DPS: OpenX: Mobile Real Time Bidding: The Emerging Multi-Screen Landscape
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Transcript of DPS: OpenX: Mobile Real Time Bidding: The Emerging Multi-Screen Landscape
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Mobile Real Time Bidding (RTB) The Emerging Multi-Screen Landscape
Mike Downey, Vice President, Mobile Solutions
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A Quick Look Back The Roots of Real Time Bidding
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RTB ExplodesPredicted to reach $6.8 billion by 2017*• 140 billion impressions per month
• 450 million users per month
• 30% increase in domains since 2011
Source: Parks Associates; OpenX
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Where Supply Meets Demand
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Buying “Intelligence” Differentiates DSPs
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RTB: The Missing Link to Mobile
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The Future of the Internet is Mobile
Sources: Boston Consulting Group, Mary Meeker, Kleiner Perkins, Morgan Stanley Research, Berg Insight
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Dollars Follow Consumers to Mobile
Source: BI Intelligence
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Consumers Drive More Mobile Traffic
Sources: Mary Meeker, Kleiner Perkins, companies
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The Mobile Ad Exchange Ecosystem
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Mobile is Different
• Hire mobile DNA
• Distribute ownership/accountability throughout the organization
• Develop internal advocacy
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Stage I of Mobile Readiness90% of Internet is not mobile optimized
• No mobile implementation
– Denial
– “Please make it stop”
• Solutions
Adhesion ad units
Mobile content feed
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Stage II of Mobile Readiness
Mobile business is defined
• Send mobile inventory to an exchange
• Use an ad server that is mobile enabled
• App and Mobile Web
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Stage III of Mobile Readiness
Single Platform Utopia
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Mobile Real Time Bidding (RTB) The Emerging Multi-Screen Landscape
Mike Downey, Vice President, Mobile Solutions
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The OpenX Complete Mobile Solution
AdExchange
RTB increases non-guaranteed
CPMs with full controls
Sell direct across all formats
(Display, mobile, email, video) Ad
Server
YieldOptimizer
All buyers compete in
the ad server to max yields
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RTB Spending ExplodesPredicted to reach $6.8 billion by 2017*
Sources: Parks Associates; Google (DoubleClick Ad Exchange spend via RTB), 1/10 – 5/11; OpenX, week of 7/2/12.