DigiPublish World Forum

1. m a k in g s o m e t h in g f ro m n o t h in g ®
HIDDEN STONES INTHE REVENUE STREAM
One Tag, All Ad Formats. Monetization made easy and effective.

2. m a k in g s o m e t h in g f ro m n o t h in g ®
• Traditional print (and others) are flocking to digital and creating a surplus on the supply side. Basic
economics shows this extra supply drives down price. Sure, advertisers are also going digital but at a
lesser rate than publisher real estate has been increasing.
• Over 10 years we have seen CPM dive ten-fold.
Excess Supply
• The irony is that publishers (print and others)
are flocking to digital in desperation and driving
this mechanism. Programmatic becomes an
easy “go to” along with lower pricing floors,
both further exasperating the economics by
making ads a commodity.
• Current ad bidding practices
are based upon aggregate or
projected unknowns that
also reduce averaged CPM.

3. m a k in g s o m e t h in g f ro m n o t h in g ®
• A decade ago the first Viewable Impression technology was accredited by the Media Rating Council.
Prior to that ads were served, paid for, and perhaps never seen. Today, we still hear the numbers
suggesting 50% of ads served are never seen plus fraudulent bot concerns etc.
• Advertisers, of course, hated paying for ads unseen and the “Viewability Revolution” was born then
quickly spun into a “Verification Revolution”. Verification technologies and methodologies sprung-up to
fix the Viewability problem because you cannot know what is seen below The Fold before The Render.
Viewability
Legacy Paradigm
Nielsen TV Ratings
Print Newspapers
Ad Location Limitation Policies
Ad Viewability Metrics
Publisher History or Rating
Digital Response
3rd Party Ad Verifications (after-the-fact)
Above / Below “Fold” Analogy and “Ad Slots”
Concentration / Clustering of Ads
Pixel Timers
Estimating Ad’s Bid Value Prior to Render
• Bidding is then based on historical aggregate, not inventory viewed, and corrected for via Verification.

4. Compare today’s “ad slots” to
traditional Print Newspapers
where content and ads are
printed on the same page at
the same time.
m a k in g s o m e t h in g f ro m n o t h in g ®
ONLINE PROBLEM:
The code responsible for ads and
code responsible for content are
the same file. Every time
publishers need to change
something related to the ads,
they unavoidably need to modify
the code of the webpages.

5. What if there was a digital
way to insert ads after page
render like Print Newspaper’s
Inserts – with those ads being
printed separately and then
inserted into the paper
without any modification of
main newspaper’s content.
The added inserts provide
incremental revenue based on
premium pricing, with
practical value for both
audience and publisher!
m a k in g s o m e t h in g f ro m n o t h in g ®

6. Today’s advertising requires predefined
“ad slots” hardcoded into webpages, so
content and ads render together.
“Above Fold” Viewability policies
(assured to be 100% Viewable) can then
cluster ads into top content locations,
diluting content and user experience.
m a k in g s o m e t h in g f ro m n o t h in g ®
Premium Viewability rating is therefore
limited to “above the fold” and
“between the margins” at page render.
“Infinite scroll” and “lazy loading” content
trends are now at odds with paradigm
Band-Aids® applied to protect advertisers,
perhaps at the expense of publishers.
What about widescreen opportunities?
100%
Best
70%
Better
50%
Good
50%
Good
4x 30%
Okay
2x 50%
Good
~49%
Averaged Bid

7. Primebid
Ad is inserted
into the active
viewport of the
user's browser.
Content remains as
is in cases of no fill.
LIQWID’s Primebid is similar to the common Prebid process and continually works in
the background performing auctions for each individual Viewable Ad Opportunity
determined upon the user’s active screen. LIQWID’s ads are therefore pre-verified
and presented for bidding in real time, fetching premium CPM rates!
100% Viewable
Opportunity is
determined and
presented for
premium bidding
Headerbidding
transactions
completed
The LIQWID engine keeps monitoring the
additional (infinite/lazy scrolled) content as
long as the user engages with the page.
Prebid
Primebid
Primebid
Webpage
loads
m a k in g s o m e t h in g f ro m n o t h in g ®
STOP
Primebid
Ad is inserted
into the active
viewport of the
user's browser.
Content remains as
is in cases of no fill.
100% Viewable
Opportunity is
determined and
presented for
premium bidding
Primebid
with bids fixed for above, below, viewed,
maybe viewed, never viewed, etc.

