keynote sponsor – mopub
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How Real-Time Bidding ChangesMobile Advertising
Jim Payne, CEO and FounderAdMonsters OPS London - May 15, 2012
@jimpayne - @mopub Tuesday, May 15, 12
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What is MoPub? Full stack ad management for the mobile app publisher
Control your inventory from one place, eliminating multiple cumbersome SDKs
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Real-time bidding is the future of advertising in general, and especially in mobile
“The growth of real-time bidding may prove highly disruptive. An auction system allows everyone to discover the real value of online ads.”
-The Economist, May 5, 2011
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Programmatic buying provides for an efficient market in desktop ad markets
RTB has opened up a variety of approaches on the buy side leveraging data and scale to drive revenue
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Still, many in the industry don’t believe RTB can work in mobile
Why?
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Reason 1: Without cookies, we have nothing
Truth: Well, we have UDID
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Truth: Industry consensus will emerge - everyone’s incentives are aligned
Reason 2: There will be no way to track conversions if/when UDID disappears
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Reason 3: Mobile offers uninspiring formats
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Truth: Emerging rich media standards and interstitials drive engagement
Interstitials Rich MediaTuesday, May 15, 12
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Truth: First party buyers have purchase data that networks haven’t provided a way for them to use
Reason 4: There is no data in mobile
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Truth: We see publishers are earning competitive CPMs without having to manage networks
Reason 5: No one is really doing RTB at scale - so it’s all theoretical
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Truth: Private marketplace is emerging more quickly in mobile than it did in desktop - because
in-app deals are harder to manage
Reason 6: Even if RTB worked well, it is just for remnant
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Real-time bidding for mobile advertising is here
Publishers and advertisers alike stand to benefit
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