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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


Map : Advertising Ecosystem

Source: Improve Digital


Display Ad Ecosystem

Source: IAB UK | Google Press


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.


Inventory: a set of ad spaces...

TO SELL!


Monetising the inventory:

Premium VS Automated


Hand Sold

Sponsorships

Tie

r 3

Tie

r 1

Tie

r 2

Publishers’ Inventory Hat

Pre

miu

mA

uto

mate

d


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


SSP

Tie

r 3

Tie

r 1

Tie

r 2

SSP: Inventory Mangement

Premium

Remnant

Au

tom

ate

d


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.


3 facts about RTB

No Euros.

Bids in Dollars. Bids on data.

Informational,

interest,

intent.

Instant process.

Bids win in few

milliseconds.


RTB based display Ad Sales as % of total

Source: Econsultancy


Display Ad Revenue EMEA

Source: PwC


3 Trends of RTB

Premium RTB.

RTB for advertising on

mobile devices.

Big data.


It is just an Acronym Jungle.


To know more

ciaobasta.com

Riccardo Guggiola

Founder and informal blogger

[email protected]

http://ciaobasta.com/2012/10/09/what-is-rtb-rtb-definition-and-introduction-of-the-interesting-world-of-automated-trading/