keynote sponsor – mopub

How Real-Time Bidding ChangesMobile Advertising

Jim Payne, CEO and FounderAdMonsters OPS London - May 15, 2012

@jimpayne - @mopub Tuesday, May 15, 12

What is MoPub? Full stack ad management for the mobile app publisher

Control your inventory from one place, eliminating multiple cumbersome SDKs

Tuesday, May 15, 12

Real-time bidding is the future of advertising in general, and especially in mobile

“The growth of real-time bidding may prove highly disruptive. An auction system allows everyone to discover the real value of online ads.”

-The Economist, May 5, 2011

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Programmatic buying provides for an efficient market in desktop ad markets

RTB has opened up a variety of approaches on the buy side leveraging data and scale to drive revenue

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Still, many in the industry don’t believe RTB can work in mobile

Why?

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Reason 1: Without cookies, we have nothing

Truth: Well, we have UDID

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Truth: Industry consensus will emerge - everyone’s incentives are aligned

Reason 2: There will be no way to track conversions if/when UDID disappears

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Reason 3: Mobile offers uninspiring formats

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Truth: Emerging rich media standards and interstitials drive engagement

Interstitials Rich MediaTuesday, May 15, 12

Truth: First party buyers have purchase data that networks haven’t provided a way for them to use

Reason 4: There is no data in mobile

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Truth: We see publishers are earning competitive CPMs without having to manage networks

Reason 5: No one is really doing RTB at scale - so it’s all theoretical

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Truth: Private marketplace is emerging more quickly in mobile than it did in desktop - because

in-app deals are harder to manage

Reason 6: Even if RTB worked well, it is just for remnant

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Real-time bidding for mobile advertising is here

Publishers and advertisers alike stand to benefit

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For more info, email info@mopub.comtwitter @mopub

Thank you!

Tuesday, May 15, 12