1. digiday: Networks
Optimizing the Buy
Frank Addante COMPANY OF THE YEAR – ALWAYS ON 2009
2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER
CEO & Founder TWIISTUP3 BEST IN SHOW
frank@rubiconproject.com PRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP
AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANY
(310) 943-4970 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
2. OVERVIEW
Mission: To automate the buying & selling Infrastructure of online
advertising
o Advertising Infrastructure Company
o Founded: May ’07;100 passionate employees:
Los Angeles (HQ) - New York – San Francisco - London
o $33MM funding
o Pioneered Ad Network Optimization (automate sell-side)
o Fastest Growing Ad Tech Company:
o 1500+ premium publisher customers
o 40 billion ad transactions per month
o 500 million global uniques
o 375 top ad networks (125 international)
o Results: 30% - 300% revenue lift
3. $65BN MARKET - PROBLEM: FRAGMENTATION OF $, INVENTORY AND NO AUTOMATION
1 MILLION 400+ 2 MILLION
PUBLISHERS AD NETWORKS ADVERTISERS
Top 500
Vertical Networks Behavioral Networks Exchanges
U.S. Publisher Audience = 60% US / 40% Intl’ (50 Countries) Google $
Format Networks
$
Yahoo! Microsoft AOL $
$
International Networks
Mid-sized (1000+) 25 Top Networks
$
$$$ $
250+ Others $
Publishers Networks
$ $
125 International
Local Networks
Small/Tail (900K+) $
4. SOLUTION:DEFRAGMENT SUPPLY & DEMAND + AUTOMATE BUYING & SELLING
1 MILLION 400+ 2 MILLION
PUBLISHERS AD NETWORKS ADVERTISERS
Top 500
Vertical Networks Behavioral Networks Exchanges
U.S. Publisher Audience = 60% US / 40% Intl’ (50 Countries) Google $
Format Networks
$
Yahoo! Microsoft AOL $
$
International Networks
Mid-sized (1000+) 25 Networks
$
$$$ $
250+ Others $
Publishers Networks
$ $
125 International
Local Networks
Small/Tail (900K+) $
5. GLOBAL MARKETPLACE
the Rubicon Project’s 76% reach (US
Internet 45 billion transactions
infrastructure powers population) processed monthly
the largest advertising
sales marketplace of
publishers, ad
20,000+
networks, exchanges websites 1500 premium
and audience publishers
representation firms.
400 ad networks 31% share of
& exchanges global Internet
population
The marketplace powered by the Rubicon Project’s
infrastructure reaches 500 million unique users – or
31% of the world Internet population – each month.
6. MARKET INSIGHTS 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
7. MARKET INSIGHTS
Key Pain Points for Publishers
o Channel Conflict hasn’t gone away
o 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?
8. CERTIFIED INVENTORY™
The Best Inventory on the Web
o ComScore Top 500 publishers
o 30+ content channels
o Rubicon Certified Inventory™
– 26checkpoints guarantee quality
9. SECONDARY PREMIUM 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
11. Easiest way for ad networks, publishers’ direct sales teams and
OUR NETWORK SOLUTION 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 users
o 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.
12. LANDSCAPE the Rubicon Project Ties the Industry Together
Clickable, Efficient Frontier
DoubleClick DFA, Atlas
Google Ad Manager
Publisher
DoubleClick DFP,
Buying & Selling
Infrastructure Ad Networks
Operative
Agencies
Publisher Ad Servers Forbes, ESPN, Fox
Ad Networks
Buying Optimization
$$
Adservers
Right Media, AdBrite
Publishers
Advertisers
Ad Ops
Lead Gen/SEM
Inventory Exchanges
AdSenseAd.com,
24/7 Media
Audience Rep
Firms
Scripps, Katz Radio
13. OVERVIEW
For additional
Market Intelligence,
download the free
2009 Online
Advertising Market
Report
Q1: Emerging Trends
& Outlook
rubiconproject.com/
market-report
14. Thank you
Frank Addante COMPANY OF THE YEAR – ALWAYS ON 2009
2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER
CEO & Founder TWIISTUP3 BEST IN SHOW
frank@rubiconproject.com PRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP
AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANY
(310) 943-4970 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
