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  • 1. Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & InnovationSAMPLE: Real-TimeBiddingBuyer’s Guide Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide
  • 2. SAMPLE:Real-TimeBiddingBuyer’s GuidePublished August 2012 Econsultancy London Econsultancy New York 4th Floor, Farringdon Point 350 7th Avenue, Suite 307 29-35 Farringdon Road New York, NY 10001All rights reserved. No part of this publication may be London EC1M 3JF United Statesreproduced or transmitted in any form or by any means, United Kingdomelectronic or mechanical, including photocopy, recording Telephone:or any information storage and retrieval system, without Telephone: +44 (0)20 7269 1450 +1 212 971 0630prior permission in writing from the publisher. http://econsultancy.comCopyright © Econsultancy.com Ltd 2012 help@econsultancy.com
  • 3. Contents 1. Introduction ..................................................................... 6 1.1. About Econsultancy .................................................................. 7 2. Executive Summary ......................................................... 8 3. The Real-Time Bidding Ecosystem ................................. 9 3.1. Market value and growth .......................................................... 9 3.2. The buy side: demand-side platforms and trading desks .........14 3.3. The sell side: supply-side platforms .........................................16 3.4. In the middle: data providers, data exchanges and data management platforms (DMPs) ...............................................19 3.5. Market trends.......................................................................... 20 3.5.1. Facebook starts to capitalise on the dynamic real-time bidding market ......................................................................... 20 3.5.2. Integration of multiple channels into a single RTB platform has become a key success factor .............................. 22 3.5.3. Advertisers take more control over media planning and execution ................................................................................... 24 3.5.4. Concerns over inventory quality and measurement problems hold back development ........................................... 25 3.6. Return on investment ............................................................. 27 4. Strengths, Weaknesses, Opportunities and Threats (SWOT) .......................................................................... 29 4.1. Strengths ................................................................................. 29 4.2. Weaknesses ............................................................................. 30 4.3. Opportunities .......................................................................... 32 4.4. Threats .................................................................................... 34 5. Costs and Pricing Models .............................................. 36 6. Tips and Pitfalls ............................................................. 39 6.1. Introduction ............................................................................ 39 6.2. How to find the right platform ................................................ 39 6.3. Test, test, test .......................................................................... 46 6.4. Take a strategic approach ....................................................... 47 7. Market Positioning Charts............................................. 48 Real-Time Bidding Buyer’s Guide All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 4. 7.1. Demand-side platforms .......................................................... 48 7.1.1. Explanation for Chart 1: Service model .................................. 48 7.1.2. Market positioning overview: Service model ......................... 49 7.1.3. Explanation for Chart 2: Type of company ............................ 50 7.1.4. Market positioning overview: Type of company ..................... 51 7.2. Trading desks .......................................................................... 52 7.2.1. Explanation for Chart 1: Service model .................................. 52 7.2.2. Market positioning overview: Service model ......................... 53 7.3.1. Explanation for Chart 2: Type of company ............................ 54 7.3.2. Market positioning overview: Type of company .................... 55 7.4. Supply-side platforms ............................................................. 56 7.4.1. Explanation for Chart 1: Service model .................................. 56 7.4.2. Market positioning overview: Service model ......................... 57 7.5.1. Explanation for Chart 2: Type of company ............................ 58 7.5.2. Market positioning overview: Type of company .................... 598. Supplier Matrix .............................................................. 60 8.1. Demand-side platforms .......................................................... 60 8.2. Trading desks .......................................................................... 63 8.3. Supply-side platforms ............................................................. 659. Supplier Marketplace and Profiles ................................ 67 9.1. Demand-side platforms .......................................................... 67 9.1.1. Adform ...................................................................................... 67 9.1.2. Adobe ........................................................................................ 73 9.1.3. Brandscreen .............................................................................. 80 9.1.4. DataXu ...................................................................................... 87 9.1.5. Digilant (formerly Adnetik) ..................................................... 95 9.1.6. Infectious Media...................................................................... 101 9.1.7. Invite Media ............................................................................ 108 9.1.8. LucidMedia .............................................................................. 116 9.1.9. MediaMath.............................................................................. 123 9.1.10. Rocket Fuel .............................................................................. 131 9.1.11. StrikeAd .................................................................................. 139 9.1.12. The Trade Desk........................................................................145 9.1.13. TubeMogul ...............................................................................152 9.1.14. Turn ......................................................................................... 