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TradeAds.euonline advertising exchange
RO MD SRB
Overview
About TradeAds.eu
Bidding process
Choosing the winning ad
3 steps to implement a campaign
Optimizing a campaign
Types of campaigns
CPC bidding in TradeAds
Publishers – making money with TradeAds
The Banner Exchange program
The Referral program
Portfolio
RO MD SRB
About TradeAds.eu
TradeAds.eu is the only East-European Advertising Exchange
platform; it has been initially developed in collaboration with
TradeVille, the lead online broker for the Romanian Stock Exchange.
Our mission is to create a transparent online advertising market,
exclusively governed by the principles of offer and demand, and
accessible to anyone wishing to effectively communicate by means of
Internet advertising.
Our goal is to set a fair price for both advertisers and publishers in the
online advertising market.
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Bidding process
Generalized Second-Price (GSP) auction
Mechanism similar to the Vickrey auctions
It is the dominant transaction mechanism in a large and rapidly
growing industry. In 2005, when Google’s total revenue was $6.14 billion,
over 98 percent of its revenue came from GSP auctions. Yahoo!’s total
revenue in the same year was $5.26 billion - it is believed that over half of
Yahoo!’s revenue is derived from sales via GSP auctions.
Two steps bidding mechanism:
The winner of the auction is the player who has the highest bid
The price of the transaction is the price of the second bidder plus a step (0.01 EUR/CPM in TradeAds’ case).
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Bidding process (example)
Suppose that there are three eligible ads in the system, at the bidding
moment: ad A, with a maximum bid of 2 €/CPM, ad B, with a maximum
bid of 3 €/CPM, and ad C, with a maximum bid of 5 €/CPM:
Winning ad is ad C, because it offers the highest price
The price paid by the advertiser for displaying ad C is not 5 €/CPM, its maximum bid, but the bid of the second competitor, plus a minor step (0.01 €/CPM in TradeAds’ case) – 3.01 €/CPM.
This auction type ensures that:
The advertiser always pays a fair price for the bought impressions, less than the specified maximum bid
The publisher gets a fair price for any ad impression
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Choosing the winning ad
All the ads enter the bidding process, for several thousands times per
second. The winning ad is determined based on:
AdZone targeting – set by advertiser
Targeting (geographic, demographics)
Maximum bid set by advertiser
Maximum daily budget set by advertiser
Advertiser
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Publisher.
Advertiser
Uploads creative in TradeAds
Available pool of creatives
Ad call is generated from the website.
Geographical targeting, frequency capping
Demographic targeting, campaign optimization
Eligible creatives enter the auction
Highest paying creative is served.Inappropriate creative is blocked.
Back Office Team
Targeting Process
Bidding Process
Advertiser
Choosing the winning ad
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Advertisers – why TradeAds?
CPC (Cost Per Click) auctions
Multiple targeting options
Real-time reporting system for tracking and improving performance
Standard IAB formats
Best possible price on preferred zones
Advertiser
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3 steps to implement a campaign
Step 1 – targeting
Target users: by location, by gender, by age
Filter Ad Zones: by categories, by keywords, automatically by the system
Step 2 – set bid and budget
No matter if you wish to buy clicks or impressions, TradeAds
will offer you the choice of bidding CPM or CPC:
Set maximum CPM or CPC bid
Set daily budget
Set start and end date for your campaign
Step 3 – upload creatives and start
your campaign
Advertiser
RO MD SRB
Optimizing a campaign
While the campaign statistics are updated every 5 minutes, the advertiser
has full control over parameters such as:
Real-time bidding values for each zone
Effectiveness metrics, such as number of impressions or number of clicks for each zone
Efficiency metrics, such as CTR, average eCPM and amount spent, on each zone
Full control over creatives running on a campaign, based on efficiency
metrics
Advertiser
RO MD SRB
Types of campaigns
Text ads
are displayed directly in the player
a lot of text ads can be delivered on a standard space
the publishers can customize the ad and make it similar with their website
Underline
is user activated
targeting the audience becomes more efficient
the user makes a direct reference to a key element of the campaign
CTR (click-through rate) becomes significantly better
Advertiser
RO MD SRB
Types of campaigns (cont’d)
Video ad:
the ad is displayed inside the player
the user can read the ad or dismiss it by clicking the “X” button in the upper right corner. Here it is an example:
Advertiser
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Types of campaigns (cont’d)
Full-screen ads
overlapping of the landing page with the host website, for maximum impact
frequency is set by the publisher
an example at http://www.automarket.ro/masini-noi/golf.htm
125x125 Square button ad
a different payment model – pay per day
posting the campaign and payment is on-the-spot (on the publisher’s site)
very intuitive for small/medium advertisers
Advertiser
RO MD SRB
CPC bidding in TradeAds
Almost since its inception in 2009, TradeAds allowed advertisers to bid directly on clicks, instead of bidding only on impressions
All the targeting options for CPM campaigns are still available in CPC bidding
All the reporting options (such as CTR, eCPM, number of impressions, etc) are available, allowing advertisers to fine-tune their campaigns and maximize ROI.
Advertiser
RO MD SRB
Publishers – why TradeAds
Generate a guaranteed income from unsold inventory
Full control over displayed ads
Get the best possible price for ad impressions, as set by the market
Cross-promote with top regional sites using the BEX platform
Publisher
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4 steps to start making money
Step 1 – zone specifications
Set accepted creative size
Set accepted content
Set auto-approve options for creatives
Step 2 – zone description
Describe your site
Set your zone category
Specify keywords for your zone
Step 3 – specify minimum CPM requirements
Step 4 – download zone script and implement it on your
site
Publisher
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Track your income
Every 5 minutes, publishers see how their zones perform:
Click-through rate
Medium eCPM
Income
Number of impressions
Control panel with detailed situation of income
Publisher
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The Banner Exchange program
Through this program different publishers can trade impressions within the system using a virtual currency called "Euronet".
When publishers join the system, they receive a certain number of Euronets, and thereby can begin promoting their sites.
Should they need extra virtual currency or should they make more than they spend, publishers can sell or buy them using TradeAds’s platform.
The Black list: the unwanted ads can be removed and added on the
black list.
Publisher
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The Referral program
The Referral Program is a simple and efficient way to better monetize sites by recommending TradeAds to visitors.
The players will earn money from the trading activity of the new user subscribed to the referral program.
The commission period is 12 months.
In the first 3 months the The Referrers earns 40% of TradeAds’s profit,
while in the next 9 months they will earn 10% of TradeAds’s profit.
Publisher
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Established countries/Priorities
Established countries
High-priority for the next two years
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Portfolio
TradeAds receives new sites in its portfolio every day. However, any ad zone in the system is carefully reviewed by our staff so that it brings best possible value for our clients.
Some of the most prestigious sites in the Romanian Internet are present in TradeAds: Automarket.ro, Auto.ro, Eva.ro, Ele.ro, Ziare.com, Bloombiz.ro, Cinemagia.ro, SfatulMedicului.ro, Acasa.ro, BestMusic.ro, etc.
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Contact TradeAds
Tradeads Interactive SRL
Address: 3-5 Pierre de Coubertin Blvd., bl. 4B, 5th floor, sector 2, Bucharest, ROMANIA
Tel/Fax: +40212095679
www.tradeads.eu
