1. Winning as the Goalposts MoveBrian Monahan@brionic1

2. Time Spent With Media +70% in 20 Years 2 3. Ad Spending Follows and AmplifiesEconomic FluctuationsAmount of Ad Spend is Relatively Fixed 3 4. An Inconvenient Truth: 2.3 Ads per Minute 4 5. Ad Avoidance is a Coping Mechanism 5 6. Fast Forwarding is the Least of Our Problems 6 7. Ad Avoidance Hurts Advertisers and Owners 7 8. Programmatic is a Coping Mechanism 8 9. 2013 US RTB Display:$3.3B9 10. 2013 US RTB Display YoY Growth:39%10 11. Projected Growth Rate Remains Steady US Programmatic Market Size$8,000,000 300%$7,000,000 250%$6,000,000 200%$5,000,000$4,000,000 150%$3,325,416$3,000,000 100%$2,000,000 50%$1,000,000 $00% 2011 2012 2013201420152016 2017US Programmatic Revenues ($000s) Programmatic Growth Rate11 12. Share of Total US Display Set to Double 20132017ProgrammaticBuyingTraditional 24.6% 50.7%Buying 12 13. Second Fasted Growth Category13 14. Time Spent Growth is Coming from Mobile14 15. Solving Mobile Identity will Accelerate RTB Growth 15 16. Since last we met.Tensions Preventing Growth1. Transparency vs. Margin Pressure2. Privacy vs. User Experience3. Creativity vs. Production Efficiency4. Bundling vs. Targeting5. Dynamic Insertion vs. SimultaneousConsumption6. R/F vs. Response-based planning 16 17. The Facebook Flood 17 18. Premium RTB Slow to Ramp 18 19. Display as Targeting Tool for Video BuysUnified Display & Video CampaignProgrammatic Campaign Reasons for selection: Retargeting Demographic Statistics Audience specific info 19 20. Programmatic TV: Accessing Cables Long TailBroadcast & Nielsen Rated CableLong Tail of Cable Networks 20 21. Overall Trend: Operationalizing Not Experimenting 21 22. The Goalposts Have Moved 22 23. Thank you! @brionic23