This document discusses 6 secrets of real-time bidding (RTB) advertising. It notes that by automating and optimizing display advertising trading and serving through RTB, publishers and advertisers can improve return on investment. It also mentions that second-price auctions can be manipulated, cookie data has a short lifetime, major advertisers are integrating directly into the RTB ecosystem, targeting is becoming more sophisticated through various data sources, the RTB ecosystem is highly fragmented, and fraud is a major problem estimated to cost over $1 billion.

1. #dgtl
29 Nov 2013
6 RTB secrets
no-one tells you about
Artem Rodichev
BizDev | CEE
@arodichev

2. By automating, integrating and
optimizing the way display advertising
is being traded and served, both
publishers and advertisers/ad agencies
can improve ROI.
They must embrace RTB
to remain competitive.
IDC/Pubmatic,
RTB in the US and Worldwide,
2010-2017

3. 1
Second price
is cheated

4. $0.80
$0.90
$0.71
$0.81

5. $0.80
$0.90
$0.71
$0.85

6. 2
Cookie lifetime
is short

7. one
time
one
session
50%
40%
immortal
70% - 1 hour

8. 3
Major advertisers
integrate to RTB
ecosystem directly

9. Publishers
Ad Exchanges
SSPs
DSPs
ATDs
Advertisers
Customers / Product data

10. 4
Targeting
is getting more
sophisticated

11. CRM
Search &
Browsing
history
Points
Purchase
GPS
IP
Weather
Social Graph

12. 5
RTB ecosystem is
highly fragmented

13. Platform 161
Google
YD
Between
Digital
Retargeter
GetIntent
OpenX
Rubicon

14. Platform 161
YD
Retargeter
GetIntent
BidSwitch
Google
Between
Digital
OpenX
Rubicon

15. 6
Fraud is
a HUGE problem

16. 25% fraud
$ 1 125 000 000

17. @arodichev