158 9.2. Trading desks .........................................................................166 9.2.1. Accordant Media .................................................................... 166 9.2.2. Accuen ......................................................................................167 9.2.3. The Exchange Lab .................................................................. 168 9.2.4. Varick Media Management .................................................... 173Real-Time Bidding Buyer’s GuideAll rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storageand retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 5. 9.2.5. VivaKi .......................................................................................179 9.2.6. Xaxis ........................................................................................ 180 9.3. Supply-side platforms ........................................................... 186 9.3.1. Admeld .................................................................................... 186 9.3.2. PubMatic ................................................................................. 193 9.3.3. Rubicon Project ......................................................................200Real-Time Bidding Buyer’s GuideAll rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storageand retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 6. 1. Introduction Econsultancy’s buyer’s guides are the ideal starting place for anybody researching new suppliers in digital market sectors. They contain in-depth vendor profiles; to help you quickly evaluate suppliers and service providers, as well as market analysis to help you put things into perspective. Vendors are selected for the report based on a combination of factors, not limited to but including:  Analysis of capabilities (services / products)  Clients  Experience (qualifications / trade bodies / case studies)  Expertise (by sector / topic)  UK and/or USA status (occasional exceptions are made)  Ability to take on and fulfil new projects  Recommendations from trusted sources (or anecdotal evidence to the contrary)  Google visibility  Business model (a high proportion of turnover should be related to these services)  Company website Econsultancy does not explicitly recommend any of the suppliers featured in these guides, principally because it is impossible for us to work with all of them to form a first-hand opinion. But we do believe - based on an intensive and careful selection process - that the chosen vendors represent quality. Buyer’s Guides are updated on an annual basis, so the information contained within is recent and thus valid. Send any questions or comments to Econsultancy’s Research Director Linus Gregoriadis (linus@econsultancy.com).Other Econsultancy buyer’s guidesPPC Bid Management Technology Buyer’s Guidehttp://econsultancy.com/reports/ppc-bid-management-technology-buyers-guideTag Management Buyer’s Guidehttp://econsultancy.com/reports/tag-management-buyers-guidePaid Search Agencies Buyer’s Guidehttp://econsultancy.com/reports/paid-search-agencies-buyers-guideSEO Agencies Buyer’s Guidehttp://econsultancy.com/reports/seo-agencies-buyers-guideContent Management Systems Buyer’s Guidehttp://econsultancy.com/reports/content-management-systems-cms-buyers-guideEmail Marketing Platforms Buyer’s Guidehttp://econsultancy.com/reports/email-marketing-buyers-guideWeb Analytics Buyer’s Guidehttp://econsultancy.com/reports/web-analytics-buyers-guideOnline Reputation and Buzz Monitoring Buyer’s Guidehttp://econsultancy.com/reports/online-reputation-and-buzz-monitoring-buyers-guide Page 6 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 7. 1.1. About Econsultancy Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 400,000 internet professionals every month. Our hub has 120,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face- to-face conferences, forums and professional networking. For the last ten years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation. Econsultancy has offices in London, New York and Dubai and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training in the Middle East, and extensively across Europe and Asia. We trained over 5,000 marketers and ran over 200 public training courses in 2011. Join Econsultancy today to learn what’s happening in digital marketing – and what works. Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 971 0630 (New York). You can also contact us online.Other related Econsultancy contentBest Practices in Digital Display Advertisinghttp://econsultancy.com/reports/best-practices-in-digital-display-advertisingOnline Advertising Surveyhttp://econsultancy.com/reports/online-advertising-surveyReal-Time Bidding Ecosystem Maphttp://econsultancy.com/reports/real-time-bidding-ecosystem-mapMedia Growth Trendshttp://econsultancy.com/reports/media-growth-trendsOnline Media Reporthttp://econsultancy.com/reports/online-media-reportAd Serving Buyer’s Guidehttp://econsultancy.com/reports/ad-serving-buyers-guideInternet Advertising Statisticshttp://econsultancy.com/reports/internet-advertising-statistics Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 7 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 8. 2. Executive Summary The focus of this report is real-time bidding (RTB), including an analysis of online display advertising market trends and detailed profiles of the leading demand-side platforms (DSPs), trading desks and supply-side platforms (SSPs). With the advent of real-time bidding, advertisers are able to reach their audiences more effectively and select the best impressions to bid on, while publishers benefit from an incremental revenue lift, more valuable remnant inventory and improved pricing strategies. The sector is evolving quickly as media buyers and publishers focus more than ever on transparency, actionable insights, digital media convergence and cross-channel attribution. Trends covered in this guide include:  Facebook starts to capitalise on the dynamic real-time bidding market  Integration of multiple channels into a single RTB platform has become a key success factor  Advertisers take more control over media planning and execution  Concerns over inventory quality and measurement problems hold back development The Supplier Marketplace and Profiles section (Section 9) contains profiles of the following platforms and trading desks:  Demand-side platforms (DSPs): Adform, Adobe, Brandscreen, DataXu, Digilant (formerly Adnetik1), Infectious Media, Invite Media, LucidMedia, MediaMath, Rocket Fuel, StrikeAd, The Trade Desk, TubeMogul, Turn  Trading desks: The Exchange Lab, Varick Media Management, Xaxis Note: We’ve included shortened profiles, compiled from publicly available information, for the following trading desks: Accordant Media, Accuen and VivaKi.  