Archives pour la catégorie “RTB (Real Time Bidding)”

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09 12 2010

This Time It’s Personal

Publié par Share dans RTB (Real Time Bidding)

The potential of such precision targeting is big business, and will get bigger. Forrester estimated that by the end of 2010, 30% of ad dollars spent online in the US would trade through RTB, or ‘dynamic media buying optimisation’. In a year, it’s gone from accounting for around 1% of display ads being traded worldwide to 20%, according to Admeld, one of the biggest technology platforms working in this space. The US is thought to be six to 12 months ahead of Europe; technology platforms working with websites to sell their ad space inventory this way have sprung up across Europe in the past year, focusing on the UK (where RTB accounted for about 3% of online display ad trading in late 2010), France, Germany, the Netherlands and Spain.

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18 11 2010

DataXu MarketPulse: The Most Valuable Data for Real Time Bidding: The « Brand Genome »

Publié par Share dans DataXu, RTB (Real Time Bidding)

In contrast, the world of real time bidding has evolved beyond predetermined channels, producing a new set of insights that make it possible to create an advertiser’s own unique « Brand Genome. » Using impression-level decisioning across multiple targeting parameters, an advertiser can for the first time build a data model that defines exactly how consumers behave in relation to a specific campaign. Deciding who, what, where, and when — ads are placed based on where they are proven to drive performance; enabling advertisers to discover new prospects they didn’t know existed.

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16 11 2010

Mobclix Adds Real-Time Bidding To Mobile Ad Exchange

Publié par Share dans Mobile (Téléphone Portable), RTB (Real Time Bidding)

Real-time bidding has become a key feature of online ad exchanges, allowing advertisers to buy targeted ad impressions individually and instantaneously. Lately, real-time bidding (RTB) has been finding its way into mobile advertising as well. In that vein, mobile ad exchange Mobclix today announced it has started offering RTB for its ad inventory.

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12 11 2010

Prediction: PPC Search Version 3.0, Real-Time Bidding

Publié par Share dans RTB (Real Time Bidding), Search Engine (Moteur de Recherche)

Real-time bidding of PPC search ads is great for all three participants of the online ecosystem: the searcher, the engine, and the advertiser.

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10 11 2010

Are Private Ad Exchanges the Missing Piece for RTB?

Publié par Share dans Ad Exchanges (Places de marché), RTB (Real Time Bidding)

Particularly hated by privacy advocates, real-time bidding lets advertisers target audiences by individual impressions via auctions. Advertisers get access to consumers based on their web history thus allowing them to show relevant ads based on their history. Right now only a miniscule percentage of ads are sold this way

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08 11 2010

How Display-Services Firms Are Trying To Leverage Rise Of Real-Time Bidding

Publié par Share dans AppNexus, Collective Media, RTB (Real Time Bidding)

The agencies have built up very strong media planning and buying teams to buy content, sponsorships and site integrations, etc… But they haven’t developed a lot of expertise in buying audiences. That’s what we’ve done well and we recognized quickly that as we’ve started expanding how we access inventory from the sell side, we’ve added RTB as part of our capabilities. We started real-time buying across a high quality system of publishers. But it’s just new technology, ways to acquire audiences that our advertisers want.

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01 11 2010

The shift to audience over environment: Is it right for everyone all the time?

Publié par Share dans DMP, DSP (Demand Side Platform), Data Exchanges, RTB (Real Time Bidding)

While audience buying is obviously a smart solution for direct response advertisers, it can also be smart for brand marketers if applied with constraint. Savvy marketers will layer dual strategies to make the most of both fine grained audience targeting and the associative power of environment and visibility — to not only capitalize on consumers in the perfect buy-state, but build the connection and association required to get them there.

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29 10 2010

What impact will real-time bidding have on online display ad pricing?

Publié par Share dans RTB (Real Time Bidding)

I tend to think that RTB creates a marketplace where online inventory, which in case you didn’t know is a commodity, seeks its appropriate price levels. Some inventory today is clearly undervalued and RTB will take care of that. However, the premise that it’s going to be a game changer for non-guaranteed inventory pricing remains to be seen.

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26 10 2010

Forget Realtime, Sequoia-Funded Taykey Shoots For Pre-Time

Publié par Share dans RTB (Real Time Bidding)

Taykey spent the first two years of its life developing algorithms that crunch extraordinary amounts of user-stream data, to determine trends, before they happen. The company is founded by Israeli intelligence corps graduates so rest assured that there’s true trending analysis and prediction technology inside. Also, Sequoia’s investment implies to me a diligence process that looked beyond vaporware and buzzwords and found real IP instead.

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07 10 2010

Collaborative Case Study by PubMatic, DataXu, MediaMath, Turn, & [x+1] Reveals Significant Benefits of Real-Time Bidding

Publié par Share dans DSP (Demand Side Platform), RTB (Real Time Bidding)

Key Takeaways from the collaborative RTB case study include:

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07 10 2010

PubMatic Further Details Awesomeness of RTB

Publié par Share dans Pubmatic, RTB (Real Time Bidding)

Analyzing a 30-day period during August and September, PubMatic and friends found that real-time bidding campaigns on average delivered 64% more revenue for publishers than non-RTB campaigns across all verticals.

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05 10 2010

Want To Learn More About RTB From The Industry’s Leading Experts

Publié par Share dans RTB (Real Time Bidding)

In the videos below, watch the event in its entirety to hear from the Industry’s Leading Experts and:
- Learn their predictions for what % of budget will be traded on RTB
- Listen to their different approaches to the world of RTB
- See what the panelists saw about the current demand for mobile advertising

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29 09 2010

Real Time Bidding: The Sleeper Ad Technology Growth Story

Publié par Share dans RTB (Real Time Bidding)

Particularly hated by privacy advocates, real-time bidding lets advertisers target audiences by individual impressions via auctions. Advertisers get access to consumers based on their web history thus allowing them to show relevant ads based on their history. Right now only a miniscule percentage of ads are sold this way, but that is rapidly changing.

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28 09 2010

The Data Dance: Who’s Taking the Lead, Marketers or Consumers?

Publié par Share dans RTB (Real Time Bidding)

Buying the right audience in real-time is just the first part of the equation. Getting the right message to them in the right places is just as critical. Just as good website content enhances the brand with borrowed brand equity and consumer loyalty to the site, an inappropriate website or page content could easily negate or destroy that relationship.

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25 09 2010

Price floors, second price auctions and market dynamics

Publié par Share dans RTB (Real Time Bidding)

One of the things that is often discussed but not often written about are the market mechanics that surround the new RTB enabled exchanges & SSPs. From a design perspective most marketplaces these days have adopted some modified form of a second-price auction. The winner of the ad impression pays the seller not his actual bid, but the second highest bid.

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16 09 2010

Launched: Microsoft Advertising SDK for Windows Phone 7 Apps and RTB Exchange

Publié par Share dans Mobile (Téléphone Portable), RTB (Real Time Bidding)

Today, Microsoft Advertising is launching our Mobile Advertising SDK for Windows Phone 7 and Microsoft Advertising Exchange for Mobile, the industry’s first real-time, bidded ad exchange in mobile. The release of these innovative platforms is designed to enable display ad serving for Windows Phone 7 applications and deliver tangible benefits to many key industry stakeholders.

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15 09 2010

Will Semantic Real-Time Bidding Take On Behavioral Targeting?

Publié par Share dans AppNexus, Peer39, RTB (Real Time Bidding)

AppNexus, which provides a RTB platform, has integrated Peer39’s semantic targeting capabilities, allowing ad networks, demand-side platforms and direct marketers to optimize and target display advertising campaigns. Clients also can use the semantic data with other targeting technologies. The companies plan to announce the deal on Wednesday.

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14 09 2010

DSP + RTB: A Breakable Bond

Publié par Share dans DSP (Demand Side Platform), RTB (Real Time Bidding)

DSP + RTB is far from being a game-changer in the online advertising industry. A DSP service can be achieved without having to use RTB, and RTB can be used by ad exchanges and networks with equal success for the right media. I will strengthen this theory through a broken down analysis of the basic offerings and characteristics of a DSP.

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14 09 2010

A Bit of Clarity on the Issue of Transparency

Publié par Share dans RTB (Real Time Bidding)

First, let’s be clear that most networks disclose the sites on which they deliver media. Of the 70-plus networks using my company, a real-time ad platform, I can’t think of a single one that doesn’t actively curate the list of sites and domains it will work with. Networks invest extraordinary effort in this because they know the consequences of a misdelivered ad.

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31 08 2010

Walk the Line

Publié par Share dans RTB (Real Time Bidding)

After all, the exploding availability of data is key to the adoption and success of real-time audience optimization. On the other hand, the commoditization of data also has privacy advocates on edge. Today, industry partners and marketers walk a fine line between leveraging data for more effective audience targeting and ensuring consumer privacy protection.

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23 08 2010

Search and Display: Has Convergence Arrived?

Publié par Share dans DSP (Demand Side Platform), RTB (Real Time Bidding)

With the growth of display ad exchanges and demand side platforms to manage the buying, display advertising has « gotten back in the efficiency game, » relying more squarely on data and bottom funnel metrics, and less on clicks and views.

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23 08 2010

The fundamentals of real-time bidding

Publié par Share dans RTB (Real Time Bidding)

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17 08 2010

Drinking From The Fire Hose

Publié par Share dans RTB (Real Time Bidding)

Sources of ad inventory, such as Google, AppNexus and AdBrite among others, taken together, can require a DSP platform to process literally billions of transactions per day. For perspective, a billion transactions uniformly distributed throughout the day represent about 12,000 ad opportunities per second. Of course, the ad opportunities aren’t uniformly distributed. We see that the busy hour runs 38% above the mean so a billion ad opportunities really represents about 16,500 transactions per second at peak rate.

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