How Real Time Bidding Works. SSP, DSP, RTB, OpenRTB

1. AdTech is a Zoo

3. 3.5 billion searches a day
20 billion ad requests a day
9 billion ad requests a day
AdTech Challenges
Mobile DSP
Mobile Ad Network
DMP
200 billion requests a day
Typical Bidder roundtrip latency 50-70 ms
Typical AdServer roundtrip latency 100-200 ms
Typical TCP packet USA-EU roundtrip latency 150-200 ms
Eye blink takes 300-400 ms

6. RTB Challenges
RTB serves 100s of billions of ads daily on about 100 DSPs, moving
100s of TB of data back and forth to serve ad impressions.
RTB protocol uses JSON over HTTP to distribute bid requests and collect
responses between the exchanges and DSPs.

7. Open RTB
Open standards for communication between DSPs and SSPs.
DSP founders: DataXu, MediaMath, Turn.
SSP founders: AdMeld, Pubmatic, The Rubicon Project.

8. Example Request
{
"id": "IxexyLDIIk",
"imp": [{ "id": "1", "banner": {"w": 728, "h": 90}, "bidfloor": 0.5}],
"app": { "id": "agltb3B1Yi1", "name": "Yahoo Weather", ...},
"device": {
"ua": "Mozilla/5.0.......",
"ip": "123.145.167.189",
"geo": {"country": "USA", "city": "Los Angeles"}
},
"user": { "id": "07e466ea2b....", "yob": "1984", "gender": "M", ...}
}

9. Example Response
{
"id": "IxexyLDIIk",
"seatbid": [{
"bid": [{
"id": "1",
"impid": "1",
"price": 0.751371,
"nurl": "http://ads.com/win/112770_1386565997?won=${AUCTION_PRICE}"
}],
"seat": "2"
}]
}