Supply-side platforms (SSPs): Admeld, PubMatic, Rubicon Project The content of this report is relevant globally. Ideally, it should be read in conjunction with our Best Practices in Digital Display Advertising report2, which examines the online advertising ecosystem in detail and includes how-to advice for discovering, segmenting, buying, serving, measuring and attributing digital media ad units. The following vendors were invited to take part but declined to submit profiles for this report, or could not meet the deadline: Accordant Media, Accuen, AMNET (Aegis), Cadreon, Ikon Communications, TRAFFIQ, Triggit, VivaKi, [x+1], XA.net. Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide 1 Adnetik rebranded as Digilant in July 2012 – http://www.adnetik.com/index.html 2 http://econsultancy.com/reports/best-practices-in-digital-display-advertising Page 8 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 9. 3. The Real-Time Bidding Ecosystem The last few years have seen a rapid evolution of the display advertising market with significant developments in technology and targeting capabilities. Real-time bidding (RTB) platforms have changed the way ad impressions are purchased and managed while helping to meet the need for more accountable and effective auction-based media buying for advertisers and publishers alike. With display advertising poised for continued growth as a strong second player after search, RTB platforms have been reaping the benefits. The evolution and impact of these platforms can only be understood in the context of the overall display advertising market, so this section aims to provide an overview of the market’s growth and recent trends.3.1. Market value and growth When looking at the raw numbers, display advertising has been growing at a steady rate over the last five years. ZenithOptimedia predicts that the global display advertising market will reach $32.9bn this year, propelling it to 21% growth between 2011 and 2014. Display accounted for 36% of internet advertising in 2011 and the company expects this proportion to increase to 41% by 2014. According to figures from the Internet Advertising Bureau (IAB), Europe’s online advertising market grew 14.5% year-on-year to a market value of €20.9bn in 2011. By comparison, the overall European advertising market – excluding online – grew at just 0.8% in the same time period. Display’s year-on-year growth has slowed down (15.4% compared to 21.3% in 2010), with paid search (17.9% y-o-y growth) leading the surge. Although TV advertising continues to attract...<Sample> What the vendors say – US vs. Europe“The USA is around 12 months ahead of the UK, and 24 months ahead of the rest of Europe. A number of USvendors have arrived in London and have helped educate the market, less so on the continent. We would see USAand UK become comparable in the next 24 months and UK potentially overtaking due to digital being a moredominant medium.” Sample quote<Sample> Benefits of RTB: early adopters showcaseBSkyB In July 2010, RTB accounted for around 2% of Sky’s display ad spend. By January 2011, this had grown to 18%. The company is currently spending... Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 9 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 10. 3.2. The buy side: demand-side platforms and trading desks As defined in Econsultancy’s 2011 Demand-Side Platforms Buyer’s Guide3, a DSP is a technology layer on top of display-buying systems that streamlines the media buying process by using impression-level decisioning based on multiple parameters and data sources. DSPs help buyers aggregate, bid on and optimise digital inventory across ad exchanges and yield management platforms (YMPs). This replaces the traditional arbitrage model and enables media buyers to reach a specific audience at the impression level, in real time. Demand-side platforms are associated with real- time bidding, but a true DSP encompasses the entire buying process – from campaign insertion order management to creative optimisation and analytics. So… what does a demand-side platform do?  Connects to multiple inventory sources (e.g. ad exchanges, optimisers), creating a significant pool of impressions.  Calculates the value of an impression relative to its characteristics in real time.  Makes decisions on what impressions to bid for and what price to bid for each in real time.  Provides... 3.3. The sell side: supply-side platforms While real-time bidding was initially developed to meet the needs of advertisers (the demand side), it has evolved into offering controls and transparency for publishers (the supply side). Parallel to the development of demand-side platforms and trading desks, a new type of supply- side intermediary has emerged. Previously more commonly known as publisher yield managers/optimisers, supply-side platforms such as Admeld (acquired by Google in June 2011), PubMatic and Rubicon Project, help publishers control how they sell each impression, maximise their advertising revenues and better manage and price their inventory.<Sample> Definition of SSPs“Supply-side platforms, or SSPs as they are commonly known in the digital advertising community, are anemerging category of technology companies that are in the business of... SSPs use data generated from impression-level bidding to help publishers increase the value of their premium and remnant inventory alike. Having rolled out RTB capabilities and forged partnerships with DSPs, SSPs are... Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide 3 http://econsultancy.com/reports/demand-side-platforms-buyers-guide Page 10 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 11. 3.4. In the middle: data providers, data exchanges and data management platforms (DMPs) Display advertising growth continues to be partly driven by the very much hyped application of ‘Big Data’. In this data-supported ecosystem, advertisers can use real-time bidding and algorithmic trading to reach specific audiences that meet their exact criteria while increasing the cost-efficiency. Data accessibility has grown exponentially in the last few years and marketers can access dozens of disparate data sources. Collecting, analysing and transforming these data sets into actionable insights are the main challenges for modern marketers, and knowing how to leverage the data available to advertisers is critical to both understanding and targeting their audiences. Fortunately, numerous players have flocked to the market to assist them. Every individual with an addressable device basically represents an...What the vendors saySAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 11 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 12. 