Rujul Patel from Amobee's presentation from Digiday Publishing Summit in Vail, CO -- 3/27/15.

1. (n.) the company defining digital marketing.
Blend to Maximize Revenue
Rujul Patel
SVP, Global Publisher Solutions

2. Evolution of Mobile Monetization
Mobile
Agencies
Early ad
networks
Ad networks
Direct
Ad networks
Direct
DSPs
RM
Ad networks
RTB
Video/3D
Audience
Native
Desktop
OEMs
MNO Portals
Higher yieldsLimited options
2005 2014

3.  Online ≠ Mobile
 Not everything is the same
 Mobile Web ≠ In-App
 SDKs are a reality and both need an individual approach
 Programmatic, in mobile, leaves much to be desired
 Significant demand is locked up in specialized ad networks
3
Do Online Tactics Work?
2 April 2015 [a•mo•bee] Confidential. Do not distribute.

4. Your Stack May Not be Enough
42 April 2015 [a•mo•bee] Confidential. Do not distribute.
Mixing same ingredients = Same Net Effect
The “Stack” The “Effect”
First Look : Exchange 1
20% : Ad network 1
20% : Ad network 2
Catch-all : Exchange 2
Massive Management
Overhead
Poor Visibility into
Revenue & Performance
Diminishing Returns

5.  HYPE
 Market is going this way: 70%+
 REALITY
 Great for long-tail, not so good for Premium Publishers
 Favors advertisers while not solving publishers yield challenges
 (Real-Time BS)
RTBs – Hype vs. Reality
52 April 2015 [a•mo•bee] Confidential. Do not distribute.
In mobile, the real opportunity is still outside of RTB

6. What is a Blended Exchange?
62 April 2015 [a•mo•bee] Confidential. Do not distribute.
RTB Non-RTB
Tech Expertise
RTB Mediation
Delivers demand from
Maximizes yield with
Seamlessly fills between
Don’t choose one over the other, blend to maximize

7. An exchange that optimizes across ad network and programmatic
demand to maximize revenue
 Abstracts the SDK/tag, accesses the demand
Blended Exchange
2 April 2015 [a•mo•bee] Confidential. Do not distribute.
Ad Networks Mobile Web
Applications
Mediation
Programmatic
Blended
Exchange
DSPs
O
P
T
I
M
I
Z
E
R
Highest Value Ad

8. Publishers can maximize native by
supporting two flavors
 High-Value Custom Native
• Unique and available only with a given publisher
• Publishers spend a lot of time designing their
content experience and shouldn’t compromise on
native execution
 Generic High-Volume Native
• Common in-stream and install ads
8
What About Native?
2 April 2015 [a•mo•bee] Confidential. Do not distribute.

9.  The key is to chose a platform partner
that allows scaling for both formats
 Custom Native via PMP or
Private Exchange/Mediation
 Generic Native via Open Auction/Mediation
9
What About Native?
2 April 2015 [a•mo•bee] Confidential. Do not distribute.

10.  Can I extend my online data?
 The question should be “Is my online data right for mobile?”
 The answer “Only if it can incorporate dimensions unique to mobile”
 The key is to chose a platform partner that treats data and
segmentation as part of monetization
 The monetization platform should include DMP tools instead of it
being a separate platform/service
10
What About Data?
2 April 2015 [a•mo•bee] Confidential. Do not distribute.

11.  Universal Dashboard
 Revenue & performance
 Enable true decision
making on yield
 Detailed Reports
 Forecasting
 Inventory performance
 Segments & attributes
 Geo
 Trends
And (of course) Analytics
112 April 2015 [a•mo•bee] Confidential. Do not distribute.
Top 10 Revenue Sources
DSP 1
DSP 4
Ad Network 2
Ad Network 11
DSP 3
Agency 1
Ad Network 1
Ad Network 3
DSP 2
Ad Network 6
Agency 5

12. What about new technology?

13. Ads that leverage a device’s
native capabilities to offer a
cinematic experience
2 April 2015 [a•mo•bee] Confidential. Do not distribute.
3D Ads

14. SonoTrend Integration
 Targeting based on
live TV programming
viewing habits
 Available now

15. Each day we cross-correlate the consumption across
550
50MUsers (panel)
650K Publishers
1.4B Tweets
600M Images
300B Phrases
27K Interest Topics | 350K + Products | 8K+ Celebs | 12K+ Places
Terabytes
of Videos

16. Content Intelligence for Publishers
A new tool to
discover trends
and generate
highly engaging
content

17. Summary: Ingredients for Blending
172 April 2015 [a•mo•bee] Confidential. Do not distribute.
Scalable SSP technology
Data &
Targeting
RTB &
Mediation
Universal Dashboard
Expertise & Algorithms
IAB/MMA + Native Ads
Innovations

18. 182 April 2015 [a•mo•bee] Confidential. Do not distribute.
Thank you
amobee.com/publishers