Google Confidential and Proprietary Real Time Bidding Powers Data Driven Display Boris Kurschinski, Head of AdX Buyer Development DACH & Nordics

Google Confidential and Proprietary Fragmentation is Now an Opportunity

Google Confidential and Proprietary But Does Fragmentation Also Create Inefficiencies? Publishers Agencies/Tr ading Desks Ad Networks/Re targeter DSPs A Large, Dynamic, Open Marketplace

Google Confidential and Proprietary Real-time Bidding (RTB) Unlocks Audience on the Ad Exchange 4 RTB is an automated process which allows media buyers to evaluate, bid on and purchase ad inventory on an impression-by- impression basis. Two Layers of Technology: The Pipe: RTB APIThe Brain: Real-time Bidder Ad Exchange Connects to exchange and pushes out a real- time stream of impressions to buyers Connects to RTB API and evaluates every impression that is eligible to buyers

Google Confidential and Proprietary 106% YOY growth 85% of all impressions transacted with data May 2011 May 2012 Data is a Key Driver of Growth Source: DoubleClick Ad Exchange - June 2012

Google Confidential and Proprietary So What Does This Mean For You as a Buyer?

Google Confidential and Proprietary A New Way to Target Consumers 7 From websites as a proxy for audience… Reach X% of Women 25-34

Google Confidential and Proprietary A New Way to Target Consumers 8 …to connecting with a precise audience year old mom In-market: highly likely to buy a luxury vehicle in the next 6 months Interests: food and restaurants Offline: attends country music concerts 85% of advertisers and agencies use audience data in their media buying Source: Econsultancy Online Media Report, December 2010.

Google Confidential and Proprietary How Will Your Organization Be Impacted? Find the right people (inside/outside org) Start with centralizing knowledge Explain….. and explain again No action = risk of losing business

Google Confidential and Proprietary So What Does This Mean For You as a Publisher?

Google Confidential and Proprietary PubliGroupe Acquires 85% Ownership of Improve Digital as European Publisher Looks to Invest in Proprietary Technology

Google Confidential and Proprietary Open Auction Real-time demand with controls “Private” Auction Leverage brand + RTB Direct Premium Sales Total customization and service Buyer AccessRelationships Non-GuaranteedGuaranteed 12 Today’s Ecosystem Requires a New Level of Flexibility 12 The Foundation: Brand, Data and User Protection Direct Exchange The power of the handshake, the efficiency of RTB

Google Confidential and Proprietary 13Google Confidential and Proprietary Protect direct sales Access retargeting budgets Reduce true remnant Preferred deals Volume eCPM The potential of yield management

Google Confidential and Proprietary RTB is NOT about low CPMs !!! Start small and understand impact Sell to new types of buyers who only buy through RTB Branded or anonymous inventory Open or Private Auction /Preferred Deal

Google Confidential and Proprietary15 Buyers Data & Technology Inventory & Pricing AdX - Full Breadth of Control Across all Buyers Deeply integrated publisher protections and controls Control how buyers use information Control how inventory is made available and at what floor price Control which buyers have access Control which technologies buyers can use

Google Confidential and Proprietary Thank You

Google Confidential and Proprietary What should you be looking for? Operational Efficiencies Marketing Performance Better Decisions

Google Confidential and Proprietary How RTB Works 18 Every time an impression is available, the exchange “asks” if you’d like to bid (the “bid request”) You get a variety of information, such as the site the impression is on, the time stamp, information about the user, etc. You typically have milliseconds to respond with a bid (the “bid response”) What you bid is entirely up to you (you don’t have to bid if the impression is not valuable to you) If you win the impression, your creative is served This whole process takes Deliver ad User On Site Request To bid Accept bid ~ 50 milliseconds

Google Confidential and Proprietary RTB is Growing Rapidly, Audience and Environment Both Play a Role % Of media buyers plan to buy in real-time this year 74 % Of RTB buyers are willing to pay a premium for context Of RTB buyers name transparency as their top concern 55 % Of RTB buyers name remarketing data at the most important targeting signal 70 % Source: DIGIDAY and Google Digital Ad Buyer Seller Marketplace Survey Series – February and June 2011