Leading the Automation of Advertising

Fact or Fiction: Header Bidding Works for Mobile Apps

Leading the Automation of Advertising

LARRY KANDALLDirector of Exchange

Operations, Curse@LKandall

JOE PRUSZHead of Seller,Rubicon Project

@JoePrusz

Reality: Mobile is eating the world; Programmatic is eating mobile

2012 2013 2014 2015 2016 2017 20180%

20%

40%

60%

80%

100%

Non-Programmatic Mobile Display Programmatic Mobile Display

15%

73%

IDC Digital Advertising Market Model 1Q15

The Problem: Mediation of Mobile Ad Demand

• Fails to prioritize demand for your inventory by price and causes latency; inspiring the adoption of still more ad blockers by mobile consumers

• De-prioritizes programmatic buyers, which is where 50% of mobile dollars come from today (where 75% of dollars will come from by 2018)

• Blocking high-priced demand from programmatic buyers below the primary and many other SDKs competing to win your impressions

Mediation is an outdated, legacy concept from 1999. It:

Problem: Traditional Waterfalls Leave Money on the Table

Programmatic Buys

AD SERVER

P1

P3

P7

P10

P12

P16

$$$$

$$$

$$

$

¢

0

VIP Direct Campaigns

Lower Priority Campaigns

SSPs & Ad Networks

House

Sponsorships

Private Marketplaces

• Direct deals prioritized over indirect

• Average impression value used

• Limits demand competition

So What Exactly is Header Bidding?

• Puts your inventory in front of a far more diverse set of buyers – including the AdWeek 50 – in both the open auction and private marketplaces.

• Increases your yield on each impression by forcing competition across direct-sold and programmatic demand

• Increases your revenue by empowering the highest priced buys to win across all properties

• Saves you time through not having to manage your waterfall

Header bidding is the key to increasing your CPMs and fill rates. It:

AD SERVER

After header bidding

• Direct and indirect deals compete

• Actual impression value used

• Fair competition for each impression

$$$$

$$$

$$

$

¢

0

P1

P3

P7

P10

P12

P16

VIP Direct Campaigns

Lower Priority Campaigns

SSPs and Ad Networks

House

Sponsorships

Private Marketplaces

Programmatic Buys

How it works:

PrimarySDK

HeaderSDK

PrimaryAd Server

HeaderAd Server

MobileApp

104

125

2

6

1

7

9

118

3Key/value pairKey/value pair

Key/value pair Key/value pair

Adapter for primary Ad

Server

i.e. - custom adapter for DFP or MoPub

Why Header Bidding is Important for Buyers and Sellers

Buyers: Header bidding allows for

access to a publishers best inventory so you can find

higher quality users!

SELLERS: Header bidding maximizes revenue by solving for the

loss of programmatic revenue because of an ad server setup that has reduced

competition.

Why Rubicon Project FastLane?• First to market; the industry’s most sophisticated header

bidding solution for mobile apps

• Bringing the most robust diversity of premium demand to compete / be intelligently prioritized alongside direct sold campaigns at any price or priority

• Private deals can sit higher in the ad stack and get better access to the app’s inventory, enabling better audience matching (intelligent allocation)

• Auction pricing pressure is created on secondary monetization systems running within the ad server

• FastLane functionality is obtained by integrating our SDK; our unrivalled account services are with you every step of the way

FastLane is live and ready to work for you!GET STARTED TODAY!

LARRY KANDALLDirector of Exchange

Operations, Curse@LKandall

JOE PRUSZHead of Seller,Rubicon Project

@JoePrusz