Leading the Automation of Advertising The Exchange API Your Name here…

Leading the Automation of Advertising

The Exchange API

Your Name here…

The Problem

• Every seller has under-monetized inventory

• Demand for every impression exists in disparate systems

• Fragmented landscape causes sub-optimal inventory allocation between demand sources

• Revenue is not maximised

Ad Server Exchange

Direct Buy

Direct Buy

Direct Buy

Direct Buy

Buyer Buyer

Buyer Buyer

Buyer Buyer

Buyer Buyer

CPM

$21.00

$12.50

$8.50

$5.00

$1.20

$0.75

Hundreds of DSPs

Thousands ofBuyers

Top Brands from Around

the World

Conventional Solution

• Exchange tags trafficked in the primary ad server at mid-low priority with a fixed CPM

• Exchange tags can deliver a wide range of values

• Aggregation of demand causes sub-optimal yield and revenue generation

• Passbacks cause:• Latency• Discrepancies• Loss of data

Ad Server Exchange

Direct Buy

Direct Buy

Direct Buy

Direct Buy

Buyer Buyer

Buyer Buyer

Buyer Buyer

Buyer Buyer

Tag-Based Call

Passback

CPM

$21.00

$12.50

$8.50

$5.00

$1.20

$0.75

A Superior Solution: Rubicon Project’s Exchange API (XAPI)

• Integrates ad servers with Rubicon Project’s Seller Cloud and underlying unified advertising auction

• Offers direct API access to the hundreds of bidders in the global exchange (representing tens of thousands of buyers)

• Increased revenue and yield through optimal allocation of direct and indirect demand

• No passbacks:• Reduced latency• Reduced discrepancies• No data loss

Ad Server Exchange

Direct Buy

Direct Buy

Direct Buy

Direct Buy

Buyer Buyer

Buyer Buyer

Buyer Buyer

Buyer Buyer

A Superior Solution: Rubicon Project’s Exchange API (XAPI)• Offers a single point of integration• Accesses all major global demand sources• Supports mobile app, mobile web, display and video• Offers support for Deal ID• Based on OpenRTB 2.2 with many shared elements• No costly development and infrastructure overhead

Coming soon• Support for automated guaranteed deals• Delivery pacing capabilities: XAPI will mitigate the risk of under-

delivering on campaign commitments by observing a direct campaign’s progress against goals

6 5

4321

How It Works

Seller’s Property Ad Server

Adserver Tag or

SDK on property

Buyer

Buyer

Buyer

Buyer

Campaign

Campaign

Campaign

Tag or SDK calls

Adserver

Ad server serves the ad

Ad server assesses campaigns and available CPM Ad server calls Rubicon

Project including a floor price for the impression

& user information

If the auction clears above the floor, Rubicon Project will pass on

the ad tag. Otherwise, no-ad response.

Rubicon Project runs the auction, including

all global buyers

Why doesn’t everyone build their own Exchange?

The automation opportunity is clear: • Demand integrations and critical

mass are hard to reach• Budget tends to go to the major

exchanges; buyers need to prioritize their energy

• High engineering build and maintenance costs

• Ongoing infrastructure costs

Global RTB Spend 2012-2017 ($Bn)

CAGR

= 57%

Integration Requirements

Candidates• Commercial ad servers• Publishers and app developers with

proprietary ad servers• Sales houses/Rep firms with

proprietary ad servers

Requirements• High quality inventory only• Candidate MUST control the source

code of the adserver• Integrate with the Exchange API as

server-to-server protocol

Implementation

Step 1

Provide a list of apps or domains with volumes for inventory quality

review

Step 2

Exchange API documentation

issued

Step 3

LOI Signed

Step 4

Rubicon Project integration team

assigned

Step 5

Contract & Onboarding

Step 6

Integration with Exchange API

Leading the Automation of Advertising

Appendix

Introducing Exchange API (XAPI)

WHAT: A new API from Rubicon Project for ad server providers and sellers that have their own ad servers

WHY: A better way to optimize yield across sellers’ inventory• Leveraging our technology platform to

drive maximum competition for each impression

• Integrating with all ad servers in an automated fashion

AuctionsBoth Real-Time Bids (RTB) and Static Bids

Sellers

Ad S

erver P

rovide

rs & S

ellers W

ith C

ustom

Ad

Se

rvers

Exchange API

Automating advertising for agencies, DSPs and Ad Networks worldwide

70+Agency Trading Desks

100,000+ Advertiser Brands

140+DSPs

300+Ad Networks

Introducing Exchange API & Orders API

WHAT: Two new APIs from Rubicon Project for ad server providers and sellers that have their own ad servers

WHY: A better way to optimize yield across sellers’ inventory• Leveraging our technology platform to

drive maximum competition for each impression

• Integrating with all ad servers in an automated fashion

AuctionsBoth Real Time Bids (RTB) and

Static Bids

Exchange API

Sellers

Ad S

erver P

rovide

rs & S

ellers W

ith C

ustom

Ad

Se

rvers

Orders Platform (direct order automation)

Orders API

Why doesn’t everyone build their own?

A fully integrated exchange• Call the marketplace directly with zero

waste: no passbacks or klunky set-ups• Optimal allocation to make the most of

top-tier indirect demand and private marketplaces, while still honoring direct sold commitments

• A built-in 100% fill solution for unsold inventory

• Integrations with all major demand sources

• Out-of-the box support for private marketplaces

• Emerging support for automated guaranteed

• Superior monetization!

Why doesn’t everyone build their own?• Demand integrations and critical mass are hard to

reach• Budget tends to go to the major exchanges,

buyers need to prioritize their energy• RTB is development and operations-intensive, a

major investment

And serving the top brands around the world

North America Europe APAC

Build Your Business With the Orders API

Participate in move to direct order automation for both guaranteed and non-guaranteed orders

Make it easy for your sellers to: • Be discovered by new advertisers• Increase competition for their impressions• Create scarcity around their inventory• Streamline Sales Operations processes• Cut down on Sales team’s phone calls, emails, manual RFPs

and spreadsheets• Package inventory to make it easier to find and easier to buy• Automated Reporting• Automated Billing• Eliminate back-office inefficiencies

“We want to automate whatever we possibly can in the buying process –

not just because the industry desperately needs to have it done, but because the

move to automation allows for much more investment in higher-touch, higher- value

engagement with media owners.”

- Matt Seiler, CEO, IPG Mediabrands

Premium

Focused

Global Thank you!