First SSP to run RTB, first and only private exchange, first mobile RTB, first block lists, first floor prices etc.
Turn clock back to 2000- Ad networks help advertisers reach audiences at scale by cutting deals with lots of different publishers- In exchange for these services, ad networks take a “cut” of each buy.
Ad Networks are cherry pickers. They don’t take every impression, so publishers have to work with lots of them to fill all their unsold.The race to the bottom.Daisy chain required tinkering daily by ad ops teams, tweaking code on pages to determine the optimal order. Worst part is that what’s optimal right now, won’t work in 5 minutes because of changes in demand and supplyWith all
Determine the highest paying demand source with a single piece of code on the publisher page.
We believe ad ops is a critical role in the organization, and with technologies can be freed up to tackle much more important problems than shifting around ad tags in daisy chains.
For the past 10 years, ad networks have been the primary way advertisers reached users at large scale. For the most part, advertisers paid a flat rate to reach certain types of users through networks, understanding that a good portion of that spend would go to waste. In the past year or so, a new breed of buyers, Demand Side Platforms (DSPs) have emerged—which unlike ad networks, give advertisers the ability to bid individually on impressions (RTB) ad target them much more accurately. These companies leverage all kinds of data, including 3rd party data to decide which users are worth what. AdMeld is the publisher’s agent in this process, connecting them with all these source of demand and looking out for their best interests in terms of pricing, transparency, safety, etc Ad exchanges are primarily buy-side tools. They’re marketplaces in which the deck is stacked against the publisher because they’re optimised to drive ROI for the buyersAd servers are used by all players across the spectrum.Ad safety and verification tools are also used across the spectrum. by buyers to ensure their ads aren’t running near content that’s off-brand or inappropriate, and they’re used by publishers to ensure blocked or unwanted advertisers aren’t on their site, and the ads are free of malware.
The second big
Forrester ReportA lot of text, overlay of text , animation on bottom right that highlights 58% and make quote on top biggerWe are also now above 58%
Add something below that shows what a trillion looks like, a hell of a lot of something happening, austin powers, star or galaxy
Play Publisher Clip Here!http://www.youtube.com/watch?v=UegZQisrfW4Data and biddable premium inventory increases online ad spendSales people will not be replaced by technologyBrand matters but it’s not enough if you don’t have technologyAlgorithmic advertising has to be paid attention toAction is required by publishers
Even in the US RTB needed some month to really get into mainstream. Now Germany is in a simliar situation than the US End of 2009 or Q2 2010. IN Q1 2011 the product features represent the reality: prioritized bidding to reflect volume buys or floor prices on user segments
. The incumbents will not drive the revolution. The arguments for RTB are too convincing. Some companies will disappear. Data is like a superboost for development- The advantages for the publishers are clear
1.) Mobile Impressions are exploding (roughly 150 billion in US per month)2.) Mobile Ad Network ecosystem is rapidly changing3.) Mobile RTB will bring some much needed transparency, and price control to the market. Increasing Importance of MobileMobile Impressions are exploding (roughly 150 billion in US per month)Mobile Ad Network ecosystem is rapidly changingMobile audience dataLocation based advertisingMobile RTB will bring some much needed transparency, and price control to the market.
Ben Barokas Presents "The Rise of RTB" at Dmexco Night Talks
DMEXCO Night Talks – The Rise of RTBBen Barokas, Founder & Chief Revenue Officer<br />5, April 2011 - Munich <br />