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Sample econsultancy-real-time-bidding-buyers-guide-2012.pdf

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  • Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & InnovationSAMPLE: Real-TimeBiddingBuyers Guide Sample only, please download the full report from: http://econsultancy.com/reports/rtb-buyers-guide
  • SAMPLE:Real-TimeBiddingBuyers GuidePublished August 2012 Econsultancy London Econsultancy New York 4th Floor, Farringdon Point 350 7th Avenue, Suite 307 29-35 Farringdon Road New York, NY 10001All rights reserved. No part of this publication may be London EC1M 3JF United Statesreproduced or transmitted in any form or by any means, United Kingdomelectronic or mechanical, including photocopy, recording Telephone:or any information storage and retrieval system, without Telephone: +44 (0)20 7269 1450 +1 212 971 0630prior permission in writing from the publisher. http://econsultancy.comCopyright Econsultancy.com Ltd 2012 [email protected]
  • Contents 1. Introduction ..................................................................... 6 1.1. About Econsultancy .................................................................. 7 2. Executive Summary ......................................................... 8 3. The Real-Time Bidding Ecosystem ................................. 9 3.1. Market value and growth .......................................................... 9 3.2. The buy side: demand-side platforms and trading desks .........14 3.3. The sell side: supply-side platforms .........................................16 3.4. In the middle: data providers, data exchanges and data management platforms (DMPs) ...............................................19 3.5. Market trends.......................................................................... 20 3.5.1. Facebook starts to capitalise on the dynamic real-time bidding market ......................................................................... 20 3.5.2. Integration of multiple channels into a single RTB platform has become a key success factor .............................. 22 3.5.3. Advertisers take more control over media planning and execution ................................................................................... 24 3.5.4. Concerns over inventory quality and measurement problems hold back development ........................................... 25 3.6. Return on investment ............................................................. 27 4. Strengths, Weaknesses, Opportunities and Threats (SWOT) .......................................................................... 29 4.1. Strengths ................................................................................. 29 4.2. Weaknesses ............................................................................. 30 4.3. Opportunities .......................................................................... 32 4.4. Threats .................................................................................... 34 5. Costs and Pricing Models .............................................. 36 6. Tips and Pitfalls ............................................................. 39 6.1. Introduction ............................................................................ 39 6.2. How to find the right platform ................................................ 39 6.3. Test, test, test .......................................................................... 46 6.4. Take a strategic approach ....................................................... 47 7. Market Positioning Charts............................................. 48 Real-Time Bidding Buyers Guide All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy.com Ltd 2012
  • 7.1. Demand-side platforms .......................................................... 48 7.1.1. Explanation for Chart 1: Service model .................................. 48 7.1.2. Market positioning overview: Service model ......................... 49 7.1.3. Explanation for Chart 2: Type of company ............................ 50 7.1.4. Market positioning overview: Type of company ..................... 51 7.2. Trading desks .......................................................................... 52 7.2.1. Explanation for Chart 1: Service model .................................. 52 7.2.2. Market positioning overview: Service model ......................... 53 7.3.1. Explanation for Chart 2: Type of company ............................ 54 7.3.2. Market positioning overview: Type of company .................... 55 7.4. Supply-side platforms ............................................................. 56 7.4.1. Explanation for Chart 1: Service model .................................. 56 7.4.2. Market positioning overview: Service model ......................... 57 7.5.1. Explanation for Chart 2: Type of company ............................ 58 7.5.2. Market positioning overview: Type of company .................... 598. Supplier Matrix .............................................................. 60 8.1. Demand-side platforms .......................................................... 60 8.2. Trading desks .......................................................................... 63 8.3. Supply-side platforms ............................................................. 659. Supplier Marketplace and Profiles ................................ 67 9.1. Demand-side platforms .......................................................... 67 9.1.1. Adform ...................................................................................... 67 9.1.2. Adobe ........................................................................................ 73 9.1.3. Brandscreen .............................................................................. 80 9.1.4. DataXu ...................................................................................... 87 9.1.5. Digilant (formerly Adnetik) ..................................................... 95 9.1.6. Infectious Media...................................................................... 101 9.1.7. Invite Media ............................................................................ 108 9.1.8. LucidMedia .............................................................................. 116 9.1.9. MediaMath.............................................................................. 123 9.1.10. Rocket Fuel .............................................................................. 131 9.1.11. StrikeAd .................................................................................. 139 9.1.12. The Trade Desk........................................................................145 9.1.13. TubeMogul ...............................................................................152 9.1.14. Turn ......................................................................................... 158 9.2. Trading desks .........................................................................166 9.2.1. Accordant Media .................................................................... 166 9.2.2. Accuen ......................................................................................167 9.2.3. The Exchange Lab .................................................................. 168 9.2.4. Varick Media Management .................................................... 173R
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