Agency ViewpointDSPs, RTB and Programmatic Buying:What is it & Why Should I Care?David L. SmithCEO and FounderMediasmith
What caused the emergence of theDSP?  Networks built on             Desire to wring             Demand Sidearbitrage of ex...
Today’s Infrastructure  3rd Party Data    1st Party Data (Client)   Verification                            DMP           ...
Issue: Bad InventoryGhost Sites & Use of BotsGenerate impressions, saleable toadvertisersFalse re-targetingFalse clicks (t...
Issues: Frequency of Retargeting Solution: Frequency Cap
DIY or Automate?Hands-on vs. Algorithm                                    “A typical DSP is like a LinuxHands-on respects ...
Garbage in, Garbage outWhat are youoptimizing against?Most systems optimize againstclicksSystems needed that getfeedback f...
And you can outsource even moreIf you don’t havethe manpower torun your ownsmall tradedesk…Varick MediaAccordant
Life beyond the DSPMore than just the DSPoptions for programmatic:GDNFacebook ExchangeQuantcastsocial media options like33...
What about Mobile/Video?Mobile DSP’sStrikeAdDataXuMetaresolverDrawbridgeGradient XVideo DSP’sTubeMogulAdap.TV
Want to talk more?           David L. Smith       smith@mediasmith.com          Twitter: mediadls
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David smith mediasmith sf adtech rtb

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A basic primer on RTB and the use of DSP's to buy inventory in the programmatic marketplace

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David smith mediasmith sf adtech rtb

  1. 1. Agency ViewpointDSPs, RTB and Programmatic Buying:What is it & Why Should I Care?David L. SmithCEO and FounderMediasmith
  2. 2. What caused the emergence of theDSP? Networks built on Desire to wring Demand Sidearbitrage of exchange inefficiency out of the Platforms are born inventory arbitrage marketplace Control of Buying Control of Data Access to More Data Eliminate Multiple Entities Bidding
  3. 3. Today’s Infrastructure 3rd Party Data 1st Party Data (Client) Verification DMP Agency/Trade Desk DSP/Multi-SourceReal Time Bidding Guaranteed Premium Site Buys
  4. 4. Issue: Bad InventoryGhost Sites & Use of BotsGenerate impressions, saleable toadvertisersFalse re-targetingFalse clicks (though conversionsare tough to mimic)Solution: Verification tools towhite list sitesTrust Metrics, Media Trust,DoubleVerify
  5. 5. Issues: Frequency of Retargeting Solution: Frequency Cap
  6. 6. DIY or Automate?Hands-on vs. Algorithm “A typical DSP is like a LinuxHands-on respects the planning PC or an Android Smartphone. Superprocess… powerful, but needs to be tweaked and configured to…but it needs sophisticated users give you the value you need.”You lose something withalgorithmic but it may be better Eric Picard, Rare Crowdsthan untrained users
  7. 7. Garbage in, Garbage outWhat are youoptimizing against?Most systems optimize againstclicksSystems needed that getfeedback from 3PAS (includingview through)Ideally, systems will eventuallyoptimize against CPW or brandlift metric
  8. 8. And you can outsource even moreIf you don’t havethe manpower torun your ownsmall tradedesk…Varick MediaAccordant
  9. 9. Life beyond the DSPMore than just the DSPoptions for programmatic:GDNFacebook ExchangeQuantcastsocial media options like33across, Radiumone, addthis
  10. 10. What about Mobile/Video?Mobile DSP’sStrikeAdDataXuMetaresolverDrawbridgeGradient XVideo DSP’sTubeMogulAdap.TV
  11. 11. Want to talk more? David L. Smith smith@mediasmith.com Twitter: mediadls

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