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RTB and Digital Ad Ecosystem from the publishers side. Ciaobasta, mad about advertising.
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Mad About Advertising | The Acronym Jungle and RTB The Acronym Jungle: RTB, SSPs, (etc.) The digital ecosystem seen from publisher’s side. Riccardo Guggiola
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In the so called digital advertising ecosystem, almost every day, they come up with new acronyms such as RTB SSPs etc. It is an acronym jungle. This presentation is made in order to understand better what is RTB and what are the dynamics of selling (and buying) digital advertising in 2013, from a publisher perspective. Ciaobasta is an informal blog that talks about entrepreneurs and startups, but it is mad about advertising, and it is able to be a valuable advice for future and present trends that entrepreneurs must not miss. Enjoy !
Transcript of RTB and Digital Ad Ecosystem from the publishers side. Ciaobasta, mad about advertising.
Mad About Advertising | The Acronym Jungle and RTB
The Acronym Jungle:
RTB, SSPs, (etc.)
The digital ecosystem seen from publisher’s side.
Riccardo Guggiola
Mad About Advertising | The Acronym Jungle and RTB
Map : Advertising Ecosystem
Source: Improve Digital
Mad About Advertising | The Acronym Jungle and RTB
Display Ad Ecosystem
Source: IAB UK | Google Press
Mad About Advertising | The Acronym Jungle and RTB
Mad About Advertising | The Acronym Jungle and RTB
Publishers
Automated Trading Acronym Essentials
SSP: Sell Side PlatformTechnology that manages the automated traded inventory of publishers.
eCPM: Effective Cost Per MilleRevenue per 1.000 Impressions.
Common denominator of different ways to sell the inventory.
RTB: Real Time BiddingPublisher inventory available for advertiser bids.
Mad About Advertising | The Acronym Jungle and RTB
Inventory: a set of ad spaces...
TO SELL!
Mad About Advertising | The Acronym Jungle and RTB
Monetising the inventory:
Premium VS Automated
Mad About Advertising | The Acronym Jungle and RTB
Hand Sold
Sponsorships
Tie
r 3
Tie
r 1
Tie
r 2
Publishers’ Inventory Hat
Pre
miu
mA
uto
mate
d
Mad About Advertising | The Acronym Jungle and RTB
Hand Sold
Sponsorships
Tie
r 3
Tie
r 1
Tie
r 2
60 %
20 %
10 %
10 %
Publishers’ Inventory Hat
Pre
miu
mA
uto
mate
d
Mad About Advertising | The Acronym Jungle and RTB
SSP
Tie
r 3
Tie
r 1
Tie
r 2
SSP: Inventory Mangement
Premium
Remnant
Au
tom
ate
d
Mad About Advertising | The Acronym Jungle and RTB
Mad About Advertising | The Acronym Jungle and RTB
RTB
Real Time Bidding
An auction where a demand partner (advertiser) decides in real time the
price is willing to pay for a certain impression based on specific
requirements.
On the other side the publisher tries to maximize the revenue coming
from that impression by introducing a set of principles and a floor price
under which the demand partner cannot participate.
Mad About Advertising | The Acronym Jungle and RTB
3 facts about RTB
No Euros.
Bids in Dollars. Bids on data.
Informational,
interest,
intent.
Instant process.
Bids win in few
milliseconds.
Mad About Advertising | The Acronym Jungle and RTB
RTB based display Ad Sales as % of total
Source: Econsultancy
Mad About Advertising | The Acronym Jungle and RTB
Display Ad Revenue EMEA
Source: PwC
Mad About Advertising | The Acronym Jungle and RTB
3 Trends of RTB
Premium RTB.
RTB for advertising on
mobile devices.
Big data.
Mad About Advertising | The Acronym Jungle and RTB
It is just an Acronym Jungle.
Mad About Advertising | The Acronym Jungle and RTB
To know more
ciaobasta.com
Riccardo Guggiola
Founder and informal blogger
