6 RTB secrets no-one tells you about

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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.

Technology Business

#dgtl
29 Nov 2013

6 RTB secrets
no-one tells you about
Artem Rodichev
BizDev | CEE

@arodichev

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

one
time
one
session
50%
40%

immortal

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

CRM

Search &
Browsing
history

Points
Purchase
GPS

IP
Weather

Social Graph

Platform 161

Google

YD

Between
Digital

Retargeter

GetIntent

OpenX
Rubicon

Platform 161

YD

Retargeter

GetIntent

BidSwitch
Google

Between
Digital

OpenX
Rubicon

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6 RTB secrets no-one tells you about

1. #dgtl 29 Nov 2013 6 RTB secrets no-one tells you about Artem Rodichev BizDev | CEE @arodichev

2. 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

3. 1   Second price   is cheated

4. $0.80 $0.90 $0.71 $0.81

5. $0.80 $0.90 $0.71 $0.85

6. 2   Cookie lifetime   is short

7. one time one session 50% 40% immortal 70% - 1 hour

8. 3   Major advertisers integrate to RTB ecosystem directly

9. Publishers Ad Exchanges SSPs DSPs ATDs Advertisers Customers / Product data

10. 4   Targeting   is getting more sophisticated

11. CRM Search & Browsing history Points Purchase GPS IP Weather Social Graph

12. 5   RTB ecosystem is highly fragmented

13. Platform 161 Google YD Between Digital Retargeter GetIntent OpenX Rubicon

14. Platform 161 YD Retargeter GetIntent BidSwitch Google Between Digital OpenX Rubicon