This document summarizes a Forrester Research report on real-time bidding (RTB) for digital ads. It discusses how RTB uses a "pipe" to announce ad opportunities to bidders and a "brain" for bidders to evaluate impressions and bid in milliseconds. It also outlines challenges for buyers like lack of standards and quality concerns, as well as challenges for publishers in utilizing RTB effectively. Overall, the report examines the growth of RTB and considerations for both buyers and publishers in using this programmatic approach to digital advertising.
Joe Laszlo, Senior Director of IAB’s Mobile Marketing Center of Excellence, and a panel of IAB members who worked on MRAID shared their experiences drafting these specs and answered member questions about implementation, how this will impact the mobile advertising landscape, and discussed next steps for 2012.
Levine-Clark, Michael. “Can We Have it All? Do We Want it All? The Evolution of Academic Library Collection Development,” Invited Keynote. INFORUM Conference on Professional Information Resources, Prague, May 26, 2015.
How to win the competition through actionable insight? This presentation was created for guest lecturer at Bina Nusantara International College, Marketing Faculty. Please enjoy and let me know if you have any feedback. Thanks.
Thirteen Pillars of Organic SaaS GrowthAnkur Tiwari
Grow your SaaS business without falling for vanity. Focus on these thirteen pillars for organic SaaS growth. You neither need to spend thousands of dollars on paid ads, nor you need to post on social media all day. A balanced approach to SaaS growth that even a small team can execute.
Thirteen pillars of organic SaaS growth are:
- POV
- Loop of the market growth
- Product ABC
- Evangelism
- Machine
- Economics (Plans and pricing)
- Analytics
- Funnels
- The lean distribution
- Experiments
- Conversion Rate Optimization
- Product usage data
- Unique leverages
Joe Laszlo, Senior Director of IAB’s Mobile Marketing Center of Excellence, and a panel of IAB members who worked on MRAID shared their experiences drafting these specs and answered member questions about implementation, how this will impact the mobile advertising landscape, and discussed next steps for 2012.
Levine-Clark, Michael. “Can We Have it All? Do We Want it All? The Evolution of Academic Library Collection Development,” Invited Keynote. INFORUM Conference on Professional Information Resources, Prague, May 26, 2015.
How to win the competition through actionable insight? This presentation was created for guest lecturer at Bina Nusantara International College, Marketing Faculty. Please enjoy and let me know if you have any feedback. Thanks.
Thirteen Pillars of Organic SaaS GrowthAnkur Tiwari
Grow your SaaS business without falling for vanity. Focus on these thirteen pillars for organic SaaS growth. You neither need to spend thousands of dollars on paid ads, nor you need to post on social media all day. A balanced approach to SaaS growth that even a small team can execute.
Thirteen pillars of organic SaaS growth are:
- POV
- Loop of the market growth
- Product ABC
- Evangelism
- Machine
- Economics (Plans and pricing)
- Analytics
- Funnels
- The lean distribution
- Experiments
- Conversion Rate Optimization
- Product usage data
- Unique leverages
Winning Pricing Strategy is the talk I delivered at the 2nd Asian Annual Reserve Conference, KualaLumpur, Malaysia. Enjoy, if you have a question feel free to catc me......
The question of “What exactly is intent data?” understandably causes a great deal of perplexity for many marketers. Often referred to as activity, behavioral, internal intent data, or external intent data, it can be a bit difficult to sift through all the terminology. Nonetheless, it’s a topic that will continue to gain steam as more companies look for new channels to drive demand and new ways to identify and anticipate where customers are in their buying journey.
Many retailers are stymied by the complex, multi-channel world of today's consumer. In today’s era of one-to-one personalized relationships, you need a way to link customer interactions, visits, purchases and the like from multiple touch points to fill those gaps and capture the 360° customer view needed to improve the customer experience, target offers and generate better returns.
Stratigent and Klipfolio have been partnered for years and are taking this opportunity to educate the industry via a joint webinar focused on helping organizations to maximize the value of their data silos to bring the best in class visualizations to life in an automated way.
Is programmatic buying good or bad for the industry? In this Interview With An Expert, Ken Mallon, Global President of Ipsos ASI | digital, shares his perspective on what you need to consider to make programmatic buying work for your communications plan.
