This document discusses digital communications and marketing trends. It finds that smartphones are becoming indispensable, with 22% of Belgians owning one. It also finds that TV remains important for advertising, as mobile users are multi-tasking with devices and 51% search online after TV ads. The document recommends responsive web design to optimize for mobile, and using real-time bidding (RTB) to target mobile ads more cost-effectively.
Do you have a global, mobile strategy?
Are you involving your audience and brand through creativity?
Are you ready for mobile payment?
Do you have a multi-screen strategy?
You should. Because...
ONE YEAR AGO
A new age began to emerge. Mobile technology was freeing humanity from the ball and chain of the personal computer.
It was predicted that by the end of 2011 mobile technology would reach full adoption...
THAT DAY HAS COME
Pocket Power: Directions in Mobile Device TechnologiesConnected-Blog
Annette Zimmermann, Pocket Power: Directions in Mobile Device Technologies, Gartner
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/
Do you have a global, mobile strategy?
Are you involving your audience and brand through creativity?
Are you ready for mobile payment?
Do you have a multi-screen strategy?
You should. Because...
ONE YEAR AGO
A new age began to emerge. Mobile technology was freeing humanity from the ball and chain of the personal computer.
It was predicted that by the end of 2011 mobile technology would reach full adoption...
THAT DAY HAS COME
Pocket Power: Directions in Mobile Device TechnologiesConnected-Blog
Annette Zimmermann, Pocket Power: Directions in Mobile Device Technologies, Gartner
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/
Lightspeed research mobile commerce survey for figaroFigaro_Digital
Digital Marketing magazine Figaro Digital teamed up with Lightspeed Research to conduct an exclusive, in-depth survey examining consumers' use, behaviour and attitudes towards mobile commerce.
Consumer Connected Study 2014 - Results for Portugal - GooglePedro Simões 007
Um estudo da Google e da TNS sobre o consumidor conectado para Portugal.
Sabiam que...
✔ 68% dos portugueses está online.
✔ 19% dos portugueses compra online através do seu smartphone.
✔46% tem pelo menos 2 dispositivos.
✔ 62% a penetração de smartphones entre os 25-34 anos.
✔ 64% dos portugueses prefere fazer coisas de forma digital.
✔ 96% dos compradores online portugueses utilizam o YouTube e 78% tem um smartphone.
✔ 41% dos utilizadores de serviços bancários online faz compras online, 40% tem um elevado rendimento e 89% utiliza o YouTube.
É caso para dizer, "Negócios com vida... Digital!" by L4D Web Agency - Live4Digital (Parceiros Google Partners)
Nota: Divulgação autorizada pela equipa Google/Google Portugal
How will 3D printers, tablets, life-saving forks, Google Glasses and the interest graph change the way you do business this year?
This presentation by Thomas Crampton and Hannah Law will show you 5 trends that will change the way you do digital marketing in 2013. We explain the trend, show you some early adopters (including Nike, IBM, Heineken and Burberry) and recommend how you can make the most of it.
The Lucky 5 trends that you need to know about in 2013 are:
1. Be mobile, not do mobile
2. Bricks and Bytes: create shopping experiences, not transactions
3. Brand-awakened: brands with a higher purpose rule
4. Live in 60 Seconds: concept to production at speed
5. Smart Data: Big Data’s older, wiser sister
Consumer are pervasively connected to everyone and everything through the mobile device. It is brain draining, and a constant distraction; it is also enlightening and empowering. Here I present some Ogilvy research on how consumers use the mobile device while shopping to help decision making.
Team iBokan is an independent iPhone App Developer on education-entertainment for kids (preK - 12) with over 30 apps published in iTunes Store. Two apps, "Cute Math" and "Eye Test" have been featured as "New & Noteworthy" in iTunes for three times.
Lightspeed research mobile commerce survey for figaroFigaro_Digital
Digital Marketing magazine Figaro Digital teamed up with Lightspeed Research to conduct an exclusive, in-depth survey examining consumers' use, behaviour and attitudes towards mobile commerce.
Consumer Connected Study 2014 - Results for Portugal - GooglePedro Simões 007
Um estudo da Google e da TNS sobre o consumidor conectado para Portugal.
Sabiam que...
✔ 68% dos portugueses está online.
✔ 19% dos portugueses compra online através do seu smartphone.
✔46% tem pelo menos 2 dispositivos.
✔ 62% a penetração de smartphones entre os 25-34 anos.
✔ 64% dos portugueses prefere fazer coisas de forma digital.
