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Implementing RTB @ Centrum.cz
 

Implementing RTB @ Centrum.cz

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This is an English version of my presentation from Nov 6th 2012 at Czech Internet Forum on Centrum Holdings’ experience of implementation of RTB. Centrum Holdings is one of the top online publishers ...

This is an English version of my presentation from Nov 6th 2012 at Czech Internet Forum on Centrum Holdings’ experience of implementation of RTB. Centrum Holdings is one of the top online publishers on Czech market and the first premium publisher who decided to offer the ad space through RTB and support the ecosystem. The Czech RTB market is in a very early stage of development in fall 2012, the display programmatic buying is dominated by Google AdWords.

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    Implementing RTB @ Centrum.cz Implementing RTB @ Centrum.cz Presentation Transcript

    • Implementing RTB @ Centrum.cz
    • About This PresentationThis is an English version of my presentation from Nov 6th 2012at Czech Internet Forum on Centrum Holdings’ experience ofimplementation of RTB. Centrum Holdings is one of the toponline publishers on Czech market and the first premiumpublisher who decided to offer the ad space through RTB andsupport the ecosystem. The Czech RTB market is in a veryearly stage of development in fall 2012, the displayprogrammatic buying is dominated by Google AdWords.
    • What is RTB?
    • OpenRTB Protocol
    • RTB is an Open Ecosystem with Many Players
    • RTB: Auction of an Impression Done in 100ms1. Offer – free impression MEDIA SSP TECHNOLOGY DSP TECHNOLOGY ADVERTISER / AGENCY 2. Response – the bid
    • RTB is Efficient – Growing Fast Source: PubMatic Ad Revenue Report• RTB is efficient for both publishers and advertisers• It grows fast and counts for 10–15 % of online display revenues today
    • The Situation
    • Opportunities• Interesting service for the clients• Get new client segments• Establish market leadership• Additional revenue stream
    • Threats• Small number of advertisers• Negative market response• Decreasing inventory value, cannibalization of CPT business
    • Our Solution
    • Pilot – Test the Technologies & Find the Right Strategy No winner yet, pros and cons for all of them…
    • Technical Set Up Impression Is there a yes Display guaranteed guaranteed. campaign? forward the impression to SSP Sold through yes Display RTB ad. RTB? passback to ad server Display lower SSP priority campaign. ad server
    • RTB: a New Product on Our Ad Space Direct Sales RTB• Guaranteed – time, • Great audience targeting impressions, reach, features placement, frequency… • Available for anybody, no• Top placements and minimum spend non-standard formats • Less premium placements• Full support and formats• Primary for branding • Great for performance campaigns
    • Centrum Supports Market Development
    • Results& Lessons Learned
    • Cannot Exist without Price FloorsOffering the ad space for too low price• Kills direct business• Destroys the market• Decreases the revenue (however, the same happens with too high price floors)We decided to apply relatively high price floors to protect our business and the market.
    • eCPM Suprisingly Good, Fill Rate Quite Small Premium Inventory eCPM „B“ Class Inventory eCPM CPT RTB PPC CPT RTB PPC
    • Control is the Key to Avoid Channel Conflict andFind New Opportunities
    • Private Exchanges: New Business Opportunity
    • Let’s Not Screw it Up
    • Summary• RTB is of strategic importance for Centrum• We have means to solve the channel conflict• We have to invest into market developmentRTB brings value through technology, it’s not aboutselling out remnant inventory for any price.
    • ? matej.novak@centrumholdings.comhttp://www.linkedin.com/in/matejnovak www.DoubleSense.cz