More Related Content
![[GAMENEXT] Building Critical MASS (inMobi)](https://cdn.slidesharecdn.com/ss_thumbnails/07inmobimobileinnovationpartnerfordevelopers-finalinmoobi-130212072504-phpapp01-thumbnail.jpg?width=560&fit=bounds)
Similar to realtimebidding Event Switzerland - Pieter Slingerland (20)
realtimebidding Event Switzerland - Pieter Slingerland
- 2. Introduction The future of Online Marketing
- 3. Display is a huge and rapidly growing opportunity Source: Google Market Metrics data. Data for NACE 2011. Traditional offline media including Print & Classified spend % growth rates are YoY for 2011-2012
- 4. USA: Increase of RTB by Forrester in 2011
- 5. RTB in the Netherlands 12% increase 46% of advertisers in Display 2011 looking to increase 25% = RTB their budget for budget 2012 RTB
- 6. The landscape is changing 2007: Advertiser Network Publisher Media Agent 2012: RTB Advertiser Publisher DSP SSP DMP
- 7. Current landscape USA - Europe - Deal with many, many parties…. - Integration and reliability Advertiser versus Publisher - Are you really reaching your audience? - Can you re-use your data (re- market)? - Real time optimization?
- 8. The eco system has changed: Everyone wants to take a cut
- 9. Display will become real-time: Price User Message Real-Time Data Dynamic Ads Bidding Targeting
- 10. Real Time Bidding Price Publishers eCPM • Extend your non-premium inventory • Network independent • Increased relevance so decreased irritation Bank • Higher eCPMs Advertisers • The real online buying model Travel • Less media waste • Increased relevancy Telco • Higher ROI • Extend your non-premium inventory • Network independent • Increased relevance so decreased irritation Target General • Higher eCPMs Audience Audience
- 11. RTB price and effectiveness Benefits: • Dynamic pricing for both advertiser and publisher • Identify buy/sell audience groups based on visitor • Optimization based on actual performance of a campaign • Determining value based on impression Visitor 2 & 3 are Visitor 17 is part not part of the of audience part Visitor 17 is of the group of Advertisers Advertisers audience group Advertiser audience group Red impressies are served by RTB
- 12. User: Data = Relevance Own Data / Data buying Example • Telfort with Networks • Re use of users with other brands in a organization
- 13. Message Direct Marketing communication Get the most out of your Data with Real time bidding Use what you know. Location, Time, ‘Purchase’ Intent, Sequences / Story telling
- 14. Yield optimization: Control and insights for publisher Premium Increase the CPM value with DATA SSP solution Dynamic Allocation, maximum yield for every impression! Adexchange Every impression is Adsense turnover and will be filled
- 15. Bringing it together • Advertiser: buy what/who you like • Publisher: open up & earn! • Agents: Buy audiences, no ‘flat’ reach • Consumer gets more: increased relevance, decreased irritation
- 16. Watch out: • RTB doesn’t equal instant success • Advertisers: get your data buy back! • Publishers’ look out for data leakage! • General “brand protection” • Cookie regulation