20 Case Study: Real-Time Bidding - Leading Wireless Company Goals & Objectives Approach Results  Utilize ZAP Trader to acquire inventory via RTB exchanges  Apply 3 rd party partner data for sophisticated audience targeting  Inventory acquired cost effectively at scale  Optimized pool of inventory purchased based on insights; performance gains over time  Targeted performing inventory and eliminated under-performing sources  Achieved quarterly spend & CPO goals  Hit Cost Per Order and spend targets  Gain actionable insight into RTB market, DSP platforms and exchanges Key Exchange & RTB Learnings  Inventory prices drop cyclically quarterly  Exchange markets are highly inefficient -Hidden price floors and win %  Performance improves with experience  Adding ZAP tags to all campaign creative allows for true view-through
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