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The E.T.T.A. Equation
AppNexus Inc. — Confidential!1
JC Conti, VP Publishers, EMEA!
Evolution of Programmatic Publishing:!
2
is the world’s leading independent advertising
technology company!
It’s big. !Really big.!
AppNexus Inc. and Circle Research Ltd; 2015
3
of Global respondents feel that programmatic will play an important or dominant role in the future of digital advertising !
91%!
Advertising Growth will come from Programmatic
AppNexus Inc. - Confidential – Not for Distribution 4!
Global Advertising 2015 – 2019 . In Bn $!
Source: IDC and AppNexus es4mates
GlobalAdvertising!
$623
4.98%!
CAGR!
Digital!Advertising!
$246!
11.53%!
CAGR!
Programmatic!Advertising!
$61.9!
20.56%!
CAGR!
Rational benefits have driven strong adoption
AppNexus Inc. - Confidential – Not for Distribution 5!
AppNexus Inc. and Circle Research Ltd; 2015
Targeting Automation Real-time
PROGRAMMATIC 92% media buying agencies…
67% totalecosystem…
61% Publishers
Still: Challenges of adopting programmatic
AppNexus Inc. - Confidential – Not for Distribution 6! AppNexus Inc. and Circle Research Ltd; 2015
So how to tackle those hurdles:
AppNexus Inc. - Confidential – Not for Distribution 7!
Lack of understanding on how programmatic works
Fear of Advertising appearing on undesirable sites
Lack of transparency on where advertisements end up
Technical Complexity
Evangelization & Training
Operate in a Trusted
Marketplace
Create Greater Transparency
Improve Automation to Increase Yield
E+T+T+A
Evangelization & Training
AppNexus Inc. - Confidential – Not for Distribution 8!
Operate in a Trusted Marketplace
• Aggressive Policies
• Product & Technology
• Initiatives
AppNexus Inc. - Confidential – Not for Distribution 9!
AppNexus Inc. - Confidential – Not for Distribution 10!
$-‐
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
CPM CPM
CPMs ì 175%
AppNexus Inc. - Confidential – Not for Distribution 11!
SEEKING THE TRUTH IN DATA!
0
0.00001
0.00002
0.00003
0.00004
0.00005
0.00006
Post-‐click conversion rate Post-‐click conversion rate
Post-click Conversion Rate ì 130%
AppNexus Inc. - Confidential – Not for Distribution 12!
SEEKING THE TRUTH IN DATA!
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
Buyer spend Buyer spend
Buyer Spend è (Unchanged)
Create Greater Transparency
AppNexus Inc. — Confidential 13!
[IMAGE / VISUAL]!
beats!OPEN! CLOSED!
AppNexus Inc. — Confidential 14!
• Minimal data
• Low compa4bility
• Lack of granularity
• Hidden costs
• Open, limitless data
• Open API
• Granularity
• Actual costs
Improve Automation
15!
“…If the objective of ad tech is to streamline and simplify the process by which digital inventory is bought and sold, then the status quo is decidedly unsatisfying…”
BUYER!SELLER!RTB Open Auction!
Class 1 Ad serving!
Deals!
Programmatic Guaranteed!
Data Platform!
Yield Optim. /Analytic!
16 AppNexus Inc. - Confidential – Not for Distribution!
KeyTakeaways!
EVANGELIZATION + TRUST + TRANSPARENCY + AUTOMATION
GREATER PROGRAMMATIC PLATFORM
Questions !& Answers!
17 AppNexus Inc. — Confidential!
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