Adrienne gauldie-london-mobile

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Adrienne gauldie-london-mobile

  1. 1. RTB A PRACTICAL INTRODUCTION
  2. 2. Who am I?
  3. 3. RTB – Desktop vs Mobile !  Tracking issue !  Cookies? !  UDID, Mac Address, Open UDID, !  IDFA !  Cost per INSTALL versus cost per click
  4. 4. Basics
  5. 5. What can you do in theory? !  Retargeting !  Negative targeting !  Geo targeting !  Demographic and behavioural targeting !  Cross device audience extension
  6. 6. What can you do in practice? ! Test and see what works.
  7. 7. Exchanges / SSPs !  Mopub – mostly in-app, acquired by Twitter !  Nexage – moving more and more to in-app !  Doubleclick (Google) !  Rubicon – Desktop, moving to mobile !  Smaato (SSP) !  Inneractive (SSP)
  8. 8. DSPs… Adfonic (Madison) AdBrain Amobee AppNexus Blu Trumpet DataXu Everyscreen Media Fiksu Go2mobi GrowMobile InviteMedia iPinYou LiquidM MdotM MediaMath MetaResolver Plethora Mobile PocketMath Splicky StrikeAd Tapad TapHeaven TapTica Trademob Turn
  9. 9. DSPs? !  Ad networks / agencies rebranding as DSPs !  Manual versus programmatic
  10. 10. Take home !  RTB is promising, but it is still early days !  Get transparency from your DSP / Agency / Network if they are buying RTB traffic. !  If you have the in house skills and time, use a self service platform like SiteScout, but expect to spend money on the learning curve
  11. 11. Adrienne Gauldie LONDON MOBILE 07760 276331 ADRIENNE@LO-MO.CO.UK

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