The online display advertising space can be very complicated. This presentation breaks down the industry and how real-time bidding works. Take a look for an introductory crash course on RTB and online display.
Websites have ad space, or inventory, that needs to befilled:• Sales teams sell ad inventory directly to relevant companies OR• Websites would give inventory access to ad networks that would handle the selling
Companies with an online advertising budget become“advertisers”:• Advertisers reach out directly to relevant websites to buy their ad space OR• Advertisers buy relevant ad space from the ad networks
• Manual buying and selling was inefficient• The process was very long and very expensive• Websites were unable to sell all of their inventory• Advertisers had limited visibility into available ad inventory
• Advertisers can now evaluate and bid for single impressions at scale (automated supply chain)• RTB makes it easier for websites to sell their remnant inventory• Advertisers have more visibility into available ad inventory
AudiencesAdvertiser goals are shifting: Instead of targeting awebsite, now buying impressions that target specific “users”across many websitesBidding StrategiesBuyers can introduce new bidding strategies to hit the rightgoals within their budgetsCreativesAdvertisers can quickly test and iterate their creativeswithout stopping their campaign
• It can be very complicated and technical• With so many options, optimization is difficult• Lack of focus and strategy when approaching RTB• Lack of customer service with automation
• Audience: Social audiences, look-a-like audiences, psychographic targeting• Creatives: Dynamic creatives• Inventory: Increase the amount of available inventory• Service: Build better tools to help internal teams service customers