Overview of the RTB landscape and impact this has on the current display markt. The possibilities there are to target your audience realtime, with the right message ad the right moment. Price, Message, user are needed to target realtime. Event of IAB may 2012
Overview of the RTB landscape and impact this has on the current display markt. The possibilities there are to target your audience realtime, with the right message ad the right moment. Price, Message, user are needed to target realtime. Event of IAB may 2012
Optimizing Budget Constrained Spend in Search AdvertisingSunny Kr
Search engine ad auctions typically have a signicant frac-
tion of advertisers who are budget constrained, i.e., if al-
lowed to participate in every auction that they bid on, they
would spend more than their budget. This yields an im-
portant problem: selecting the ad auctions in which these
advertisers participate, in order to optimize dierent system
Intro to Programmatic Advertising with Matt Prohaska from Prohaska ConsultingStukent Inc.
Have you ever been watching TV and wondered how you could get an ad on television? This session won't show you how to make a killer super bowl ad, but it will show you the technology used to buy and sell ad time on television and on the web.
Fair warning, it gets pretty complex.
Don't worry though. Matt Prohaska consults with top companies to help them make sense of it all and get the most out of their advertising budgets. Today, he'll take you through the whole process and help you make sense of it too.
A short presentation to discuss the online advertising network industry and to illustrate some of the ways in which it can help a site develop its initial revenues.
Optimizing Budget Constrained Spend in Search AdvertisingSunny Kr
Search engine ad auctions typically have a signicant frac-
tion of advertisers who are budget constrained, i.e., if al-
lowed to participate in every auction that they bid on, they
would spend more than their budget. This yields an im-
portant problem: selecting the ad auctions in which these
advertisers participate, in order to optimize dierent system
Intro to Programmatic Advertising with Matt Prohaska from Prohaska ConsultingStukent Inc.
Have you ever been watching TV and wondered how you could get an ad on television? This session won't show you how to make a killer super bowl ad, but it will show you the technology used to buy and sell ad time on television and on the web.
Fair warning, it gets pretty complex.
Don't worry though. Matt Prohaska consults with top companies to help them make sense of it all and get the most out of their advertising budgets. Today, he'll take you through the whole process and help you make sense of it too.
A short presentation to discuss the online advertising network industry and to illustrate some of the ways in which it can help a site develop its initial revenues.
CIKM 2013 Tutorial: Real-time Bidding: A New Frontier of Computational Advert...Shuai Yuan
Computational Advertising has been an important topical area in information retrieval and knowledge management. This tutorial will be focused on real-time advertising, aka Real-Time Bidding (RTB), the fundamental shift in the field of computational advertising. It is strongly related to CIKM areas such as user log analysis and modelling, information retrieval, text mining, knowledge extraction and management, behaviour targeting, recommender systems, personalization, and data management platform.
This tutorial aims to provide not only a comprehensive and systemic introduction to RTB and computational advertising in general, but also the emerging research challenges and research tools and datasets in order to facilitate the research. Compared to previous Computational Advertising tutorials in relevant top-tier conferences, this tutorial takes a fresh, neutral, and the latest look of the field and focuses on the fundamental changes brought by RTB.
We will begin by giving a brief overview of the history of online advertising and present the current eco-system in which RTB plays an increasingly important part. Based on our field study and the DSP optimisation contest organised by iPinyou, we analyse optimization problems both from the demand side (advertisers) and the supply side (publishers), as well as the auction mechanism design challenges for Ad exchanges. We discuss how IR, DM and ML techniques have been applied to these problems. In addition, we discuss why game theory is important in this area and how it could be extended beyond the auction mechanism design.
CIKM is an ideal venue for this tutorial because RTB is an area of multiple disciplines, including information retrieval, data mining, knowledge discovery and management, and game theory, most of which are traditionally the key themes of the conference. As an illustration of practical application in the real world, we shall cover algorithms in the iPinyou global DSP optimisation contest on a production platform; for the supply side, we also report experiments of inventory management, reserve price optimisation, etc. in production systems.
We expect the audience, after attending the tutorial, to understand the real-time online advertising mechanisms and the state of the art techniques, as well as to grasp the research challenges in this field. Our motivation is to help the audience acquire domain knowledge and obtain relevant datasets, and to promote research activities in RTB and computational advertising in general.
5 Essentials to Get More Downloads for Your Mobile AppInMobi
From on the top tactics and techniques to market your mobile app and build your userbase.
You'll also learn:
How smart targeting can maximize your app's exposure in the app stores
Use different ad formats to reach different demographics and new pockets of users
Key details to include when promoting your app to ensure maximum results
Can't make the call? Sign up anyway and we'll be sure to send you the recording.
Presented at TMKedu by Craig Stein on August 6, 2014
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation focuses on three key digital tactics: site direct display, digital video, and paid social. Specifically it covers the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Powered by 24/7 technology, Real Media Group brings together every digital channel for the advertiser, while helping publishers monetize their content and run every facet of their advertising operations more effectively.
