6 RTB секретов

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Артем Родичев

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6 RTB секретов

  1. 1. #dgtl 29 Nov 2013 6 RTB secrets no-one tells you about Artem Rodichev BizDev | CEE @arodichev
  2. 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. 3. 1 
 Second price 
 is cheated
  4. 4. $0.80 $0.90 $0.71 $0.81
  5. 5. $0.80 $0.90 $0.71 $0.85
  6. 6. 2 
 Cookie lifetime 
 is short
  7. 7. one time one session 50% 40% immortal 70% - 1 hour
  8. 8. 3 
 Major advertisers integrate to RTB ecosystem directly
  9. 9. Publishers Ad Exchanges SSPs DSPs ATDs Advertisers Customers / Product data
  10. 10. 4 
 Targeting 
 is getting more sophisticated
  11. 11. CRM Search & Browsing history Points Purchase GPS IP Weather Social Graph
  12. 12. 5 
 RTB ecosystem is highly fragmented
  13. 13. Platform 161 Google YD Between Digital Retargeter GetIntent OpenX Rubicon
  14. 14. Platform 161 YD Retargeter GetIntent BidSwitch Google Between Digital OpenX Rubicon
  15. 15. 6 Fraud is 
 a HUGE problem
  16. 16. 25% fraud $ 1 125 000 000
  17. 17. @arodichev

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