rubicon project target
Post on 19-May-2015
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Optimizing the SellDigiDay Target
COMPANY OF THE YEAR – ALWAYS ON 20092008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER
TWIISTUP3 BEST IN SHOWPRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP
AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANYAMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY
AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES#24 ON FAST COMPANY FAST 50 READER FAVORITES
Frank AddanteCEO & Founderfrank@rubiconproject.com(310) 943-4970
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Mission: To automate the buying & selling Infrastructure of online advertising
o Advertising Infrastructure Companyo Founded: May ’07; 100 passionate employees:
Los Angeles (HQ) - New York – San Francisco - Londono $33MM fundingo Pioneered Ad Network Optimization (automate sell-side)
o Fastest Growing Ad Tech Company:o 1500+ premium publisher customers
o 40 billion ad transactions per month
o 500 million global uniques
o 375 top ad networks (125 international)
o Results: 30% - 300% revenue lift
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1. Source: IDC, February 20082. Source: IDC Digital Marketplace Model and Forecast, 2008
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AudienceTargeting
70% of Search isProxy for Audience
70% of search is used as a proxy to reach audience:
Advertisers buy by audience – 50% will be direct to audience, 30% through content:
Industry Consensus
o 89% of advertisers plan to use ad networks in 20091
o 61% of advertisers polled cite targeting as the primary reason to use ad nets1
o Networks that have quality inventory and rich audience targeting capabilities – either their own or through technology partnerships - should be the ones marketers and agencies look to 20092
o Publishers and brands alike benefit from the efficiency of audience targeting: higher rates and better performance
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1 Source: Collective Media 2 Source: Adotas
PROBLEM: FRAGMENTATION OF $, INVENTORY AND NO AUTOMATION
$$$$$$
Mid-sized (1000+)
Small/Tail (900K+)
1 MILLION PUBLISHERS
Top 500
2 MILLIONADVERTISERS
$$
$
$
$
$
$
400+AD NETWORKS
25 Top Networks
250+ Others
125 InternationalM
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SOLUTION: DEFRAGMENT SUPPLY & DEMAND + AUTOMATE BUYING & SELLING
$$$$$$
Mid-sized (1000+)
Small/Tail (900K+)
1 MILLION PUBLISHERS
Top 500
2 MILLIONADVERTISERS
$$
$
$
$
$
$
400+AD NETWORKS
25 Networks
250+ Others
125 InternationalM
assi
ve F
ragm
enta
tion!
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RUBI
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AND Easiest way for ad networks, publishers’ direct
sales teams and audience sales representatives to fulfill advertisers’ campaigns with Rubicon Certified
Inventory™ targeted by audience segment.
o Unlocks access to inventory from thousands of the Web’s largest premium publishers in one place; hundreds available exclusively with the Rubicon Project
o Buyers have 24/7 access to 500 million global users
o Quickly tailor orders to achieve precise audience targeting from hundreds of audience and behavioral segments across Rubicon Certified Inventory™
o Strict quality standards ensures advertisers’ brands are protected
** Note: Rubicon onDemand is available only to our ad network/audience rep partners – not to advertisers/agencies directly.
CASE
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o One campaign powered by the targeting technology of Rubicon onDemand is driving click-through rates 4.8x – 5.3x those of non-targeted campaigns
o The publishers running these campaigns are receiving CPMs 10x their usual network CPM rates
o Result: campaigns are more effectively reaching their target; publishers are more effectively monetizing their traffic
o Targeting works
They’re onDemand…are you?
Buying & Selling Infrastructure
Inventory
AgenciesAgencies
Lead Gen/SEM
Lead Gen/SEM
Advertisers**Advertisers**
$$
LAN
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LAN
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APE the Rubicon Project Ties the Industry Together
** Note: Rubicon onDemand is available only to our ad network/audience rep partners – not to advertisers/agencies directly.
Thank You
COMPANY OF THE YEAR – ALWAYS ON 20092008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER
TWIISTUP3 BEST IN SHOWPRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP
AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANYAMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY
AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES#24 ON FAST COMPANY FAST 50 READER FAVORITES
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