What to expect in 2014 for Real Time Bidding - Real Time Bidding Forum 2014
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Transcript of What to expect in 2014 for Real Time Bidding - Real Time Bidding Forum 2014
FROM 2005 TO 2017 THE EVOLUTION OF PROGRAMMATIC ADVERTISING
2005 to 2012Genesis of RTB & Adexchanges1
CONTENTTHE EVOLUTION OF
PROGRAMMATIC ADVERTISING
FROM 2005 TO 2017
2012From unsold to premium22013 to 2017New products on Adexchanges3
GENESIS OF RTB & AD-EXCHANGES
2005 to 2012
UNSOLD INVENTORIES, AN ISSUE FOR ALL PUBLISHERS
AGENCY A
PUBLISHER’S INVENTORY
SALES HOUSE
AGENCY B
PUBLISHER’S UNSOLD INVENTORY
HOW TO MAKE THEM MORE ATTRACTIVE ? WHICH INTERMEDIARY TO SELL UNSOLD IMPRESSIONS ?
WHO COULD BUY THEM ?
ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD
A NON-OPTIMIZED MANAGEMENT THROUGH ADNETWORKS
PUBLISHER’S UNSOLD INVENTORY
AD NETWORKS 1
ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD
VALUE DESTRUCTION CAUSED BY SALES IN BUNDLES
NO YIELD MANAGEMENT AVAILABLE
COST INCREASE AND PROFIT DECREASE
GENESIS OF RTB & AD-EXCHANGES
2005 to 2012
AD NETWORKS 2
AD NETWORKS 3
AD NETWORKS 5
AD NETWORKS 4
AD NETWORKS 6
HOW TO OPTIMIZE THE MANAGEMENT OF UNSOLD INVENTORIES ?
ADEXCHANGES
GENESIS OF RTB & AD-EXCHANGES
2005 to 2012
ADEXCHANGES BRING CONTROL AND OPTIMIZATION
AGENCY A
PUBLISHER’S INVENTORY
SALES HOUSE AGENCY C
ADVERTISER A
ADVERTISER B
ADVERTISER C
ADVERTISER D
PUBLISHER’S UNSOLD INVENTORY
ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD
ADEXCHANGE
TRADING DESK A
TRADING DESK B
GENESIS OF RTB & AD-EXCHANGES
2005 to 2012
HOW DOES IT WORK ?
ADIMPRESSIONS AVAILABLE ADIMPRESSIONS SOLD
1. USER VISITS THE WEBSITE AND
GENERATE ONE IMPRESSION
3. THIS IMPRESSION IS AVAILABLE ON THE
ADEXCHANGE
2. THIS IMPRESSION ARE SENT TO THE SSP
TRADING DESK
4. THE HIGHEST BID WINS THE AD IMPRESSION
ADEXCHANGESSP DSP
GENESIS OF RTB & AD-EXCHANGES
2005 to 2012
ADEXCHANGES CAN ALSO HELP PUBLISHERSHOW ?
BIDDING SYSTEM
IMPRESSION BY IMPRESSION
ANALYZING TOOLS
FULL CONTROL AND REVENU INCREASING
GENESIS OF RTB & AD-EXCHANGES
2005 to 2012
REAL TIME BIDDING POPULARIZED
FROM UNSOLD TO PREMIUM
2012
2005
THE ADEXCHANGE TIMELINE2010 2012
FIRST ADEXCHANGE RIGHT MEDIA
BIRTH OF PREMIUM ADEXCHANGES
2006 2007 2008 2009 2011 2013
FROM UNSOLD TO PREMIUM
2012
30M monthly
UV
3Bs available
impressions
70%coverage
AUDIENCE SQUARE IS ONE OF THE FIRST PREMIUM MARKETPLACE IN THE WORLD
11 SHAREHOLDERS & 2 PARTNERS
THE BEST PRICETHE PERFECT MOMENT at
WHAT IS A PREMIUM ADEXCHANGE ?
ALL IMPRESSIONS ARE SOLD IN REAL TIME
RTB
CONTROL & VALUE FIRST PARTY DATA PUBLISHERS
THE GOOD PLACE at
HIGH QUALITY INVENTORY
PREMIUM PRIVATE DATA
FROM UNSOLD TO PREMIUM
2012
ADEXCHANGES CAN ALSO OFFER PRIVATE EXCHANGES WITH DEAL ID
FROM UNSOLD TO PREMIUM
2012
DEFINITION OF THE RULES- AD FORMATS
- POSITION - VIEWABILITY
- IMPRESSION FREQUENCY - DATA
…
GENERATION OF A UNIQUE IDENTIFIER, ONLY AVAILABLE FOR THIS ADVERTISER
ADEXCHANGE TRADING DESK
WHY ARE PREMIUM ADEXCHANGES CHANGING THE MARKET ?
BENEFITS FOR AGENCIESBENEFITS FOR PUBLISHERS
YELD MANAGEMENT
FROM UNSOLD TO PREMIUM
2012
&INCREASE THE EFFECTIVE RPM
FULL CONTROL
BETTER TARGETING
INCREASE THE ROI
TRANSPARENCY
NEW PRODUCTS ON ADEXCHANGES
2013 TO 2017
ADEXCHANGE REVOLUTION IS ON FOR ALL DIGITAL
PRODUCTS
NEW PRODUCTS ON ADEXCHANGES
2013 TO 2017
MOBILE, VIDEO AND DEAL ID WILL REPRESENT 50% OF TOTAL RTB AD SPEND IN 2017
2014 2017 2014 2017 2014 2017
MOBILE VIDEO DEAL ID
61M$ 550M$
X9
30M$ 150M$
X5
20M$ 430M$
X20SOURCE IDC SEPTEMBRE 2013 - WESTERN EUROPE
ADEXCHANGE REVOLUTION
TELEVISIONPRINT
RADIO
NEW PRODUCTS ON ADEXCHANGES
2013 TO 2017
PROGRAMMATIC ADVERTISING AIMS TO DEVELOP ON NEW MARKETS
CREATION OF XAXIS AUDIO, FIRST AUDIO RTB
PLATFORM, IN 2013
DISH NETWORK LAUNCHED THE FIRST TV RTB PLATFORM IN 2013 NUMERIC VERSION (PHONES / TABLETS)
ARE INCREASING, WITH THE POSSIBILITY TO BUY INVENTORY
THROUGH ADEXCHANGES
QUESTIONS ? THANK YOU