With all the talk about predictive, a new question is emerging - can you identify prospects who are in-market but not on your site? Is intent data a good source of net new leads?
This paper presents a strategic overview of the science of persuasion, based on HFI’s new PET design methodology. We’ll explain why your company should apply these research-based techniques to influence
online behavior through persuasion, emotion, and trust.
Acxiom Interactive Marketing Summit 2011- Real-World Perspectives on Real Ti...Acxiom Corporation
Acxiom Interactive Marketing Summit 2011- Real-World Perspectives on Real Time Decisioning
Scott DeAngelo, Marketing Strategy Practice Leader Acxiom Global Consulting Group
It's a familiar story. A major purchase needs to be made. You try to tell your board about how the purchase is necessary to benefit the staff and the mission. Your board wants to hear about return on investment (ROI). How do you get everyone on the same page? It's about having the right metric. Return on Mission is the ability to financially calculate and map tangible mission impact and value. This webinar will give you the tools to work towards and calculate Return on Mission.
Contrary to popular opinion, developers are actually easy to sell to. This presentation walks through the psychology of developers and an effective "sales" process for developer marketing and developer evangelism.
Advertising effectiveness for cross screen modelsIABmembership
Join representatives from Jumptap and Operative to learn about how their approach to advertisers has changed, shifting the focus of the conversation from channel/screen specific models to a user-centric advertising model. They will discuss this topic from a marketer/sell-side perspective and will also address the technical and business challenges they’ve identified using these models. Ultimately, the goal is to understand how a cross-platform / cross-screen approach starting with the right audience can effectively deliver targeted content.
Understanding the New IAB MMA Mobile Web Ad Measurement GuidelinesIABmembership
In February 2011, the IAB and the MMA jointly released the mobile web ad measurement guidelines, establishing standard definitions and methodology for counting ad impressions on the mobile Web. Positioned as a giant step forward for the mobile advertising industry, the guidelines will help create more confidence in the metrics that make the market run.
This Webinar, included speakers from the MMA, IAB, and MRC, and helped to explain what the guidelines cover, and allowed for numerout attendee questions. It will also feature a brief roundtable discussion with a group of auditors, explaining the process and procedures behind third party audits against these guidelines.
Speakers:
Joe Laszlo, Deputy Director, Mobile Marketing Center of Excellence, IAB
Leo Scullin, Industry Initiatives, Mobile Marketing Association
George Ivie, CEO and Executive Director, Media Rating Council
IAB Membership Code of Conduct - Webinar Slides, April 13, 2011IABmembership
On February 27, 2011, the IAB Board of Directors approved the first-ever IAB Member Code of Conduct. This Code of Conduct incorporates the Self-Regulatory Principles for Online Behavioral Advertising, and makes adherence to the Principles a condition of membership in the IAB. Members were encouraged to join IAB staff on April 13, 2011 to learn more information on what companies need to do to come into compliance with the Principles, what kind of monitoring and enforcement programs are in place, and what company executors should be looking for when evaluating their company roles in online behavioral advertising.
SPEAKERS:
Alison Pepper, Director Public Policy, IAB
Michael Signorelli, Associate, Venable LLP
HOST:
Luke Luckett, Senior Manager, Member Services, IAB
IAB: An Inside Look at Demand Side Perceptions of Digital Video Advertising (...IABmembership
Examine the views of marketers and agencies about digital video advertising. This 2011 study shows that a shift in ad dollar allotment is starting to take place as advertisers are beginning to recognize the value.
Mobile Campaign Measurement – Your Questions Answered, hosted by Bango, Mille...IABmembership
With more brands using mobile as a marketing platform to engage with customers, measuring the performance of mobile campaigns is now becoming more essential. Measurement is at the heart of mobile, giving brands the data they need to target and personalize their offerings and more importantly to build customer engagement.
This webinar will provide information on how to measure your mobile campaigns directly from the experts. Bango, mobile agency Somo, Yahoo!, and mobile advertising network Millennial Media will provide tips to understanding the performance of mobile campaigns.
You’ll learn:
*An overview of the mobile marketing landscape
*The importance of measuring mobile campaigns
*What marketers should watch out for
*How to measure mobile campaigns
*How to get the most accurate view of active, ongoing mobile campaigns
*What matters to brand marketers
SPEAKERS:
Martin G. Harris, SVP Strategic Accounts, Bango
Marcus Startzel, Senior Vice President, Sales, Millennial Media
Ed Chater, Group Account Director, Somo
Brian Morel, Strategic Account Director, Yahoo!
Mobile Campaign Measurement – Your Questions Answered, hosted by Bango, Mille...
The Arrival of Real-Time Bidding, hosted by IAB, Google, & Forrester
1. The Arrival of Real-Time
Bidding
Scott Spencer, Director of Product
Management, Google
Joanna O’Connell, Senior Analyst,
Forrester Research Inc.
Michael Greene, Analyst, Forrester
Research Inc.
June 15, 2011
2. “Pipe” “Brain”
A real-time bidding API A real-time bidder
Real-time bidding requires two
distinct layers of technology
2
3. … the “pipe” announces
details about the ad
space and audience to
eligible real-time bidders:
For every Ad slot
impression…
Geo
Content
User
3
4. …the “pipe” is
responsible for
protecting publishers:
To facilitate Malware Buyer
transactions… protection blocking
Data
Anonymity
protection
Preferred Technology
buyer access blocking
4
5. … the “brain” evaluates
each individual
impression to answer:
In 100 Do you want to show
milliseconds… an ad here?
At what price?
With what message?
5
6. …the “brain” will
base these
decisions on:
To find audience Data
at scale…
Targeting
Optimization
6
7. Ad exchanges Ad networks
Sell-side platforms Demand-side
(SSPs) platforms (DSPs)
Trading desks
Other media buying
intermediaries
“Pipes” “Brains”
Have a RTB API Have a real-time bidder
Real-time bidding is supported by a
vibrant ecosystem of companies
7
35. Real-Time Bidding has Grown Rapidly
% of DoubleClick Ad Exchange Spend via RTB
100%
80%
68%
64% 67% 66% 67%
60% 56% 58%
52%
46% 48%
37% 37% 39%
40%
26%
22%
20% 15%
8%
0%
Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11
Source: DoubleClick Ad Exchange, January 2010 to May 2011, figures do not include DoubleClick Ad Exchange inventory won by AdWords
35
36. RTB Trends: More Formats, More Deal Types
Multiple Formats
Display Rich Media Video Mobile
Flexible Deal Types
Auction Direct Deals
Anonymous Branded Private Bidded Fixed Price,
Pre-Auction
36
37. Role of RTB in Selling Display Inventory
Non-Guaranteed Guaranteed
Buyer Access Relationships
Open Auction “Traditional” Yield “Private” Auction Direct Exchange Direct Premium
Management Sales
RTB demand with Boost direct Leverage brand The power of the Total customization
controls network yield + RTB handshake, the and service
efficiency of RTB
The Foundation: Brand, Data and User Protection
37
38. For Publishers RTB is a Perceived Risk,
Requires Mitigating Controls
Top RTB Requirements
Malware Protection – 50%
Data Protection – 48%
Preferred Buyer Access – 37%
48 % Buyer Blocking – 37%
Anonymity – 26%
Of publishers will shift
inventory to an RTB
platform in 2011
Technology Blocking – 10%
Source: Digiday and Google, Real-Time Display
Advertising State of the Industry, February 2011, total 38
survey respondents n=371, digital publisher
respondents n=101, question respondents n=33
39. An exciting time for
Display Advertising $200B
“Display advertising can be a $200B
industry in less than 10 years.”
Eric Schmidt,
Executive Chairman, Google
AdWeek
$15.9B
in 2014
$10.2B
in 2010
39
Source: eMarketer, Nov. 2010
41. Questions
Please type your questions
into the chat feature on the
upper-right corner of your
screen.
42. Upcoming Member Opportunities
Educational Webinars
• US Latinos Online: A Driving Force, hosted by the IAB Multicultural
Council, June 29, Noon EST
• Navigating the Cross-Section of Consumer Insights, Sentiment, &
Online Behavior – hosted by SAS & Organic, July 13, Noon EST
Professional Development Classes
• On-demand training classes available @ iab.net
Conferences
• Mobile: IAB Marketplace, July 18, NYC
• MIXX Conference, Expo, & Awards, October 3-4, NYC
• Ad Operations Summit, November 7, NYC