tom jenen

Confidential © 2011, Admeld Inc. All Rights Reserved. 1Confidential © 2011, Admeld Inc. All Rights Reserved. 1Confidential © 2011, Admeld Inc. All Rights Reserved.Confidential © 2011, Admeld Inc. All Rights Reserved.

NMA MasterclassThe Evolution of RTB for Buyers and Sellers

Tom Jenen, Commercial Director, EMEA

Confidential © 2011, Admeld Inc. All Rights Reserved. 2Confidential © 2011, Admeld Inc. All Rights Reserved. 2

The only supply platform run by publishing veterans

Founded in 2007

More than 400 premium publisher clients

50 billion transactions per month

More than 100 team members worldwide

NYC, London, San Francisco, Berlin & Toronto

About Us


Serving The World’s Top Publishers


Developing Trends

The Future of Advertising By: Danielle Sacks November 17, 2010

Advertising Technologies Will Increase in Importance Advertisers are seeking integrated cross media campaigns

Data management

Programmatic Buying & Selling

Face of Traditional Agencies Is Changing Tech and media companies expanding their value


Developing Trends

The Future of Advertising By: Danielle Sacks November 17, 2010

Advertiser’s Ultimate Fantasy Is Coming True “Thanks to the Internet and digital technology, agencies are

finding that the realization of their clients' ultimate fantasy -- theability to customize a specific message to a specific person at aspecific moment.”


2007: The Ad Network Daisy ChainCirca 2007: The Ad Network Daisy Chain

Network1

Network1

2% FILL RATE

$3.00 CPM

13% FILL RATE

$1.00 CPMNetwork

2Network

2

Network

3Network

385% FILL RATE

$0.25 CPM

YourInventory

YourInventory

Sub-Optimal Revenues Extremely Labor-Intensive Difficult To Integrate New Networks


Inefficient for the Buy Side

Agencies begin to create a system to displace adnetworks and buy more efficiently

Agencies leverage data to determine who a user is,and how much the impression is worth

They create trading desks to buy data enrichedimpressions

In 2009, Admeld enables RTB to trade data andimpressions


A Direct Line To New Buyers & BudgetsPublishers receive access to every major RTB buyer which helpscapture millions of dollars in new ad budgets.

Significantly Higher CPMsRTB delivers CPMs 2x of those through traditional ad networks.

Deeper Control and TransparencyIncreased control over how each impression is bought and sold, andfor how much. Set granular blocks & floors against individualadvertisers, buyers, and segments.

2009: Real Time Bidding (RTB)


The New Model: Data Integrated Data Integrated Directly With Transactions


Audience Sales Emerges Audience analysis and valuation through combination of data

and real time market pricing Packaging of custom audience segments Setting of price floors and blocks on specific advertisers,

agencies, DSPs, etc.

Data Leakage and Malware Protection Monitor pixels firing across properties Real time scanning of creative to identify malware A conversation must be had

Mobile Integration Admeld first with integrated display and mobile across platform

2010: The SSP Evolves


2013: Programmatic Buying & Selling

YourBusiness

Rules

Brand &Pricing

ProtectionsAuction Winning

Bid

AdNetworks

RTBBuyers

AgencyTradingDesks

CPA &AffiliateDeals

HouseArt

BuyersEvolve

SellersEvolve

The industry is no longer one-sided Buyers evolved, causing sellers to evolve, which is causing

buyers to evolve further, etc. etc. Majority of standardized media will be traded

programmatically whether it’s remnant or direct Multiple levels of transparency to find new opportunities

based on publisher business rules and advertiser targeting

Confidential © 2011, Admeld Inc. All Rights Reserved. 12Confidential © 2011, Admeld Inc. All Rights Reserved. 1212Privileged & Confidential© 2011, Admeld Inc. All Rights Reserved.

eMarketer: Display Spends To Nearly Double by 2014

Source: eMarketer, Q4 2010


Factors Driving Increases in Ad Spends

PublisherBusiness

Rules

Brand &Pricing

ProtectionsAuction Winning

Bid

AdNetworks

RTBBuyers

AgencyTradingDesks

CPA &AffiliateDeals

HouseArt

31%

39%

58%


RTB: 0% to 20% in One Year

Methods Used by Ad Agencies to Buy Display Advertising, 2010% of respondents

Through an ad network (Google, Yahoo!, yellow pages)

81.0%

Through traditional media (TV, print, radio sites)

61.9%

Direct from the publisher (expedia.com, ncaa.org, etc.)

46.0%

Through a DSP or exchange (Invite Media, Right Media etc.)

20.6%Source: eMarketer


Forrester: RTB To More Than Double in 2011

$353

$823 $380

$592

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

2010 2011

Non-RTBRTB

$733

$1,416

Source: Forrester, Q4 2010


Global Spend on the Admeld Platform

RTB 54%RTB 15%

Tags 85%

Tags 46%


Buy Side vs. Sell Side?


Track buyers,agencies, andadvertisers

Publishers areable to monitorbidding trends,set price floors,etc.

Reportingavailable byrevenue, geo,frequency, etc.

View audiencefrom a buyersperspective

The Admeld Platform: Real Time Reporting


View Audience From the Buyer’s Perspective Audience analytics powered by top 3rd party data providers See what individual RTB buyers and advertisers are bidding on

specific audience segments

Set Granular Price Floors & Blocks Support direct sales efforts with price floors on specific segments,

RTB buyers, agencies, and advertisers

Execute Existing Direct Sold Opportunities, Find New Ones Find valuable audiences online Create and deliver new inventory packages

Buyer Visibility: Exclusive to Admeld Platform


Engage Directly With The World’s Top Publishers Reach exclusive audiences in brand safe environments

across the weather, news and entertainment

Access to over 100 million unique users a month

The world’s largest private exchange platform

Admeld’s Private Exchange Platform

LaunchedNov 2010

Launched Feb 2011Launched Jan 2011LaunchedFeb 2011


An exclusive environment in which select buyers competefor a targeted audience

Publisher has complete control over how every impressionis sold, to whom, and for how much

A full suite of analytics and insight tools to help publishersidentify and capitalize on new revenue opportunities

The Private Exchange


Rethinking Ad Operations for the Future

Finally, Get Back to Managing RelationshipsDirectly with Media Buyers and Sellers

Buyers and sellers are more connected

The lines between operations & sales are beginning to blur

Operations moves from cost center to profit center for both buyand sell side

A new focus on data management and analysis, while transactingvia transparent business rules

Majority of standardized media will be traded programmaticallywhether it’s remnant or direct

Confidential © 2011, Admeld Inc. All Rights Reserved. 23Confidential © 2011, Admeld Inc. All Rights Reserved. 23Confidential © 2011, Admeld Inc. All Rights Reserved. 23Confidential © 2011, Admeld Inc. All Rights Reserved. 23

Thank You!

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tom jenen

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