Leading the Automation of Advertising The Exchange API Your Name here…

The Problem Every seller has under- monetized inventory Demand for every impression exists in disparate systems Fragmented landscape causes sub-optimal inventory allocation between demand sources Revenue is not maximised Ad ServerExchange Direct Buy Buyer CPM $21.00 $12.50 $8.50 $5.00 $1.20 $0.75 Hundreds of DSPs Thousands of Buyers Top Brands from Around the World

Conventional Solution Exchange tags trafficked in the primary ad server at mid-low priority with a fixed CPM Exchange tags can deliver a wide range of values Aggregation of demand causes sub- optimal yield and revenue generation Passbacks cause: Latency Discrepancies Loss of data Ad ServerExchange Direct Buy Buyer Tag-Based Call Passback CPM $21.00 $12.50 $8.50 $5.00 $1.20 $0.75

A Superior Solution: Rubicon Project’s Exchange API (XAPI) Integrates ad servers with Rubicon Project’s Seller Cloud and underlying unified advertising auction Offers direct API access to the hundreds of bidders in the global exchange (representing tens of thousands of buyers) Increased revenue and yield through optimal allocation of direct and indirect demand No passbacks: Reduced latency Reduced discrepancies No data loss Ad ServerExchange Direct Buy Buyer

A Superior Solution: Rubicon Project’s Exchange API (XAPI) Offers a single point of integration Accesses all major global demand sources Supports mobile app, mobile web, display and video Offers support for Deal ID Based on OpenRTB 2.2 with many shared elements No costly development and infrastructure overhead Coming soon Support for automated guaranteed deals Delivery pacing capabilities: XAPI will mitigate the risk of under- delivering on campaign commitments by observing a direct campaign’s progress against goals

How It Works Seller’s PropertyAd Server Adserver Tag or SDK on property Buyer Campaign Tag or SDK calls Adserver Ad server serves the ad Ad server assesses campaigns and available CPM Ad server calls Rubicon Project including a floor price for the impression & user information If the auction clears above the floor, Rubicon Project will pass on the ad tag. Otherwise, no-ad response. Rubicon Project runs the auction, including all global buyers

Why doesn’t everyone build their own Exchange? The automation opportunity is clear: Demand integrations and critical mass are hard to reach Budget tends to go to the major exchanges; buyers need to prioritize their energy High engineering build and maintenance costs Ongoing infrastructure costs Global RTB Spend ($Bn) CAGR = 57%

Integration Requirements Candidates Commercial ad servers Publishers and app developers with proprietary ad servers Sales houses/Rep firms with proprietary ad servers Requirements High quality inventory only Candidate MUST control the source code of the adserver Integrate with the Exchange API as server-to-server protocol

Implementation Step 1 Provide a list of apps or domains with volumes for inventory quality review Step 2 Exchange API documentation issued Step 3 LOI Signed Step 4 Rubicon Project integration team assigned Step 5 Contract & Onboarding Step 6 Integration with Exchange API

Leading the Automation of Advertising Appendix

Introducing Exchange API (XAPI) WHAT: A new API from Rubicon Project for ad server providers and sellers that have their own ad servers WHY: A better way to optimize yield across sellers’ inventory Leveraging our technology platform to drive maximum competition for each impression Integrating with all ad servers in an automated fashion Auctions Both Real- Time Bids (RTB) and Static Bids Sellers Ad Server Providers & Sellers With Custom Ad Servers Exchange API

Automating advertising for agencies, DSPs and Ad Networks worldwide 70+ Agency Trading Desks 100,000+ Advertiser Brands 140+ DSPs 300+ Ad Networks

Introducing Exchange API & Orders API WHAT: Two new APIs from Rubicon Project for ad server providers and sellers that have their own ad servers WHY: A better way to optimize yield across sellers’ inventory Leveraging our technology platform to drive maximum competition for each impression Integrating with all ad servers in an automated fashion Auctions Both Real Time Bids (RTB) and Static Bids Exchange API Sellers Ad Server Providers & Sellers With Custom Ad Servers Orders Platform (direct order automation) Orders API

Why doesn’t everyone build their own? A fully integrated exchange Call the marketplace directly with zero waste: no passbacks or klunky set-ups Optimal allocation to make the most of top- tier indirect demand and private marketplaces, while still honoring direct sold commitments A built-in 100% fill solution for unsold inventory Integrations with all major demand sources Out-of-the box support for private marketplaces Emerging support for automated guaranteed Superior monetization! Why doesn’t everyone build their own? Demand integrations and critical mass are hard to reach Budget tends to go to the major exchanges, buyers need to prioritize their energy RTB is development and operations-intensive, a major investment

And serving the top brands around the world North America Europe APAC

Build Your Business With the Orders API Participate in move to direct order automation for both guaranteed and non-guaranteed orders Make it easy for your sellers to: Be discovered by new advertisers Increase competition for their impressions Create scarcity around their inventory Streamline Sales Operations processes Cut down on Sales team’s phone calls, s, manual RFPs and spreadsheets Package inventory to make it easier to find and easier to buy Automated Reporting Automated Billing Eliminate back-office inefficiencies

“We want to automate whatever we possibly can in the buying process – not just because the industry desperately needs to have it done, but because the move to automation allows for much more investment in higher-touch, higher- value engagement with media owners.” - Matt Seiler, CEO, IPG Mediabrands

Premium Focused Global Thank you!