6 rtb secrets no-one tells you about
DESCRIPTION
This is a short brief of how i see some of the current RTB challenges. We at IPONWEB are trying to invent some tricky things to help our clients to solve some of them.TRANSCRIPT
6 RTB secrets no-one tells you about
Artem Rodichev
@arodichev
BizDev | CEE
#dgtl 29 Nov 2013
By automating, integrating and optimizing the way display advertising
is being traded and served, both publishers and advertisers/ad agencies
can improve ROI. They must embrace RTB to remain competitive.
IDC/Pubmatic, RTB in the US and Worldwide,
2010-2017
1 Second price is cheated
$0.80
$0.90
$0.71
$0.81
$0.80
$0.90
$0.71
$0.85
2 Cookie lifetime
is short
one time
one session
immortal
50%
40%
70% - 1 hour
3 Major advertisers integrate to RTB
ecosystem directly
Publishers
Ad Exchanges SSPs
DSPs
ATDs
Advertisers
Customers / Product data
4 Targeting
is getting more sophisticated
Search & Browsing history
CRM
Purchase
Points
GPS
Social Graph
IPWeather
5 RTB ecosystem is highly fragmented
GoogleBetween Digital
Retargeter
OpenXRubicon
YDPlatform 161 GetIntent
Retargeter
OpenXRubicon
YDPlatform 161 GetIntent
BidSwitch
Between Digital
6 Fraud is
a HUGE problem
25% fraud
$ 1 125 000 000
@arodichev