1. NMA Masterclass
The Evolution of RTB for Buyers and Sellers
Tom Jenen, Commercial Director, EMEA
Confidential © 2011, Admeld Inc. All Rights Reserved.
Confidential © 2011, Admeld Inc. All Rights Reserved. 1

2. About Us
 The only supply platform run by publishing veterans
 Founded in 2007
 More than 400 premium publisher clients
 50 billion transactions per month
 More than 100 team members worldwide
 NYC, London, San Francisco, Berlin & Toronto
Confidential © 2011, Admeld Inc. All Rights Reserved. 2

3. Serving The World’s Top Publishers
Confidential © 2011, Admeld Inc. All Rights Reserved. 3

4. Developing Trends
 Advertising Technologies Will Increase in Importance
 Advertisers are seeking integrated cross media campaigns
 Data management
 Programmatic Buying & Selling
 Face of Traditional Agencies Is Changing
 Tech and media companies expanding their value
The Future of Advertising
By: Danielle Sacks November 17, 2010
4
Confidential © 2011, Admeld Inc. All Rights Reserved. 4

5. Developing Trends
 Advertiser’s Ultimate Fantasy Is Coming True
 “Thanks to the Internet and digital technology, agencies are
finding that the realization of their clients' ultimate fantasy -- the
ability to customize a specific message to a specific person at a
specific moment.”
The Future of Advertising
By: Danielle Sacks November 17, 2010
Confidential © 2011, Admeld Inc. All Rights Reserved. 5

6. Circa 2007: The AdAd Network Daisy Chain
2007: The Network Daisy Chain
Your
Your Network
Network
2% FILL RATE
Inventory 1
1 $3.00 CPM
Inventory
 Sub-Optimal Revenues
 Extremely Labor-Intensive
2
13% FILL RATE
Network
Network
2 $1.00 CPM
 Difficult To Integrate New Networks
Network
Network
85% FILL RATE
3
3 $0.25 CPM
Confidential © 2011, Admeld Inc. All Rights Reserved. 6

7. Inefficient for the Buy Side
 Agencies begin to create a system to displace ad
networks and buy more efficiently
 Agencies leverage data to determine who a user is,
and how much the impression is worth
 They create trading desks to buy data enriched
impressions
 In 2009, Admeld enables RTB to trade data and
impressions
Confidential © 2011, Admeld Inc. All Rights Reserved. 7

8. 2009: Real Time Bidding (RTB)
 A Direct Line To New Buyers & Budgets
Publishers receive access to every major RTB buyer which helps
capture millions of dollars in new ad budgets.
 Significantly Higher CPMs
RTB delivers CPMs 2x of those through traditional ad networks.
 Deeper Control and Transparency
Increased control over how each impression is bought and sold, and
for how much. Set granular blocks & floors against individual
advertisers, buyers, and segments.
Confidential © 2011, Admeld Inc. All Rights Reserved. 8

9. The New Model: Data Integrated Transactions
Data Integrated Directly With
Confidential © 2011, Admeld Inc. All Rights Reserved. 9

10. 2010: The SSP Evolves
 Audience Sales Emerges
 Audience analysis and valuation through combination of data
and real time market pricing
 Packaging of custom audience segments
 Setting of price floors and blocks on specific advertisers,
agencies, DSPs, etc.
 Data Leakage and Malware Protection
 Monitor pixels firing across properties
 Real time scanning of creative to identify malware
 A conversation must be had
 Mobile Integration
 Admeld first with integrated display and mobile across platform
Confidential © 2011, Admeld Inc. All Rights Reserved. 10

11. 2013: Programmatic Buying & Selling
Buyers CPA &
Affiliate
Sellers
Evolve
Ad
Networks
Deals
House
Art
Evolve
The Your
industry is Brand &longer one-sided
no
RTB
Business Winning
Pricing Auction
 Buyers evolved, causing sellers to evolve, which is causing
Buyers Bid
Rules Protections
buyers to evolve further, etc. etc.
Agency
 Majority of standardized media will be traded
Trading
Desks
programmatically whether it’s remnant or direct
 Multiple levels of transparency to find new opportunities
based on publisher business rules and advertiser targeting
Confidential © 2011, Admeld Inc. All Rights Reserved. 11

12. eMarketer: Display Spends To Nearly Double by 2014
Source: eMarketer, Q4 2010
Privileged & Confidential
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© 2011, Admeld Inc. All Rights Reserved.

