This document discusses 5 trends affecting publishers in real-time bidding (RTB) advertising: 1) RTB spending is exploding, growing from $1.26B in 2011 to a projected $6.5B in 2015; 2) Publishers are taking more control over buyer controls, transparency, pricing and ad quality; 3) Private ad exchanges that allow publishers to pick their buyers and set controls are taking off; 4) "First look" programs that give buyers preferred access to premium inventory in exchange for premium pricing are increasing revenue; 5) Publisher CPM rates are rising fast as auctions drive prices up, with some seeing increases of 100-400%. It also provides an overview of how ad exchanges work and benefits to

1. Top 5 RTB Trends
Affecting Publishers
Business Insider
IGNITION: The Future of Media
December 1, 2011
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2. How An Ad Exchange Works
I bid
$1.75
OpenX Market
I bid
Publisher floor price (.95) $1.50
Winning bid price (1.50) I bid
$0.95
Real-time Auction
This process happens in the blink of an eye!

3. Benefits of Ad Exchanges
• Increased revenue
• Control
• No risk
• Access to unique sources of demand
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4. OpenX Market: A Leading Ad Exchange
• 450 million unique users (monthly)
• 2 Billion ad impressions (per day)
• 8 Billion bids (per day from buyers)
Sample publishers:
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5. Trend #1: RTB Spending Explodes
• Ad Spending: $1.26 Billion in 2011
grows to $6.5 Billion in 2015
• Share of display: 8% in 2011 jumps to
26% in 2015
Source: IDC Research, Oct 2011
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6. Trend #2: Publishers Taking Control
• Buyer controls
• Transparency controls
• Pricing controls
• Ad creative & quality controls
12/1/2011 Presentation Name 5

7. Trend #3: Private Exchanges Take Off
• Combines the advantages of ‘automated trading’ with
the controls of ‘direct selling.’
• Pick your buyers, pricing, and inventory
12/1/2011 Presentation Name 6

8. Trend #4: “First Look” Increases Revenue
• Buyers paying premium for preferred
access to premium inventory
• Incremental revenue for your indirect
inventory
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9. Trend #5: Publisher CPMs Rise Fast
Competitive auction for ads drive CPMs up
Breaking Media:
CPMs increase 400%
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10. Trend #5: Publisher CPMs Rise Fast
Lycos: CPMs jump 300%
Brand Technologies:
CPMs rise 100%
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11. Opportunities With OpenX
Plus…
• Buy ad space on OpenX
Market
• Enterprise grade ad-serving
solutions
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