Mobile Real Time Bidding (RTB) The Emerging Multi-Screen Landscape

Mike Downey, Vice President, Mobile Solutions

A Quick Look Back The Roots of Real Time Bidding

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

Where Supply Meets Demand

RTB: The Missing Link to Mobile

The Future of the Internet is Mobile

Sources: Boston Consulting Group, Mary Meeker, Kleiner Perkins, Morgan Stanley Research, Berg

Insight

Dollars Follow Consumers to Mobile

Source: BI Intelligence

Consumers Drive More Mobile Traffic

Sources: Mary Meeker, Kleiner Perkins, companies

The Mobile Ad Exchange Ecosystem

Mobile is Different

• Hire mobile DNA

• Distribute ownership/accountability throughout the organization

• Develop internal advocacy

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

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

Stage III of Mobile Readiness

Single Platform Utopia

Mobile Real Time Bidding (RTB) The Emerging Multi-Screen Landscape

Mike Downey, Vice President, Mobile Solutions