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

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12 08 2010

Pushing Boundaries: Exploring the Evolving World of Display Media

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

The transfer of data integration into ad exchanges and DSPs coupled with technology and real-time bidding (RTB) capabilities are increasing at a rapid rate, almost as rapidly as the industry is changing.

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03 08 2010

The Magic of Machine Learning in Real Time

Publié par Share dans RTB (Real Time Bidding)

Part of the magic of real-time bidding is found within machine learning. This involves using sophisticated algorithms to « learn » complex patterns based on large amounts of data in order to make optimal advertising decisions. The importance of machine learning is cost avoidance and value creation.

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23 07 2010

Real-time Bidding: The SEM Perspective

Publié par Share dans RTB (Real Time Bidding)

Our SEM world is changing and display advertising is becoming an important part of the search marketer’s arsenal. One main reason this is happening is price discovery — the ability for marketers to test different prices for different ad impressions by taking into consideration hundreds of data points. Of course, this process has always been available to search marketers, not so for display buyers.

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21 07 2010

Real-Time Bidding and the RTB Ecosystem

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

Online advertising in a real-time bidding enabled world will drastically change the contextually adjacent sponsorship model that we’ve lived in for decades. Most important to the publishers in the above explanation of this ecosystem is the data exchange, agency buying desk and the RTB enabler. With these three entities, we can tap into our own infrastructure to start delivering highly valuable ad campaigns and more effectively monetize inventory that may otherwise go unsold.

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21 07 2010

The Bifurcating Display Advertising Industry

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

In recent weeks we have on-boarded US Windows Live inventory – including Hotmail and Messenger – into our exchange, providing a highly liquid pool of high quality inventory to demand partners on an RTB basis. We have integrated with each of the major DSP’s to ensure that our customers can work with the partner of their choice in accessing inventory.

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14 07 2010

Attribution in Real-Time Audience Targeting

Publié par Share dans RTB (Real Time Bidding)

In a media landscape of multiple media buying channels with real-time bidding strategies, many marketers are left wondering if their less-than-perfect attribution model is providing sub-optimal performance or even wrong decisions.

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11 07 2010

Adnetik to Fly Solo

Publié par Share dans Havas, Media Buying Platform, RTB (Real Time Bidding)

Adnetik is one of several agency-driven efforts to crack the burgeoning real-time buying space, as more digital buyers aim to buy based on audiences–using heavy data and analytics–rather than purchasing avails on a site-by-site basis. While some see this segment remaining a relatively small one, Rhind believes that real-time buying will inevitably represent the majority of the market. “The question is whether that is in two years or in 10,” he said.

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09 07 2010

A real-time auction system will create even more targeted ads.

Publié par Share dans RTB (Real Time Bidding)

The real dream of any advertiser is to grab the attention of the right person at the right time. A new approach to online advertising, known as real-time bidding, could help make that vision easier to achieve.

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24 06 2010

The last days of the ad exchange

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

How this will play out: the major media companies will each buy or build DSP-like capabilities to allow data-driven access to their inventory. They will build out their network of publishers so they can fulfill any audience request internally (internally here meaning either their own inventory or that of their enfiefed publishers.) At that point media buyers will be faced with an array of relatively undifferentiated media companies to buy from, each offering to best place the media buyer’s ads in its own audience.

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22 06 2010

RTB Disrupts Yield Optimizers with Global Cookie Machine

Publié par Share dans RTB (Real Time Bidding)

A couple of things about RTB that everyone already knew, but I wanted to make sure got documented by someone

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15 06 2010

Increased Focus On Real-Time Bids, Asia Prompts Rubicon Reorg

Publié par Share dans RTB (Real Time Bidding), Rubicon Project, zzz

Addante describes that company right now as “hyper-focused around three goals for our platform by Q3 and Q4”. One is to maintain its position as the top provider for yield optimization, which involves increasing the value of publishers’ online ad inventory; the second part of the plan involves being in the top five in terms of audience reach—according to Quantcast, Rubicon reaches 550 million users worldwide, behind only Google. The other goal is to be the second most used platform for real-time bids for online inventory.

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10 06 2010

Glam Adapt: Offering Better DSP Integration & More Premium Inventory Through RTB

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

The first feature of the new Glam Adapt is the ability to buy audience at scale. Remember the ad net has over 160 global users in its network – and has an advertising-friendly female audience. Glam Adapt has a number of multi-targeting features, including behavioural, contextual, geo, retail data and cookie-based targeting. The new platform will have deeper audience insights, offering advertisers more tools to turn audience data into actionable insights.

