RTT NOT RTBThe Race to the Top

Jonathan MendezCEO, Yieldbot

Real-time Consumer Intent www.yieldbot.com 2

WHERE IS THE MONEY GOING?

15.42B 2.50B 250MQ1 2014Q1 2014 Q1 2014

**Data from YCharts

Real-time Consumer Intent www.yieldbot.com 3

WHERE IS THE MONEY GOING?

The NYTimes was the

number 8 most shared

news site for Interactions.

The NYTimes was the

second most shared on

Twitter among New sites.

**Data from YCharts

**NewsWhip April 2014

2.50B 250MQ1 2014 Q1 2014

37.8

MQ1 2014

Real-time Consumer Intent www.yieldbot.com 4

HOW DO YOU GET TO THE TOP?

Your content is indexed

by Google, linked to on

Facebook, posted on

Pinterest, tweeted and

re-tweeted.

It is valuable.

WHAT’S NEXT?

PUBLISHER

CURRENT STATE OF DISPLAY

Audience based buying, Cookie-matchers and Re-Targeters are devaluing your media.

Ad dollars are moving away from publishers to exchanges. This is RTB.

ADVERTISER CONSUMER

Real-time Consumer Intent www.yieldbot.com 5

Real-time Consumer Intent www.yieldbot.com 6

RACE TO THE TOP

Why are Facebook, Twitter, Google and soon Pinterest growing ad revenue?

Performance Based

(Cost-Per buying, Measurable ROAS)

Keyword Buying

(effective, scalable, cross-channel)

Predominantly Text Ads

(clear messaging & easy to optimize)

First-Party Data

(highest signal-to-noise ratio)

Real-Time Ad Decision

(what is this person doing right now)

Real-time Consumer Intent www.yieldbot.com 7

FIRST PARTY DATA AND REAL-TIME AD DECISIONS

The things that are valuable to marketers:

Where are they located?Where did the consumer come from before

they clicked or did not click our ad?

What time of day, what

day of the week are they

seeing my message?

What content are they consuming

when they see or click our ads?

What ads do they click? What device are they on?

Real-time Consumer Intent www.yieldbot.com 8

FIRST PARTY DATA AND REAL-TIME AD DECISIONS

“Having keyword-based intent on our visitor click-streams has proven

useful when selling to clients who are buying keyword campaigns from

Google, Yahoo and Bing, thus allowing us to compete head-to-head for

what were typically search engine marketing budgets.”

- Andy Wilson,

Chief Digital Officer, Meredith Corp.

How Meredith Corp is Racing to the Top!