intro to rtb wed nov 14th tom schmidt, tod sacerdoti...
TRANSCRIPT
Intro to RTB Wed Nov 14th Tom Schmidt, Tod Sacerdoti, Pravin Savkar
Today’s discussion
• About BrightRoll • What is RTB? • Traditional Ad Delivery Model • RTB Ad Delivery Model • Cookie Mapping • Benefits of RTB to publishers • Q & A
About BrightRoll
3 BrightRoll.com
SCALE
#1 Video Network • 133M (US) / 200M+ (global) monthly uniques • 10B monthly ad requests across all screens
TECHNOLOGY
BRIQ™ • 6 years of video ad platform development
BRX • 100+ networks use our video exchange
What is RTB?
6 BrightRoll.com
Real Time Bidding – The 50k Foot View
• Enables programmatic buying on an impression by impression basis
• Real time integration between ad serving systems • Greater efficiency for both buy and sell side • Better transparency/accountability for buy side
Why is RTB important? Growth of % Spend via RTB on DoubleClick Ad Exchange
Source: “The Arrival of Real Time Bidding”: Google
Traditional Ad Delivery Model
9 BrightRoll.com
Traditional Ad Trafficking Model
Traditional Ad Trafficking Model
Campaigns Trafficked in Mul@ple Systems
Traditional Ad Trafficking Model
Ad Serving Intelligence
Crea@ve Op@miza@on
Traditional Ad Serving Model
Traditional Ad Serving Model
Ad Network Alloca@on
Traditional Ad Serving Model
No Ad
Ad Network Alloca@on
Traditional Ad Serving Model
No Ad $7.50
Ad Network Alloca@on
Traditional Ad Serving Model
No Ad $7.50 $?
Ad Network Alloca@on
Traditional Ad Serving Model
No Ad $7.50 $?
Ad Network Alloca@on
Traditional Ad Serving Model
No Ad $7.50 $13.50
Ad Network Alloca@on
• Latency • Discrepancies • Pricing Inefficiencies • Potential for trafficking mismatch between
systems
Traditional Ad Serving Model - Issues
RTB Ad Serving Model
21 BrightRoll.com
RTB Model
Bidder/DSP/Buyer
Exchange/SSP/Publisher
Ad Serving Intelligence and Crea@ve Op@miza@on
Announce Details About Impression
D
RTB Model
D
RTB Model
D
RTB Model
1. Show an ad? 2. What price? 3. What message?
Source: Forrester
RTB Model
No Ad $7.50 $13.50 $9.25
D
RTB Model
No Ad $7.50 $9.25
D
RTB Model – Bidder Perspective
$9.25 No Ad
$7.50
B C
RTB Bid Request Structure
29
What type of ads are supported?
Where will the ad run?
What device will the ad be shown on? Where?
Who will the ad be shown to?
RTB Model Benefits
• Reduced latency • Lower discrepancies • Efficient Pricing • No trafficking mismatch
• Better data to make ad decisions • More inventory liquidity • Greater transparency
How does RTB benefit publishers?
• Facilitates efficient valuation of publishers’ audiences • Enables publishers to monetize their unique contextual
data at scale • Brings additional demand for inventory: programmatic
buying behind growth trend for digital* • Publishers can specify which buyers can access their
inventory • Complements existing direct sales channels • Levels the playing field between small and large
publishers
*Forrester study: h[p://www.mediapost.com/publica@ons/ar@cle/184807/forrester-‐data-‐programma@c-‐buying-‐to-‐support-‐2.html
However, RTB introduces new complexities
• Server load • Response times • User identification; ability to leverage user data to
identify valuable audience
Cookie Mapping
33 BrightRoll.com
Bob
This is Bob.
Bob
Bob
Ad request User: 12345
User: 12345
Ad request User: WXYZ
User: WXYZ
Bob
User: 12345 User: WXYZ
Bob
User: ABCDE User: 56789 User: 12345 User: WXYZ
The problem is….
User: 12345
User: ??? User: ???
…in a server-‐to-‐server RTB transac@on, bidders don’t have access to their cookies for user iden@fica@on
Bob
User: ABCDE User: 56789 User: WXYZ User: 12345
Supply/SSPs
Demand/DSPs
Most common solution -- exchange hosted user map
Mapped partner ID passed in server to server bid request
Exchanges
Bidder A
Bidder B
Bidder A
Mapped ID Passed in Bid Request
User: 12345
User: 56789 User: ABCDE
