TradeAds Gen.Info


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TradeAds Gen.Info

  1. 1. online advertising exchange
  2. 2. Overview <ul><li>About </li></ul><ul><li>Bidding process </li></ul><ul><li>Choosing the winning ad </li></ul><ul><li>3 steps to implement a campaign </li></ul><ul><li>Optimizing a campaign </li></ul><ul><li>Types of campaigns </li></ul><ul><li>CPC bidding in TradeAds </li></ul><ul><li>Publishers – making money with TradeAds </li></ul><ul><li>The Banner Exchange program </li></ul><ul><li>The Referral program </li></ul><ul><li>Portfolio </li></ul>
  3. 3. About <ul><li> is the only East-European Advertising Exchange platform; it has been initially developed in collaboration with TradeVille, the lead online broker for the Romanian Stock Exchange. </li></ul><ul><li>Our mission is to create a transparent online advertising market, exclusively governed by the principles of offer and demand, and accessible to anyone wishing to effectively communicate by means of Internet advertising. </li></ul><ul><li>Our goal is to set a fair price for both advertisers and publishers in the online advertising market. </li></ul>
  4. 4. Bidding process <ul><li>Generalized Second-Price (GSP) auction </li></ul><ul><li>Mechanism similar to the Vickrey auctions </li></ul><ul><li>It is the dominant transaction mechanism in a large and rapidly growing industry. In 2005, when Google’s total revenue was $6.14 billion, over 98 percent of its revenue came from GSP auctions. Yahoo!’s total revenue in the same year was $5.26 billion - it is believed that over half of Yahoo!’s revenue is derived from sales via GSP auctions. </li></ul><ul><li>Two steps bidding mechanism: </li></ul><ul><ul><li>The winner of the auction is the player who has the highest bid </li></ul></ul><ul><ul><li>The price of the transaction is the price of the second bidder plus a step (0.01 EUR/CPM in TradeAds’ case). </li></ul></ul>
  5. 5. Bidding process (example) <ul><li>Suppose that there are three eligible ads in the system, at the bidding moment: ad A, with a maximum bid of 2 €/CPM, ad B, with a maximum bid of 3 €/CPM, and ad C, with a maximum bid of 5 €/CPM: </li></ul><ul><ul><li>Winning ad is ad C, because it offers the highest price </li></ul></ul><ul><ul><li>The price paid by the advertiser for displaying ad C is not 5 €/CPM, its maximum bid, but the bid of the second competitor, plus a minor step (0.01 €/CPM in TradeAds’ case) – 3.01 €/CPM. </li></ul></ul><ul><li>This auction type ensures that: </li></ul><ul><ul><li>The advertiser always pays a fair price for the bought impressions, less than the specified maximum bid </li></ul></ul><ul><ul><li>The publisher gets a fair price for any ad impression </li></ul></ul>
  6. 6. Choosing the winning ad <ul><li>All the ads enter the bidding process, for several thousands times per second. The winning ad is determined based on: </li></ul><ul><ul><li>AdZone targeting – set by advertiser </li></ul></ul><ul><ul><li>Targeting (geographic, demographics) </li></ul></ul><ul><ul><li>Maximum bid set by advertiser </li></ul></ul><ul><ul><li>Maximum daily budget set by advertiser </li></ul></ul>Advertiser
  7. 7. Choosing the winning ad Advertiser Uploads creative in TradeAds Available pool of creatives Ad call is generated from the website. Geographical targeting, frequency capping Demographic targeting, campaign optimization Eligible creatives enter the auction Highest paying creative is served. Inappropriate creative is blocked. Back Office Team Advertiser Publisher. Targeting Process Bidding Process
  8. 8. Advertisers – why TradeAds? <ul><ul><li>CPC (Cost Per Click) auctions </li></ul></ul><ul><ul><li>Multiple targeting options </li></ul></ul><ul><ul><li>Real-time reporting system for tracking and improving performance </li></ul></ul><ul><ul><li>Standard IAB formats </li></ul></ul><ul><ul><li>Best possible price on preferred zones </li></ul></ul>Advertiser
  9. 9. 3 steps to implement a campaign <ul><li>Step 1 – targeting </li></ul><ul><ul><li>Target users: by location, by gender, by age </li></ul></ul><ul><ul><li>Filter Ad Zones: by categories, by keywords, automatically by the system </li></ul></ul><ul><li>Step 2 – set bid and budget </li></ul><ul><li>No matter if you wish to buy clicks or impressions, TradeAds will offer you the choice of bidding CPM or CPC: </li></ul><ul><ul><li>Set maximum CPM or CPC bid </li></ul></ul><ul><ul><li>Set daily budget </li></ul></ul><ul><ul><li>Set start and end date for your campaign </li></ul></ul><ul><li>Step 3 – upload creatives and start your campaign </li></ul>Advertiser
  10. 10. Optimizing a campaign <ul><li>While the campaign statistics are updated every 5 minutes, the advertiser has full control over parameters such as: </li></ul><ul><ul><li>Real-time bidding values for each zone </li></ul></ul><ul><ul><li>Effectiveness metrics, such as number of impressions or number of clicks for each zone </li></ul></ul><ul><ul><li>Efficiency metrics, such as CTR, average eCPM and amount spent, on each zone </li></ul></ul><ul><li>Full control over creatives running on a campaign, based on efficiency metrics </li></ul>Advertiser
