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1. Second price is cheated 2. Cookie lifetime is short 3. Major advertisers integrate to RTB ecosystem directly 4. Targeting is getting more sophisticated 5. RTB ecosystem is highly fragmented 6. Fraud is a HUGE problem
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6 RTB secrets no-one tells you about
Artem Rodichev
@arodichev
BizDev | CEE
#dgtl 29 Nov 2013
By automating, integrating and optimizing the way display advertising
is being traded and served, both publishers and advertisers/ad agencies
can improve ROI. They must embrace RTB to remain competitive.
IDC/Pubmatic, RTB in the US and Worldwide,
2010-2017
1 Second price is cheated
$0.80
$0.90
$0.71
$0.81
$0.80
$0.90
$0.71
$0.85
2 Cookie lifetime
is short
one time
one session
immortal
50%
40%
70% - 1 hour
3 Major advertisers integrate to RTB
ecosystem directly
Publishers
Ad Exchanges SSPs
DSPs
ATDs
Advertisers
Customers / Product data
4 Targeting
is getting more sophisticated
Search & Browsing history
CRM
Purchase
Points
GPS
Social Graph
IPWeather
5 RTB ecosystem is highly fragmented
Google Between Digital
Retargeter
OpenXRubicon
YDPlatform 161 GetIntent
Retargeter
OpenXRubicon
YDPlatform 161 GetIntent
BidSwitch
Between Digital
6 Fraud is
a HUGE problem
25% fraud
$ 1 125 000 000
@arodichev
