Download - Top RTB Trends Affecting Publishers
Top 5 RTB Trends Affecting Publishers
Business Insider
IGNITION: The Future of Media
December 1, 2011
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How An Ad Exchange Works
Publisher floor price (.95)
I bid $1.75
I bid $1.50
I bid $0.95
OpenX Market
Real-time Auction
Winning bid price (1.50)
This process happens in the blink of an eye!
3
Benefits of Ad Exchanges
• Increased revenue• Control• No risk• Access to unique sources of demand
4
OpenX Market: A Leading Ad Exchange
• 450 million unique users (monthly)• 2 Billion ad impressions (per day)• 8 Billion bids (per day from buyers)
Sample publishers:
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Trend #1: RTB Spending Explodes
• Ad Spending: $1.26 Billion in 2011 grows to $6.5 Billion in 2015
• Share of display: 8% in 2011 jumps to 26% in 2015
Source: IDC Research, Oct 2011
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Trend #2: Publishers Taking Control
• Buyer controls• Transparency controls• Pricing controls• Ad creative & quality controls
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Trend #3: Private Exchanges Take Off
• Combines the advantages of ‘automated trading’ with the controls of ‘direct selling.’
• Pick your buyers, pricing, and inventory
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Trend #4: “First Look” Increases Revenue
• Buyers paying premium for preferred access to premium inventory
• Incremental revenue for your indirect inventory
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Trend #5: Publisher CPMs Rise Fast
Competitive auction for ads drive CPMs up
Breaking Media:CPMs increase 400%
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Lycos: CPMs jump 300%
Trend #5: Publisher CPMs Rise Fast
Brand Technologies:
CPMs rise 100%
11
Opportunities With OpenX
Plus…• Buy ad space on OpenX
Market• Enterprise grade ad-serving
solutions