✔ 96% dos compradores online portugueses utilizam o YouTube e 78% tem um smartphone.
✔ 41% dos utilizadores de serviços bancários online faz compras online, 40% tem um elevado rendimento e 89% utiliza o YouTube.
É caso para dizer, "Negócios com vida... Digital!" by L4D Web Agency - Live4Digital (Parceiros Google Partners)
Nota: Divulgação autorizada pela equipa Google/Google Portugal
How will 3D printers, tablets, life-saving forks, Google Glasses and the interest graph change the way you do business this year?
This presentation by Thomas Crampton and Hannah Law will show you 5 trends that will change the way you do digital marketing in 2013. We explain the trend, show you some early adopters (including Nike, IBM, Heineken and Burberry) and recommend how you can make the most of it.
The Lucky 5 trends that you need to know about in 2013 are:
1. Be mobile, not do mobile
2. Bricks and Bytes: create shopping experiences, not transactions
3. Brand-awakened: brands with a higher purpose rule
4. Live in 60 Seconds: concept to production at speed
5. Smart Data: Big Data’s older, wiser sister
Consumer are pervasively connected to everyone and everything through the mobile device. It is brain draining, and a constant distraction; it is also enlightening and empowering. Here I present some Ogilvy research on how consumers use the mobile device while shopping to help decision making.
Team iBokan is an independent iPhone App Developer on education-entertainment for kids (preK - 12) with over 30 apps published in iTunes Store. Two apps, "Cute Math" and "Eye Test" have been featured as "New & Noteworthy" in iTunes for three times.
In this presentation, the first in a series of 3 with @laurenceveale and @randallsnare, discover the when, what and where of mobile. Find out about the proliferation and predicted growth of mobile devices, global mobile trends and just how people actually engage with their mobile phones. Understanding the context of mobile is the first step in creating a mobile strategy.
GfK NIS and nurago: Measuring Digital Consumer Journeysnurago
GfK NIS and nurago are measuring Digital Consumer Journeys across all media types and customer touchpoints.
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Events and data points measured at the point of origin: Web and App Usage, Communication, Location — then enriched with purchase information, attitudinal user feedbacks – and other media usage.
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Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
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• Four (4) workplace discipline methods you should consider
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Kyiv PMDay 2024 Summer
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FB – https://www.facebook.com/pmdayconference
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Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
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2. Agenda
1. Smartphones are becoming an indispensible part of our lives
2. TV is the digital marketer’s best friend
3. RTB could become the next big thing in online marketing
4. What’s not changing, and won’t
Presentation1 2
3. 22% of the Belgian people have a smartphone
Smartphone penetration
Netherlands 43%
France 38%
Germany 29%
Belgium 22%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: National representative population 16+, n= 1.000
Q1: Which if any of the following devices do you currently use
Presentation1 3
4. Android is used most in Belgium
Devices used in Belgium
Android 28%
Iphone 20%
Blackberry 13%
Symbiam 10%
Windows 7 Phone 7%
0% 5% 10% 15% 20% 25% 30%
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Smartphone users
Q1: Which if any of the following devices do you currently use
Presentation1 4
5. 39% access the Internet every day on their smartphone
and 72% never leave home without it
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000
Q18: Thinking about the last seven days on how many days were you online with ...?
Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree.
“I don’t leave house without my smartphone”
Presentation1 5
6. Smartphone users are multi-tasking their media with 80%
using their phone while doing other things such as
watching TV (49%)
Which devices do you use at the same time?
Watch television 49%
Listen to music 45%
Use Internet 30%
0% 10% 20% 30% 40% 50% 60%
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone,
Smartphone n= 632 Q22: When you use the Internet on your smartphone, which if any of the following – do you do at the same time?
Presentation1 6
7. Mobile is becoming a considerate part of the consumer
journey
65% have researched a
product or service on
their phone
14% of smartphone
users have purchased
a product or service
on their smartphone
52% of these
smartphone shoppers
have made a
purchase in the past
Source: Google data plotted on customer journey visual of McKinsey month
Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000
Q51a: And where were you when you researched for products or services with your smartphone?
Q44: Have you ever purchased a product or service over the internet on your smartphone? With product or service we mean everything you can
buy excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 138
Q45: Have you made a purchase by using your smartphone in the past month? 30
Presentation1 7
8. There are still barriers to mobile commerce
Why have you not made a purchase using
your smartphone?
Would prefer to use a PC/laptop for
these services 69%
Doesn't feel secure 23%
Too complicated 10%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Marketers should improve the mobile internet experience
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the internet in general and who NOT purchased via internet
on their smartphone n= 862 Q46: Why have you not made a purchase using your smartphone?
