Post on 08-May-2018
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
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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
Thank you! (tom@brightroll.com)
42 BrightRoll.com