This is a short brief of how i see some of the current RTB challenges. We at IPONWEB are trying to invent some tricky things to help our clients to solve some of them.

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