1. JOSH WEXLER - @JoshWex
GENERAL MANAGER, MOBILE

2. Complexity Across The Ecosystem
Mobile Traffic
Accelerating
Multiple
Devices
Proliferation Of
Ad Formats
Multiple
Operating
Systems
Poor Sales
Training
No Cookies
Who Is Selling
What?
Lack Of Quality
Inventory At Scale
To SDK Or To
Not SDK
Poor Ad
Quality
Apps and/or
Mobile Web
HTML5 or
Responsive
Design
Who Is Buying
What?
#RPMobile

3. Yet The Market Opportunity Is Huge
7%
15%
43%
26%
10%
25%
11%
42%
22%
1%
Print Radio TV Internet Mobile
Time Spent Ad Spend
According to Mary
Meeker, the difference
between consumer
time spent consuming
content on the Internet
and Mobile is a $20
billion opportunity in
the US Market.
Source: Mary Meeker Internet Trends 12/3/2012
#RPMobile

4. The Fastest Growing Channel In Digital
According to eMarketer
mobile ad spend will
grow from 11% of total
digital ad spend in 2012
to over 38% in 2016.
This estimates 77.3%
growth in 2013
mobile ad spend and
55.5% growth in
2014.
Source: eMarketer, 2013
Note: includes display (banners and other, rich media and video), search and messaging-based advertising; ad spending on tablets is included.
$4.11
$7.29
$11.33
$16.17
$21.53
$27.13
$-
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
2012 2013 2014 2015 2016 2017
Mobile Ad Spend (Billions)
#RPMobile

5. The Evolution Of The Market
Server to Server (S2S)
+
Ad Networks
Premium
Server to Server (S2S)
+
Ad Networks
RTB
Private Marketplaces
Premium
Mobile Inventory
(Today)
Mobile Inventory
(Future)
#RPMobile

6. How Do We Do This For Mobile?
1. PACKAGING
2. DISCOVERY
3. TRANSACTION
4. OPTIMIZATION
#RPMobile

8. Premium Packaging
FORMATS
Premium ad formats
(e.g. rising star, dynamic ads)
TARGETING
Enhance media with mobile
specific targeting
(e.g. geo, carrier targeting)
MEASUREMENT
Beyond impressions & clicks
(e.g. no. of calls, video played)
#RPMobile

11. #RPMobile
INGRID LESTIYO - @ilestiyo
VP, MOBILE PRODUCT STRATEGY & OPERATIONS

12. DISCREPANCIES
ADS NOT RENDERING
LACK OF MOBILE
KNOWHOW
The Joys of Media Buying Today
#RPMobile
MOBILE IS AT LEAST 5x HARDER WITH
A FRACTION OF THE BUDGET

13. The Power of Automation
#RPMobile
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% Network % RTB

14. Automation from Sellers’ Perspective
#RPMobile
Inefficient

15. VOLUME
PRICE
The Rubicon Project, Inc. - Confidential -
Operational
challenges make
it hard for sellers
to determine the
most valuable
buyer
Automate the
determination of
the highest valued
buyer
Buyer 1
Buyer 2
Buyer 3
Buyer 4
Buyer 5
Current Mobile Advertising Technologies
Don’t Deliver Enough Value
#RPMobile

16. Create Private
Marketplace Packages
Publish to all major Agency
Trading Desks and DSPs at
once
Negotiate directly with the
Buyer within REVV
Connect
Merchandise your inventory
#RPMobile

17. Result of merchandising and automation
#RPMobile
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
Open RTB Direct (vanilla) - Private Exchange Direct (1st party data) - Private
Exchange
CPM

18. Automation from Buyers’ Perspective
#RPMobile
BLIND
TRANSPARENT

19. Efficient and easy-to-track transactions
#RPMobile
CASH CREDIT CARD

20. Wealth of insights in real-time
#RPMobile
LAGGED
REAL-TIME

21. Life of an automated ad transaction
#RPMobile
1. User visits App
4. Ads are checked for
quality, conflicts, price
6. Ad is placed
in App
Bid: $.95
Bid: $1.25
Bid: $1.76
Bid: $2.65
Bid: $1.89
3. REVV runs Unified Auction
across Ad Networks & DSPs
Ad Net 3
DSP 2
DSP 8
ATD 1
DSP 13
Game Ad
Auto Ad
Cellular Ad
Medical Ad
Finance Ad
X

X
Ad Quality  All OK
Block List X Auto Ad Blocked
Price Floor X Game Ad Blocked
ELAPSED TIME:
00:0030 seconds
30 milliseconds
5. Winning Ad
selected
Winning Bid: $1.89
2. REVV data profiles
the impression
Medical Ad

22. Automation = Win-Win
#RPMobile
BUYERS GET HIGHER ROI
&
SELLERS EARN MORE REVENUE

23. The Mobile Project
#RPMobile

24. The Mobile Project
WHEN MOBILE BUYERS & SELLERS CAN EFFORTLESSLY
PACKAGE, DISCOVER, TRANSACT, & OPTIMIZE,
MOBILE BECOMES
MASSIVELY SCALABLE
AUTOMATION & SIMPLIFICATION DRIVES GROWTH
#RPMobile

25. Providing Opportunities for Advertisers
#RPMobile
CHARLIE WEISS - @CharlieWSJ
Director, Digital Strategy and
Yield Management
Dow Jones
JOE PRUSZ- @JoePrusz
VP, Mobile Sales
Rubicon Project
@RubiconProject

26. Q & A