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VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
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VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD

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Transcript

  • 1. Intro to RTB Display
  • 2. WHAT IS REAL TIME BIDDING (RTB)?• A cutting edge method of selling and buying online display advertising in real time at a per impression level using data, bidders and algorithmic optimization.
  • 3. RTB STATSRTB spend doubled in 2011 andis predicted to double again in2012. By 2015 it will amount to$6.4 billion, when 27% of digitalmedia in the US will be boughtRTB (up from 10% in 2011).-credit Econsultancy
  • 4. DEFINITIONSAudience: People you would liketo display advertisements toInventory: Websites & mobileapps that you would like your adsto serve onAd Exchange: Technology thatfacilitates buying and selling frommultiple ad networks
  • 5. TYPES OF CREATIVE• Static Banners (mobile apps + standard)• Hosted Text (mobile only)• Flash Banners• Expandables• Video - In stream (before, in the middle or after content) - In banner
  • 6. THE PASTRelied on - Buying Clout - Negotiating Skills - Relationships - Manual Management
  • 7. GLEAMExchange based buying using algorithms and bidding engines that make decisions on each impression in real time. Reduces waste Improves campaign performance for buyers
  • 8. OLD BUYING MODEL NEW EXCHANGE MODEL Some guesswork on  Data-driven decision placements making Undisclosed Margins  Bid pricing control Buy in 1k blocks  Impression level buying Manual Management  Automated Management
  • 9. THE AD TRADING DESK
  • 10. TARGETING TECHNOLOGY
  • 11. REMARKETING
  • 12. AUDIENCE TARGETING Serve ads to specific audiences using: Search History Targeting Behavioral Targeting Demographic Prediction
  • 13. USER PROFILING Geo-Targeting by Country, Region, DMA, City, Zip Age Gender Language Interests
  • 14. AUDIENCE EXTENSIONS Acquire specific audiences
  • 15. INVENTORY TARGETING Semantic Targeting Domain Targeting Categories Inventory Quality Filtering
  • 16. BRAND PROTECTION Pre-Audited / Scanned Pages Proven Channels With Premium Inventory Sites With Unverifiable Content Excluded Filter for Sensitive Attributes(Political, Social Media, Forums (moderated or unmoderated), Children / Young Adults / 16+)
  • 17. BANNER REQUIREMENTSFile Sizes: Under 40k per banner to avoid creative feesStandard Sizes (width x height): 120x600, 160x600, 300x250, 468x60, 728x90IAB: Ad unit guidelines must adhere to the guidelines specified by the IAB
  • 18. DYNAMIC BANNERS
  • 19. VIDEO ADVERTISINGIn stream (before, in themiddle or after content)In bannerflv, mp4, wmv, f4v, avi,m4v, mov, mpg formats<2MB
  • 20. MOBILE APP ADVERTISING • Creative: – .jpg, .gif or .png - Most common size is 480x80 – Hosted text (Like Google AdWords) – Can use most of the targeting you can use in a browser campaign
  • 21. ALTERNATIVE CREATIVE• Interstitial - Displays as a user navigates from one web page to the next.• Popup / Popunder – Display over or under page in secondary browser window• Skin – Rich media ad that occupies the unused space on the page, typically the space surrounding the main content frame
  • 22. MEDIA PLANNING• Categories Topics & Themes You Want to Run On• Site lists - Specific sites you want to run on• Demographic targeting (age / gender / language etc.)• Geo-Targeting• Brand Protection Measures – Types of sites you don’t want to run on
  • 23. THE FUTURE What’s Coming Next?• Purchasing Video Ads w/ data• Social ads that measure engagement…
  • 24. LEARN MORE• http://adexchanger.com
  • 25. colin@visiseek.comhttp://visiseek.com

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