1. Google Display Presentation - Search University 3Semetis
Google's vision on how technology is reshaping the display industry: Pascal Laere, Google's display responsible in Belgium, will explain Google positioning in display advertising today as well as share a vision of the business development in the next couple of years. He will explain how it all fits in the actual display landscape and will go through the challenges to achieve Google's objectives in the future.
DIGITAL MARKETING,Ad Operations & TERMS,AD CAMPAIGN,REVENUE UNITS IN DIGITAL ADVERTISING,LIFE OF AN AD CALL,VPAID,TYPE OF CREATIVES,TARGETING,AD TYPES
ad selection Algorithm,Types of Advertising,SALES FUNNEL,REMNANT INVENTORY
Similar to Evolution of Display Advertising – From GIF to RTB (20)
Evolution of Display Advertising – From GIF to RTB
1. Evolution of Display Advertising – From GIF to RTB
Chandrakanth B N
Co-founder & Managing Director
Theorem India
30-Nov-2012
2. Agenda
■ Relevance of Display in the era of search, social and
mobile?
■ Evolution of Display Advertising
■ Trends globally
3. Why is display advertising so effective?
People are naturally drawn to images
People respond positively to visual things
Generate actions that go beyond clicks
Mere exposure effect - subconscious multi-tasking
Repeated exposures = familiarity = one of the goals of advertising
Better value option than other media
4. Role of Display in Purchase funnel
Source: Eyeblaster: “Search & Display: Reach Beyond the Keyword”
6. Display advertising campaign life cycle
Media Media Creative Creative Traffic/ Retarget/
Report Analyze New
Planning Buying Strategy Build Deploy
Campaign
7. The Display Ad serving Value Chain
Pre - Order Order Management Billing & Finance
Buyer Side
Advertisers Ad Serving ASP Tool (DFA, ATLAS, MediaPlex etc.)
Media Creative
Planning & Generation Trafficking Ad Delivery Reporting Optimization Invoicing
Buying
Content Integrated Partnership
Curation Platform Review
Inventory
Proposal Trafficking Ad Delivery Reporting Optimization
Management Invoicing
Generation
Publishers Trafficking ASP Tool (DFP, OAS, ADTECH, Yahoo APT etc.)
Seller Side
8. 1994: Origin of banner ads
AT&T’s “You Will” campaign ran on HotWired in October 1994. It was among the first
web ads.
9. Standard Banners
Leaderboard
Full Banner
Wide Skyscraper
Skyscraper
Medium Rectangle
10. 1996: Beginnings of rich media
HP’s Shockwave “Pong” banner; first rich media ad (you could play Pong in the
banner). Created by San Francisco-based agency RedSky Interactive in 1996.
13. Future of Video
There is a steep rise in professional
video content coming online
High-definition, full-screen video is
becoming commonplace on the Web
Improved players—most notably
Flash and Microsoft’s Silverlight
At a 46.5% growth rate, digital video
ad spending will continue to post the
strongest gains
Increasing sales of more expensive and more effective preroll ads on YouTube
70% of people are now engaging with video content outside of the traditional TV set
19. The Evolution of Display Media Buying
Direct from Ad Ad
DSPs
Publishers Networks Exchanges
2009
1996 1998 2005
20. Real-time bidding (RTB)
Real-time bidding (RTB) is a relatively new advertising technology that
Today allows online advertising to be purchased and served on the fly.
Is it Display’s answer to search?
21. Real-Time Bidding: How it Works?
Sites place an exchange User types in a URL
1 tag on their pages with 2 and browser renders
available inventory webpage
Site 1 Site 2 Site 3
Winning bidder’s Exchange federates
6 creative is served to the 3 bid request to all
user. Bidder pays .01 bidders for an auction
more than 2nd place
Exchange
Exchange evaluates Bidders evaluate request (hold
5 all bid responses and 4 auction among their advertisers)
selects winning bid and send bid responses to the
exchange, including bid price and
creative
Bidder Bidder Bidder Bidder
Bidder Bidder Bidder
22. Why RTB?
• Winning formula of right user, right placement at the right time
• Greater actionable insights at impression level
• Extensive reach, performance and scale with full transparency
• High level of control to optimize campaign performance.
• Enhanced ROI for advertiser
• Relevant ad experience for the user
• Revenue Maximization for Publisher
23. Evolution of Media planning and buying
AD EXCHANGE
PUBLISHER
ATD DSP SSP
34343434
ADVERTISER 67676767 34343434
34343434
67676767 34343434
/ AGENCY 6
AD NETWORK
24.
25. Trends globally and in India
Strong growth for video and rich media is apparent
RTB to get more sophisticated and greater adoption
Currently this eco system is very fragmented
and too many players
More consolidation possible as the space is very cluttered
India in its early stage of adoption and as the digital
marketing eco system evolves we may see more players in the DSP and RTB
next year
Higher scale of transaction and better audience data will drive RTB adoption in
India