a5 die rta-strategien der wichtigsten österreichischen online-angebote - frank bachèr
TRANSCRIPT
6. check security
2. identify user profile and impression
3. price the impression
4. run real-timeunified auction
1. user visitsnews website
Historical & Real-Time
Data
Static Bid:$0.85
Direct Order:$9.20
Real Time Bid:$2.15
Direct Order:$1.67
Real Time Bid:$5.89
Ad Net 3
Agency 2
DSP 8
Advertiser 7
DSP 4
Medical Ad
Travel Ad
News Ad
Auto Ad
Finance Ad
5. check selling & quality rules
7. winning adis placed
on website
★ Finance Ad
ELAPSED TIME: 0.080 seconds (80 milliseconds)
RTB – nur noch ein Teil vom programmatischen Kuchen
Create: Premium Vermarktungspakete
Publish: An alle DSPs,Media-Agenturen und Agentur Trading Desks
Negotiate: Direkt mit dem KäuferHandling automatisiert
Private Marketplace – der Wachstumstreiber
Conversion
Engagement
Consideration
Awareness
Private Marketplaces
Open Auction/ Real-Time Bidding
Automated Guaranteed$10B
$4B
$12B
$41B$11B
$18B
2016 2019
Orders Guaranteed – Programmatic für alle