8. m a k in g s o m e t h in g f ro m n o t h in g ®
• Pages are more complex, with more media formats, client cookies, geo and behavior targeting, etc.
• Publishers have tighter overhead, lower CPM, fewer staff, outsourced ad management, etc.
• More direct in-house campaigns are desperately needed in the “easy” programmatic mix. Direct sales
drive overall market rates. Direct drives creative. Direct, however, can be more complex to code.
Complex Coding Efforts
• Publishers can have more control, more profit,
and more relevant ads with direct in-house.
• Ugh!! Content and ads are totally interwoven!!
• Mixing-in or the start/stop of direct campaigns
greatly complicates programmatic defaults with
extra coding at switchover and at switchback.
• Programmatic and direct are different “systems”
and syncing/timing of changeover is a challenge!

9. instantly
A single LIQWID® tag enables all ad formats and all
media on any website layout on all devices, instantly.
Display, Video, Rich Media and Native
Ads inserted as:
• Viewability Skins & Wallpapers
• Sticky Base & Lead
• Interstitials / Webmercials
• Adaptive & Rich Media creative
• Sponsored setups
• Self-cloning In-rails and In-listing units on
mobile and desktops
Supports All Media:
• Images
• HTML5
• Streaming
• 3rd-party tags (programmatic & ad
serving)
• Interactive games
• Social media and e-commerce inserts
m a k in g s o m e t h in g f ro m n o t h in g ®

10. Viewable Advertising Library (VAL)
Creates Viewable Inventory
for infinite-scroll and
dynamic AJAX pages by
automatically Cloning Ad
Units based on a specific
logic or pattern of the
scrolled in-view content.
Automatically
accommodates any existing
content structure in a
managed way.
The virtual nature of ad units
and targeting to specific
nodes within the webpage
allows for stripping the ad
slots and ad-delivery related
code from the code of the
webpages.
What took multiple hours (or weeks) of experienced programming can be achieved
instantly using a single “VAL Parameter” without touching the website code.
VAL ads are viewable-only and maximize revenue opportunities by nature of our automatized process.
Sample VAL Parameters:
m a k in g s o m e t h in g f ro m n o t h in g ®

11. VAL - Live Demo
Programmatic Defaults with
Easy Direct Campaigns!
Nikolai Mentchoukov (a.k.a. Father of the Viewable Impression)
m a k in g s o m e t h in g f ro m n o t h in g ®
Interactive Live Demo at: liqwid.com/demo

12. Comprehensive dashboard
(for Programmatic and Direct campaigns)m a k in g s o m e t h in g f ro m n o t h in g ®

13. m a k in g s o m e t h in g f ro m n o t h in g ®
• ALL the ad formats for both programmatic and direct sales, instantly!
• Incremental Primebid EXTRA ad revenue paid monthly, instantly!
• Patented placement technology with ZERO latency
• LIQWID is completely free to license and use, once registered, even for in-house
• No changes required to your website code, ever!
• LIQWID ads morph to your content and your user’s viewport, instantly!
• No expertise needed – we setup previews for you to approve and activate
• Transparent reporting and DIY campaign setup that is easy to learn
• You have complete control on automated direct campaigns and ad pricing floors
• Use automatically increases your viewability rating and ad premiums
• No disruption to existing monetization programs – we coexist and supplement
• Geo-targeted “EU Cookie Law” compliance module is built-in (optional)
Register and insert 1 simple keyed tag anywhere in your pages to get…

14. m a k in g s o m e t h in g f ro m n o t h in g ®
One Tag, All Ad Formats. Monetization made easy and effective.
Let’s Do It!! (Next Steps)
Registration Invite
Register
LIQWID Tag
Tag into Body of Webpages
Ad Previews
Approvals, Ad.txt, & Bank Info
Start Ad Exchanges
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