Major points from the document: - Real-time bidding (RTB) is growing rapidly, with the top 1,000 advertisers increasing their RTB spending from 17% to 23% of their plans over the last year. However, some brands remain on the sidelines. - Both major advertisers like Adobe, BMW, and 1-800-Flowers as well as publishers across premium and long-tail sites are increasingly using RTB, with some publishers deriving 20% or more of their inventory from RTB. - Ad networks are reinventing themselves through RTB, with some becoming "RTB first" networks and others using a hybrid model of direct deals and RTB.

1. RTB Realities
OMMA RTB 2013
Gabe Gottlieb
Co-Founder/CEO YieldMetrics

2. What’s actually happening in the market?

3. How we gather our data
US Display Market

4. 4
Brands + RTB

5. Average Campaign Plan for a
Top 1,000 Advertiser
Data is May 15-July 15 2013

6. RTB Growth Last 3 Quarters
Top1,000 advertisers
RTB % of plan

7. Advertisers ARE Using RTB
Data is May 15-July 15 2013
Top 1,000 Advertisers

8. Prototypical Brand - Adobe
Adobe Buying
Networks RTB
Data is May 15-July 15 2013

9. Example Creatives
Direct RTB + Network

10. Sample Publishers
Direct RTB

11. BMW
Direct RTB (Over 30%)
Data is May 15-July 15 2013

12. Top RTB Users
Data is May 15-July 15 2013
RTB % of plan (Top 1,000 Advertisers)

13. 1-800-FLOWERS
Over 70% RTB
Data is May 15-July 15 2013

14. J.C. Penney
Over 50% RTB
Data is June 15-July 15 2013

15. Lowest RTB Users
Data is May 15-July 15 2013
RTB % of plan (Top 1,000 Advertisers)

16. White House Down
100% Direct
Data is May 15-July 15 2013

17. Nintendo
Over 80% Direct
Data is May 15-July 15 2013

18. 18
Publishers + RTB

19. Publishers Are Using RTB
Data is May 15-July 15 2013

20. Prototypical Publisher - NBCSports
NBCSports Sales
NetworkRTB Ad Server
Data is May 15-July 15 2013

21. Example Creatives – NBCSports.com
Direct RTB + Network
Data is May 15-July 15 2013

22. 22
The New Networks

23. RTB First Networks
Sample Sites Channel
/

24. Hybrid Networks
Sample Sites Channel
Direct Deal
(partnership)

25. Takeaways
RTB is here and thriving
Advertisers have grown their RTB usage from 17% to
23 % in less than a year; however, some brands and
categories sitting on the sidelines
Publishers of all sizes providing inventory - at least
20% across premium & long tail
Ad Networks are reinventing themselves through RTB

26. Questions?
@GabeGottlieb
Gabe@YieldMetrics.com