3.5. Market trends3.5.1. Facebook starts to capitalise on the dynamic real-time bidding market According to comScore, Facebook captured 27.9% of the US display advertising market in 2011 (up from 21% a year earlier), accounting for one in every four display ads in the US. Yahoo was second with 11% of the market, while Microsoft, Google, and AOL trail with less than 5% each. “Any time a site becomes so influential to the full digital landscape, advertisers are forced to pay attention”, Andrew Lipsman, VP, Marketing & Industry Analysis at comScore, told ClickZ News. “There was a time when brands thought of Facebook as a place for kids and teenagers. That’s obviously not the case anymore.” Figure 1: Top ten US online display ad publishers by number of impressions in millionsSAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Source: comScore, US Digital Future in Focus 2012, February 2012 However, globally, Facebook only made about...3.5.2. Integration of multiple channels into a single RTB platform has become a key success factor While it is quite difficult to predict how the competitive landscape for the RTB market will evolve over the next few months, the entry cost from a technological perspective is lowering. Edward Montes, CEO at Digilant, highlights this trend: “when technology costs cease to become a barrier to entry, differentiation becomes essential”. Multichannel media buying has been the new buzz phrase in the online advertising space in 2012. While display still accounts for the bulk of RTB spending, RTB is emerging as a substantial component of other channels, such as social, video and mobile. For example, the...What the vendors say SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Facebook’s recent announcement is game changing for the... Page 12 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 13. 3.5.3. Advertisers take more control over media planning and execution Traditionally, the process of digital media buying and management has been considered quite inefficient and slow. Self-service platforms such as Facebook, AOL’s Advertising.com and AdBrite have made technology directly accessible to advertisers and agencies and Facebook is a great example of where the industry is going. Simply by logging in and funding the account, anyone can immediately start building ads within Facebook, and target them by using a wide range of audience characteristics. Cost is also a significant driver for the...3.5.4. Concerns over inventory quality and measurement problems hold back development Despite the promising evolution of real-time bidding, inventory quality and availability (especially in emerging areas such as mobile and video advertising) are still considered major obstacles, whether it’s a genuine concern or just a misperception. While technology is important, inventory quality and contextual relevance remain important factors for advertisers moving forward and present scale challenges. Or as Andy Cocker, Co-Founder and Managing Partner at Infectious Media, puts it, “inventory is still key”. He added: “As publishers see that RTB hasn’t...What the vendors say SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 13 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 14. 3.6. Return on investment Investment in real-time bidding platforms can provide organisations with numerous benefits, ranging from cost efficiency to unprecedented control over price/performance. The buy side: demand-side platforms and trading desks Effectively run campaigns using demand-side platforms and trading desks can help advertisers…  Reduce costs and media waste – Bid-forecasting tools allow them to predict the unique user reach and impression availability for a certain audience segment. – Explore how reach and availability fluctuate based on a certain... – The sell side: supply-side platforms Effectively run campaigns using supply-side platforms can help publishers…  Increase revenue incrementally via unique bidding / pricing precision – The Online Publishers Survey Report4 showed that the most commonly cited benefits of working with supply-side platforms are... – Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide 4 http://econsultancy.com/reports/online-advertising-survey Page 14 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 15. 4. Strengths, Weaknesses, Opportunities and Threats (SWOT) This section contains a ‘SWOT’ analysis of the real-time bidding market from the perspective of vendors. It also serves as a summary of some of the points made above.4.1. Strengths  The healthy growth rate of display advertising means that real-time bidding platforms will continue to attract increasing levels of investment from advertisers, agencies and publishers.  Convenience: ability to access multiple inventory sources through a single interface – Traditionally, advertisers had to work with... –What the vendors say (strengths) SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide4.2. Weaknesses  The Online Advertisers Survey Report 2011 revealed that the benefits of RTB are not being fully realised, and that awareness about some advantages is still quite limited. – Just under half (48%) of respondents say that improved performance is a benefit of real- time bidding, while 42% of advertisers point to reduced media wastage, better targeting capabilities and lower cost per acquisition.  ‘Black hat’ RTB platforms in a crowded market – Due to... –What the vendors say (weaknesses) SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 15 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 16. 4.3. Opportunities  Service layer development – Traditionally, the online display advertising marketplace has been technology-driven, with the most successful players are those that possessing best-of-breed technology. Therefore, vendors have been trying to build proprietary technology platforms. – However, it has been increasingly argued that placing a... –What the vendors say (opportunities) SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide4.4. Threats  Proving ROI and long-term benefits – There remains a debate regarding the ROI and long-term benefits that RTB platforms provide due to a lack of... –What the vendors say (challenges and threats) SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 16 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 17. 