Matiro event rubicon keynote
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The Rubicon Project is a leading advertising technology company that operates the world's largest advertising marketplace. It processes over 50 billion ad transactions per month for over 350 premium publishers. While real-time bidding currently accounts for a small percentage of display ad spending, it is growing rapidly and expected to double or triple in the coming years as advertising dollars continue to shift online. The Rubicon Project helps publishers maximize revenue from their inventory through real-time bidding while also improving ad targeting and efficiency for advertisers.
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Matiro event rubicon keynote
- 1. ALL ABOUT RTBThe World Leader in Yield OptimisationTechnology
- 2. THE RUBICON PROJECTthe Rubicon Project is leading a revolution of the online advertising ecosystem through the innovation of a next-generation infrastructure and a powerful, open marketplace.World's Leading Yield Optimization PlatformFastest growing advertising tech company:Founded by ad server pioneers in 2007
- 4. $42M funding
- 6. OthersOnline: audience affinity analytics
- 8. Most Innovative Company, American Business Awards 2010
- 9. Trusted by 350 Premium Publishers
- 10. 75 of Comscore 500 (U.S.)
- 11. 32 of Comscore 150 (U.K.)
- 12. 12 of Top 15 Newspapers in the U.S.
- 13. REVV processes more than 50 billion ad transactions per month (750 billion to date)World's Largest Display Advertising Marketplace#1 Quantcast Rank
- 15. 600+ ad networks, exchanges, DSPs
- 16. Non-Competitive
- 17. Transparent (not "black box")Global Presence: LA (HQ) | Seattle | NYC | SF | London | Sydney | Paris | Hamburg
- 18. ALL ABOUT RTBTODAYS AGENDAthe BuzzKey Trends
- 19. Why RTB?
- 20. Introducing the New PlayersTHE MARKETMarket Share and Forecaststhe Rubicon Project ApproachOpportunities & Risks
- 21. The Role of the PSP in RTBLOOKING AHEADPlanning for YOUR future
- 22. Q & AALL ABOUT RTB: THE BUZZKEY TRENDS : US & EUAdvertising revenue moving from offline to online
- 23. 2/3 of online display impressions sold on a non-guaranteed basis
- 24. Market has become highly fragmented
- 25. Targeting of Display ads improving, creating channel shift
- 26. RTB is still nascent (especially in Europe) BUT Growing Rapidly
- 27. Agency holding companies control large proportion of ad spend
- 28. Holding companies creating Trading Desks
- 29. Leading to new business models - SSPs, DSPs and DEMsWHY? - ADVERTISERSFragmentation has caused inefficiency and media waste
- 30. WHY? PUBLISHERSTerrible world for Publishers: less than half of advertiser spending is directed to them.
- 31. RTB ALPHABET SOUP: THE PLAYERSPUBLISHERS
- 32. Advertisers
- 33. Agencies
- 34. Automated, optimised buying of highly-targeted impressions
- 36. Buy low, Sell high
- 37. Advertisers
- 39. AgenciesCLIENTSTechnology to drive revenue, efficiency & safety for Top 500 (premium)
- 40. Massive reach into tier two inventory
- 43. Service
- 44. 3rd Party TechnologyCORE OFFERINGDATA PROVIDERS
- 45. WHY? REDUCING INEFFICIENCIESRise of Media Trading to facilitate efficiency Advertisers spend less
- 46. Publishers get moreALL ABOUT RTBTODAYS AGENDAthe BuzzKey Trends
- 47. Why RTB?
- 48. Introducing the New PlayersTHE MARKETMarket Share and Forecaststhe Rubicon Project ApproachOpportunities & Risks
- 49. The Role of the PSP in RTBLOOKING AHEADPlanning for YOUR future
- 50. Q & AALL ABOUT RTB: THE BUZZ - USRTB IN PERSPECTIVEOverall US display ad spend 2010: $11-12bn
- 51. Ad Network US spend 2010: $3bn
- 52. Estimated US RTB spend 2010: $300-500MM
- 53. Estimated US RTB spend 2011: $1bn $10-11bn$1bn$3bnRTB is estimated to account 10-15% of US Display Spend in 2011RTB is estimated to at least double (x2) year on year in US
- 54. ALL ABOUT RTB: THE BUZZ - UKRTB IN PERSPECTIVEOverall UK display ad spend 2010: 贈630MM
- 55. Ad Network UK spend 2010: 贈215MM
- 56. Estimated UK RTB spend 2010: 贈20-30MM
- 57. Estimated UK RTB spend 2011: 贈120200MM 贈630MM贈120MM贈215MMRTB is estimated to account for just 3% of total UK display ad spend in 2010 RTB is estimated to at least quadruple (x4) year on year in UK
- 58. CPM UPLIFT - RUBICONRTB Drives 2-3x CPM vs Traditional Non-Guaranteed ChannelsMARKET POTENTIAL CHANNEL SHIFTIncreasing efficiency creates more opportunitiesSources : JP Morgan 2008, IAB/PWC Ad Spend Report 2010
- 59. MAXIMISING THE OPPORTUNITYBARRIERS TO ENTRY IN EULack of European Audience Data
- 60. Access to (Quality) Supply
- 61. Lack of Tech Infrastructure
- 64. Willingness to testALL ABOUT RTB: THE BUZZ - FRRTB IN PERSPECTIVEOverall FR net display ad spend 2010: 600 MM
- 65. Ad Network FR spend 2010: 150-180 MM
- 66. Estimated FR RTB spend 2010: < 10 MM
- 67. Potential FR RTB spend 2011: > 30 MM 600MM30MM180MMRTB is estimated to account for less 1.5% of total FR display ad spend in 2010 RTB is estimated to at least triple (x3) year on year in FR
- 68. ALL ABOUT RTBTODAYS AGENDAthe BuzzKey Trends
- 69. Why RTB?
