0900 omma rtb brian monahan

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Accelerating Growth of RTB Industry

2

1950

3

$31B

4

1994

5

2007

6

4.6%

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11.5%

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39.5%

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2012 2013 2014 2015 2016 2017$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

$8,000,000

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

US Programmatic Market Size

US Programmatic Revenues ($000's) Programmatic Growth Rate

$2.4bn

$7.5bn

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Programmatic Share of Display

17.5%82.5%

2012

Programmatic BuyingTraditional Buying

43.0%

57.0%

2017

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Explosion of Media Playing Technology

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Fully Mediated Consumers

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A Day in the Mediated Life

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2.3 Ads per Waking Minute

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1 : 1,024

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Resolving Tensions for Escape Velocity

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Resolved Issues

+Deploying technology to manage complexity

+Adoption of Audience Buying

+Bifurcation of paid media buys

+Fear of channel conflict

+Devaluation of commodity ad impressions

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Tensions to Resolve

1. Transparency vs. Margin Pressure

2. Privacy vs. User Experience

3. Creativity vs. Production Efficiency

4. Bundling vs. Targeting

5. Dynamic Insertion vs. Simultaneous Consumption

6. Audience vs. Outcomes

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Transparency: Add Value or Go Home

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Authentication Powers 1st Party Data

Despite consumer apathy, writing on the wall• Do Not Track Me Online Act of 2011• Kerry/McCain Commercial Privacy Bill

of Rights Act of 2011• Microsoft IE10 ‘Do Not Track’ option• Various restrictions in Europe

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Machine Made Ads Suck

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Bundling Low Value with High

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Can Dynamic Ad Insertion Scale Cross Media?

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Media Planning Holy War

Predictable

Universe Coverage

Spend to Threshold

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Areas to watch

+Private Exchanges

+Contextual signals of value

+Overnight TV and Radio

+ANA Procurement Task Force

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Thank you!@brionic