The document discusses how automation is the future of advertising. It summarizes: 1) Advertising has shifted from planned broadcasts months in advance to targeted real-time ads delivered to individuals. 2) Automation can streamline the many manual steps involved in advertising by connecting buyers and sellers through a unified platform. 3) Key trends in advertising include the rise of programmatic advertising, mobile taking the majority of ad spending, and connecting previously siloed data and channels through automation.

1. The Futureof Advertising is
Automation
Matthias Schenk
Director Northern & Central Europe

2. In the 1960s, Advertising
was Broadcast…
1
Ad forFamily of Five
Device
Ad Blasted to
Millions of People
Planned
MONTHS
In Advance

3. 5
Ads for Family of Five
Devices
Individually TargetedAds
Delivered in
REAL-TIME
Today, We Experience
1000s of Ads per Day.
Real-Time is Necessary.

5. EMAIL
PHONE
SPREADSHEET
S
E
L
L
E
R
Why Automation for the Advertising Industry?
Source: internal and customer data
B
U
Y
E
R
40 Manual Steps!

6. Advertising is a business driven by
brilliant 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.

7. BEFORE AFTER

8. BEFORE AFTER

9. (FINANCE) (TRAVEL) (RETAIL) (ADVERTISING)
High Value
Inventory
$$$$
2013+
Mid Market
$$
Low Value
Inventory 2007 - 2012
AUTOMATIO
N
Automation Evolution: Arrived in High Value

10. SKINS ROADBLOCKS EXPANDABLES
Trend 1: Programmatic High Impact Ad Formats

11. 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

12. “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 is
so great that the compromise is worth it.”
- Matej Novak, MD, CPEX
“Three years from its launch, La Place
Media has gone from strength to strength.
Independent governance combined with
solid backing across all levels of our
publisher members’ business are key
factors in our success.”
- Arthur Millet, MD, La Place Media
Trend 2: Premium Publishers pooling Data

13. Trend 3: Mobile
BY 2018, MOBILE WILL
TAKE 66% OF THE
GLOBAL DIGITAL AD
SPEND
DESKTOP WILL
BE JUST 34%

14. Trend 3: How to utilise the “First Screen”?
Ø Utilise Mobile Formats (Vertical Video, Native)
Ø Location to model completely new Audiences
Ø Make use of Cross-Device Tracking
Ø Integrated Planning (TV – Mobile – DOoH)

15. Seller Buyer
Rubicon Project Unified Platform
Trend 4: Automate all Media Channels

16. TV & CINEMA
Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at
YouTube)

17. PRINT: even Print is being automated
Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at
YouTube)

18. 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)

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

20. 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
WORKFLOW
54 hrs 45 mins
BITPOSTER
AUTOMATED
GUARANTEE
WORKFLOW
3 hrs 45 mins
EFFICIENCY SAVINGS
Bitposter Analysis

21. RUBICON PROJECT: A unified Marketplace
Rubicon connected Campaign Case:
“Rubicon Project: The Future of
Automation” (find at YouTube)

22. #1
Largest
independent
marketplace
5TR
Bid requests per
month
$1BN
Managed revenue in
2015*
+700
Rubicon Project
employees globally
#1
Largest
independent global
mobile ad exchange
#1
International
marketplace for
inventory quality**
+1BN
People connected
globally
+18BN
Transactions per
week
Source: *Rubicon Project, 2015 Earnings Call
**The Pixalate Global Seller Trust Index
THANK YOU!
Contact: mschenk@rubiconproject.com