This document discusses real-time bidding (RTB) for native mobile apps. RTB allows for programmatic trading of mobile app inventory, growing by over 800% in 2014. While RTB provides opportunities for targeted mobile ads, it faces challenges of tracking users within apps given the lack of cookies. Key areas discussed include mobile exchanges, demand-side platforms, the potential for targeting and measurement, and Criteo's experience with in-app retargeting.

1. RTB
FOR NATIVE MOBILE APPS: WHAT IT IS AND WHY IT MATTERS

2. Session Roadmap
 Who am I?
 Quick RTB Background
 What is RTB?
 Why does it matter?

3. Who am I?
Background in mobile marketing
◦ Supplier side
◦ Publisher side
◦ Agency / DSP
◦ Data
Mobile Advertising at Criteo
Adrienne Gauldie
A.Gauldie@criteo.com
07760 276331

5. State of RTB
‘More publishers are participating in programmatic trading, and certainly in private
marketplaces, which in 2Q14 accounted for 27% of total programmatic ad spend. Programmatic
rich media grew an astounding 559%, and now accounts for 10% of media traded across the
continent.
Not surprisingly, programmatic mobile saw impressive gains from Q213 to Q214 with spending
for smartphone inventory leaping by 894%, and tablets by 973%. Today, mobile and tablet
account for 25.69% of total programmatic ad spend. It’s worth noting that ad spend targeting
tablets (13.75%) exceeds that of smartphones (11.94%).’
Adform RTB trend report 2014 Q2
Read more at http://www.iabuk.net/research/library/adform-rtb-trend-report-2014-q2#Dhr3W4PgSjuoIrJr.99

6. Basics

7. RTB – Desktop vs Mobile
 Tracking issue
 Cookies?
 UDID, Mac Address, Open UDID,
 IDFA

8. 8
Why does it matter?
Make display perform
At the right timeTo the right userThe right ad
Optimized
for sales

9. Tracking and Transparency
◦ Transparency:
◦ Cost
◦ Quality
◦ Attribution of Value
◦ Shady deals – where is your inventory coming from?
◦ Native apps = No cookies!
◦ RTB requires tracking and some standardisation
◦ IDFA

10. Exchanges / SSPs
 Mopub – mostly in-app, acquired by Twitter
 Nexage – moving more and more to in-app
 Google AdEx
 Rubicon – Desktop, moving to mobile
 Smaato
 Inneractive

11. DSPs…
Adfonic (Madison)
AdBrain
Amobee
AppNexus
Blu Trumpet
DataXu
Everyscreen Media
Fiksu
Go2mobi
GrowMobile
InviteMedia
iPinYou
LiquidM
MdotM
MediaMath
MetaResolver
Plethora Mobile
PocketMath
Splicky
StrikeAd
Tapad
TapHeaven
TapTica
Trademob
Turn

12. What can you do in theory?
 Retargeting
 Negative targeting
 Geo targeting
 Demographic and behavioural targeting
 Cross device audience extension

13. What is possible today?
 Retargeting
 Test and see what works.

14. Product recommendation & prediction
14
2 core technologies :
CTR + Engagement increase
Prediction engine
Most of the uplift/value probably
comes from the prediction engine
Chose the right users / advertiser /
publisher to display
Recommendation engine
Chose the right content to display

15. The Criteo In-App Retargeting Experience
So far…
All of our in app campaigns are post-click ROI positive
including games
Gaming: CPCs start from $0.1
1-2% CTR
ROI: 2:1 to 4:1

16. Adrienne Gauldie
MOBILE ADVERTISING, CRITEO
07760 276331
A.GAULDIE@CRITEO.COM