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What is Real Time Bidding (in 30 seconds)

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Contact: info@dapper.net - A quick overview of Real Time Bidding and its impact on display advertising.

Published in: Business, Technology
  • Il display advertising cambierà molto a seguito della diffusione dell' RTB real-time bidding, che porta reali e concreti vantaggi alle agenzie di piccole e grandi dimenzioni.

    http://www.seodev.it/seo-analisi-e-mercati/investimenti-pubblicitari-nei-canali-digitali-previsti-per-il-2012
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  • This deck confuses two ideas: buying cookie-based audiences (which removes 80% of the waste) and bidding for each user in real time per impression. Most buyers can't differentiate a worth-per-user, let alone per-impression. So cookie-based buying, aka cookie matching, aka retargeting is the actual important thing in this illustration... not RTB.
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  • Boileau said that if you understand well, you can explain clearly and concisely. A very nice example of that sentence!
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What is Real Time Bidding (in 30 seconds)

  1. What is Real Time Bidding? in 30 seconds
  2. Advertisers buy audiences... 0:01
  3. Advertisers buy audiences... Travel Electronics Fashion 0 8 5 $3 $5 $7 0:04
  4. Travel 0 $5 0:08
  5. Travel 0 $5 0:09
  6. Travel? Likes flying to LA Likes potatoes (?!) 0 $5 0:10
  7. 0:13 $0 .7 $1 .5 $0 .3 $0 $0 $0 $0 $0 .5 .5 .2 .5 .5 $0 $1 .5 .3 $0 $0 .5 .5 $1 $0 .3 .5 Real Time Bidding
  8. .5 .2 .3 $0 $0 $1 .4 .5 .5 .2 .3 $0 $0 $0 $0 $2 .5 .5 .5 .3 .7 $0 $0 $0 $0 $0 .4 .5 .5 $0 $0 $0 0 $5 Bulk Buying Impressions Real Time Bidding Targeting large audiences by category Pay only for valuable users 0:19
  9. 60,000 Conversions $15 CPA 20,000 Conversions $45 CPA 0 $5 Bulk Buying Impressions Real Time Bidding Targeting large audiences by category Pay only for valuable users 0:28
  10. That was Real Time Bidding in 30 seconds

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