1310 omma adnets sponsored lunch open x

Ad Exchange 2.0:Quality, Control, & Efficiency

Qasim Saifee, GM Media Services

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A Trend You Can’t Ignore

• Exchange traded media takes off:– 2010: $730 Million– 2011 (est): $1.4 Billion

• Real-time bidding grows fast:– 2010: $350– 2011 (est): $823

Source: Forrester Consulting Feb 2011

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Still Some Challenges

• Ad and site quality concerns• Not all exchanges are RTB enabled• Inadequate controls & transparency• Complexity

What If We Rebuilt Ad Serving?

2 years in the making, millions in development

Major Publishers Adopt the Platform

Why all the excitement?

A Unique Relationship With Publishers

Publishers put inventory into OpenX Market directly via their ad server

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Top Quality Sites on OpenX Market

Sample publishers:

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Sample publishers:

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Sample publishers:

Buyers on OpenX MarketDSPs

Ad Networks

Major Brands

Trading Desks

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Explosive Growth on OpenX Market

• 450 M global unique users

• 180 M US unique users• 30 B Monthly Imps

Growing at over 200% a year!

How OpenX Market Works


OpenX Market

Real-time Auction

Publisher floor price (.75)


OpenX Market

Real-time Auction


I bid $.95

I bid $1.25

I bid $1.50


OpenX Market

Real-time Auction


Winning bid price (1.25)

I bid $.95

I bid $1.25

I bid $1.50

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Publisher Controls

• What inventory• Minimum prices• Who can buy• What ads can run

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Buyer Controls

• Granular targeting:• 3rd party targeting data• BrandSafe inventory• Transparent domain

level reporting

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Case Study:

Results:• 400% lift in branded

searches• 40% increase in website

traffic• 450% increase in Internet

sales

Launched major campaign on OpenX Market

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The Bottom Line

Maximize yield while maintaining control

Reach highly targeted audiences at scale in a safe, transparent environment

1310 omma adnets sponsored lunch open x

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