1

Accelerating Growth of RTB Industry

2

1950

3

$31B

4

1994

5

2007

6

4.6%

7

11.5%

8

39.5%

9

2012 2013 2014 2015 2016 2017$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

$8,000,000

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

US Programmatic Market Size

US Programmatic Revenues ($000's) Programmatic Growth Rate

$2.4bn

$7.5bn

10

Programmatic Share of Display

17.5%82.5%

2012

Programmatic BuyingTraditional Buying

43.0%

57.0%

2017

11

Explosion of Media Playing Technology

12

Fully Mediated Consumers

13

A Day in the Mediated Life

14

2.3 Ads per Waking Minute

15

1 : 1,024

16

Resolving Tensions for Escape Velocity

17

Resolved Issues

+Deploying technology to manage complexity

+Adoption of Audience Buying

+Bifurcation of paid media buys

+Fear of channel conflict

+Devaluation of commodity ad impressions

18

Tensions to Resolve

1. Transparency vs. Margin Pressure

2. Privacy vs. User Experience

3. Creativity vs. Production Efficiency

4. Bundling vs. Targeting

5. Dynamic Insertion vs. Simultaneous Consumption

6. Audience vs. Outcomes

19

Transparency: Add Value or Go Home

20

Authentication Powers 1st Party Data

Despite consumer apathy, writing on the wall• Do Not Track Me Online Act of 2011• Kerry/McCain Commercial Privacy Bill

of Rights Act of 2011• Microsoft IE10 ‘Do Not Track’ option• Various restrictions in Europe

21

Machine Made Ads Suck

22

Bundling Low Value with High

23

Can Dynamic Ad Insertion Scale Cross Media?

24

Media Planning Holy War

Predictable

Universe Coverage

Spend to Threshold

25

Areas to watch

+Private Exchanges

+Contextual signals of value

+Overnight TV and Radio

+ANA Procurement Task Force

26

Thank you!@brionic