Meet the AppNexperts: Four Big Topics in Mobile For 2016

February 16, 2016

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Tim DuBoisDirector, New Business

Paul YangProduct Manager

Presenters

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Agenda1. Presenter Introductions

2. Mobile SSP

3. Mobile Header Bidding - PriceCheck

4. Scaling Private Marketplaces in Mobile

5. Navigating End of Mediation

6. Q & A

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What Is Mobile SSP

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Mobile SSP• Don’t settle for the monetization “black box”. How much

of every advertiser dollar reaches you the end publisher?

• Take control of all your demand channels and have them compete for your audience

• Direct advertiser orders• RTB• Mediation partners

• Maximize revenue while optimizing for user experience

• Banner, MRAID, unified interstitial, video, native

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Header Bidding in App AppNexus PriceCheck

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AppNexus PriceCheckHeader Bidding for Mobile Apps

• We get it – installing another SDK is a developer headache

• PriceCheck is the simple way to get up and running faster and with less risk than any SDK

• Access world’s leading mobile buyers on AppNexus

• Determine the worth for every individual impression

• Zero latency through pre-caching

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YOUR APP APPNEXUSPRICECHECK

CPM Price

Price Check?

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How Does PriceCheck Work?

• Make a call to AppNexus PriceCheck anytime, for any impression

• PriceCheck will return a CPM price for the impression

• AppNexus will offer to buy the impression for the CPM we return.

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YOUR APP APPNEXUSPRICECHECK

CPM Price

Price Check?

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How Publishers Are Using PriceCheckUse PriceCheck as “header bidding” for Mobile

• Pass the price into your ad server

• Compare PriceCheck price against network eCPM’s

• PriceCheck increases demand density, driving increase in yield

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$2

PriceCheck Price

Network$3 eCPM

PriceCheck$2 CPM

Network$1.5 eCPM

Network$1 eCPM

Your Ad Server

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How Publishers Are Using PriceCheckUse PriceCheck to measure the value of your inventory

• Pass PriceCheck price into your analytics tool

• Identify high value user segments

• Measure opportunity cost

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User Value Distribution

High Value Users

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Scaling Private Marketplaces in Mobile

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Private Marketplaces

• Break out of your vertical - access brand spend from the largest buyers in the world

• Get maximum value for your inventory’s unique value prop

• Granular controls on what users, inventory, & data is made available

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Premium Deals and Packages

• Package combinations of inventory, data, or other media assets to help buyers discover deals

• Negotiate terms and setup deals in Partner Center

• Seamlessly make your deals available for Console buyers and DSPs to immediately target

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Best Practices: Identifying PartnersIt’s critical to understand how you will identify potential PMP partners, and which partners you do not want to allow through PMP’s.

Here are several practices we’ve seen work well:

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Best Practice How It WorksIdentify Brands and Buyers Through Open Exchange Selling

• Make a portion of inventory available on open exchange.• Report by brand and buyer to identify potential opportunities.• Important: Ensure that your SSP is able to report accurately by brand and buyer.

Exclude Competitive Brands & Advertisers

• Be careful when allowing brands or advertisers who buy through direct channels to participate in PMP’s.

• Important: Ensure that your SSP is able to handle competitive exclusions. Many claim they can do this, but are not actually able to do this effectively. Accurate identification of brands is key.

Beware of Data Leakage Risks • Exposing data through a Deal comes with risk of data leakage.• Ensure your Deal covers data usage terms.

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Navigating end of Mediation

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Mediation has outlived it’s Expiration Date

• Static Mediation was a necessary tool to maximize AdNetwork revenue

• Simple ‘Daisy Chain’ setups evolved to rarely updated ‘waterfall setups’

• Eventually, adservers & adtech startups focused on this business issue with mixed results

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AppNexus Inc. - Confidential – Not for Distribution‘No better than spinning the wheel’

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Let’s Visualize The SetupAPPNEXUS MOBILE

Highest valuenetwork has first call

2nd Highest valuenetwork has second call

Other networksfilled sequentially

AD NETWORK 1

AD NETWORK 2

AD NETWORK 3

$5 CPM

$3 CPM

$2 CPMNETWORKMedium/Low CPM30-60% fill

SSP/EXCHANGEMedium CPM20-40% fill

DIRECTHigh CPM20 -30% fill

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Let’s Visualize The Setup

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Highest valuenetwork has first call

2nd Highest valuenetwork has second call

Other networksfilled sequentially

AD NETWORK 3

AD NETWORK 2

AD NETWORK 1

$2 CPM

$3 CPM

$5 CPM

DIRECTHigh CPM20 -30% fill

SSP/EXCHANGEMedium CPM20-40% fill

NETWORKMedium/Low CPM30-60% fill

PRICE CHECK

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Mediation will Continue, but for how long?

• Mediation will become less necessary as RTB adoption increases

• AdNetworks who access inventory via mediation partners will become become increasingly required to show transparency and reduce SDK based integration

• Push for: Granular controls on what users, inventory, & data is made available

• Prioritize S2S integrations and mediation partners with synced reporting and auto-CPM updates

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APPENDIX