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DoubleClick AdX for Publishers Dmitriy Lamonov Strategic Account Manager

Google confidential

RTB is no longer just about remnant

•  Capture more value from unsold impressions •  Protect direct sales focused on high CPM brand campaigns •  Get transparency into the buyer, advertiser and rate

Old Revenue Mix

Direct Indirect

$10+ CPM

~$1 CPM

CP

M

Impression Volume 1 100

New Revenue Mix

Direct Programmatic

CP

M

~$1 CPM

$10+ CPM

Impression Volume 1 100

Incremental brands & budgets

Preferred access ~$6 CPM

~$4 CPM

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Ad Network Optimization

Maximize yield from tag-based

networks

Open Auction

Programmatic, dozens of

buyers

Direct Premium in DFP

Guaranteed direct sales

(martini lunches optional)

Open & Liquid Exclusive & Reduced Demand

Today’s publisher has many ways to sell AdX gives you the flexibility to operate across the spectrum

3

Preferred Deals

Programmatic, one buyer, fixed price

Private Auctions

Programmatic, Multiple buyers, invitation only

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AdX + DFP = Full stack optimization Dynamic allocation ensures maximum yield

1 2 3

$2.50 $2.50

Highest paying DFP ad

The highest-paying booked ad competes in real-time with AdX buyers through dynamic allocation

Directly booked inventory competes for the impression

The impression is sold to the highest bidder

vs.

Highest paying AdX ads

Higher Yield •  Every major buyer, including AdWords •  RTB & ad network optimization •  Multiple programmatic options •  Cross-format, cross-device

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Unmatched global demand

Source: DoubleClick Internal

AdX offers massive demand, seamless access to AdWords

Millions of advertisers across all buyer segments

100% of the top ad networks

100% of agency holding

companies and DSPs

88% of inventory bought via RTB

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Create and negotiate deals in the UI Cut deals on your terms without the headaches of billing, contracts, or trafficking

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Cross-format, cross-device support A single platform to maximize revenue across all your inventory

Video

Rich Media

Mobile

More engaging formats with seamless support for third party expandables

Full mobile monetization including mobile web, optimized web and app inventory

In-Stream video support for all video ad lengths with demand for 15s, 30s, and longer formats

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A full range of controls and protections

Inventory & Pricing

Control what you sell and for how much

Data & Technology

Control how buyers use information

Control which technologies buyers can use

Buyers & Ads

Control which agencies, advertisers, and buyers

have access

Which ads & ad categories run

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Extensive category blocking Our algorithms instantly analyze and categorize every ad

•  More than 1,200 continually updated categories

•  This includes sensitive categories, such as politics, weight loss and more

•  Analysis powered by Google’s advanced content analysis technology, based on ad content and landing page content

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Find and block any ad in seconds The Ad Review Center, now powered by Google search technology

•  Search for ads by text, even if its in an image or rich-media

•  Search for visually similar ads by uploading any image (including logos or screenshots)

•  Block multiple ads with a click

•  Watch the demo video

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Q2 Inventory & Pricing Management

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•  Branded: Trusted buyers, higher min-CPMs

•  Semi-transparent: Allows you to block URL, shows publisher name and custom inventory label (e.g. MySite:News)

•  Anonymous: Keep your identity secret. Anonymous id and labels only

Transparency Controls Q2