This presentation describes the changes taking place in the marketing ecosystem due to the growth of digital marketing in general and of programmatic advertising in particular. It walks through the ecosystem from both an advertiser/goods producer and a publisher/content producer perspective and presents tips for optimum monetization in different business models. Roland Siebelink is Head of Quality & Productivity at Rocket Fuel and a former winner of the Silicon Valley Founder Showcase. Before Rocket Fuel he was CEO of TopicMarks (acquired by Tagged), Global Head of Strategy at Swiss Life and CEO of Avalu.

1. KeynotePresentation:
Usingthedigitalmarketing
ecosystemfordigitalmonetization
ROLAND SIEBELINK COLOMBIA 3.0 CONFERENCE | BOGOTÁ | JULY 30TH 2014

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Introduction
DIGITAL MONETIZATION/DIGITAL MARKETING | COLOMBIA 3.0
0
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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Digital marketing provides the best opportunity for
digital monetization of both paid and free products
Large opportunity in digital
marketing
Buying/
selling
automation
Cheaper
content
production
Shift in
viewing
habits
SUMMARY OF THE PRESENTATION
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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Structure of the presentation
Much of digital
monetization is
digital marketing
Titel
Advertisers can reach
many more prospects
more efficiently
Publishers can sell
much more ad space
more efficiently
Programmatic lets
innovative players
leapfrog their
competition
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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MAJORITY OF MEDIA TIME ONLINE AD SPENDING SHIFTING TO ONLINE
Digital media are already capturing the largest share
of user attention, and ad spending is catching up.
Media hours/consumer/day, globally
38.6%
29.2%
16.6%
8.5%
7.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015 2016
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
Other
Radio
Print
Online
TV

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Much of Digital Monetization
is Digital Marketing
DIGITAL MONETIZATION/DIGITAL MARKETING | COLOMBIA 3.0
1
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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Marketing is at the basis of monetization of any
product—whether digital or not
KEY ELEMENTS OF THE MARKETING ECOSYSTEM
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
ConsumersProduct
Vendors Publishers/
Retailers
content
attention
ad spend
audiences
sales proposition
paying customers

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attention
content
ConsumersPublishers/
Retailers
Product
Vendors
paying customers
Product vendors use advertising to show their sales
proposition to more prospective paying customers.
KEY ELEMENTS OF THE MARKETING ECOSYSTEM: PRODUCT VENDOR PERSPECTIVE
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
ad spend
audiences
sales proposition

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attention
content
ConsumersProduct
Vendors
paying customers
Digital content producers build audiences with free
content to earn income from digital advertising.
KEY ELEMENTS OF THE MARKETING ECOSYSTEM: PUBLISHER PERSPECTIVE
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
ad spend
audiences
sales proposition
Publishers/
Retailers

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Consumer’s attention shifting to online media creates
a massive growth opportunity for digital advertising
0%
20%
40%
60%
80%
100%
% of ad spending
% of consumer attention
TV
38%
TV
23%
Online
28%
Online
54%
Print
17%
Print
5%
Radio
9%
Radio
11%
Other
7%
Other
7%
CONSUMER MEDIA ATTENTION SHARE VS SHARE OF ADVERTISING SPENDING
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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Structure of the Presentation
Digital marketing is
the major digital
monetization
opportunity
Titel
Digital Marketing
For Advertisers
Digital Marketing for
Content Producers
The Programmatic
Momentum
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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Digital marketing offers advertisers
exceptional power and cost savings
DIGITAL MONETIZATION/DIGITAL MARKETING | COLOMBIA 3.0
2
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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attention
content
ConsumersPublishers/
Retailers
Product
Vendors
paying customers
Product vendors use advertising to show their sales
proposition to more prospective paying customers.
KEY ELEMENTS OF THE MARKETING ECOSYSTEM: PRODUCT VENDOR PERSPECTIVE
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
ad spend
audiences
sales proposition

