Introducing Rubicon onDemand
April 21, 2009
COMPANY OF THE YEAR – ALWAYS ON 2008
2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER TWIISTUP3 BEST IN SHOW PRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES #24 ON FAST COMPANY FAST 50 READER FAVORITES
OVERVIEW
Mission: To automate the buying & selling of online advertising
o Advertising Technology Company
o Founded: May ’07; 100 passionate employees: Los Angeles (HQ) - New York – San Francisco o $33MM funding o Pioneered Ad Network Optimization (automate sell-side)
o Fastest Growing Ad Tech Company:
o o 1500+ premium publisher customers 40 billion ad transactions per month
o
o o
500 million global uniques
375 top ad networks (125 international) Results: 30% - 300% revenue lift
MARKET EVOLUTION
Past 5 years:
o o o o
Audience moved online: Advertisers following: Ad network explosion: Audience erosion:
33% of time spent online1 Ad spend increased to $65BN 2 400+ global Publishers launching networks
(CBS, NBC, Forbes, ESPN…)
o Ad networks help advertisers move more $ online o Problem: $ fragmented to 400+ ad networks
Future:
o More ad networks (to service advertisers)
• local, international, format, publishers, vertical, behavioral 2
o More online ad spend, growing to2$106BN in 2011 o Current economic pressure will drive demand for efficiency
1. Source: IDC, February 2008 2. Source: IDC Digital Marketplace Model and Forecast, 2008
PROBLEM: FRAGMENTATION OF $, INVENTORY AND NO AUTOMATION
1 MILLION PUBLISHERS
Top 500
U.S. Publisher Audience = 60% US / 40% Intl’ (50 Countries)
400+ AD NETWORKS
2 MILLION ADVERTISERS
Google
$ $
Yahoo!
Microsoft
AOL
$ $
Mid-sized (1000+)
25 Top Networks
$
$$$ 250+ Others
$ $
125 International
$ $
$
Small/Tail (900K+)
P R O B L E M : A U TO M AT E B U Y
SOLUTION: DEFRAGMENT SUPPLY & DEMAND + AUTOMATE BUYING & SELLING
1 MILLION PUBLISHERS
Top 500
U.S. Publisher Audience = 60% US / 40% Intl’ (50 Countries)
400+ AD NETWORKS
2 MILLION ADVERTISERS
Google
$ $
Yahoo!
Microsoft
AOL
$ $
Mid-sized (1000+)
25 Networks
$
$$$ 250+ Others
$ $
125 International
$ $
$
Small/Tail (900K+)
PUB SALES CHANNELS
Publishers
Guaranteed
Direct Sales
Agencies
Ad Networks (U.S.) +
Google/Yahoo/MS/AOL Ad Networks (Intl) + Exchanges + Other Pubs * Audience Represention * Non-Guaranteed
* Exclusive to the Rubicon Project + tRP Adds
Advertisers
Lead Gen/SEM
Expose Publisher Inventory to Most Demand Possible
the Rubicon Project
INRTRODUCING…
RUBICON ONDEMAND
Inventory™
Easiest way for ad networks, publishers’ direct sales teams and audience sales representatives to fulfill their advertisers’ campaigns with Rubicon Certified targeted by audience segment.
o o o o
Unlocks access to inventory from thousands of the Web’s largest premium publishers in one place; hundreds available exclusively with the Rubicon Project Buyers have 24/7 access to 500 million global users Quickly tailor orders to achieve precise audience targeting from hundreds of audience and behavioral segments across Rubicon Certified Inventory™ Strict quality standards ensures advertisers’ brands are protected
LANDSCAPE
the Rubicon Project Ties the Industry Together
Clickable, Efficient Frontier
DoubleClick DFA, Atlas DoubleClick DFP, Google Ad Manager
Operative
Buying & Selling Infrastructure
Publisher Ad Networks
Forbes, ESPN, Fox
Agencies
Publisher Ad Servers
Buying Optimization
$$
Adservers
Publishers
Ad Ops
Ad Networks
Right Media, AdBrite
Inventory
Advertisers
Lead Gen/SEM
Exchanges
AdSense Ad.com, 24/7 Media
S U M M A R Y: R U B I C O N O N D E M A N D
Buy-side Automation Unlocks Publishers’ Ad Inventory: o Massive Access Point of Publisher Inventory: o 40 Billion Rubicon Certified™ ad impressions o 500 Billion global uniques o 1500 premium publishers o Already processed 780 orders (in first 2 weeks) o 2.5 Billion impressions filled o Next: Rollout to 1500 customers and 375 networks
They’re onDemand… Are you?
Introducing Rubicon onDemand April 21, 2009
COMPANY OF THE YEAR – ALWAYS ON 2008 2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNER TWIISTUP3 BEST IN SHOW PRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUP AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANY AMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES #24 ON FAST COMPANY FAST 50 READER FAVORITES