Presentation1 8
9. Advertising is calling mobile users to action
51% have performed
a mobile search after
seeing an ad
Mostly after viewing a TV commercial (43%)
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 850
Q43a: How often do you use your smartphone to do a search in response to an ad you have seen in a magazine, on a poster,
on TV or in a shop/business?
Presentation1 9
10. Mobile ads make an impression
Where have you noticed advertising
when using your smartphone?
while on a website 45%
while using a search engine 30%
while in a app 28%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Source: Our Mobile Planet: Belgium, Understanding the Mobile Consumer, Google, May 2012
Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n= 850
Q42: Where have you noticed advertising when using your smartphone?
Presentation1 10
11. Summary: we can learn 2 important things from this Google
research
Insights What marketers should do with it
Smartphones are Websites should be optimized for
changing the way mobile visitors. Responsive web
consumers shop design is a solution for this
Marketers should extend their
Smartphone users are real communication and advertising
multi-taskers and most of strategies with mobile to develop
them notice mobile ads integrated cross-media
campaigns
Presentation1 11
13. In the past the width of a website was based on the lowest
common denominator
Presentation1 13
14. The number of display sizes has exploded
Device Screen resolution (pixels)
Iphone 960×640
Ipad 1024×768
Android smartphones 320×240, 320×480, 480×640, 480×800, …
Symbian smartphones 320×240, 320×480, 480×640, 480×800, …
Windows smartphones 320×240, 400×800, 480×800, …
Android tablets 800×600, 1024×600, 1024×768, …
Presentation1 14
15. The new trend is to use Responsive Web Design
Responsive web design is an approach to web design in which a
site is crafted to provide an optimal viewing across a wide
range of devices
Presentation1 15
16. Responsive Web Design has many advantages
You don’t need to built different websites for desktop and
mobile devices
Your website looks optimally on different devices and display sizes
Your website can be easily found by search engines
Your website is accessbile from only 1 URL
Source: Blog wijs.be
Presentation1 16
17. Some tips to optimize your website for mobile devices
Prioitize your content
Use a simple lay-out
Use short titles
Design for thumbs not mice. Make it easy to click
Build for scrolling only in one direction
Source: Google webinar, Are You Mobile Ready? http://www.youtube.com/watch?v=j-xh-lNpNhs
Presentation1 17
21. Tip #1: Check if mobile fits your communication strategy
Message/ Comm Prepare
Objective Target group
Dialogue channels Evaluation
Which goals do you Who do you want to What do you want to Which How will we measure
want to reach? reach? communicate? communication our progress? How
channel(s) do you will you evaluate
- Create awareness - Results from - Results from want to use to your campaign
or buzz segmentation & objective & target communicate your afterwards?
- Information targeting group message or create
- action: change of a dialogue? - Set up KPI’s
attitude, change - Needs to be - Aligned with beforehand:
of behaviour determined very discriminator - Results from - awareness
- Leads detailed (not just looking at - penetration
- Loyalty sociodemographic - Should be customer’s journey - sales
-… data) clear, not confusing -…
- Create 360°
- Foresee different integrated comm - Implement
messages to plan evaluation tracking
attract, connect, inf tools
orm, engage and
empower
Presentation1 21
22. Tip #2: Define a relevant and specific mobile strategy
STOP ASSUMING ASK!
