This document discusses the growth of real-time bidding (RTB) in digital advertising, particularly the shift to mobile RTB. It notes that RTB now accounts for most spending and impressions on OpenX's ad exchange. It also explains that mobile RTB presents new challenges since mobile lacks cookie-based identifiers. The document promotes OpenX's platform for buying and selling mobile inventory through RTB and highlights some publisher and buyer customers using OpenX.
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“The Mobile RTB Disconnect”
1. “The Mobile RTB Disconnect”
Mike Downey, VP Mobile Solutions
MikeD@ openx.com
2. A Quick Look Back:
The Roots of Real Time Bidding
3. RTB Spending Explodes
OpenX Market RTB
• 89% of Revenue
• 63% of Impressions
S ources: Internal Google data based on DoubleClick Ad Exchange spend via RTB, not including inventory won by
AdWords. January 2010 through May 2011. And OpenX internal data.
7. Mobile RTB: New Logic Required
No cookie-based unique
identifier in mobile.
Incumbant DSPs Insurgent Mobile DSPs
8. OpenX Publisher Solutions
Sell direct across all formats
Ad
Server (Display, mobile, email, video)
Ad RTB increases non-guaranteed
Exchange CPMs with full controls
Yield All buyers compete in
Optimizer the ad server to max yields
13. What Our Customers Say
“When we have a problem,
the support has been awesome . ”
- Chuck Bartlett, Web Administrator of
“Within 2 months,and with a lot of help form our OpenX team,
our CPMs quadrupled. ”
- Kristyn Lyons, Ad Operations Manager at
“Our smaller publications could immediately generate revenue
by attracting national advertisers. ”
- Andrew Dix, President
