6 RTB secrets no-one tells you about

Artem Rodichev

@arodichev

BizDev | CEE

#dgtl 29 Nov 2013

By automating, integrating and optimizing the way display advertising

is being traded and served, both publishers and advertisers/ad agencies

can improve ROI. They must embrace RTB to remain competitive.

IDC/Pubmatic, RTB in the US and Worldwide,

2010-2017

1 Second price is cheated

$0.80

$0.90

$0.71

$0.81

$0.80

$0.90

$0.71

$0.85

2 Cookie lifetime

is short

one time

one session

immortal

50%

40%

70% - 1 hour

3 Major advertisers integrate to RTB

ecosystem directly

Publishers

Ad Exchanges SSPs

DSPs

ATDs

Advertisers

Customers / Product data

4 Targeting

is getting more sophisticated

Search & Browsing history

CRM

Purchase

Points

GPS

Social Graph

IPWeather

5 RTB ecosystem is highly fragmented

Google Between Digital

Retargeter

OpenXRubicon

YDPlatform 161 GetIntent

Google

Retargeter

OpenXRubicon

YDPlatform 161 GetIntent

BidSwitch

Between Digital

6 Fraud is

a HUGE problem

25% fraud

$ 1 125 000 000

@arodichev