1345 omma rtb ben fox
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Transcript of 1345 omma rtb ben fox
THE PAST, PRESENT, AND FUTURE OF
MEDIA BUYING, EXCHANGES, AND RTB
Created by Ben Fox
[ Follow me on twitter!: @benfoxgo ]
300 YEARS OF MEDIA BUYING
1700s
• Newspaper and magazine media buying
• First direct sales
150 YEARS OF MEDIA BUYING
1880s-1930s
• First agency buying
from print and then
radio
1950s
• Television Spots
• First TV upfronts focused
on new car models
1990s
• Digital media buying
10 YEARS OF MEDIA EXCHANGE BUYING
2000-2002
• Overture / Goto Patent
• Search listings
• $2.9BB for Engage
• $1.6BB for Overture
2003-2004
• Google launches Adsense
• SEMs begin
programmatic bidding
• APIs
2005-2006
• Exchanges created -
Manual Bidding
• Display
2008-2009
• RTB bidding starts on
SDC/FOX and shortly
thereafter – through appnexus
• Who/What was the first RTB
bid?
CURRENT STATE OF EXCHANGES
2010-2012 Exchanges broken into 3 CATEGORIES:
Meta Layer Broad Vertical
Provide 5 PRIMARY MEDIA TYPES
DIRECT TO
PUBLISHERS
MEDIA BUYING EVOLUTION
Sites
Homepages
Sponsorships
EXCHANGES &
AD NETWORKS
Audience
Demos
Psychos
Behaviors
RTB ON
EXCHANGES
Users
Retargeting Cookies
TODAY ALL
THREE ARE
USED IN
PARALLEL BY
BUYERS
Source [2011 AMG industry estimates]
2011 ESTIMATED STATS FOR EXCHANGES BUYING & RTB
TOTAL
[3 .9% GROWTH]
$160 BB
RTB TODAY: 0.5% of advertising is RTB enabled, bought and sold
$1.4 BB [ 5 0 % G R O W T H ]
EXCHANGES
$800 MM [ E S T I M A T E ]
RTB
[ 1 0 % G R O W T H ]
$26 BB
ONLINE
Source: Emarketer, Forrester, AMG Industry Interviews
Average Estimated
RTB CPM
2009 2012 2015
$0.33
$1.35
$2.70?
$3.00
$2.00
$1.00
AGENCIES NEED NEW BUYING METRICS IN A WORLD OF RTB
WHAT IS SO DIFFERENT ABOUT EXCHANGE BUYING?
MANUAL AND EXCHANGE BUYING – 1+1 = 3!
MANUAL MEDIA BUYING RTB
125
SITES
500
SITES
250,000
SITES
▶ Most conversions
▶ Adjust and optimize (daily/weekly)
▶ Inventory that converts
sometimes unavailable
1
MILLION
SITES
▶ Incremental conversions you might not have gotten
▶ Optimize more quickly (instantly every second)
▶ Diversify your spend
▶ Focus more quickly on higher performing sites
TOTAL CONVERSIONS TOTAL CONVERSIONS
BUSINESS AND TECHNOLOGY CAPITAL INVESTMENT
RTB TECHNICAL WORKFLOW
SLA’sCOMPARISON
Search Feeds // 50ms Display Ads // 500ms RTB // 100ms Blink of an eye // 50ms Video Ads // 1000ms
6 bi l l ion t imes/day for Google US ful l feed
BID MILLIONS OF TIMES FOR EVERY BLINK
THE KEY TO WINNING AT RTB IS YOUR PROFILE STORE
THE NTH SCREEN IS HERE! INFINITE INVENTORY!
CONSUMERS WILL BE LIVING IN A REAL TIME WORLD!
THE FUTURE OF EXCHANGES
EXCHANGE MARKETPLACE
FOLLOW ME!: @benfoxgo
C ON TAC T AD C ON ION M ED IA GR OU P AT: b f o x @ a d c o n i o n . c o m
CREATED BY: Ben Fox
DESIGNED BY: Taryn Linscott, Sina Bruckman
PRODUCED BY: Lindsey Breeden