5. Costs and Pricing Models Real-time bidding platforms use a wide range of pricing methods and fee structures which vary according to vendor and client requirements. Demand-side platforms Demand-side platforms promote fully transparent pricing and state that there is no hidden margin as has been the case with ad networks. Below is a rough breakdown:  Cost-plus: This is a fixed percentage of media spend, based on the business relationship, level of service or how much data is used. Some demand-side platforms work on a... Trading desks According to a white paper published by the Association of National Advertisers5, business models vary across agency holding companies. However, all trading desks are compensated via some form (or combination) of:  Professional services i.e. a labour-based... Supply-side platforms Supply-side platforms typically charge publishers on a... Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide 5 http://www.ana.net/blogs/show/id/22302 Page 17 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 18. Table 1: Costs and pricing modelsDemand-side platformsAdform Adobe Brandscreen DataXu Digilant (formerly Adnetik) Infectious Media Invite Media LucidMedia MediaMath Rocket Fuel StrikeAd The Trade Desk TubeMogul Turn Trading desksThe Exchange Lab Varick Media Management Xaxis Supply-side platformsAdmeld PubMatic Rubicon Project  Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 18 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 19. 6. Tips and Pitfalls6.1. Introduction In order to identify the right real-time bidding platform and get the best fit for your organisation, it is important to understand that different providers offer different types of solutions and their technology and expertise varies a lot. The technical infrastructure is a critical scaling factor, so you certainly need to understand the underlying technology. Moreover, some platforms focus on technical solutions, while others provide a service layer on top. In an increasingly complex ecosystem, understanding what a provider offers and how it suits your needs can be a challenge. The detailed company profiles and market positioning charts included in this guide will help you find the right fit. This section contains some key questions and considerations that you need to keep in mind – and some pitfalls to avoid.6.2. How to find the right platform This section can act as a check-list and should also draw your attention to some pitfalls to avoid. Demand-side platforms  One of the first steps is to decide what type of service model is most appropriate for your goals and budget. – A full-service model may be suitable if you don’t want to invest in... –Critical areas to consider and questions to ask: a vendor’s perspective SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 19 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 20. Trading desks  Technology – Is the technology proprietary or sourced from another provider? – What demand partners does the trading desk have? – How much data does the company... – Supply-side platforms  Technology – Is the technology proprietary or sourced from another provider? Does the vendor license this technology to other companies? – How much data does the company process daily? What is the monthly RTB impression volume? – What demand partners does the –What the vendors say SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide6.3. Test, test, test The best way to find the right real-time bidding platform that suits your needs and budget is to evaluate several providers by deploying a test campaign:  Narrow the list of providers – choose up to five platforms by taking into account the... 6.4. Take a strategic approach Before selecting a real-time bidding platform, it is essential to have a clear understanding of what your company wants to... Page 20 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 21. 7. Market Positioning Charts7.1. Demand-side platforms7.1.1. Explanation for Chart 1: Service model Non-proprietary technology Where we are going Where we are now Proprietary technology Self-service Full-service solution solution The vertical axis charts whether or not the company uses proprietary or third-party technology. The horizontal axis charts to what extent the company provides a full-service solution, as opposed to a self-service one. For example, a demand-side platform positioned in the bottom right quadrant will use proprietary technology and will be more geared towards offering a full-service solution. Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 21 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 22. 7.1.2. Market positioning overview: Service model Non-proprietary technology Proprietary technology Self-service Full-service solution solution Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 22 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 23. 7.1.3. Explanation for Chart 2: Type of company Agency Where we are going Where we are now Tech company Display Cross-channel advertising focus focus The vertical axis charts to what degree the demand-side platforms see themselves as a tech company as opposed to an agency. The horizontal axis charts to what extent the company focuses on display advertising as opposed to having a cross-channel focus. For example, a demand-side platform positioned in the bottom right quadrant will be a tech company with a cross-channel focus. Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 23 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 24. 7.1.4. Market positioning overview: Type of company Agency Tech company Display Cross-channel advertising focus focus Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 24 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 25. 7.2. Trading desks7.2.1. Explanation for Chart 1: Service model Non-proprietary technology Where we are going Where we are now Proprietary technology Self-service Full-service solution solution The vertical axis charts whether or not the company uses proprietary or third-party technology. The horizontal axis charts to what extent the company provides a full-service solution, as opposed to a self-service one. For example, a trading desk positioned in the bottom right quadrant will use proprietary technology and will be more geared towards offering a full-service solution. Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 25 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 26. 7.2.2. Market positioning overview: Service model Non-proprietary technology Proprietary technology Self-service Full-service solution solution Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 26 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 27. 7.3.1. Explanation for Chart 2: Type of company Agency Where we are going Where we are now Independent Display Cross-channel advertising focus focus The vertical axis charts to what degree the trading desks see themselves as an independent company as opposed to an agency. The horizontal axis charts to what extent the company focuses on display advertising as opposed to having a cross-channel focus. For example, a trading desk positioned in the bottom right quadrant will be an independent company with a cross-channel focus. Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 27 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 28. 7.3.2. Market positioning overview: Type of company Agency Independent Display Cross-channel advertising focus focus Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 28 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 29. 7.4. Supply-side platforms7.4.1. Explanation for Chart 1: Service model Non-proprietary technology Where we are going Where we are now Proprietary technology Self-service Full-service solution solution The vertical axis charts whether or not the company uses proprietary or third-party technology. The horizontal axis charts to what extent the company provides a full-service solution, as opposed to a self-service one. For example, a supply-side platform positioned in the bottom right quadrant will use proprietary technology and will be more geared towards offering a full-service solution. Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 29 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 30. 7.4.2. Market positioning overview: Service model Non-proprietary technology Proprietary technology Self-service Full-service solution solution Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 30 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 31. 7.5.1. Explanation for Chart 2: Type of company Agency Where we are going Where we are now Tech company Display Cross-channel advertising focus focus The vertical axis charts to what degree the supply-side platforms see themselves as a tech company as opposed to an agency. The horizontal axis charts to what extent the company focuses on display advertising as opposed to having a cross-channel focus. For example, a supply-side platform positioned in the bottom right quadrant will be a tech company with a cross-channel focus. Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 31 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 32. 7.5.2. Market positioning overview: Type of company Agency Tech company Display Cross-channel advertising focus focus Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 32 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 33. 8. Supplier Matrix An at-a-glance overview of who’s doing what…8.1. Demand-side platforms Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Supplier matrix: a fast guide to servicesTechnology and service modelProprietary technology              Do you license this technology to           other companies?Full-service solution              Self-service solutionBlended service approach (mix ofself-service tools and managedservice support)Campaign planningROI forecastingBid forecastingReach forecastingUniversal frequency capping(UFC)Server-side cookie databaseBudget controlAudience data managementAudience extensionCustom data integrationsFirst party dataThird party dataIntent data (e.g. BlueKai,eXelate)Unique personal data (e.g.TARGUSinfo, Experian)Assessment of data effectiveness/ consistency Page 33 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 34. Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Supplier matrix: a fast guide to servicesTargeting featuresHTTP/IP dataDemographic dataContextual dataBehavioural data (if yes, pleaseexplain extent of this)Customer data (e.g. brandpreference, offline propensitymodels)Geo-targetingRetargeting (e.g. cookie-levelretargeting)Multivariate targetingSocial proximityMedia buyingImpression level RTBRules-based approachPredictive targeting and bidpricingCross-channel buying capabilities(e.g. mobile, video, social)Dynamic inventory allocationInventory quality controlOptimisationAlgorithmic-based modellingReal-time assessment (RTA)Page-level optimisationAutomated optimisation for CTR /CPA / eCPCCreative optimisationReal-time brand optimisationTransparency and brand protectionPre-emptive brand safety filters Page 34 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 35. Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Company name Supplier matrix: a fast guide to servicesAutomated blocklistsIntegration with ad verificationsolutionsOBA complianceNAI / IAB complianceReportingQualitative insightsReal-time reportingCross-channel reportingcapabilities (e.g. mobile, video,social)Automated report distributionOther featuresDiscrepancy managementPost-campaign reconciliationAtlas Universal Action Tag (UAT)complianceSupport for rich mediatechnologiesCustomer supportLocal support (e.g. offices, localaccount management, in-countrymanagement etc.)Local billing and FOREXreconciliationInterface localisationDedicated account teamsPricing methodPercentage of spendPerformance-based Page 35 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 36. 8.2. Trading desks Company name Company name Company name Supplier matrix: a fast guide to servicesTechnology and service modelProprietary technology   Full-service solution   Blended service approach (mix of self-service tools and managed service support)Types of mediaDisplayVideoSocialMobileAudience data managementProprietary data management technologyThird party audience dataCustom data integrationsTargeting featuresHTTP/IP dataDemographic dataContextual dataBehavioural data (if yes, please explain extent of this)Customer data (e.g. brand preference, offline propensity models)Geo-targetingLook-alike targetingRetargeting (e.g. cookie-level retargeting)Multivariate targetingSocial proximityAbove the fold/below the foldTransparency and brand protectionPre-emptive brand safety filters Page 36 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 37. Company name Company name Company name Supplier matrix: a fast guide to servicesAutomated blocklistsOBA complianceReportingQualitative insightsReal-time reportingCross-channel reporting capabilities (e.g. mobile, video, social)Automated report distributionOther featuresDiscrepancy managementFrequency cappingAttribution modellingSupport for rich media technologiesCustomer supportLocal support (e.g. offices, local account management, in-country management etc.)Pricing methodPercentage of spendPerformance-basedLabour-based feesTechnical fees (e.g. data analysis, modelling, technology)Incremental media fees (marked-up media) Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 37 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 38. 