Intro to RTB Display
May 27, 2015
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