- 70. Introducing the New PlayersTHE MARKETMarket Share and Forecaststhe Rubicon Project ApproachOpportunities & Risks
- 71. The Role of the PSP in RTBLOOKING AHEADPlanning for YOUR future
- 72. Q & AALL ABOUT RTB: THE BUZZOPPORTUNITIES & RISKS RTB can give publishersRevenue - new source of demand
- 73. Quality - high quality brand campaigns not always available through ad networks
- 74. Efficiency the right ad to the right user at the right time, at the highest possible price
- 75. Dynamic Pricing Controls - the ability to set floors in real-time to manage supply/demand
- 76. 360属 Yield Optimisation RTB within the context of total demand access can drive overall yieldBut it can take away, tooUser Experience Issues
- 77. Direct Sales Revenue/Channel Conflict
- 78. Data LeakageMAXIMISING RTB OPPORTUNITY, SAFELYTHE ROLE OF THE PSP IN RTBDSPRTBPUBLISHERSADVERTISERSPricing intelligence
- 79. Safeguarding of data assets
- 83. Upward pricing pressure (Right Pricing)
- 85. OUR APPROACH - REVV MARKETPLACEWORLDS LARGEST DISPLAY ADVERTISING MARKETPLACEMARKETPLACESINGLE POINT OF ACCESS FOR THE MOST PREMIUM INVENTORY150+ INTERNATIONAL NETWORKS11 DEMAND SIDE PLATFORMSINVENTORY & AUDIENCE500M+ uniques347 publishers850,000 URLs921 sitesAD DOLLARS600+ demand sources54,000 tags50,000 creatives25+ BEHAVIORAL NETWORKS20+ VERTICAL NETWORKS600+ DEMAND SALES CHANNELS340+ PREMIUM PUBLISHERS9 REAL TIME BIDDING NETWORKS20+ RETARGETING NETWORKS50+ BRAND NETWORKS10 CONTEXTUAL NETWORKS 5 EXCHANGES"...the Nasdaq-like operation in which Web publishers and ad networks buy and sell ad space. - Forbes
- 86. ALL ABOUT RTBTODAYS AGENDAthe BuzzKey Trends
- 87. Why RTB?
- 88. Introducing the New PlayersTHE MARKETMarket Share and Forecasts
- 89. Opportunities & Risksthe Rubicon Project ApproachThe Role of the PSP in RTBLOOKING AHEADPlanning for YOUR future
- 90. Q & AFORMULATING YOUR RTB/DSP STRATEGYFINDING THE RIGHT SOLUTIONBuyersWhat clients/agencies will you allow?
- 91. Which DSP and Network partners will you allow to place RTB?InventoryHow many impressions are available for RTB?
- 92. What sites, zones, ad sizes, user session impressions, etc.?PricingWhat is your Reserve Price, per DSP, advertiserand/or inventory type?
- 93. Do you have technology that protects and builds that pricing? DataWhat amount of data is available to overlay with bids the bare minimum or multiple layers to increase yield? SafetyDo you have the right technology and contractual controls in place to protect your data assets? 油油
- 94. THANK YOUMOST INNOVATIVE COMPANY AMERICAN BUSINESS AWARDS 2010COMPANY OF THE YEAR ALWAYSON ONMEDIA 20092009 TiE50 WINNER2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNERTWIISTUP3 BEST IN SHOWPRICEWATERHOUSECOOPERS ENTRETECH BEST STARTUPAMERICAN BUSINESS AWARDS - STEVIES 08 FINALIST BEST NEW COMPANYAMERICAN BUSINESS AWARDS - STEVIES 08 FINALIST MOST INNOVATIVE COMPANYAMERICAN BUSINESS AWARDS - STEVIES 08 FINALIST NEW PRODUCT OR SERVICE SERVICES#24 ON FAST COMPANY FAST 50 READER FAVORITES