit to engage further with your brands target audience.

Pannable Image gallery

BRAND PROTECTION

1REAL-TIME CHECKS

2 Detect spoofing at all levels - user, req, impression, click, data

Ensure the validity of impressions and clicks - allows to exclude bots, fraud and accidental clicks and impressions from the billing process

BIG DATA TREND ANALYSIS

1. Work with exchanges during media planning

2. Leverage key features of PMPs

3. Talk to the exchange even in case of OX buys

4. Think audiences not properties

5. Audience buying comes at a price

6. Evaluate partners on platform capabilities, inventory & user scale, ad formats available & creative capabilities

THINGS TO REMEMBER

InMobi wanted to better understand how brand marketers view this space.

It will take you 10 minutes to complete this survey, that encompasses usage and investment in mobile programmatic advertising, along with the benefits, opportunities and roadblocks in the current dynamic, data driven digital landscape. Everyone who completes the survey will receive a copy of the results of the survey in June. 

We’d love to get your take, so let yourself be heard!

Click here -

The InMobi Mobile Programmatic Survey: A Buyer’s Perspective, 2016

https://www.surveymonkey.com/r/inmobi-mobile-programmatic-survey

THANK YOU! You can contact us at:vishal.dalal@inmobi.com