Выступление Артёма Родичева (Iponweb) на конференции ADVTechRussia. ADVTechRussia — мероприятие для медиа и рекламодателей о том, как можно больше заработать с использованием новых технологий в рекламе. http://advtechrussia.ru/

1. Artem Rodichev
Business Development Manager
@arodichev
Commoditising the access

2. What’s happening with
the Real-Time Marketing?
What challenges should we expect
in the next few years?
Why access can’t be the competitive
advantage anymore?

3. We expect Real-Time Marketing
to evolve much like electricity.

4. EVOLUTION
RTBevolution

5. EVOLUTION
RTBevolution
1880s
T.Edison

6. EVOLUTION
RTBevolution
Exchanges
2005
1880s
T.Edison Infrastructure

7. EVOLUTION
RTBevolution
Exchanges
2005
DSPs/SSPs
2009
1880s
T.Edison
1900s
Proliferation
1930s
Regulation
Applications
Infrastructure

8. EVOLUTION
RTBevolution
Exchanges
2005
DSPs/SSPs
2009
GridInfrastructure
Current
1880s
T.Edison
1900s
Proliferation
1930s
Regulation
1960s
Computarization Applications
Infrastructure

9. MEDIA TYPES

10. GLOBAL SCALE
We provide access to partners in North America,
Europe, Russia, Japan and Asia.

11. DSP
DSP
DSP
SSP SSP
Proprietary
Bid Protocol
SSP
Open RTB
Version 2.1
Open RTB
Version 2.0
Normalised OpenRTB
Proprietary Protocol
or OpenRTB Version

12. Bid Offer
Bid Response
DSP
DSP
DSP
SSP
BIDSWITCH IS NOT
AN EXCHANGE

13. EVOLUTION
RTBevolution
Exchanges
2005
DSPs/SSPs
2009
GridInfrastructure
Current
1880s
T.Edison
1900s
Proliferation
1930s
Regulation
1960s
Computarization Applications
Infrastructure

14. EVOLUTION
RTBevolution
Exchanges
2005
DSPs/SSPs
2009
GridInfrastructure
Current
EnterpriseLandscape
2016
1880s
T.Edison
1900s
Proliferation
1930s
Regulation
1960s
Computarization Applications
Infrastructure
Advertisers & Publishers
plug-in directly

15. Advertisers & Publishers
plug-in directly
EVOLUTION
RTBevolution
Exchanges
2005
DSPs/SSPs
2009
GridInfrastructure
Current
EnterpriseLandscape
2016
FutureDataMarket
2017
Television
Outdoor
1880s
T.Edison
1900s
Proliferation
1930s
Regulation
1960s
Computarization
2000s
Smart Grids
Applications
Infrastructure

16. Source: WFA Guide to Programmatic Media

17. @arodichev
Thank you!
Access is commoditised
Data is crucial
Compete using your intelligence