8.3. Supply-side platforms Company name Company name Company name Supplier matrix: a fast guide to servicesTechnology and service modelProprietary technology   Do you license this technology to other companies? Full-service solutionSelf-service solutionBlended service approach (mix of self-service tools and managed service support)Yield controls and optimisationAlgorithmic-based price predictionDynamic floor pricing (e.g. at the ad tag, user, advertiser level)Private marketplaces (if yes, include number and clients)Recommended pricing to maximise revenue (automated vs. manual)API integrations with third party optimisation technologyAudience data managementThird party audience dataCustom data integrationsIntent data (e.g. BlueKai, eXelate)Unique personal data (e.g. TARGUSinfo, Experian)Brand control and data safetyAd quality controlCreative level control i.e. ability to block proactively at the creative level rather than advertiser / industrylevelAutomated blocklist managementURL anonymisingAd loading speed monitoringData leakage protection (e.g. white lists for pixel droppers, pixel droppers database)Live creative monitorCreative violations report Page 38 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 39. Company name Company name Company name Supplier matrix: a fast guide to servicesAd inspector browser pluginMalware detectorDoes the malware protection work globally?ReportingCustom reportsReal-time reporting (advertiser level / agency level / partner level)Bid volume distribution reportingAutomated report distributionOther featuresSupport for rich media technologiesAd operations supportDedicated services teamEnd-to-end campaign traffickingCollection and reconciliation of paymentsCurrency exchange managementDiscrepancy managementCustomer supportLocal support (e.g. offices, local account management, in-country management etc.)Pricing methodPercentage of managed revenue Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 39 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 40. 9. Supplier Marketplace and Profiles Note: The information below is provided by the suppliers featured in this buyer’s guide. We do our best to ensure every profile is complete and accurate, although it is not possible for Econsultancy to verify every detail. The information below has been used to inform the market positioning overview (Section 7) and the Supplier Matrix (Section 8).9.1. Demand-side platforms9.1.1. Sample profileURL Company logoCompany Proposition COMPANY OWNERSHIPBrief Company History HEAD OFFICE ADDRESS OTHER OFFICE LOCATIONSUSP – What sets you apart from competitors? USA CONTACTCase study and/or testimonials EMEA CONTACT Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 40 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 41. Background informationReach (e.g. audience % / monthlyusers potential)Monthly RTB impression volumeQueries per second (QPS)Inventory partnersNumber of clientsProduct engineering and supportstaffCompany revenue for 2011 or lastaccounting periodProjected revenue / growth for 2012Years in businessTechnology and service modelProprietary technologyDo you license this technology toother companies?Full-service solutionSelf-service solutionBlended service approach (mix ofself-service tools and managedservice support)Other (Please specify)Campaign planningROI forecastingBid forecastingReach forecasting Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 41 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 42. Universal frequency capping (UFC)Server-side cookie databaseBudget controlOther (Please specify)Audience data managementAudience extensionData partnersCustom data integrationsFirst party dataThird party dataIntent data (e.g. BlueKai, eXelate)Unique personal data (e.g.TARGUSinfo, Experian)Other (Please specify)Assessment of data effectiveness /consistencyTargeting featuresHTTP/IP dataDemographic dataContextual dataBehavioural data (if yes, pleaseexplain extent of this)Customer data (e.g. brandpreference, offline propensitymodels)Geo-targetingRetargeting (e.g. cookie-levelretargeting) Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 42 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 43. Multivariate targetingSocial proximityOther (Please specify)Media buyingImpression level RTBRules-based approachPredictive targeting and bid pricingCross-channel buying capabilities(e.g. mobile, video, social)Dynamic inventory allocationInventory quality controlOther (Please specify)OptimisationAlgorithmic-based modellingReal-time assessment (RTA)Page-level optimisationAutomated optimisation for CTR /CPA / eCPCCreative optimisationReal-time brand optimisationOther (Please specify)Transparency and brand protectionPre-emptive brand safety filtersAutomated blocklistsIntegration with ad verificationsolutions Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 43 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 44. OBA complianceNAI / IAB complianceOther (Please specify)ReportingMetrics (e.g. standard or custom)Qualitative insightsReal-time reportingCross-channel reporting capabilities(e.g. mobile, video, social)Automated report distributionOther (Please specify)Other featuresDiscrepancy managementPost-campaign reconciliationAtlas Universal Action Tag (UAT)complianceSupport for rich media technologiesOther (Please specify)Customer supportWhat level of customer support doyou provide?Local support (e.g. offices, localaccount management, in-countrymanagement etc.)Local billing and FOREXreconciliationInterface localisationDedicated account teams Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 44 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 45. Turnaround timesWhat additional costs are there forsupport?Other (Please specify)Data centresHow many data centres do you haveand where are they?Pricing methodPercentage of spendPerformance-basedOther (Please specify)Additional supporting informationPlease add any other informationyou feel is relevant Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 45 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 46. Company name – Market Positioning ChartsChart 1: Service model Non-proprietary technology Where we are now Where we are going Proprietary technology Self-service Full-service solution solutionChart 2: Type of company Agency Where we are now Where we are Tech company going Display Cross-channel advertising focus focus Page 46All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storageand retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 47. 