Lem Lloyd's presentation DPS Key Biscayne, September 2016

1. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©
ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©
2015
PRESENTED BY:
LEM LLOYD
Publishers, Monetization, and
Technology:
State of the Industry 2016

2. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©2
“There's a chicken or egg, who's going to do it first,
there's no precedent for it, things can go wrong, and I
think people sometimes are a little afraid to fail...”
WHAT PEOPLE ARE SAYING:
- Large Financial Publisher

3. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©3
LACK OF CONSENSUS
IN THE INDUSTRY
Despite YoY trends in favor of
technologies, publishers
remain split on key solutions.

4. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©4
53%
DSP Use
DSP growth has
slowed, going from
42% in 2014 to 53%
in 2016.
2014 2015 2016
20%
40%
60%
YoY DMP use has
stalled, going from
38% in 2014 to 46%
and 42% in 2015 &
now 2016 .
DMP Use

5. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©5
INVENTORY
QUALITY SCORE
VIEWABILITY
LEVEL
BRAND SURVEY
LIFT
OTHERDIRECT RESPONSEREACH
5%17% 11%62% 56% 50%
WHAT ARE ADVERTISERS ASKING FOR?

6. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©6
Advertiser Education
Deal Delivery/Execution
Internal/Sales Channel Conflicts
Exchange/SSP Management
Reach
Available Inventory Quality
Buyer Transparency
Ad Blocking
Bot/Fraudulent Traffic
WHAT ARE YOUR 3 BIGGEST HURDLES WHEN IT COMES TO GROWING YOUR REVENUE?
47%
41%
36%
34%
29%
28%
23%
15%
13%
Many of the hurdles are in publishers’ control.

7. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©7
74%
+57%
AUDIENCE EXTENSION
Nearly 1 in 6 believe that
half their revenue will be
attributed to audience
extension by 2019.
74% offer audience
extension on about 50% of
their advertising
campaigns.
Roughly ⅓ of those who
use audience extension
attribute at least 20% or
more of their advertising
revenue to it.
33%

8. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©8
Header Bidding is Accelerating Programmatic
Header bidding is the
other big trend.
3 in 10 publishers have
already adopted it.
48% 31% 23% 11%
Higher CPMs
Increased
Yield
Fewer
passbacks
Less
Latency
What are the benefits
your organization has
seen as a result of
adopting header
bidding technology?

9. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©9
http://digiday.com/publishers
Discover the Study
Institute.Rocketfuel.com
208 Respondents
29 Questions answered

10. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©10
LEM LLOYD
GET IN TOUCH
Vice President,
Publisher Solutions
llloyd@rocketfuelinc.com
408.431.2430

11. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©
ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©
2015
THANK
YOU