Mobile Programmatic Platform by Exebid.DCA

Why mobile
programmatic?
Why now?

The number of mobile Internet users
93 mln*
Active subscribers of mobile
Internet. In Russia by the end
of 2015
*Active subscription base of users in the SIM-
cards
52 mln
Active subscribers of mobile
Internet.In Russia by the end
of 2015
Report from Google Mobile Day

more than 60% 50%-60% less than 50%
64%
of mobile Internet in Russia
by the end of 2015
.
58%
in Russia by the end
of 2014
St. Petersburg
& Leningrad region 85%
Moscow & Moscow
region 90%
* Report from Google Mobile Day 2015© exebid 2016. All rights reserved

Devices used to access Internet
(dynamics during the year)
*TNS Web Index 100k+, +12, Q3 2015
+29% +25%
- 4%+10%
Smart TV

• in the age group of 12-24 years, the number has
increased to 16% (+ 6% per year)
• in the age group of 25-44 years, the number has
increased to 17% (+ 8% per year)
• in the age group 45+, the number has increased
to 10% (+ 4% per year)
Mobile Internet users
for different age groups
*TNS Web Index 100k+, +12, Q3 2015© exebid 2016. All rights reserved

85% of smartphone owners and 90% of
tablet users browse the Internet on their
devices every day

• Users spend on average 98 minutes
per day surfing the mobile Internet
• Active mobile users log in to their devices
on average 220 times a day — about every
3 minutes
© exebid 2016. All rights reserved Pay Pal report from ICOMference 2015 & TNS 2015

On average, people browse 7-8 sites
a day and open 5-6 applications
*TNS Web Index 100k+, +12, Q3 2015© exebid 2016. All rights reserved

Smartphones and tablet PC are used
for viewing online videos almost as
often as the stationary PC
20%
31%
17%
5%
21%
6%
18%
33%
18%
6%
21%
4%
22%
31%
14%
6%
23%
3%
Smartphones Tablet PC PC
* Report from Google Mobile Day 2015© exebid 2016. All rights reserved
Daily
Weekly
Monthly
Less than monthly
Never
Unknown

22% 82%
watch videos on their
smartphones more
often than on TV
18%
agree to watch
irrelevant
advertising
do not mind watching
mobile video advertising
which corresponds to
their interests
Online video consumption on mobile
devices worldwide
ZenithOptimedia. Online Video Forecast, August 2015
22,9%
40,1%
52,7%
58,1%
What data should be based on and used to
select the ads that match users’ interest?
28%
19%
18%
- based on videos viewed
- based on the history of recent views
- favorite brands
LAB, Mobile Video Usage: A Global Perspective, June 2015
LAB, Mobile Video Usage: A Global Perspective,
June 2015

Advantages of mobile
programmatic
• Geo-targeting with the exact real-time location of amobile user
• User segmentation on the basis of applications installed — the ability to
select specific target groups with a high percentage
• of matching their interests
• Individually adjustable technical and audience type targeting with no
extra charge
• Wide range of formats to use
• Support for all media formats (full-screen, video, native)

– full-stack programmatic platform
from DCA (Data-Centric Alliance)
• It ensures 100 percent coverage of mobile devices,
and all types of platforms
• 3-year long expertise in the development
and further advancement of programmatic solutions
• Long-term cooperation with global advertising brands

AdvertiserUser
Mobile site/app
DMP
DSPSSP
DSP
The platform which allows
the purchase of advertising
impressions from different
advertising networks and
exchanges
SSP
The platform which allows automation in
the sale of
advertising impressions
DMP
The data management platform which
allows to analyze the information and
conduct
advertising campaigns aimed
at the right audience

• 60+ billion advertising impressions per month
• Connected to over 50 SSP, which gives the
maximum coverage of the Russian mobile Internet
• 40+ million unique users able to see your ad
• 400 000+ mobile applications and sites used
by your audience
от

• Real-time campaign optimization, in accordance
with their goals and traffic purchasing models
• Any mobile formats — Video, Rich Media,
Native, and standard formats
• Payment Models CPM, CPC Effective-
CPC / CPM, CPA / CPI
от

Proprietary Targeting Identification technology:
• Cross-rate by unique users in allstock
exchanges
• Retargeting
• Dynamic audience segments, look-alike

Proprietary data management platform, which makes it possible
to combine advertising campaigns across multiple platforms.
Types of audience settings:
• Interests
• Search history
• Applications used
• Transfer history

The audience segments constructed in real time mode,
depending on user behavior and advertising goals

All possible technical targeting: geographical locations, including towns and
GPS coordinates, as well as operating systems, device models and their
manufacturers; connection types and telecommunications operators

Mobile technologies by
will help you to target your audience
The best way to deliver a message to your potential client
at the right time is to use mobile technology and audience
data for launching an advertising campaign in real-time mode

2/1 Bersenevskiy lane
Moscow, 119072
Phone: +7 (499) 429-09-77
For general inquiries:
common@datacentric.ru
For applicants:
cv@datacentric.ru

Mobile Programmatic Platform by Exebid.DCA

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