Moderator: Jonathan Ricard, SVP BrightTag

Panelists: Mark Howard, SVP Digital Advertising Strategy, Forbes MediaMatthew Spengler, Executive Director, Digital Sales, RodaleJonathon Shaevitz, CEO, Legolas Media

PROGRAMMATIC EVOLUTION & BEYOND: THE SUPPLY PERSPECTIVE

The Legolas Platform

Legolas’ Programmatic Reserved platform provides the same level of trust & transparency you get when buying direct from publishers, but with the benefits of programmatic buying.

REACH & SCALE 40+

TRILLIONImpressions served

200MILLION Monthly Unique Consumers

15THOUSANDData Targeting points

40+ Premium PUBLISHERS 75+ Marquis

ADVERTISERS

UNPRECEDENTENDED AUDIENCE GROWTH

With 48 million unique visitors* in March 2013, Forbes.com has seen an

incredible audience growth of 60% year over year.

AWARD WINNING In April 2013, Forbes was awarded

a Webby award for the Best Magazine Website.

SOCIAL JOURNALISMOur unique platform supports 1,000+ staff writers and expert contributors,

encouraging greater participation and engagement with our audience.

FORBES.COM

*Omniture, March 2013

#1 HEALTHY LIFESTYLE MEDIA COMPANY - IN THE WORLD

THE ICONS OF HEALTHY LIVING 8 MILLION magazines sold every month – 38 MILLION readers

A GLOBAL PHENOM 95 International editions – 59 websites – 65 countries

DIGITAL PLATFORM Unique Web properties reaching 36+ MILLION users

A HEALTHY CONNECTION Our database of 27 MILLION health-minded consumers can be your best fans

PUBLISHING POWERHOUSE Books, print and digital, make our book business one of the largest in the country

TAKING ON TECH 100+ apps – Every Rodale magazine available for iPad, mobile Web

INDUSTRY LEADING TAG MANAGEMENT Over 500 Brands, Agencies, Networks & Publishers

REAL TIME SOLUTIONS Instantly Test, Deploy, Activate, Remove or Modify ALL Tags

ONE TRILLION PLUS in ECOMMERCE Trusted Solutions Provider For Our Clients

THE POWER OF PROGRAMMATIC

(definitions, please)

According to Tony Katsur, CEO, Maxifier…..

“When it comes to programmatic premium, should we simply call it what it is – premium?

Putting ‘programmatic’ in front of it doesn’t change the fact that it’s still premium.”

THOUGHTS ?

Only 3 out of 10 media buyers seemed certain they would not

move entirely to programmatic buying.

According to eMarketer…

IMPACT ON PUBLISHERS?

INVENTORY QUALITY

(can it be programmatic also?)

Res

pons

e R

ate

Session Depth (Impressions)

Typically Goes to Networks or RTB(Most of the Composition of RTB)

Typically Sold Class 2 or Networks/SSP Block

(Sometimes Appears in RTB)

Typically Sold Class 1

(Rarely Appears in RTB)

10 11 12 13 14 15 16 17 18 19 20+4 5 6 7 8 91 2 3

The Type of Media You Buy Matters

Publishers allocate fatigued

users to RTB / Trading

Desks

ACCURATE?

Premium Publisher Inventory Breakdown

According to a leading premium publisher,

10% of their Inventory is sold via RTB

Remnant channels.

TYPICAL?

30%

20%40%

10%

Direct Sales (Class 1)Direct Sales Non-Reserve (Class 2)Network / SSP Block Buys

VIEWABILITY

(are all views created equal?)

According to Tom Shields, Co-founder & Chief Strategy Officer, Yieldex…

“Trying to move the industry to ‘viewable impressions’ is a bad idea for three reasons: - It won’t make any difference to marketing ROI- It doesn’t help bring dollars online- And it will be expensive and confusing to adopt.”

AGREE ?

VIDEO + MOBILE

(follow the leader – your audience)

Forrester’s Prediction About Video…

“For 2013, RTB spending will increase to $686 million and by 2014, RTB spending will increase to $1.14 billion – which represents a 284% increase since 2012.”

THOUGHTS ?

eMarketer Sizes the Mobile Market…

“Mobile ad spend will reach $7.3 Bn this year, and US advertisers are expected to devote $27.13 Bn to mobile by 2017.”

RING TRUE ?

THIRD PARTY COOKIES

(me want cookie!)

According to Paul Cimino, VP / GM, Brilig…

“How long do you think until the cookie as we know it dies or is significantly less important than it is today?

Five years at the most.”

ANY TAKERS ?

TRANSPARENCY

(we see through you)

From SpotXchange’s Survival Guide to Digital Video Landscape…

“Advertising exchanges reward Buyers and Sellers as never before for transparency, for revealing what they want, and what they have.

In exchanges, the interests of both sides and even intermediaries are unusually well-aligned.”

AGREE / DISAGREE?

Q&A