digiday: Networks Optimizing the Buy Frank Addante CEO & Founder [email protected](310) 943-4970 COMPANY OF THE YEAR – ALWAYS ON 2009 2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER TWIISTUP3 BEST IN SHOW PRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES #24 ON FAST COMPANY FAST 50 READER FAVORITES
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the Rubicon Project’s infrastructure powers the largest advertising sales marketplace of publishers, ad networks, exchanges and audience representation firms.
45 billion transactions processed monthly
45 billion transactions processed monthly
20,000+ websites20,000+ websites
400 ad networks & exchanges
400 ad networks & exchanges
1500 premium publishers
1500 premium publishers
The marketplace powered by the Rubicon Project’s infrastructure reaches 500 million unique users – or 31% of the world Internet population – each month.
The marketplace powered by the Rubicon Project’s infrastructure reaches 500 million unique users – or 31% of the world Internet population – each month.
31% share of global Internet
population
31% share of global Internet
population
76% reach (US Internet population)
76% reach (US Internet population)
MA
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ET I
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GH
TS The Flight to Transparency and The Importance of Audience
o Greater transparency: the most successful ad networks are those that allow advertisers to specifically target inventory and audience, let publishers exclude certain ads, and can pinpoint when a given ad runs for either side
o A shift to audience-based buys: instead of targeting users by keyword (or context), advertisers are actually buying publisher audiences
CAMPAIGN
MA
RK
ET I
NSI
GH
TS Key Pain Points for Publishers
o Channel Conflict hasn’t gone awayo Media waste: Ad impressions go un- or under-
monetized (like empty airplane seats) when ad networks themselves have more inventory than they can fill – leaving publishers in the lurch
o Undervaluation of secondary premium inventory: if direct sales teams are best at selling premium ad units, and networks have historically generated value around less-premium inventory, what about the impressions in the middle — AKA secondary premium inventory?
o ComScore Top 500 publisherso 30+ content channelso Rubicon Certified Inventory™
Secondary premium inventory: like merchandise that Gucci sells at Bloomingdale’s: high-end “display ad” inventory aimed at broader market with lower price point
Publishers should be getting higher CPMs for this inventory than they are typically getting from most ad networks today
SECO
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N Easiest way for ad networks, publishers’ direct sales teams and audience sales representatives to fulfill their advertisers’ campaigns with Rubicon Certified
Inventory™ targeted by audience segment.
o Unlocks access to inventory from thousands of the Web’s largest premium publishers in one place; hundreds available exclusively with the Rubicon Project
o Buyers have 24/7 access to 500 million global userso Quickly tailor orders to achieve precise audience targeting from hundreds of audience
and behavioral segments across Rubicon Certified Inventory™o Strict quality standards ensures advertisers’ brands are protected
** Note: Rubicon onDemand is available only to our ad network/audience rep partners – not to advertisers/agencies directly.
Publ
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Publ
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Serv
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Dou
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DFP
, G
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Man
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Ad O
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pera
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DoubleClick D
FA, Atlas
Forbes, ESPN, Fox
Buying & Selling Infrastructure
Clickable, Efficient Frontier
AdSense Ad.com,24/7 Media
Exchanges
Ad Networks
Right Media, AdBrite
Publisher Ad Networks
Buying Optim
ization
Adservers
Inventory
AgenciesLead G
en/SEM
Advertisers
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LAN
DSC
AP
E the Rubicon Project Ties the Industry Together
Audience Rep Firms
Scripps, Katz Radio
OV
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For additional Market Intelligence, download the free 2009 Online Advertising Market ReportQ1: Emerging Trends & Outlook