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results
interest
Products sold online are first candidates for digital
monetization—but all product vendors can benefit.
PRODUCT VENDOR PERSPECTIVE, EXAMPLE #1: ONLINE RETAIL BANK
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
ConsumersOnline
Bank search
engine
ad spend
clicks
“open an account”
funds flowing in

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top 10
installs
App developers rely on app stores for quality control
and fulfillment but also for marketing their product.
PRODUCT VENDOR PERSPECTIVE, EXAMPLE #2: MOBILE GAME DEVELOPER
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
ConsumersGame
Developerr App store
fees
fulfillment
“no more boredom”
revenues

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EXPLOSION OF DIGITAL CONTENT HYPERPRECISE TARGETING
The explosion of digital content properties enables
advertising precisely aimed at ideal prospects.
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
100 million
Web sites
and apps
60 billion
daily
individual
ad spaces
worldwide
1 billion
anonymized
consumer
profiles
worldwide
Geographic Psychographics Lifestyle
Interests/Hobbies Past Purchase Social InfluencersIn-Market
Demographic
Channel Device DMA-City-Zip
Browser Ad Size Time of DayLanguage
Context

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Full measurabilty and instant changes allow for
constant optimization of thev value proposition.
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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Real-time bidding helps advertisers unbundle bulk
audiences and find attractive prospects directly.
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
DEMOGRAPHIC A
BEHAVIORAL
SEGMENT B
CONTENT
CATEGORY C
Bulk buying
in advance
Data
Campaign
target
Real-time
bid requests
Individual buying
in real time

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Amazon
Ebay
Efficient digital distribution platforms enable vendors
of all sizes to compete on a level playing field.
DISTRIBUTION PLATFORMS OFFER VENDORS MORE MONETIZATION OPTIONS
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
one shop
loyalty
ConsumersProduct
Vendor
fees
fulfillment
“delivered to you”
revenues

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Structure of the Presentation
Digital marketing is
the major digital
monetization
opportunity
Titel
Advertisers can reach
many more prospects
more efficiently
Digital Marketing for
Content Producers
The Programmatic
Momentum
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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Digital represents new monetization
opportunities for content producers
DIGITAL MONETIZATION/DIGITAL MARKETING | COLOMBIA 3.0
3
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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attention
content
ConsumersProduct
Vendors
paying customers
Digital content producers build audiences with free
content to earn income from digital advertising.
KEY ELEMENTS OF THE MARKETING ECOSYSTEM: PUBLISHER PERSPECTIVE
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
ad spend
audiences
sales proposition
Publishers/
Retailers

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Content can be monetized if the audience it produces
is an interesting target group to some product vendor.
PUBLISHER PERSPECTIVE EXAMPLE #1: BLOG AIMED AT FREQUENT TRAVELLERS
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
TravellersAirlines
Hotels
blog posts
attention
referral fees
audience
attract best prospects
increased spending
Blogger

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Search engines and social networks are publishers too,
they just produce their content in a different way.
PUBLISHER PERSPECTIVE EXAMPLE #2: SOCIAL NETWORK
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
ConsumersAdver-
tisers
social content
engagement
ad spending
views/clicks
brand exposure
Increased preference
Social
network

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Distributed global niche audiences have increased
the viability of the content “long tail”
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
100 1 2 3 4 5 6 7 8 9
10
0
1
2
3
4
5
6
7
8
9
# of audiences
Averageaudiencesize
1970 cost 2010 cost

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The cost to produce and edit compelling content has
fallen steeply, so that ad space can be added cheaply.
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
Cheap tools
Offshore producers
“Work for reference”
Cheap to add content
Content/
ad space
explosion

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Automated sell-side platforms can help publishers
maximize net yields across multiple sales channels.
Direct premium sale
No →
Yes
Network sale
No →
Yes
On-exchange RTB sale
Private Exchange Open Exchange
PUBLISHERS’ BEST PRACTICE: REAL-TIME MULTI-CHANNEL AD SALES STRATEGY
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
Bulk of sales without in-house sales force
50 ms 100 ms 150 ms 200 ms

