#dgtl
29 Nov 2013

6 RTB secrets
no-one tells you about
Artem Rodichev
BizDev | CEE

@arodichev
By automating, integrating and
optimizing the way display advertising
is being traded and served, both
publishers and adve...
1 

Second price 

is cheated
$0.80

$0.90

$0.71

$0.81
$0.80

$0.90

$0.71

$0.85
2 

Cookie lifetime 

is short
one
time
one
session
50%
40%

immortal

70% - 1 hour
3 

Major advertisers
integrate to RTB
ecosystem directly
Publishers
Ad Exchanges

SSPs

DSPs
ATDs
Advertisers
Customers / Product data
4 

Targeting 

is getting more
sophisticated
CRM

Search &
Browsing
history

Points
Purchase
GPS

IP
Weather

Social Graph
5 

RTB ecosystem is
highly fragmented
Platform 161

Google

YD

Between
Digital

Retargeter

GetIntent

OpenX
Rubicon
Platform 161

YD

Retargeter

GetIntent

BidSwitch
Google

Between
Digital

OpenX
Rubicon
6
Fraud is 

a HUGE problem
25% fraud

$ 1 125 000 000
@arodichev
Upcoming SlideShare
Loading in …5
×

6 RTB secrets no-one tells you about

488 views

Published on

This is a short brief of how i see some of the current RTB challenges. We at IPONWEB are trying to invent some tricky things to help our clients to solve some of them.

Published in: Technology, Business
  • Be the first to comment

6 RTB secrets no-one tells you about

  1. 1. #dgtl 29 Nov 2013 6 RTB secrets no-one tells you about Artem Rodichev BizDev | CEE @arodichev
  2. 2. By automating, integrating and optimizing the way display advertising is being traded and served, both publishers and advertisers/ad agencies can improve ROI. 
 They must embrace RTB 
 to remain competitive. IDC/Pubmatic, 
 RTB in the US and Worldwide, 
 2010-2017
  3. 3. 1 
 Second price 
 is cheated
  4. 4. $0.80 $0.90 $0.71 $0.81
  5. 5. $0.80 $0.90 $0.71 $0.85
  6. 6. 2 
 Cookie lifetime 
 is short
  7. 7. one time one session 50% 40% immortal 70% - 1 hour
  8. 8. 3 
 Major advertisers integrate to RTB ecosystem directly
  9. 9. Publishers Ad Exchanges SSPs DSPs ATDs Advertisers Customers / Product data
  10. 10. 4 
 Targeting 
 is getting more sophisticated
  11. 11. CRM Search & Browsing history Points Purchase GPS IP Weather Social Graph
  12. 12. 5 
 RTB ecosystem is highly fragmented
  13. 13. Platform 161 Google YD Between Digital Retargeter GetIntent OpenX Rubicon
  14. 14. Platform 161 YD Retargeter GetIntent BidSwitch Google Between Digital OpenX Rubicon
  15. 15. 6 Fraud is 
 a HUGE problem
  16. 16. 25% fraud $ 1 125 000 000
  17. 17. @arodichev

×