openx webinar: "the mobile tipping point"
DESCRIPTION
The OpenX webinar entitled "The Mobile Tipping Point" covers mobile real-time bidding within the emerging multi-screen landscape. Today, we’ll cover the opportunities and challenges that mobile is creating for desktop publishers, and offer some unique insights into this new platform, and the cast of players that have emerged.TRANSCRIPT
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