A6 POWERTREND WEBINAR SERIESRTB Performance Disappointment – The New Normal?
January 23, 2014
TODAY’S PRESENTERS
William Urschel, CEOFounder/CEO of pioneer ad exchange, AdECN, acquired by Microsoft
Gareth Glaser, General ManagerCo-Founder of ReachLogic Media, formerly Sales at AppNexus
Daniel Portoff, DirectorCo-Founder of ReachLogic Media, formerly Account Management at AppNexus
RTB TODAY
RTB Disappointments
• Lack of Transparency
• Fraudulent Clicks
• Junk Inventory
• Lack of Brand Safety
• Mobile Accidental Clicks & Cookie-less Browsing
The Outcome: Performance suffers. RTB considered less viable option.
Is RTB disappointment the new normal?
2/25/2014 | A6 Corporation | 4
TREND 1 – DEMAND FOR TRANSPARENCY
RTB advertisers will demand to know more about what they are buying
• First RTBs ignored illumination of inventory.
• Early RTB advertisers turned to retargeting. Fine results, but limited reach. Didn’t address fraud or brand safety.
• Rise of the walled gardens, sometimes called private exchanges, selling inventory by “brand.”
• Schism between first party / third party inventory.
The Solution(s):
• A new technology that illuminates ALL third party inventory.
• Need to know the content, importance, and safety of every page.
The A6 Benefit: You know (almost) everything you need to know about the page and its place in the universe.
A6 INTERNET TOPOLOGY
A6 INTERNET TOPOLOGY
A6 INTERNET TOPOLOGY
A6 INTERNET TOPOLOGY
TREND 2 – NO TOLERANCE FOR FRAUD
The tide will turn against fraud
Two major types of fraud:
• Fraudulent clicks (bots)
• Junk sites (spurious content, too many ads, invisible ads)
The Solution(s):
• Some say a larger, more organized, industrywide focus on fraud and fraud prevention is needed. This is a large, complex problem – and most of the solutions out there today are after-the-fact.
• A6 Internet Topology - invert the problem: measure quality from the top down, and don’t go to the bottom.
The A6 Benefit: Magnitude = quality.
TREND 3 – BRAND SAFETY
Brand safety is expected
• Brand safety is a problem inherent with cookie-based targeting: the presence of a cookie says nothing about the content.
The Solution(s):
• Rise of the brand safety vendor, like DoubleVerify. But only a Band-Aid solution. Business model is pay for processing, not for campaign success.
• A6 Internet Topology – when you know the content as well as the quality of a page, brand safety isn’t an issue.
The A6 Benefit: By solving for brand safety through quality, increased brand marketing opportunity with RTB.
TREND 4 – MOBILE MARKETING ONLY EXPANDS
Mobile will grow, and it won’t change much
• In two years half of the display traffic will be on tablets.
• Mobile RTB spending, including Facebook and Twitter, will top $14.5 billion in 2017.
• When most mobile was smart phones, the ads we 65/35 in-app/browser. Now reversed.
• Cookies under pressure.
The Solution(s):
• A6 Internet Topology – In a browser, content is content and magnitude is magnitude.
• Magnitude and Affinity naturally locate the highest value and most influential audiences without a dependence on cookies or other identifiers.
The A6 Benefit: Form factor doesn’t matter, except if the device is so small that clicks are accidental. Bid accordingly.
A6 FOR APPNEXUS
On AppNexus
- 8x to 40x better than old-fashioned contextual solutions on CPA basis.
- Beats Google Display Network 3.4x.
The A6 Benefit: Better quality, more reach, good prices.
A6 vs. Google
CPA $3.29 $11.07
Click-to-
Conversion
Ratio48.9% 9.4%
A6 outperforms Google Displayby at least 3.4X on a CPA basis
FREE TWO-WEEK TRIAL
For a limited time, new clients can test A6 data free for two weeks.
Go to www.a6corp.com/#data and complete the free trial form.
Within 24 business hours you will be able to apply A6 data to your campaigns.
QUESTIONS?
Q & A