Source: Jonathan Mac Donald – 3P’s model
Presentation1 22
23. Tip #3 : Consider Rich Media ads
Increase ad engagement level
Offer numerous possibilities :
Sound
Video
Gaming
Catalog
Form
…
Presentation1 23
25. Tip #4: Use the right landing page
1. Click-to-call
Users who call are closer to a
purchase decision
Presentation1 25
26. 2. Click-to-App
Promote your mobile apps
directly
Presentation1 26
27. 3. Click-to-Map
Find the nearest store and get
promotions based on location
Presentation1 27
28. 4. Click-to-Buy
Close the loop directly thanks to
mobile payment
Presentation1 28
29. 5. Click-to-page
However 79% of large online
advertisers do not have
a mobile optimized site
Source: Google webinar, Are You Mobile Ready?; http://www.youtube.com/watch?v=j-xh-lNpNhs
Presentation1 29
30. Agenda
1. Smartphones are becoming an indispensible part of our lives
2. TV is the digital marketer’s best friend
3. RTB could become the next big thing in online marketing
4. What’s not changing, and won’t
Presentation1 30
31. We all know that for Gen Z, digital connections with the
world, and with friends in particular, are essential
Almost 8 in 10 teens belong to some kind of social network and use
it to chat with friends, share photos and play games
They value Internet connections, mobile phones and the ability to
text friends more highly than allowance money
Significant percentages prefer socializing online than in real life
Source: JWT, Gen Z: Digital in their DNA
Presentation1 31
32. Always attached but some things never change: Television
is still king
Source: JWT, Gen Z: Digital in their DNA
Presentation1 32
33. Television would also be missed most
Source: JWT, Gen Z: Digital in their DNA
Presentation1 33
34. But they are using different devices at once (simultaneous
screening)
Simultaneous screening is where traditional and digital marketers
should become best friends
Source: Google
Presentation1 34
35. So you have to make experience between devices
seamless
Presentation1 35
36. VIER is even using mobile to make their viewers stick to the
commercial breaks
Presentation1 36
37. Last but not least, television has a direct effect on the
number of ad searches
A TV campaign will boost your Adwords campaigns
Source: Research by Google, VAR, RMB
Presentation1 37
38. The ad boost depends on the category
Source: Research by Google, VAR, RMB
Presentation1 38
39. Agenda
1. Smartphones are becoming an indispensible part of our lives
2. TV is the digital marketer’s best friend
3. RTB could become the next big thing in online marketing
4. What’s not changing, and won’t
Presentation1 39
41. You are sure on which sites you will appear and how many
impressions you will get
Presentation1 41
42. But you have to pay a high CPM
Sanoma ratetecard for online display
Presentation1 42
43. RTB or Real Time Bidding allows you to buy single
impressions, mostly at a better CPM price
Presentation1 43
44. RTB allows different ways of targeting
Target website groups by
calculating the Cost per
No initial targeting Action afterwards
Target on interest, location
and recently visited
Audience buying websites by looking at
cookies
Target visitors of your
website that have not
Retargeting converted by looking at
website cookies
visitors
Presentation1 44
45. Proponents see many advantages
Less waste since you don’t buy bulks of impressions but only
specific users that are of interest to you.
Ability to customize ads in real time according to the
viewer’s digital traces.
More flexibible as you can turn your campaigns on and off
whenever you want
Less expensive
Presentation1 45
46. But it is less clear on which sites you will appear
Presentation1 46
47. RTB involves many steps that all happen within
microseconds
Winning bid & ad
SSP
Ad server (connected to
publishers)
Ad request
Ad Ad request Ad request Highest bids & ads
Visit on website One or more ad
exchanges
Bid requests Bid offers
One or more DSPs
(connected to
advertisers)
Evaluate bid requests
Presentation1 47
48. RTB is using second-price auction theory
The winner of the ad impression doesn’t
have to pay his actual bid, but the
second highest bid + 0,01€.
This way advertisers can safely give their
maximum price because they know they’ll
only pay the amount they need to beat the
next highest advertiser.
Presentation1 48
49. RTB Publisher can also set floor prices
If the bids are lower than the floor price, the impression goes to a
non-RTB demand source
Price/win rate evolution Price/win rate evolution
without floor prices with floor prices
Presentation1 49
50. RTB requires both analytical and creative skills
Left Brain Right Brain
• Strong analytical skills • Strong creativity skills
• Tools and technology • Attractive design
• Return on investment • Call to actions
Presentation1 50
51. The left brain marketers should test which bidding rules
work best
Situation Bid
if your ad appears below the fold 0.25c
if the user is seeing the ad for the first time $1
if the user saw the ad 3 times this week $0.5
if the user saw the ad 5 times this week $0.1
if the user saw the ad 7 times this week don’t bid
If the user visited your site in the past $3
If the user visited your site and left at the checkout $5
If the user usually visits sites similar to yours $2
Source: http://www.adgorithms.com/our-technology/rtb-real-time-bidding
Presentation1 51
52. The right brain marketers should design call to actions and
creative versions
Offer 1 Offer 2 Offer 3
Presentation1 52
53. DoubleClick Ad Exchange (Google) is selling more and
more RTB (up to 68% in 2011)
Inventory sold through RTB jumped from 8% in January 2010
to 68% in May 2011. But Google is performance oriented and an
early adapter so it is not representative for online display in general
Source: Internal Google data based on DoubleClick Ad Exchange spend via RTB,
not including inventory won by AdWords. January 2010 through May 2011.