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EXAMPLE PUBLISHER-OWNED DATA BUNDLED OR UNBUNDLED
Publishers can also monetize the data they gather on
their audiences—bundled with ad space or separate.
Custom
targeted
audiences
Sell
segments to
data brokers
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
Con-
sumers
Gender
Income
Kids in household
Behavior
Coupons
Contests
Site searches
Cam-
paigns
Past successes
Past converters

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Digital marketing is
the major digital
monetization
opportunity Advertisers can reach
many more prospects
more efficiently
Structure of the Presentation
Titel
Publishers can sell
much more ad space
more efficiently
The Programmatic
Momentum
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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The Programmatic revolution drives ever
more efficiencies into digital advertising.
DIGITAL MONETIZATION/DIGITAL MARKETING | COLOMBIA 3.0
4
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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Programmatic advertising drives efficiency even
further in that computers make all buying decisions.
CONTRAST BETWEEN TRADITIONAL ADVERTISING AND PROGRAMMATIC
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
Programmatic
buying
Bidding on
individual ad
impressions
In real time
For the
opportunity…
To show one
specific message
To one specific
consumer
In one specific
context
Traditional
buying
Buying collective
ad placements
In advance
For the
opportunity…
To show one
generic message
To a group of
consumers
Along a generic
content category

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Real-time bidding platforms are now auctioning over
30 billion impressions per month in Latin America
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
Programmatic reach in Central America: 56%
Monthly unique viewers: 250 million
Monthly bid requests: 30 billion
Programmatic Reach:
Exchange Partners
Programmatic reach in South America: 64%

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The world’s largest advertisers are recognizing the
superior ROAS of programmatic advertising.
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
Advertising Age
Leading
National Advertisers
80+/100 Fortune 100
Companies55+/100
Represents advertisers and brands who have spent with Rocket Fuel trailing 12mo ending 3/30/2014
FINANCE RETAIL TRAVEL TELECOM / CABLE
AUTO
DINING / OTHEREDUCATION
CPGENTERTAINMENT
TECHNOLOGYGOVERNMENT/NONPROFIT
HEALTH & BEAUTY
AGENCIES
$1M+ lifetime
customers96+

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Programmatic’s efficiencies are already driving the
majority of non-direct inventory buys in the US.
U.S. RTB-BASED INDIRECT AD SALES AS A SHARE OF TOTAL INDIRECT AD SALES
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
12%
$396 M
29%
$986 M
43%
$1.95 B
57%
$3.36 B
68%
$4.56 B
76%
$5.97 B
78%
$7.42 B
>80%
$8.49 B
10%
20%
30%
40%
50%
60%
70%
80%
2010 2011 2012 2013 2014 2015 2016 2017

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The variety of platforms and service providers makes
it easy for advertisers and publishers to get started.
KEY PLAYERS IN THE PROGRAMMATIC ADVERTISING ECOSYSTEM
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑
Advertisers
(Digital)
Advertising
Agencies
Agency
Trading
Desks
Demand
Side
Platforms Ad
Exchanges
Sales Side
Platforms
Ad
Networks
Publishers Consumers

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Digital marketing is
the major digital
monetization
opportunity Advertisers can reach
many more prospects
more efficiently
Structure of the Presentation
Titel
Publishers can sell
much more ad space
more efficiently
Programmatic lets
innovative players
leapfrog their
competition
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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Conclusion
DIGITAL MONETIZATION ECOSYSTEM | COLOMBIA 3.0 2014 ∑
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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Digital marketing is
the major digital
monetization
opportunity Advertisers can reach
many more prospects
more efficiently
Conclusion of the Presentation
Titel
Publishers can sell
much more ad space
more efficiently
Programmatic lets
innovative players
leapfrog their
competition
Intro | Monetization = Marketing | Advertisers | Publishers | Programmatic | ∑

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Time to answer questions—on Twitter and in the room

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Desert analogy