The Future of Advertising is Automation

Matthias SchenkDirector Northern & Central Europe

In the 1960s, Advertisingwas Broadcast…

1Ad for Family of Five

Device

Ad Blasted toMillions of People

PlannedMONTHS

In Advance

5Ads for Family of Five

Devices

Individually Targeted Ads

Delivered inREAL-TIME

Today, We Experience 1000s of Ads per Day. Real-Time is Necessary.

EMAIL

PHONE

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Why Automation for the Advertising Industry?

Source: internal and customer data

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40 Manual Steps!

Advertising is a business driven bybrilliant and creative people.

Rubicon Project exists to AUTOMATE the buying and selling of ALL advertising so the people in advertising can get back to being

brilliant and creative.

BEFORE AFTER

BEFORE AFTER

(FINANCE) (TRAVEL) (RETAIL) (ADVERTISING)

High ValueInventory

$$$$2013+

Mid Market$$

Low ValueInventory 2007 - 2012

AU

TO

MA

TI

ON

Automation Evolution: Arrived in High Value

SKINS ROADBLOCKS EXPANDABLES

Trend 1: Programmatic High Impact Ad Formats

Big US Companies building Silos around their Data & Inventory

Even more dramatic with Consumers shifting to Mobile (=main traffic on US Apps)

Trend 2: Silos & Walled Gardens

“To face up to global competition (Google,Facebook etc) individually, we are weak.Even if we are competitors as publishers,the value we gain from working together isso great that the compromise is worth it.”

- Matej Novak, MD, CPEX

“Three years from its launch, La PlaceMedia has gone from strength to strength.Independent governance combined withsolid backing across all levels of ourpublisher members’ business are keyfactors in our success.”

- Arthur Millet, MD, La Place Media

Trend 2: Premium Publishers pooling Data

Trend 3: Mobile

BY 2018, MOBILE WILL TAKE 66% OF THE GLOBAL DIGITAL AD SPEND

DESKTOP WILL BE JUST 34%

Trend 3: How to utilise the “First Screen”?

Ø Utilise Mobile Formats (Vertical Video, Native)Ø Location to model completely new AudiencesØ Make use of Cross-Device TrackingØ Integrated Planning (TV – Mobile – DOoH)

Seller Buyer

Rubicon Project Unified Platform

Trend 4: Automate all Media Channels

TV & CINEMA

Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at YouTube)

PRINT: even Print is being automated

Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at YouTube)

RADIO: Uplifts in Targeted Audio

36% Uplift in Purchase Consideration:

83% Uplift in Intention to Visit Store:

Cases with Spotify Audio Ads: Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at YouTube)

DOoH

Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at YouTube)

DOoH: Value of Automation

Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at YouTube)

RESPONSE TO BRIEF

PLAN ITERATION

OPTIONING BOOKING PRODUCTION QA REPORTING AND AUDITING

87%

INSERTION ORDER WORKFLOW54 hrs 45 mins

BITPOSTER AUTOMATED GUARANTEE WORKFLOW3 hrs 45 mins

EFFICIENCY SAVINGS

Bitposter Analysis

RUBICON PROJECT: A unified Marketplace

Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at YouTube)

#1Largest

independent marketplace

5TRBid requests per

month

$1BNManaged revenue in

2015*

+700Rubicon Project

employees globally

#1Largest

independent global mobile ad exchange

#1International

marketplace for inventory quality**

+1BNPeople connected

globally

+18BN Transactions per

week

Source: *Rubicon Project, 2015 Earnings Call**The Pixalate Global Seller Trust Index

THANK YOU!

Contact: mschenk@rubiconproject.com