five trends

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Jay Sears, SVP Demand, the Rubicon Projectsears@rubiconproject.com @jaysears www.JaySears.com

IAB Global

October 3, 2012

Five Trends

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Rubicon Project

Real Time Trading

Platform

Cloud-based technology platform used by comScore 1000 publishers to monetize digital ad inventory

Leading marketplaceof digital ad buyers

purchasing ad inventory via

unified real-time auction

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Largest independent marketplace of comScore 1000

Ad Networks

Real Time Trading Platform DemandSupply

DSPsPremium Global Publishers

• 400+ Publishers

• 1/3 of comScore 100

• 646M UV Reach

• 50+ DSPs

• 350+ Ad Networks

• 70,000+ Advertisers

• 1.7 Trillion Impressions

• 14.4 Trillion Bid RequestsREVV for Publishers RE

VV fo

r Buy

ers

Real TimeDecisioning

Engine

Data and Algorithms

Infrastructure

Annually:

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comScore 6-25

Rank PublisherTotal Display Ad

Impressions (MM)Share of

Display Ads6 Glam Media 7,694 1.7%7 ESPN 5,520 1.3%8 Turner Digital 5,375 1.2%9 eBay 4,505 1.0%

10 Amazon Sites 4,108 0.9%11 Viacom Digital 3,536 0.8%12 Weather Channel, The 2,205 0.5%13 CBS Interactive 2,142 0.5%14 New York Times Network 1,997 0.5%15 Gannett Sites 1,951 0.4%16 Fox News Digital Network 1,912 0.4%17 DRUDGEREPORT.COM 1,874 0.4%18 Comcast Corporation 1,779 0.4%19 PANDORA.COM 1,555 0.4%20 NFL Internet Group 1,522 0.3%21 Mevio Network 1,516 0.3%22 WildTangent Media 1,467 0.3%23 MEDIATAKEOUT.COM 1,371 0.3%24 TAGGED.COM 1,353 0.3%25 Com Enterprises Inc. 1,281 0.3%

Our Focus: #6 – 1,000

AOLGoogle

Microsoft

Yahoo!

FacebookcomScore

6-1000

Long Tail (mostlyGoogle)

3 Major Segments

Fragmented Markets Need Technology Platform to Power a Marketplace

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Global Scale, The Largest Independent

#1 Global & US Reach

Rank Property

Unique Visitors

(000)%

Reach

Total Internet: Total Audience 221,163 100.01 Rubicon Project REVV Platform 212,714 96.2

2 Google Ad Network 206,621 93.43 PulsePoint 198,818 89.94 AOL Advertising 188,804 85.4

5 Genome from Yahoo! 186,350 84.36 AT&T AdWorks 184,605 83.5

7 ValueClick Networks 177,957 80.58 24/7 Real Media 175,642 79.49 Microsoft Media Network US 171,968 77.8

10 Casale Media - MediaNet 166,141 75.111 Tribal Fusion 166,136 75.112 Vibrant Media 160,246 72.5

13 Collective Display 160,064 72.414 RadiumOne 156,627 70.815 Cox Digital Solutions 150,129 67.9

16 Specific Media 148,893 67.317 AudienceScience 141,260 63.918 Burst Media 138,031 62.4

19 Undertone 124,370 56.220 Adconion Media Group 117,211 53.0

Source: comScore, Work and University Locations (July 2012)

comScore Ad Focus Ranking (U.S.)

U.S. – U.K. – FRANCE – GERMANY - AUSTRALIA

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Five Trends

7

The Battle Up The Stack

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The Smart Pipe Manifesto

9

Cross Media, Not Silos

10

Closed 2.0 or Open 3.0?

11

The Road to the Majors

12

Jay Sears, SVP Demand, the Rubicon Projectsears@rubiconproject.com @jaysearswww.JaySears.com

The Battle Up The StackThe SmartPipe ManifestoCross Media, Not SilosClosed 2.0 or Open 3.0?The Road to the Majors