VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
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Transcript of VISISEEK - Interactive Day San Diego - Intro to RTB - IDSD
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Intro to RTB Display
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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.
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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
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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
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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
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THE PAST
Relied on
- Buying Clout
- Negotiating Skills
- Relationships
- Manual Management
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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
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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
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THE AD TRADING DESK
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TARGETING TECHNOLOGY
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REMARKETING
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AUDIENCE TARGETING
Serve ads to specific audiences using:
Search History Targeting
Behavioral Targeting
Demographic Prediction
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USER PROFILING
Geo-Targeting by Country, Region, DMA, City, Zip
Age
Gender
Language
Interests
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AUDIENCE EXTENSIONS
Acquire specific audiences
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INVENTORY TARGETING
Semantic Targeting
Domain Targeting
Categories
Inventory Quality Filtering
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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+)
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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
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DYNAMIC BANNERS
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VIDEO ADVERTISING
In stream (before, in the
middle or after content)
In banner
flv, mp4, wmv, f4v, avi,
m4v, mov, mpg formats
<2MB
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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
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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
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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
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THE FUTURE
What’s Coming Next?
• Purchasing
Video Ads w/
data
• Social ads that
measure
engagement…
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LEARN MORE
• http://adexchanger.com