13. Factors Driving Increases in Ad Spends
58%
CPA &
Affiliate
Deals
Ad House
Networks Art
39%
Publisher Brand &
RTB
Business Winning
Buyers Pricing Auction
Rules Bid
Protections
Agency
31%
Trading
Desks
Confidential © 2011, Admeld Inc. All Rights Reserved. 13

14. RTB: 0% to 20% in One Year
Methods Used by Ad Agencies to Buy Display Advertising, 2010
% of respondents
Through an ad network (Google, Yahoo!, yellow pages)
81.0%
Through traditional media (TV, print, radio sites)
61.9%
Direct from the publisher (expedia.com, ncaa.org, etc.)
46.0%
Through a DSP or exchange (Invite Media, Right Media etc.)
20.6%
Source: eMarketer
Confidential © 2011, Admeld Inc. All Rights Reserved. 14

15. Forrester: RTB To More Than Double in 2011
$1,600
$1,416
$1,400
$1,200
$592
$1,000
$800 $733 Non -RTB
$600 RTB
$380
$400 $823
$200 $353
$0
2010 2011 Source: Forrester, Q4 2010
Confidential © 2011, Admeld Inc. All Rights Reserved. 15

16. Global Spend on the Admeld Platform
RTB 15%
RTB 54%
Tags 85%
Tags 46%
Confidential © 2011, Admeld Inc. All Rights Reserved. 16

17. Buy Side vs. Sell Side?
Confidential © 2011, Admeld Inc. All Rights Reserved. 17

18. The Admeld Platform: Real Time Reporting
 Track buyers,
agencies, and
advertisers
 Publishers are
able to monitor
bidding trends,
set price floors,
etc.
 Reporting
available by
revenue, geo,
frequency, etc.
 View audience
from a buyers
perspective
Confidential © 2011, Admeld Inc. All Rights Reserved. 18

19. Buyer Visibility: Exclusive to Admeld Platform
 View Audience From the Buyer’s Perspective
 Audience analytics powered by top 3rd party data providers
 See what individual RTB buyers and advertisers are bidding on
specific audience segments
 Set Granular Price Floors & Blocks
 Support direct sales efforts with price floors on specific segments,
RTB buyers, agencies, and advertisers
 Execute Existing Direct Sold Opportunities, Find New Ones
 Find valuable audiences online
 Create and deliver new inventory packages
Confidential © 2011, Admeld Inc. All Rights Reserved. 19

20. Admeld’s Private Exchange Platform
Launched Jan 2011 Launched Feb 2011
Launched Launched
Nov 2010 Feb 2011
 Engage Directly With The World’s Top Publishers
 Reach exclusive audiences in brand safe environments
across the weather, news and entertainment
 Access to over 100 million unique users a month
 The world’s largest private exchange platform
Confidential © 2011, Admeld Inc. All Rights Reserved. 20

21. The Private Exchange
 An exclusive environment in which select buyers compete
for a targeted audience
 Publisher has complete control over how every impression
is sold, to whom, and for how much
 A full suite of analytics and insight tools to help publishers
identify and capitalize on new revenue opportunities
Confidential © 2011, Admeld Inc. All Rights Reserved. 21

22. Rethinking Ad Operations for the Future
 Finally, Get Back to Managing Relationships
Directly with Media Buyers and Sellers
Buyers and sellers are more connected
The lines between operations & sales are beginning to blur
Operations moves from cost center to profit center for both buy
and sell side
A new focus on data management and analysis, while transacting
via transparent business rules
Majority of standardized media will be traded programmatically
whether it’s remnant or direct
Confidential © 2011, Admeld Inc. All Rights Reserved. 22

23. Thank You!
Follow @admeld
Visit admeld.com
Confidential © 2011, Admeld Inc. All Rights Reserved.
Confidential © 2011, Admeld Inc. All Rights Reserved. 23