9.2. Trading desks9.2.1. Sample profileURL Company logoCompany Proposition COMPANY OWNERSHIPBrief Company History HEAD OFFICE ADDRESS OTHER OFFICE LOCATIONSUSP – What sets you apart from competitors? USA CONTACTCase study and/or testimonials EMEA CONTACT Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 47 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 48. Background informationMonthly RTB impression volumeDemand partnersWhat type of clients have youworked with? (agencies,advertisers, both)Number of clientsProduct engineering and supportstaffWhat regions do you work in?Company revenue for 2011 or lastaccounting periodProjected revenue / growth for 2012Years in businessTechnology and service modelProprietary technologyFull-service solutionBlended service approach (mix ofself-service tools and managedservice support)Other (Please specify)Types of mediaDisplayVideoSocialMobileOther (Please specify)Audience data managementProprietary data managementtechnology Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 48 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 49. Third party audience dataData partnersCustom data integrationsOther (Please specify)Targeting featuresHTTP/IP dataDemographic dataContextual dataBehavioural data (if yes, pleaseexplain extent of this)Customer data (e.g. brandpreference, offline propensitymodels)Geo-targetingLook-alike targetingRetargeting (e.g. cookie-levelretargeting)Multivariate targetingSocial proximityAbove the fold/below the foldOther (Please specify)Transparency and brand protectionPre-emptive brand safety filtersAutomated blocklistsAd verification / privacy partnersOBA complianceHow do you address competitiveconflicts? (if the holding company isan agency)Other (Please specify) Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 49 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 50. ReportingMetrics (e.g. standard or custom)Qualitative insightsReal-time reportingCross-channel reporting capabilities(e.g. Facebook, Google AdWords)Automated report distributionOther (Please specify)Other featuresDiscrepancy managementFrequency cappingAttribution modellingSupport for rich media technologiesOther (Please specify)Customer supportWhat level of customer support doyou provide?Local support (e.g. offices, localaccount management, in-countrymanagement etc.)Turnaround timesWhat additional costs are there forsupport?Other (Please specify)Pricing methodPercentage of spendPerformance-basedLabour-based feesTechnical fees (e.g. data analysis,modelling, technology)Incremental media fees (marked-upmedia)Other (Please specify)Additional supporting informationPlease add any other informationyou feel is relevant Page 50 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 51. Company name – Market Positioning ChartsChart 1: Service model Non-proprietary technology Where we are now Where we are going Proprietary technology Self-service Full-service solution solutionChart 2: Type of company Agency Where we are now Where we are going Independent Display Cross-channel advertising focus focus Page 51All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storageand retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 52. 9.3. Supply-side platforms9.3.1. Sample profileURL Company logoCompany Proposition COMPANY OWNERSHIPBrief Company History HEAD OFFICE ADDRESS OTHER OFFICE LOCATIONSUSP – What sets you apart from competitors? USA CONTACTCase study and/or testimonials EMEA CONTACT Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 52 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 53. Background informationMonthly total impression volumeMonthly RTB impression volumeMonthly bid requestsDemand partners (RTB vs. adnetworks and exchanges)What unique demand does theplatform have?Is management of campaigns fromdemand partners manual orthrough an automated system/UI ora combination of both?Is the service local (in-market) or isit managed from elsewhere?Number of clients (by geography)Product engineering and supportstaffCompany revenue for 2011 or lastaccounting periodProjected revenue / growth for 2012Technology and service modelProprietary technologyDo you license this technology toother companies?Full-service solutionSelf-service solutionBlended service approach (mix ofself-service tools and managedservice support)Other (Please specify) Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 53 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 54. Yield controls and optimisationAlgorithmic-based price predictionDynamic floor pricing (e.g. at the adtag, user, advertiser level)Private marketplaces (if yes, includenumber and clients)Recommended pricing to maximiserevenue (automated vs. manual)API integrations with third partyoptimisation technologyOther (Please specify)Audience data managementThird party audience dataData partnersCustom data integrationsIntent data (e.g. BlueKai, eXelate)Unique personal data (e.g.TARGUSinfo, Experian)Other (Please specify)Brand control and data safetyAd quality controlCreative level control i.e. ability toblock proactively at the creativelevel rather than advertiser /industry levelAutomated blocklist managementURL anonymisingAd loading speed monitoringData leakage protection (e.g. whitelists for pixel droppers, pixeldroppers database) Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 54 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 55. Live creative monitorCreative violations reportAd inspector browser pluginMalware detector (if yes, is itproprietary or licensed?)Does the malware protection workglobally? Which markets does itcover?Other (Please specify)ReportingCustom reportsReal-time reporting (advertiserlevel / agency level / partner level)Bid volume distribution reportingAutomated report distributionOther (Please specify)Other featuresSupport for rich media technologiesOther (Please specify)Ad operations supportDedicated services team (if yes, isthis 24-hour?)Average response timesEnd-to-end campaign traffickingCollection and reconciliation ofpaymentsCurrency exchange management Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 55 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 56. Discrepancy managementOther (Please specify)Customer supportWhat level of customer support doyou provide?On-boarding timesLocal support (e.g. offices, localaccount management, in-countrymanagement etc.)Turnaround timesWhat additional costs are there forsupport?Pricing methodPercentage of managed revenueOther (Please specify)Additional supporting informationPlease add any other informationyou feel is relevant Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide Page 56 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012
  • 57. Company name – Market Positioning ChartsChart 1: Service model Non-proprietary technology Where we are now Where we are going Proprietary technology Self-service Full-service solution solutionChart 2: Type of company Agency Where we are now Where we are going Tech company Display Cross-channel advertising focus focus Page 57All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storageand retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012