RTB Realities
OMMA RTB 2013
Gabe Gottlieb
Co-Founder/CEO YieldMetrics
What’s actually happening in the market?
How we gather our data
US Display Market
4
Brands + RTB
Average Campaign Plan for a
Top 1,000 Advertiser
Data is May 15-July 15 2013
RTB Growth Last 3 Quarters
Top1,000 advertisers
RTB % of plan
Advertisers ARE Using RTB
Data is May 15-July 15 2013
Top 1,000 Advertisers
Prototypical Brand - Adobe
Adobe Buying
Networks RTB
Data is May 15-July 15 2013
Example Creatives
Direct RTB + Network
Sample Publishers
Direct RTB
BMW
Direct RTB (Over 30%)
Data is May 15-July 15 2013
Top RTB Users
Data is May 15-July 15 2013
RTB % of plan (Top 1,000 Advertisers)
1-800-FLOWERS
Over 70% RTB
Data is May 15-July 15 2013
J.C. Penney
Over 50% RTB
Data is June 15-July 15 2013
Lowest RTB Users
Data is May 15-July 15 2013
RTB % of plan (Top 1,000 Advertisers)
White House Down
100% Direct
Data is May 15-July 15 2013
Nintendo
Over 80% Direct
Data is May 15-July 15 2013
18
Publishers + RTB
Publishers Are Using RTB
Data is May 15-July 15 2013
Prototypical Publisher - NBCSports
NBCSports Sales
NetworkRTB Ad Server
Data is May 15-July 15 2013
Example Creatives – NBCSports.com
Direct RTB + Network
Data is May 15-July 15 2013
22
The New Networks
RTB First Networks
Sample Sites Channel
/
Hybrid Networks
Sample Sites Channel
Direct Deal
(partnership)
Takeaways
RTB is here and thriving
Advertisers have grown their RTB usage from 17% to
23 % in less than a year; however, s...
Questions?
@GabeGottlieb
Gabe@YieldMetrics.com
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Gabe

  1. 1. RTB Realities OMMA RTB 2013 Gabe Gottlieb Co-Founder/CEO YieldMetrics
  2. 2. What’s actually happening in the market?
  3. 3. How we gather our data US Display Market
  4. 4. 4 Brands + RTB
  5. 5. Average Campaign Plan for a Top 1,000 Advertiser Data is May 15-July 15 2013
  6. 6. RTB Growth Last 3 Quarters Top1,000 advertisers RTB % of plan
  7. 7. Advertisers ARE Using RTB Data is May 15-July 15 2013 Top 1,000 Advertisers
  8. 8. Prototypical Brand - Adobe Adobe Buying Networks RTB Data is May 15-July 15 2013
  9. 9. Example Creatives Direct RTB + Network
  10. 10. Sample Publishers Direct RTB
  11. 11. BMW Direct RTB (Over 30%) Data is May 15-July 15 2013
  12. 12. Top RTB Users Data is May 15-July 15 2013 RTB % of plan (Top 1,000 Advertisers)
  13. 13. 1-800-FLOWERS Over 70% RTB Data is May 15-July 15 2013
  14. 14. J.C. Penney Over 50% RTB Data is June 15-July 15 2013
  15. 15. Lowest RTB Users Data is May 15-July 15 2013 RTB % of plan (Top 1,000 Advertisers)
  16. 16. White House Down 100% Direct Data is May 15-July 15 2013
  17. 17. Nintendo Over 80% Direct Data is May 15-July 15 2013
  18. 18. 18 Publishers + RTB
  19. 19. Publishers Are Using RTB Data is May 15-July 15 2013
  20. 20. Prototypical Publisher - NBCSports NBCSports Sales NetworkRTB Ad Server Data is May 15-July 15 2013
  21. 21. Example Creatives – NBCSports.com Direct RTB + Network Data is May 15-July 15 2013
  22. 22. 22 The New Networks
  23. 23. RTB First Networks Sample Sites Channel /
  24. 24. Hybrid Networks Sample Sites Channel Direct Deal (partnership)
  25. 25. Takeaways RTB is here and thriving Advertisers have grown their RTB usage from 17% to 23 % in less than a year; however, some brands and categories sitting on the sidelines Publishers of all sizes providing inventory - at least 20% across premium & long tail Ad Networks are reinventing themselves through RTB
  26. 26. Questions? @GabeGottlieb Gabe@YieldMetrics.com
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