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08 06 2010

Creating Value in Real Time

Publié par Share dans RTB (Real Time Bidding)

Consider the fact that the average click rate of a display ad is around 0.1 percent. Now assume for every clicker there are 10 people who are interested in the ad, but did not click. That still makes 99 percent of the ads either irrelevant or uninteresting to viewers. So, it’s fair to say that the majority of ad inventory traded today is being undersold in value. With more bidders, more data, and better optimization enabled by real-time bidding, we can eventually increase ads relevancy from 1 percent to 10 percent, that’s a 10-times increase in value creation! This means both sellers and buyers can take a larger slice of the pie. Keep in mind that people spend 95 percent of their time online browsing on various pages, and only 5 percent around search engines. Next, consider the fact that display advertising is still only 80 percent the size of search advertising.

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04 06 2010

So, where is the data and how fast can it go?

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

Lets say you definitely want to design the system to handle a lot of advertisers so let’s say 1,000 advertisers….you are talking about being able to handle between 1 MM and 20 MM events inserted into the database per second.

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06 05 2010

IAB Marketplace Video – Looking Forward: RTB, DSP…OMG!?!

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

On Monday, May 3rd at the IAB Networks & Exchanges Marketplace Conference, several industry experts offer their conflicting visions of the future landscape and the business models poised to emerge regarding ad networks & exchanges.

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06 05 2010

Demystifying Real Time Bidding

Publié par Share dans RTB (Real Time Bidding)

Real-time bidding (or as we like to call it, RTB) is major buzzword in the ad industry today. It hints of the term « Behavioral Targeting » back a couple of years ago, where anyone who wanted a play in this industry claimed to do it. However, unlike behavioral targeting, RTB is quite real and very effective. Problem is its poorly understood and complicated to build against.

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05 04 2010

What’s the Real Deal with Real-Time Bidding?

Publié par Share dans RTB (Real Time Bidding)

Neither segmentation nor de-averaged pricing are new concepts, the former familiar to anyone with even a casual interest in marketing. But until the emergence of exchange-traded media and API-based buying platforms, executing in-depth segmentation, or micro-segmentation, in online media buys was exceedingly difficult. Consider, for example, a media planner trying to target five distinct audience groups in 100 designated market areas (DMAs) over five different day-parts. That’s 5,000 distinct segments. Though it’s possible to break out each of these segments distinctly, and track and analyze them uniquely, it’s also exceedingly cumbersome and time consuming. And thus it is seldom done at all. Rather, these 5000 segments are lumped into 50, five, or even one big « lump » segment for the sake of simplicity and expediency.

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04 04 2010

The Challenge of Scaling an Adserver

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

WIth only 50 campaigns the total impact of the change is a 1ms increase in processing time — not noticeable. But what happens when you go from 50 campaigns to 5000? We now spend 100ms per ad-call evaluating segment targeting — enought to start getting complaints from clients about slow adserving.

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30 03 2010

Improve Digital: Real-Time Bidding (RTB) and mobile ad networks get a thumbs up from European online publishers

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

Over half (51.4 percent) of European publishers believe that Real Time Bidding (RTB) will increase the potential of their unsold inventory. This is a key finding of a survey undertaken by online advertising revenue specialist, Improve Digital (www.improvedigital.com).

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29 03 2010

Data Costs Surpass Media Costs, Agencies Say

Publié par Share dans RTB (Real Time Bidding)

Advertisers often pay more for data than they do for display inventory, according to some media buyers. The emergence of ad exchanges, real-time bidding platforms, and behavioral data brokers, has turned data into an increasingly valuable component of targeted ads – sometimes more so than the media in which the ad is placed.

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23 03 2010

RTB Platforms: Lessons From Wall Street?

Publié par Share dans RTB (Real Time Bidding), Verification Companies

The mainstream adoption of Real-Time-Bidding platforms will be an evolutionary milestone for the advertising business — but as an industry, we are still adapting to the industry’s recent advances in data and technology. Undeniably, the benefits afforded by RTB platforms can and will shake up the industry. But given that many of these platforms are just taking shape now, we have the opportunity to affect how these platforms will evolve in-market.

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18 03 2010

Realtime Bidding for Cloud Computing

Publié par Share dans RTB (Real Time Bidding)

For example, lets say you use Rubicon Project for your SSP to control yield management on your site and maybe you’re promoting your site out there with ads on a DSP and you’re using an SEM to bid into search.  It would be interesting to build a piece of middle-ware between these to estimate yield management on what you think you are going to make on a server call and process based on how much you can make from your SSP and the n+1 of acquiring an additional user via your DSP and SEM and essentially decision on that in realtime…..or near realtime….or even hourly for that matter.

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12 03 2010

The New Real-Time Bidding

Publié par Share dans RTB (Real Time Bidding), Yahoo!

We are really excited about the momentum we’re seeing in the real-time bidding space.  Right Media was the first marketplace to offer real-time bidding (RTB) in our own marketplace over five years ago

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