RTB and Digital Ad Ecosystem from the publishers side. Ciaobasta, mad about advertising.
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In the so called digital advertising ecosystem, almost every day, they come up with new acronyms such as RTB SSPs etc. It is an acronym jungle. This presentation is made in order to understand better what is RTB and what are the dynamics of selling (and buying) digital advertising in 2013, from a publisher perspective. Ciaobasta is an informal blog that talks about entrepreneurs and startups, but it is mad about advertising, and it is able to be a valuable advice for future and present trends that entrepreneurs must not miss. Enjoy !
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RTB and Digital Ad Ecosystem from the publishers side. Ciaobasta, mad about advertising.
- 1. The Acronym Jungle: RTB, SSPs, (etc.) The digital ecosystem seen from publisher’s side. Riccardo Guggiola Mad About Advertising | The Acronym Jungle and RTB
- 2. Map : Advertising Ecosystem Source: Improve Digital Mad About Advertising | The Acronym Jungle and RTB
- 3. Display Ad Ecosystem Source: IAB UK | Google Press Mad About Advertising | The Acronym Jungle and RTB
- 4. Mad About Advertising | The Acronym Jungle and RTB
- 5. Publishers Automated Trading Acronym Essentials SSP: Sell Side Platform Technology that manages the automated traded inventory of publishers. eCPM: Effective Cost Per Mille Revenue per 1.000 Impressions. Common denominator of different ways to sell the inventory. RTB: Real Time Bidding Publisher inventory available for advertiser bids. Mad About Advertising | The Acronym Jungle and RTB
- 6. Inventory: a set of ad spaces... TO SELL! Mad About Advertising | The Acronym Jungle and RTB
- 7. Monetising the inventory: Premium VS Automated Mad About Advertising | The Acronym Jungle and RTB
- 8. Publishers’ Inventory Hat Hand Sold Sponsorships Tier 1 Premium Tier 2 Automated Tier 3 Mad About Advertising | The Acronym Jungle and RTB
- 9. Publishers’ Inventory Hat Hand Sold Sponsorships Tier 1 60 % Premium 20 % Tier 2 Automated 10 % Tier 3 10 % Mad About Advertising | The Acronym Jungle and RTB
- 10. SSP: Inventory Mangement Premium Tier 1 Automated SSP Tier 2 Tier 3 Remnant Mad About Advertising | The Acronym Jungle and RTB
- 11. Mad About Advertising | The Acronym Jungle and RTB
- 12. RTB Real Time Bidding An auction where a demand partner (advertiser) decides in real time the price is willing to pay for a certain impression based on specific requirements. On the other side the publisher tries to maximize the revenue coming from that impression by introducing a set of principles and a floor price under which the demand partner cannot participate. Mad About Advertising | The Acronym Jungle and RTB
- 13. 3 facts about RTB No Euros. Bids on data. Instant process. Bids in Dollars. Informational, Bids win in few interest, milliseconds. intent. Mad About Advertising | The Acronym Jungle and RTB
- 14. RTB based display Ad Sales as % of total Source: Econsultancy Mad About Advertising | The Acronym Jungle and RTB
- 15. Display Ad Revenue EMEA Source: PwC Mad About Advertising | The Acronym Jungle and RTB
- 16. 3 Trends of RTB RTB for advertising on mobile devices. Premium RTB. Big data. Mad About Advertising | The Acronym Jungle and RTB
- 17. It is just an Acronym Jungle. Mad About Advertising | The Acronym Jungle and RTB
- 18. To know more Riccardo Guggiola Founder and informal blogger ciaobasta.com riccardo@ciaobasta.com Mad About Advertising | The Acronym Jungle and RTB