6. Source: „What is the future of automated trading“ by Frank Addante, Rubicon Project
7. And this is the reason why the RTB revolution is taking place….
Process of buying and selling media is just to complicated!
Source: „What is the future of automated trading“ by Frank Addante, Rubicon Project
16. Client: XTB Brokers Time line: 2 months
Budget: 100.000$ Target: Men, 28-48, large cities
Premium Number Time Human eCPM price
inventory resources
of sites spent
Classical Media
Planning & Buying ✔ 25 15h 2 2,45$
iBILLBOARD RTB
Ad Market ✔ 25+27 1,1h 1 0,89$
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19. Type: Ad Network
Amount of sites: 700
Inventory: 500 mln sold + 400 mln remnant
Number Ad-fill Technology Human Average
resources
of sites rate cost eCPM
Direct sales
(Ad server only) 700 62% 1$ 11 2,2$
Direct Sales +
iBILLBOARD 700 96,5% 1$ 10+1 4,1$
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21. Poland – ad market/ad exchange
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22. Poland – ad market/DSP – advertiser oriented
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23. Germany – RTB/DSP? – advertiser oriented
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24. Sweden – private ad exchange/white label technology – publisher oriented
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25. USA/UK – SSP/Ad exchange – publisher oriented
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26. Germany/Turkey – RTB ad market
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27. Poland/CEE – adserving technology
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28. International – adserving/RTB – SME oriented
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30. The areas of development. The blue is done, the red is being developed…
iBillboard
iBillboard iBillboard
iBillboard
iBillboard
iBillboard
iBillboard
iBillboard
iBillboard
iBillboard
32. Ad server + Mobile adserver
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33. Summary of market positioning for each product
DSP
Technology/
adserving Ad market
SSP/AdEx
chage
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34. Summary of market positioning for each product
Publisher Advertiser
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35.
36. Major Publishers in Poland
Test phase:
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37. Major Advertisers in Poland
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38. DSPs integrated
DSPs to be integrated soon
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41. 1. White papers of iBILLBOARD (both for Advertisers and Publishers):
https://dl.dropbox.com/u/10000778/white%20papers.zip
2. Movie – Battle of the machines:
http://www.youtube.com/watch?feature=player_embedded&v=O1h6Zlj8sIA
3. Open RTB 2.0 protocol specification:
https://dl.dropbox.com/u/10000778/OpenRTB_API_Specification_Version2.
0_FINAL.PDF
4. Raport ‘Reklama w Internecie’ poświęcony m.in. RTB:
https://dl.dropbox.com/u/10000778/raport_reklama_w_internecie.pdf
5. Display Advertising Ecosystem Europe:
https://dl.dropbox.com/u/10000778/IMPROVE-DIGITAL_DISPLAY-
ADVERTISING-ECOSYSTEM-EUROPE-07_2012.pdf
