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Comparing Ad Network Display and Real Time Bidding Display


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One slide that compares the traditional display ad network model with display real-time bidding model.

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Comparing Ad Network Display and Real Time Bidding Display

  1. 1. Opaque pricing • Undisclosed margins (differential between price paid to publisher and charged to buyer • Limited clarity on real impression value Media bundling • Impressions sold packaged in bundles of 1,000 • No ability to pick and choose individual impressions Lack of placement level transparency • Full site list not provided • No guarantee of placement on any site or placement level reporting Black box optimization • Optimization methods opaque • Buyer has little control over optimization levers including targeting filters • Little insight into what drove performance and why No category exclusivity and advertisers data is aggregated • Ad Networks work with multiple advertisers in a category to leverage efficiencies • Ad networks will profile and aggregate advertisers data re-selling into the marketplace Low resourcing • Low resource required from agency buying and optimization team • Low specialism required Real Time Bidding / Advertiser Trading DeskTraditional Ad Network Price benchmarking • Individual impression and user price benchmarking and indexing • Auction based media pricing model increases impression level transparency Granularity • Cherry picking impressions allows buyers to choose desired impressions • Buying is driven by de-averaging pricing based on expect return Control • Buyers can “sit in the driver’s seat” making the buying decisions • Buyer has complete control over optimization levers including buying of data Insight • Transparent buying and reporting culminates in better insight • Repeatable decisions that drive efficiency and growth can be made Exclusive to the advertiser, data aggregation can be opted-out • Advertiser (Agency) Trading Desk works exclusively for brand owner • Analyst, trader and optimizer resource is dedicated to advertiser High resourcing • High resource required from agency buying and optimization team • Requires a trading manager, analyst and optimizer team in-house VS.Aggregated buying - Aggregate impressions and eyeballs to maximize publishers remnant inventory or own inventory, selling at highest margin Programmatic Buying - Connect and trade in an auction based marketplace for inventory, data and audiences to maximize return DISPLAY RTB VS. DISPLAY AD NETWORK COMPARING REAL TIME BIDDING DISPLAY TO TRADITIONAL AD NETWORK MODEL