Presentation1 53
54. In general RTB is forecasted to rise to more than 20% of the
online display market
% of onine display spending via RTB
% RTB 30%
27%
25%
25%
20%
16%
15% US
12%
UK
10%
5%
0%
2012 2015 Time
We do not know the figures for Belgium but we hear from online
agencies that it is just beginning
Source: IDC
Presentation1 54
55. But big media agencies are starting to invest in RTB in
Belgium
Source: digimedia.be
Presentation1 55
56. To break trough RTB needs to overcome some barriers
RTB is still unknown by many digital marketers
Publishers are afraid to cannibalize their premium inventory and
only offer their unwanted ad space
The EU Cookie Directive, which came into force in May 2011, is of
some concern to the RTB industry, requiring consumers to give their
consent to websites using tracking cookies.
Presentation1 56
57. Agenda
1. Smartphones are becoming an indispensible part of our lives
2. TV is the digital marketer’s best friend
3. RTB could become the big thing in online marketing
4. What’s not changing, and won’t
Presentation1 57
58. Improve the life of your consumers
Marketers’ purpose remains to develop and market
products, services, brands that improve and embellish consumers’
life.
“When connecting with consumers, we should
ask ourselves: are we really adding something to
people's lives, everyday and for the long run ?”
Marc Mathieu
Presentation1 58
59. Keep it simple, personal and relevant
The rules that have always guided human relationships and
communication still apply:
Keep it simple Keep it personal Keep it relevant
“Real motivations are the result of nature’s
programming of our genes. The proper study of
the communicator is the unchanging man”
Bill Bernbach
Presentation1 59
60. Make sure your communication impacts your consumers
The purpose of communication is to grab the attention of your
consumers and engage them by using strong branding
Presentation1 60
61. Join us at our Meet & Greet!
‘Le Bateau’, Muinkkaai 1, Ghent
20/11/2012 – 19h00
Subscribe via:
www.thom.be/initiatives/meet-greets
http://www.thehouseofmarketing.be/initiatives/meet-greets/
Editor's Notes
Background of the google research: In partnership with IpsosMediaCT, we interviewed a total of 1,000 Belgian online adults (18-64 years of age) who identifiedthemselves as using a smartphone to access the Internet The distribution is according to a national representative CATI Study Interviews were conducted in Q1 2012
Sev
Bart
Sev
Bart
From the technical stand point the following typical transactions take place:A user's browser requests a webpage of a site that uses real time biddingThe user's browser receives the HTML for the webpage. Embedded in this HTML is a URL tag for an ad requestThe user's browser makes a call out to the ad serverThe ad server calls out the SSP that this website is using. Sometimes SSP and the ad server are integrated such as 24/7 Real Media OpenAdstream systemSSP makes a call out to one or more ad exchangesAn ad exchange makes multiple call outs (bid requests) to several DSPs trying to get the best priceDSPs evaluate the bid request and decide how much they want to bid and respond with bids to the exchangeThe exchange selects the highest bid with a URL of the winning ad and returns that to the SSPSSP returns the winning bid to the ad serverThe ad server finally responds with an ad to the browser of the Internet user which started all these transactionsFor a schematic you can refer to.[23]Also check:http://www.adopsinsider.com/ad-serving/diagramming-the-ssp-dsp-and-rtb-redirect-path/Also check: http://econsultancy.com/be/blog/10515-the-real-time-bidding-rtb-ecosystem-infographicAlso read:A user visits a website with a display advertising, a call is made by the exchange server(database web server) supporting Real Time Bidding (RTB) to the Demand Side Platforms (DSP) or Ad Networks(Ad Exchange) to determine which advertiser gets to serve the ad. Each user has an associated set of attributes, which is transferred from exchange server to the DSP and determines whether the user has the desired attributes(cookies) that the advertiser wants to target. Based on the perceived value of this user , a bid is placed on this ad impression by relevant advertisers and the highest bidding advertiser gets the placement.[22]Let us explain with a simple real time example, a user heads to a page on a publisher’s website, causing it to start loading. In the same instant the publisher sends out a “bid request” to tens of hundreds of potential advertisers saying, “We’ve got this user who is 30, Indian, male and based in New Jersey, US, and recently searched for return air tickets to Delhi, opening a page on our site. How much are you willing to bid for being the only ad on this page?”Within about 100 milliseconds the publisher gets bids from different advertisers, which then analyses to figure out the highest bidder and the brands being advertised. The winner is alerted by the publisher and allowed to place its ad on the page. The remarkable thing about this entire process is how fast and how often it takes place. The entire series of to-and-fro communication between publisher and advertisers takes place in 300-500 milliseconds, causing no visible delay to the user. This process is repeated for every ad slot on a page.