keynote sponsor – mopub

14
How Real-Time Bidding Changes Mobile Advertising Jim Payne, CEO and Founder AdMonsters OPS London - May 15, 2012 @jimpayne - @mopub Tuesday, May 15, 12

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Page 1: Keynote Sponsor – MoPub

How Real-Time Bidding ChangesMobile Advertising

Jim Payne, CEO and FounderAdMonsters OPS London - May 15, 2012

@jimpayne - @mopub Tuesday, May 15, 12

Page 2: Keynote Sponsor – MoPub

What is MoPub? Full stack ad management for the mobile app publisher

Control your inventory from one place, eliminating multiple cumbersome SDKs

Tuesday, May 15, 12

Page 3: Keynote Sponsor – MoPub

Real-time bidding is the future of advertising in general, and especially in mobile

“The growth of real-time bidding may prove highly disruptive. An auction system allows everyone to discover the real value of online ads.”

-The Economist, May 5, 2011

Tuesday, May 15, 12

Page 4: Keynote Sponsor – MoPub

Programmatic buying provides for an efficient market in desktop ad markets

RTB has opened up a variety of approaches on the buy side leveraging data and scale to drive revenue

Tuesday, May 15, 12

Page 5: Keynote Sponsor – MoPub

Still, many in the industry don’t believe RTB can work in mobile

Why?

Tuesday, May 15, 12

Page 6: Keynote Sponsor – MoPub

Reason 1: Without cookies, we have nothing

Truth: Well, we have UDID

Tuesday, May 15, 12

Page 7: Keynote Sponsor – MoPub

Truth: Industry consensus will emerge - everyone’s incentives are aligned

Reason 2: There will be no way to track conversions if/when UDID disappears

Tuesday, May 15, 12

Page 8: Keynote Sponsor – MoPub

Reason 3: Mobile offers uninspiring formats

Tuesday, May 15, 12

Page 9: Keynote Sponsor – MoPub

Truth: Emerging rich media standards and interstitials drive engagement

Interstitials Rich MediaTuesday, May 15, 12

Page 10: Keynote Sponsor – MoPub

Truth: First party buyers have purchase data that networks haven’t provided a way for them to use

Reason 4: There is no data in mobile

Tuesday, May 15, 12

Page 11: Keynote Sponsor – MoPub

Truth: We see publishers are earning competitive CPMs without having to manage networks

Reason 5: No one is really doing RTB at scale - so it’s all theoretical

Tuesday, May 15, 12

Page 12: Keynote Sponsor – MoPub

Truth: Private marketplace is emerging more quickly in mobile than it did in desktop - because

in-app deals are harder to manage

Reason 6: Even if RTB worked well, it is just for remnant

Tuesday, May 15, 12

Page 13: Keynote Sponsor – MoPub

Real-time bidding for mobile advertising is here

Publishers and advertisers alike stand to benefit

Tuesday, May 15, 12