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Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & Innovation
SAMPLE: Real-Time Bidding
Buyer’s Guide
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3.5.1. Facebook starts to capitalise on the dynamic real-time bidding market ......................................................................... 20
3.5.2. Integration of multiple channels into a single RTB platform has become a key success factor .............................. 22
3.5.3. Advertisers take more control over media planning and execution ................................................................................... 24
3.5.4. Concerns over inventory quality and measurement problems hold back development ........................................... 25
3.6. Return on investment ............................................................. 27
4. Strengths, Weaknesses, Opportunities and Threats (SWOT) .......................................................................... 29
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9.2.3. The Exchange Lab .................................................................. 168
9.2.4. Varick Media Management .................................................... 173
Real-Time Bidding Buyer’s Guide
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1.1. About Econsultancy Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 400,000 internet professionals every month.
Our hub has 120,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face-to-face conferences, forums and professional networking.
For the last ten years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation.
Econsultancy has offices in London, New York and Dubai and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training in the Middle East, and extensively across Europe and Asia. We trained over 5,000 marketers and ran over 200 public training courses in 2011.
Join Econsultancy today to learn what’s happening in digital marketing – and what works.
Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 971 0630 (New York). You
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1 Adnetik rebranded as Digilant in July 2012 – http://www.adnetik.com/index.html 2 http://econsultancy.com/reports/best-practices-in-digital-display-advertising
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3. The Real-Time Bidding Ecosystem The last few years have seen a rapid evolution of the display advertising market with significant
developments in technology and targeting capabilities. Real-time bidding (RTB) platforms have
changed the way ad impressions are purchased and managed while helping to meet the need for
more accountable and effective auction-based media buying for advertisers and publishers alike.
With display advertising poised for continued growth as a strong second player after search, RTB
platforms have been reaping the benefits. The evolution and impact of these platforms can only be
understood in the context of the overall display advertising market, so this section aims to provide an overview of the market’s growth and recent trends.
3.1. Market value and growth When looking at the raw numbers, display advertising has been growing at a steady rate over the
last five years. ZenithOptimedia predicts that the global display advertising market will reach
$32.9bn this year, propelling it to 21% growth between 2011 and 2014. Display accounted for 36%
of internet advertising in 2011 and the company expects this proportion to increase to 41% by
2014.
According to figures from the Internet Advertising Bureau (IAB), Europe’s online advertising
market grew 14.5% year-on-year to a market value of €20.9bn in 2011. By comparison, the overall
European advertising market – excluding online – grew at just 0.8% in the same time period.
Display’s year-on-year growth has slowed down (15.4% compared to 21.3% in 2010), with paid
search (17.9% y-o-y growth) leading the surge.
Although TV advertising continues to attract...
<Sample> What the vendors say – US vs. Europe
“The USA is around 12 months ahead of the UK, and 24 months ahead of the rest of Europe. A number of US
vendors have arrived in London and have helped educate the market, less so on the continent. We would see USA
and UK become comparable in the next 24 months and UK potentially overtaking due to digital being a more
dominant medium.”
Sample quote
<Sample> Benefits of RTB: early adopters showcase
BSkyB
In July 2010, RTB accounted for around 2% of Sky’s display ad spend. By January 2011, this had grown to
18%.
The company is currently spending...
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All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
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8. Supplier Matrix An at-a-glance overview of who’s doing what…
8.1. Demand-side platforms
Supplier matrix: a fast guide to services
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Technology and service model
Proprietary technology
Do you license this technology to
other companies?
Full-service solution
Self-service solution
Blended service approach (mix of
self-service tools and managed
service support)
Campaign planning
ROI forecasting
Bid forecasting
Reach forecasting
Universal frequency capping
(UFC)
Server-side cookie database
Budget control
Audience data management
Audience extension
Custom data integrations
First party data
Third party data
Intent data (e.g. BlueKai,
eXelate)
Unique personal data (e.g.
TARGUSinfo, Experian)
Assessment of data effectiveness
/ consistency
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All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
Blended service approach (mix of self-service tools and managed service support)
Types of media
Display
Video
Social
Mobile
Audience data management
Proprietary data management technology
Third party audience data
Custom data integrations
Targeting features
HTTP/IP data
Demographic data
Contextual data
Behavioural data (if yes, please explain extent of this)
Customer data (e.g. brand preference, offline propensity models)
Geo-targeting
Look-alike targeting
Retargeting (e.g. cookie-level retargeting)
Multivariate targeting
Social proximity
Above the fold/below the fold
Transparency and brand protection
Pre-emptive brand safety filters
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Do you license this technology to other companies?
Full-service solution
Self-service solution
Blended service approach (mix of self-service tools and managed service support)
Yield controls and optimisation
Algorithmic-based price prediction
Dynamic floor pricing (e.g. at the ad tag, user, advertiser level)
Private marketplaces (if yes, include number and clients)
Recommended pricing to maximise revenue (automated vs. manual)
API integrations with third party optimisation technology
Audience data management
Third party audience data
Custom data integrations
Intent data (e.g. BlueKai, eXelate)
Unique personal data (e.g. TARGUSinfo, Experian)
Brand control and data safety
Ad quality control
Creative level control i.e. ability to block proactively at the creative level rather than advertiser / industry
level
Automated blocklist management
URL anonymising
Ad loading speed monitoring
Data leakage protection (e.g. white lists for pixel droppers, pixel droppers database)
Live creative monitor
Creative violations report
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All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
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Cross-channel reporting capabilities (e.g. Facebook, Google AdWords)
Automated report distribution
Other (Please specify)
Other features
Discrepancy management
Frequency capping
Attribution modelling
Support for rich media technologies
Other (Please specify)
Customer support
What level of customer support do
you provide?
Local support (e.g. offices, local account management, in-country
management etc.)
Turnaround times
What additional costs are there for support?
Other (Please specify)
Pricing method
Percentage of spend
Performance-based
Labour-based fees
Technical fees (e.g. data analysis,
modelling, technology)
Incremental media fees (marked-up
media)
Other (Please specify)
Additional supporting information
Please add any other information you feel is relevant
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All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage