Rubicon Project Networks
14
digiday: Networks Optimizing the Buy Frank Addante CEO & Founder [email protected] (310) 943-4970 COMPANY OF THE YEAR – ALWAYS ON 2009 2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER TWIISTUP3 BEST IN SHOW PRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES #24 ON FAST COMPANY FAST 50 READER FAVORITES
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Transcript of Rubicon Project Networks
digiday: NetworksOptimizing the Buy
Frank AddanteCEO & [email protected](310) 943-4970
COMPANY OF THE YEAR – ALWAYS ON 20092008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER
TWIISTUP3 BEST IN SHOWPRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP
AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANYAMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY
AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES#24 ON FAST COMPANY FAST 50 READER FAVORITES
OV
ERV
IEW
Mission: To automate the buying & selling Infrastructure of online advertising
o Advertising Infrastructure Companyo Founded: May ’07; 100 passionate employees:
Los Angeles (HQ) - New York – San Francisco - Londono $33MM fundingo Pioneered Ad Network Optimization (automate sell-side)
o Fastest Growing Ad Tech Company:o 1500+ premium publisher customers
o 40 billion ad transactions per month
o 500 million global uniques
o 375 top ad networks (125 international)
o Results: 30% - 300% revenue lift
Loca
l Net
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In
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at N
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Exc
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$65BN MARKET - PROBLEM: FRAGMENTATION OF $, INVENTORY AND NO AUTOMATION
$$$
Mid-sized (1000+)
Small/Tail (900K+)
1 MILLION PUBLISHERS
Top 500
2 MILLIONADVERTISERS
$
$
$
$$
$
$
$
$
$
400+AD NETWORKS
Yahoo! Microsoft AOL
25 Top Networks
250+ Others
125 International
U.S
. Pub
lishe
r Aud
ienc
e =
60%
US
/ 40%
Intl’
(50
Coun
trie
s)
Massive Fragmentation!
Loca
l Net
wor
ks
In
tern
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al N
etw
orks
F
orm
at N
etw
orks
Publ
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orks
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ks B
ehav
iora
l Net
wor
ks
Exc
hang
es
SOLUTION: DEFRAGMENT SUPPLY & DEMAND + AUTOMATE BUYING & SELLING
$$$
Mid-sized (1000+)
Small/Tail (900K+)
1 MILLION PUBLISHERS
Top 500
2 MILLIONADVERTISERS
$
$
$
$$
$
$
$
$
$
400+AD NETWORKS
Yahoo! Microsoft AOL
25 Networks
250+ Others
125 International
U.S
. Pub
lishe
r Aud
ienc
e =
60%
US
/ 40%
Intl’
(50
Coun
trie
s)
Massive Fragmentation!
GLO
BA
L M
AR
KETP
LAC
E
the Rubicon Project’s infrastructure powers the largest advertising sales marketplace of publishers, ad networks, exchanges and audience representation firms.
45 billion transactions processed monthly
45 billion transactions processed monthly
20,000+ websites20,000+ websites
400 ad networks & exchanges
400 ad networks & exchanges
1500 premium publishers
1500 premium publishers
The marketplace powered by the Rubicon Project’s infrastructure reaches 500 million unique users – or 31% of the world Internet population – each month.
The marketplace powered by the Rubicon Project’s infrastructure reaches 500 million unique users – or 31% of the world Internet population – each month.
31% share of global Internet
population
31% share of global Internet
population
76% reach (US Internet population)
76% reach (US Internet population)
MA
RK
ET I
NSI
GH
TS The Flight to Transparency and The Importance of Audience
o Greater transparency: the most successful ad networks are those that allow advertisers to specifically target inventory and audience, let publishers exclude certain ads, and can pinpoint when a given ad runs for either side
o A shift to audience-based buys: instead of targeting users by keyword (or context), advertisers are actually buying publisher audiences
CAMPAIGN
MA
RK
ET I
NSI
GH
TS Key Pain Points for Publishers
o Channel Conflict hasn’t gone awayo Media waste: Ad impressions go un- or under-
monetized (like empty airplane seats) when ad networks themselves have more inventory than they can fill – leaving publishers in the lurch
o Undervaluation of secondary premium inventory: if direct sales teams are best at selling premium ad units, and networks have historically generated value around less-premium inventory, what about the impressions in the middle — AKA secondary premium inventory?
o ComScore Top 500 publisherso 30+ content channelso Rubicon Certified Inventory™
– 26 checkpoints guarantee quality
The Best Inventory on the WebCE
RTIF
IED
INVE
NTO
RY™
Secondary premium inventory: like merchandise that Gucci sells at Bloomingdale’s: high-end “display ad” inventory aimed at broader market with lower price point
Publishers should be getting higher CPMs for this inventory than they are typically getting from most ad networks today
SECO
NDA
RY P
REM
IUM
HO
W W
E C
AN
HEL
P…
OU
R N
ETW
OR
K S
OLU
TIO
N Easiest way for ad networks, publishers’ direct sales teams and audience sales representatives to fulfill their advertisers’ campaigns with Rubicon Certified
Inventory™ targeted by audience segment.
o Unlocks access to inventory from thousands of the Web’s largest premium publishers in one place; hundreds available exclusively with the Rubicon Project
o Buyers have 24/7 access to 500 million global userso Quickly tailor orders to achieve precise audience targeting from hundreds of audience
and behavioral segments across Rubicon Certified Inventory™o Strict quality standards ensures advertisers’ brands are protected
** Note: Rubicon onDemand is available only to our ad network/audience rep partners – not to advertisers/agencies directly.
Publ
ishe
rs
Publ
ishe
r Ad
Serv
ers
Dou
bleC
lick
DFP
, G
oogl
e Ad
Man
ager
Ad O
psO
pera
tive
DoubleClick D
FA, Atlas
Forbes, ESPN, Fox
Buying & Selling Infrastructure
Clickable, Efficient Frontier
AdSense Ad.com,24/7 Media
Exchanges
Ad Networks
Right Media, AdBrite
Publisher Ad Networks
Buying Optim
ization
Adservers
Inventory
AgenciesLead G
en/SEM
Advertisers
$$
LAN
DSC
AP
E the Rubicon Project Ties the Industry Together
Audience Rep Firms
Scripps, Katz Radio
OV
ERV
IEW
For additional Market Intelligence, download the free 2009 Online Advertising Market ReportQ1: Emerging Trends & Outlook
rubiconproject.com/market-report
Thank you
Frank AddanteCEO & [email protected](310) 943-4970
COMPANY OF THE YEAR – ALWAYS ON 20092008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER
TWIISTUP3 BEST IN SHOWPRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP
AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANYAMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY
AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES#24 ON FAST COMPANY FAST 50 READER FAVORITES
