Frank Addante, founder of The Rubicon Project, was asked to talk about the Future of Automated Trading at the ExchangeWire ATS conference in London, here is his presentation.

1. WHAT IS THE
FUTURE OF
AUTOMATED
TRADING?
@FrankAddante

2. WE’RE NOT
THAT
BRILLIANT

3. THIS HAS BEEN DONE BEFORE
FINANCE
TRAVEL
RETAIL
ADVERTISING
Premium
NEXT
AUTOMATION
Mid
Market
N O W
Remnant
2007
-­‐
2012

4. M I S S I O N
AUTOMATE
BUYING &
SELLING OF
ADVERTISING"

5. Agency2Publisher

7. DON’T
BE
EVIL

8. PUBLISHER MARKET HIGHLY FRAGMENTED
comScore
6-­‐25
Total
Display
Ad
Share
of
Rank
Publisher
Impressions
(MM)
Display
Ads
6
Glam
Media
7,694
1.7%
7
ESPN
5,520
1.3%
3
Major
Segments
8
Turner
Digital
5,375
1.2%
9
eBay
4,505
1.0%
10
Amazon
Sites
4,108
0.9%
11
Viacom
Digital
3,536
0.8%
12
Weather
Channel,
The
2,205
0.5%
13
CBS
Interac[ve
2,142
0.5%
14
New
York
Times
Network
1,997
0.5%
15
Ganne^
Sites
1,951
0.4%
16
Fox
News
Digital
Network
1,912
0.4%
Facebook
comScore
6-­‐1000
17
DRUDGEREPORT.COM
1,874
0.4%
18
Comcast
Corpora[on
1,779
0.4%
19
PANDORA.COM
1,555
0.4%
20
NFL
Internet
Group
1,522
0.3%
21
Mevio
Network
1,516
0.3%
22
WildTangent
Media
1,467
0.3%
Yahoo!
23
MEDIATAKEOUT.COM
1,371
0.3%
24
TAGGED.COM
1,353
0.3%
25
Com
Enterprises
Inc.
1,281
0.3%
Long
Tail
(mostly
Google)
MicrosoE
AOL
Google

9. SOLUTION: EASY, SAFE ACCESS @ SCALE

10. IT’S ALL AUTOMATION
RTB
DSP
DON’T
focus on acronyms
SSP
PMP

11. MAKE IT EASIER TO SPEND IN DIGITAL
Premium
DO
automate Non-
Guaranteed
all
inventory
Remnant

12. automation no control
GPS DOESN’T DRIVE YOUR CAR FOR YOU

13. COMPUTERS SCARED PEOPLE
C:> HUMAN:
I WILL REPLACE
YOU

14. THEY DIDN’T REPLACE PEOPLE

15. COMPUTERS NEED PEOPLE

16. NOT NEW: JUST BETTER, FASTER CHEAPER
RTB HTTP
COMPUTER
PRIVATE
ENFORCED
MARKETPLACES
SELLING RULES

17. A MORE POWERFUL WORLD
BIG ALGO-
197,000 DECISIONS
3 PETABYTES DATA DATA RITHMS
PER AD
650 MILLION UVS 1 MILLION TIMES
PER SECOND
REAL TIME
CLOUD
16,000 CPU CORES
40+ GIGABITS DATA / SECOND

18. NEXT: GET TECH OUT OF THE MIDDLE

19. AND GET BUYER & SELLER TOGETHER
DEAL ID"
TECH UNDERNEATH

20. SUMMARY: AUTOMATION IS HAPPENING
acronym
confusion

21. WE’VE SEEN THIS STORY BEFORE
WE’RE NOT THAT BRILLIANT
FINANCE
TRAVEL
RETAIL
ADVERTISING
Premium
NEXT
AUTOMATION
Mid
Market
N O W
Remnant
2007
-­‐
2012

22. @FrankAddante
REAL TIME TRADING
# 1
R E A C H
P L A T F O R M
A S
M E A S U R E D
B Y
C O M S C O R E