Overview of the RTB landscape and impact this has on the current display markt. The possibilities there are to target your audience realtime, with the right message ad the right moment. Price, Message, user are needed to target realtime. Event of IAB may 2012

2. Introduction
The future of Online Marketing

3. Display is a huge and rapidly growing opportunity
Source: Google Market Metrics data. Data for NACE 2011.
Traditional offline media including Print & Classified spend
% growth rates are YoY for 2011-2012

4. USA: Increase of RTB by Forrester in 2011

5. RTB in the Netherlands
12% increase 46% of advertisers
in Display 2011 looking to increase
25% = RTB their budget for
budget 2012 RTB

6. The landscape is changing
2007:
Advertiser Network Publisher
Media Agent
2012:
RTB
Advertiser Publisher
DSP SSP
DMP

7. Current landscape USA - Europe
- Deal with many, many
parties….
- Integration and reliability
Advertiser versus Publisher
- Are you really reaching your
audience?
- Can you re-use your data (re-
market)?
- Real time optimization?

8. The eco system has changed: Everyone wants to take a cut

9. Display will become real-time:
Price User Message
Real-Time Data Dynamic Ads
Bidding
Targeting

10. Real Time Bidding Price
Publishers
eCPM • Extend your non-premium inventory
• Network independent
• Increased relevance so decreased irritation
Bank • Higher eCPMs
Advertisers
• The real online buying model
Travel • Less media waste
• Increased relevancy
Telco • Higher ROI
• Extend your non-premium inventory
• Network independent
• Increased relevance so decreased irritation
Target General
• Higher eCPMs
Audience Audience

11. RTB price and effectiveness
Benefits:
• Dynamic pricing for both advertiser and publisher
• Identify buy/sell audience groups based on visitor
• Optimization based on actual performance of a campaign
• Determining value based on impression
Visitor 2 & 3 are Visitor 17 is part
not part of the of audience part
Visitor 17 is
of the
group of
Advertisers Advertisers
audience group Advertiser
audience group
Red impressies are served by RTB

12. User:
Data = Relevance
Own Data / Data buying
Example
• Telfort with Networks
• Re use of users with other
brands in a organization

13. Message
Direct Marketing
communication
Get the most out of your Data
with Real time bidding
Use what you know. Location,
Time, ‘Purchase’ Intent,
Sequences / Story telling

14. Yield optimization: Control and insights for publisher
Premium Increase the CPM
value with DATA
SSP solution
Dynamic Allocation,
maximum yield for
every impression!
Adexchange
Every impression is
Adsense turnover and will be
filled

15. Bringing it together
• Advertiser: buy what/who you like
• Publisher: open up & earn!
• Agents: Buy audiences, no ‘flat’ reach
• Consumer gets more: increased relevance, decreased
irritation

16. Watch out:
• RTB doesn’t equal instant success
• Advertisers: get your data buy back!
• Publishers’ look out for data leakage!
• General “brand protection”
• Cookie regulation