Intro to RTB DisplayIntro to RTB Display

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.

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

DEFINITIONSAudience: 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

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

THE PAST

Relied on

- Buying Clout

- Negotiating Skills

- Relationships

- Manual Management

GLEAMExchange based buying using algorithms and

bidding engines that make decisions on each impression in real time.

Reduces waste

Improves campaign performance for buyers

THE AD TRADING DESK

TARGETING TECHNOLOGY

REMARKETING

AUDIENCE TARGETING

Serve ads to specific audiences using:Search History Targeting

Behavioral Targeting

Demographic Prediction

USER PROFILING

Geo-Targetingby Country, Region, DMA, City, Zip

Age

Gender

Language

Interests

AUDIENCE EXTENSIONS

Acquire specific audiences

INVENTORY TARGETING

Semantic TargetingDomain Targeting

CategoriesInventory Quality Filtering

BRAND PROTECTION

Pre-Audited / Scanned PagesProven Channels With Premium InventorySites With Unverifiable Content Excluded

Filter for Sensitive Attributes (Political, Social Media, Forums (moderated or unmoderated), Children / Young Adults / 16+)

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

DYNAMIC BANNERS

VIDEO ADVERTISING

In stream (before, in the middle or after content)

In banner

flv, mp4, wmv, f4v, avi, m4v, mov, mpg formats <2MB

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

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

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

THE FUTURE What’s Coming Next?

• Purchasing Video Ads w/ data

• Measuring engagement in ads...

colin@visiseek.com

http://visiseek.com