Intro to RTB Display

WHAT IS REAL TIME BIDDING

(RTB)?

• A cutting edge method of selling

and buying online display

advertising in real time at a per

impression level using data,

bidders and algorithmic

optimization.

RTB STATS

RTB spend doubled in 2011 and

is predicted to double again in

2012. By 2015 it will amount to

$6.4 billion, when 27% of digital

media in the US will be bought

RTB (up from 10% in 2011).

-credit Econsultancy

DEFINITIONS Audience: People you would like to display advertisements to Inventory: Websites & mobile apps that you would like your ads to serve on Ad Exchange: Technology that facilitates buying and selling from multiple ad networks

TYPES OF CREATIVE

• Static Banners (mobile apps + standard)

• Hosted Text (mobile only)

• Flash Banners

• Expandables

• Video

- In stream (before, in the middle or after

content)

- In banner

THE PAST

Relied on

- Buying Clout

- Negotiating Skills

- Relationships

- Manual Management

GLEAM

Exchange based buying using algorithms and bidding

engines that make decisions on each impression in

real time.

Reduces waste

Improves campaign performance for buyers

OLD BUYING MODEL

Some guesswork on

placements

Undisclosed Margins

Buy in 1k blocks

Manual Management

NEW EXCHANGE

MODEL

Data-driven decision

making

Bid pricing control

Impression level buying

Automated Management

THE AD TRADING DESK

TARGETING TECHNOLOGY

REMARKETING

AUDIENCE TARGETING

Serve ads to specific audiences using:

Search History Targeting

Behavioral Targeting

Demographic Prediction

USER PROFILING

Geo-Targeting by Country, Region, DMA, City, Zip

Age

Gender

Language

Interests

AUDIENCE EXTENSIONS

Acquire specific audiences

INVENTORY TARGETING

Semantic Targeting

Domain Targeting

Categories

Inventory Quality Filtering

BRAND PROTECTION

Pre-Audited / Scanned Pages

Proven Channels With Premium Inventory

Sites With Unverifiable Content Excluded

Filter for Sensitive Attributes (Political, Social Media, Forums (moderated or unmoderated), Children / Young Adults / 16+)

BANNER REQUIREMENTS

File Sizes: Under 40k per banner to avoid creative fees

Standard Sizes (width x height): 120x600, 160x600, 300x250, 468x60, 728x90

IAB: Ad unit guidelines must adhere to the guidelines specified by the IAB

DYNAMIC BANNERS

VIDEO ADVERTISING

In stream (before, in the

middle or after content)

In banner

flv, mp4, wmv, f4v, avi,

m4v, mov, mpg formats

<2MB

MOBILE APP ADVERTISING

• Creative:

– .jpg, .gif or .png - Most

common size is 480x80

– Hosted text (Like

Google AdWords)

– Can use most of the

targeting you can use in

a browser campaign

ALTERNATIVE CREATIVE

• Interstitial - Displays as a user navigates from one

web page to the next.

• Popup / Popunder – Display over or under page in

secondary browser window

• Skin – Rich media ad that occupies the unused

space on the page, typically the space surrounding

the main content frame

MEDIA PLANNING

• Categories Topics & Themes You Want to Run

On

• Site lists - Specific sites you want to run on

• Demographic targeting (age / gender /

language etc.)

• Geo-Targeting

• Brand Protection Measures – Types of sites

you don’t want to run on

THE FUTURE

What’s Coming Next?

• Purchasing

Video Ads w/

data

• Social ads that

measure

engagement…

LEARN MORE

• http://adexchanger.com

colin@visiseek.com

http://visiseek.com