  11. 11. Types of campaigns <ul><li>Text ads </li></ul><ul><ul><li>are displayed directly in the player </li></ul></ul><ul><ul><li>a lot of text ads can be delivered on a standard space </li></ul></ul><ul><ul><li>the publishers can customize the ad and make it similar with their website </li></ul></ul><ul><li>Underline </li></ul><ul><ul><li>is user activated </li></ul></ul><ul><ul><li>targeting the audience becomes more efficient </li></ul></ul><ul><ul><li>the user makes a direct reference to a key element of the campaign </li></ul></ul><ul><ul><li>CTR (click-through rate) becomes significantly better </li></ul></ul>Advertiser
  12. 12. Types of campaigns (cont’d) <ul><li>Video ad: </li></ul><ul><ul><li>the ad is displayed inside the player </li></ul></ul><ul><ul><li>the user can read the ad or dismiss it by clicking the “X” button in the upper right corner. Here it is an example: </li></ul></ul>Advertiser
  13. 13. Types of campaigns (cont’d) <ul><li>Full-screen ads </li></ul><ul><ul><li>overlapping of the landing page with the host website, for maximum impact </li></ul></ul><ul><ul><li>frequency is set by the publisher </li></ul></ul><ul><ul><li>an example at </li></ul></ul><ul><li>125x125 Square button ad </li></ul><ul><ul><li>a different payment model – pay per day </li></ul></ul><ul><ul><li>posting the campaign and payment is on-the-spot (on the publisher’s site) </li></ul></ul><ul><ul><li>very intuitive for small/medium advertisers  </li></ul></ul>Advertiser
  14. 14. CPC bidding in TradeAds <ul><ul><li>Almost since its inception in 2009, TradeAds allowed advertisers to bid directly on clicks, instead of bidding only on impressions </li></ul></ul><ul><ul><li>All the targeting options for CPM campaigns are still available in CPC bidding </li></ul></ul><ul><ul><li>All the reporting options (such as CTR, eCPM, number of impressions, etc) are available, allowing advertisers to fine-tune their campaigns and maximize ROI. </li></ul></ul>Advertiser
  15. 15. Publishers – why TradeAds <ul><ul><li>Generate a guaranteed income from unsold inventory </li></ul></ul><ul><ul><li>Full control over displayed ads </li></ul></ul><ul><ul><li>Get the best possible price for ad impressions, as set by the market </li></ul></ul><ul><ul><li>Cross-promote with top regional sites using the BEX platform </li></ul></ul>Publisher
  16. 16. 4 steps to start making money <ul><li>Step 1 – zone specifications </li></ul><ul><ul><li>Set accepted creative size </li></ul></ul><ul><ul><li>Set accepted content </li></ul></ul><ul><ul><li>Set auto-approve options for creatives </li></ul></ul><ul><li>Step 2 – zone description </li></ul><ul><ul><li>Describe your site </li></ul></ul><ul><ul><li>Set your zone category </li></ul></ul><ul><ul><li>Specify keywords for your zone </li></ul></ul><ul><li>Step 3 – specify minimum CPM requirements </li></ul><ul><li>Step 4 – download zone script and implement it on your site </li></ul>Publisher
  17. 17. Track your income <ul><li>Every 5 minutes, publishers see how their zones perform: </li></ul><ul><ul><li>Click-through rate </li></ul></ul><ul><ul><li>Medium eCPM </li></ul></ul><ul><ul><li>Income </li></ul></ul><ul><ul><li>Number of impressions </li></ul></ul><ul><li>Control panel with detailed situation of income </li></ul>Publisher
  18. 18. The Banner Exchange program <ul><ul><li>Through this program different publishers can trade impressions within the system using a virtual currency called &quot;Euronet&quot;. </li></ul></ul><ul><ul><li>When publishers join the system, they receive a certain number of Euronets, and thereby can begin promoting their sites. </li></ul></ul><ul><ul><li>Should they need extra virtual currency or should they make more than they spend, publishers can sell or buy them using TradeAds’s platform. </li></ul></ul><ul><li>The Black list: the unwanted ads can be removed and added on the black list. </li></ul>Publisher
  19. 19. The Referral program <ul><ul><li>The Referral Program is a simple and efficient way to better monetize sites by recommending TradeAds to visitors. </li></ul></ul><ul><ul><li>The players will earn money from the trading activity of the new user subscribed to the referral program. </li></ul></ul><ul><ul><li>The commission period is 12 months. </li></ul></ul>In the first 3 months the The Referrers earns 40% of TradeAds’s profit , while in the next 9 months they will earn 10% of TradeAds’s profit . Publisher
  20. 20. Established countries/Priorities Established countries High-priority for the next two years
  21. 21. Portfolio <ul><ul><li>TradeAds receives new sites in its portfolio every day. However, any ad zone in the system is carefully reviewed by our staff so that it brings best possible value for our clients. </li></ul></ul><ul><ul><li>Some of the most prestigious sites in the Romanian Internet are present in TradeAds:,,,,,,,,,, etc. </li></ul></ul>
  22. 22. Contact TradeAds <ul><li>Tradeads Interactive SRL </li></ul><ul><ul><li>Address: 3-5 Pierre de Coubertin Blvd., bl. 4B, 5th floor, sector 2, Bucharest, ROMANIA </li></ul></ul><ul><ul><li>Tel/Fax: +40212095679 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul>