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Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & Innovation

SAMPLE: Real-Time Bidding

Buyer’s Guide

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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SAMPLE: Real-Time Bidding Buyer’s Guide

Econsultancy London

4th Floor, Farringdon Point

29-35 Farringdon Road

London EC1M 3JF

United Kingdom

Telephone: +44 (0)20 7269 1450

http://econsultancy.com

[email protected]

Econsultancy New York

350 7th Avenue, Suite 307

New York, NY 10001

United States

Telephone:

+1 212 971 0630

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

Published August 2012

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Real-Time Bidding Buyer’s 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

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

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Real-Time Bidding Buyer’s Guide

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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 .................... 59

8. Supplier Matrix .............................................................. 60

8.1. Demand-side platforms .......................................................... 60

8.2. Trading desks .......................................................................... 63

8.3. Supply-side platforms ............................................................. 65

9. 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 .................................................... 173

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Real-Time Bidding Buyer’s Guide

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9.2.5. VivaKi ....................................................................................... 179

9.2.6. Xaxis ........................................................................................ 180

9.3. Supply-side platforms ........................................................... 186

9.3.1. Admeld .................................................................................... 186

9.3.2. PubMatic ................................................................................. 193

9.3.3. Rubicon Project ......................................................................200

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1. Introduction Econsultancy’s buyer’s guides are the ideal starting place for anybody researching new suppliers

in digital market sectors. They contain in-depth vendor profiles; to help you quickly evaluate

suppliers and service providers, as well as market analysis to help you put things into

perspective. Vendors are selected for the report based on a combination of factors, not limited to

but including:

Analysis of capabilities (services / products)

Clients

Experience (qualifications / trade bodies / case studies)

Expertise (by sector / topic)

UK and/or USA status (occasional exceptions are made)

Ability to take on and fulfil new projects

Recommendations from trusted sources (or anecdotal evidence to the contrary)

Google visibility

Business model (a high proportion of turnover should be related to these services)

Company website

Econsultancy does not explicitly recommend any of the suppliers featured in these guides,

principally because it is impossible for us to work with all of them to form a first-hand opinion.

But we do believe - based on an intensive and careful selection process - that the chosen vendors

represent quality.

Buyer’s Guides are updated on an annual basis, so the information contained within is recent and

thus valid. Send any questions or comments to Econsultancy’s Research Director Linus

Gregoriadis ([email protected]).

Other Econsultancy buyer’s guides

PPC Bid Management Technology Buyer’s Guide http://econsultancy.com/reports/ppc-bid-management-technology-buyers-guide

Tag Management Buyer’s Guide http://econsultancy.com/reports/tag-management-buyers-guide

Paid Search Agencies Buyer’s Guide http://econsultancy.com/reports/paid-search-agencies-buyers-guide

SEO Agencies Buyer’s Guide

http://econsultancy.com/reports/seo-agencies-buyers-guide

Content Management Systems Buyer’s Guide

http://econsultancy.com/reports/content-management-systems-cms-buyers-guide

Email Marketing Platforms Buyer’s Guide http://econsultancy.com/reports/email-marketing-buyers-guide

Web Analytics Buyer’s Guide http://econsultancy.com/reports/web-analytics-buyers-guide

Online Reputation and Buzz Monitoring Buyer’s Guide http://econsultancy.com/reports/online-reputation-and-buzz-monitoring-buyers-guide

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1.1. About Econsultancy Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 400,000 internet professionals every month.

Our hub has 120,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face-to-face conferences, forums and professional networking.

For the last ten years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation.

Econsultancy has offices in London, New York and Dubai and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training in the Middle East, and extensively across Europe and Asia. We trained over 5,000 marketers and ran over 200 public training courses in 2011.

Join Econsultancy today to learn what’s happening in digital marketing – and what works.

Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 971 0630 (New York). You

can also contact us online.

Other related Econsultancy content

Best Practices in Digital Display Advertising

http://econsultancy.com/reports/best-practices-in-digital-display-advertising

Online Advertising Survey

http://econsultancy.com/reports/online-advertising-survey

Real-Time Bidding Ecosystem Map

http://econsultancy.com/reports/real-time-bidding-ecosystem-map

Media Growth Trends

http://econsultancy.com/reports/media-growth-trends

Online Media Report

http://econsultancy.com/reports/online-media-report

Ad Serving Buyer’s Guide

http://econsultancy.com/reports/ad-serving-buyers-guide

Internet Advertising Statistics

http://econsultancy.com/reports/internet-advertising-statistics

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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2. Executive Summary The focus of this report is real-time bidding (RTB), including an analysis of online display

advertising market trends and detailed profiles of the leading demand-side platforms (DSPs),

trading desks and supply-side platforms (SSPs).

With the advent of real-time bidding, advertisers are able to reach their audiences more

effectively and select the best impressions to bid on, while publishers benefit from an incremental

revenue lift, more valuable remnant inventory and improved pricing strategies.

The sector is evolving quickly as media buyers and publishers focus more than ever on

transparency, actionable insights, digital media convergence and cross-channel attribution.

Trends covered in this guide include:

Facebook starts to capitalise on the dynamic real-time bidding market

Integration of multiple channels into a single RTB platform has become a key success factor

Advertisers take more control over media planning and execution

Concerns over inventory quality and measurement problems hold back development

The Supplier Marketplace and Profiles section (Section 9) contains profiles of the following

platforms and trading desks:

Demand-side platforms (DSPs): Adform, Adobe, Brandscreen, DataXu, Digilant

(formerly Adnetik1), Infectious Media, Invite Media, LucidMedia, MediaMath, Rocket Fuel,

StrikeAd, The Trade Desk, TubeMogul, Turn

Trading desks: The Exchange Lab, Varick Media Management, Xaxis

Note: We’ve included shortened profiles, compiled from publicly available information, for

the following trading desks: Accordant Media, Accuen and VivaKi.

Supply-side platforms (SSPs): Admeld, PubMatic, Rubicon Project

The content of this report is relevant globally. Ideally, it should be read in conjunction with our

Best Practices in Digital Display Advertising report2, which examines the online

advertising ecosystem in detail and includes how-to advice for discovering, segmenting, buying,

serving, measuring and attributing digital media ad units.

The following vendors were invited to take part but declined to submit profiles for this report, or

could not meet the deadline: Accordant Media, Accuen, AMNET (Aegis), Cadreon, Ikon

Communications, TRAFFIQ, Triggit, VivaKi, [x+1], XA.net.

1 Adnetik rebranded as Digilant in July 2012 – http://www.adnetik.com/index.html 2 http://econsultancy.com/reports/best-practices-in-digital-display-advertising

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3. The Real-Time Bidding Ecosystem The last few years have seen a rapid evolution of the display advertising market with significant

developments in technology and targeting capabilities. Real-time bidding (RTB) platforms have

changed the way ad impressions are purchased and managed while helping to meet the need for

more accountable and effective auction-based media buying for advertisers and publishers alike.

With display advertising poised for continued growth as a strong second player after search, RTB

platforms have been reaping the benefits. The evolution and impact of these platforms can only be

understood in the context of the overall display advertising market, so this section aims to provide an overview of the market’s growth and recent trends.

3.1. Market value and growth When looking at the raw numbers, display advertising has been growing at a steady rate over the

last five years. ZenithOptimedia predicts that the global display advertising market will reach

$32.9bn this year, propelling it to 21% growth between 2011 and 2014. Display accounted for 36%

of internet advertising in 2011 and the company expects this proportion to increase to 41% by

2014.

According to figures from the Internet Advertising Bureau (IAB), Europe’s online advertising

market grew 14.5% year-on-year to a market value of €20.9bn in 2011. By comparison, the overall

European advertising market – excluding online – grew at just 0.8% in the same time period.

Display’s year-on-year growth has slowed down (15.4% compared to 21.3% in 2010), with paid

search (17.9% y-o-y growth) leading the surge.

Although TV advertising continues to attract...

<Sample> What the vendors say – US vs. Europe

“The USA is around 12 months ahead of the UK, and 24 months ahead of the rest of Europe. A number of US

vendors have arrived in London and have helped educate the market, less so on the continent. We would see USA

and UK become comparable in the next 24 months and UK potentially overtaking due to digital being a more

dominant medium.”

Sample quote

<Sample> Benefits of RTB: early adopters showcase

BSkyB

In July 2010, RTB accounted for around 2% of Sky’s display ad spend. By January 2011, this had grown to

18%.

The company is currently spending...

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3.2. The buy side: demand-side platforms and trading

desks As defined in Econsultancy’s 2011 Demand-Side Platforms Buyer’s Guide3, a DSP is a technology

layer on top of display-buying systems that streamlines the media buying process by using

impression-level decisioning based on multiple parameters and data sources. DSPs help buyers

aggregate, bid on and optimise digital inventory across ad exchanges and yield management

platforms (YMPs).

This replaces the traditional arbitrage model and enables media buyers to reach a specific

audience at the impression level, in real time. Demand-side platforms are associated with real-

time bidding, but a true DSP encompasses the entire buying process – from campaign insertion

order management to creative optimisation and analytics.

So… what does a demand-side platform do?

Connects to multiple inventory sources (e.g. ad exchanges, optimisers), creating a significant

pool of impressions.

Calculates the value of an impression relative to its characteristics in real time.

Makes decisions on what impressions to bid for and what price to bid for each in real time.

Provides...

3.3. The sell side: supply-side platforms While real-time bidding was initially developed to meet the needs of advertisers (the demand

side), it has evolved into offering controls and transparency for publishers (the supply side).

Parallel to the development of demand-side platforms and trading desks, a new type of supply-

side intermediary has emerged. Previously more commonly known as publisher yield

managers/optimisers, supply-side platforms such as Admeld (acquired by Google in June 2011),

PubMatic and Rubicon Project, help publishers control how they sell each impression, maximise

their advertising revenues and better manage and price their inventory.

<Sample> Definition of SSPs

“Supply-side platforms, or SSPs as they are commonly known in the digital advertising community, are an

emerging category of technology companies that are in the business of...

SSPs use data generated from impression-level bidding to help publishers increase the value of

their premium and remnant inventory alike. Having rolled out RTB capabilities and forged

partnerships with DSPs, SSPs are...

3 http://econsultancy.com/reports/demand-side-platforms-buyers-guide

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3.4. In the middle: data providers, data exchanges and

data management platforms (DMPs) Display advertising growth continues to be partly driven by the very much hyped application of

‘Big Data’. In this data-supported ecosystem, advertisers can use real-time bidding and

algorithmic trading to reach specific audiences that meet their exact criteria while increasing the

cost-efficiency.

Data accessibility has grown exponentially in the last few years and marketers can access dozens

of disparate data sources. Collecting, analysing and transforming these data sets into actionable

insights are the main challenges for modern marketers, and knowing how to leverage the data

available to advertisers is critical to both understanding and targeting their audiences.

Fortunately, numerous players have flocked to the market to assist them.

Every individual with an addressable device basically represents an...

What the vendors say

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3.5. Market trends

3.5.1. Facebook starts to capitalise on the dynamic real-time

bidding market

According to comScore, Facebook captured 27.9% of the US display advertising market in 2011

(up from 21% a year earlier), accounting for one in every four display ads in the US. Yahoo was

second with 11% of the market, while Microsoft, Google, and AOL trail with less than 5% each.

“Any time a site becomes so influential to the full digital landscape, advertisers are forced to pay

attention”, Andrew Lipsman, VP, Marketing & Industry Analysis at comScore, told ClickZ News.

“There was a time when brands thought of Facebook as a place for kids and teenagers. That’s

obviously not the case anymore.”

Figure 1: Top ten US online display ad publishers by number of impressions in

millions

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Source: comScore, US Digital Future in Focus 2012, February 2012

However, globally, Facebook only made about...

3.5.2. Integration of multiple channels into a single RTB platform

has become a key success factor

While it is quite difficult to predict how the competitive landscape for the RTB market will evolve

over the next few months, the entry cost from a technological perspective is lowering. Edward

Montes, CEO at Digilant, highlights this trend: “when technology costs cease to become a

barrier to entry, differentiation becomes essential”.

Multichannel media buying has been the new buzz phrase in the online advertising space in 2012.

While display still accounts for the bulk of RTB spending, RTB is emerging as a substantial

component of other channels, such as social, video and mobile. For example, the...

What the vendors say

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Facebook’s recent announcement is game changing for the...

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3.5.3. Advertisers take more control over media planning and

execution

Traditionally, the process of digital media buying and management has been considered quite

inefficient and slow. Self-service platforms such as Facebook, AOL’s Advertising.com and AdBrite

have made technology directly accessible to advertisers and agencies and Facebook is a great

example of where the industry is going. Simply by logging in and funding the account, anyone can

immediately start building ads within Facebook, and target them by using a wide range of

audience characteristics.

Cost is also a significant driver for the...

3.5.4. Concerns over inventory quality and measurement problems

hold back development

Despite the promising evolution of real-time bidding, inventory quality and availability (especially

in emerging areas such as mobile and video advertising) are still considered major obstacles,

whether it’s a genuine concern or just a misperception. While technology is important, inventory

quality and contextual relevance remain important factors for advertisers moving forward and

present scale challenges. Or as Andy Cocker, Co-Founder and Managing Partner at Infectious

Media, puts it, “inventory is still key”. He added:

“As publishers see that RTB hasn’t...

What the vendors say

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3.6. Return on investment Investment in real-time bidding platforms can provide organisations with numerous benefits,

ranging from cost efficiency to unprecedented control over price/performance.

The buy side: demand-side platforms and trading desks

Effectively run campaigns using demand-side platforms and trading desks can help advertisers…

Reduce costs and media waste

– Bid-forecasting tools allow them to predict the unique user reach and impression

availability for a certain audience segment.

– Explore how reach and availability fluctuate based on a certain...

The sell side: supply-side platforms

Effectively run campaigns using supply-side platforms can help publishers…

Increase revenue incrementally via unique bidding / pricing precision

– The Online Publishers Survey Report4 showed that the most commonly cited benefits of

working with supply-side platforms are...

4 http://econsultancy.com/reports/online-advertising-survey

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4. Strengths, Weaknesses, Opportunities

and Threats (SWOT) This section contains a ‘SWOT’ analysis of the real-time bidding market from the perspective of

vendors. It also serves as a summary of some of the points made above.

4.1. Strengths The healthy growth rate of display advertising means that real-time bidding platforms

will continue to attract increasing levels of investment from advertisers, agencies and

publishers.

Convenience: ability to access multiple inventory sources through a single

interface

– Traditionally, advertisers had to work with...

What the vendors say (strengths)

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4.2. Weaknesses The Online Advertisers Survey Report 2011 revealed that the benefits of RTB are not

being fully realised, and that awareness about some advantages is still quite

limited.

– Just under half (48%) of respondents say that improved performance is a benefit of real-

time bidding, while 42% of advertisers point to reduced media wastage, better targeting

capabilities and lower cost per acquisition.

‘Black hat’ RTB platforms in a crowded market

– Due to...

What the vendors say (weaknesses)

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4.3. Opportunities Service layer development

– Traditionally, the online display advertising marketplace has been technology-driven, with

the most successful players are those that possessing best-of-breed technology. Therefore,

vendors have been trying to build proprietary technology platforms.

– However, it has been increasingly argued that placing a...

What the vendors say (opportunities)

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4.4. Threats Proving ROI and long-term benefits

– There remains a debate regarding the ROI and long-term benefits that RTB platforms

provide due to a lack of...

What the vendors say (challenges and threats)

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5. Costs and Pricing Models Real-time bidding platforms use a wide range of pricing methods and fee structures which vary

according to vendor and client requirements.

Demand-side platforms

Demand-side platforms promote fully transparent pricing and state that there is no hidden

margin as has been the case with ad networks. Below is a rough breakdown:

Cost-plus: This is a fixed percentage of media spend, based on the business relationship,

level of service or how much data is used.

Some demand-side platforms work on a...

Trading desks

According to a white paper published by the Association of National Advertisers5, business

models vary across agency holding companies. However, all trading desks are compensated via

some form (or combination) of:

Professional services i.e. a labour-based...

Supply-side platforms

Supply-side platforms typically charge publishers on a...

5 http://www.ana.net/blogs/show/id/22302

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Table 1: Costs and pricing models

Demand-side platforms

Adform

Adobe

Brandscreen

DataXu

Digilant (formerly Adnetik)

Infectious Media

Invite Media

LucidMedia

MediaMath

Rocket Fuel

StrikeAd

The Trade Desk

TubeMogul

Turn

Trading desks

The Exchange Lab

Varick Media Management

Xaxis

Supply-side platforms

Admeld

PubMatic

Rubicon Project

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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6. Tips and Pitfalls

6.1. Introduction In order to identify the right real-time bidding platform and get the best fit for your organisation,

it is important to understand that different providers offer different types of solutions and their

technology and expertise varies a lot.

The technical infrastructure is a critical scaling factor, so you certainly need to understand the

underlying technology. Moreover, some platforms focus on technical solutions, while others

provide a service layer on top. In an increasingly complex ecosystem, understanding what a

provider offers and how it suits your needs can be a challenge.

The detailed company profiles and market positioning charts included in this guide will help you

find the right fit. This section contains some key questions and considerations that you need to

keep in mind – and some pitfalls to avoid.

6.2. How to find the right platform This section can act as a check-list and should also draw your attention to some pitfalls to avoid.

Demand-side platforms

One of the first steps is to decide what type of service model is most appropriate for your

goals and budget.

– A full-service model may be suitable if you don’t want to invest in...

Critical areas to consider and questions to ask: a vendor’s perspective

SAMPLE ONLY. Please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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Trading desks

Technology

– Is the technology proprietary or sourced from another provider?

– What demand partners does the trading desk have?

– How much data does the company...

Supply-side platforms

Technology

– Is the technology proprietary or sourced from another provider? Does the vendor license

this technology to other companies?

– How much data does the company process daily? What is the monthly RTB impression

volume?

– What demand partners does the

What the vendors say

SAMPLE ONLY. Please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

6.3. Test, test, test The best way to find the right real-time bidding platform that suits your needs and budget is to

evaluate several providers by deploying a test campaign:

Narrow the list of providers – choose up to five platforms by taking into account the...

6.4. Take a strategic approach Before selecting a real-time bidding platform, it is essential to have a clear understanding of what

your company wants to...

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7. Market Positioning Charts

7.1. Demand-side platforms

7.1.1. Explanation for Chart 1: Service model

The vertical axis charts whether or not the company uses proprietary or third-party technology.

The horizontal axis charts to what extent the company provides a full-service solution, as

opposed to a self-service one.

For example, a demand-side platform positioned in the bottom right quadrant will use

proprietary technology and will be more geared towards offering a full-service solution.

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Non-proprietary technology

Proprietary technology

Self-service solution

Full-service solution

Where we are

going

Where we are

now

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7.1.2. Market positioning overview: Service model

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Non-proprietary technology

Proprietary technology

Self-service solution

Full-service solution

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7.1.3. Explanation for Chart 2: Type of company

The vertical axis charts to what degree the demand-side platforms see themselves as a tech

company as opposed to an agency.

The horizontal axis charts to what extent the company focuses on display advertising as

opposed to having a cross-channel focus.

For example, a demand-side platform positioned in the bottom right quadrant will be a tech

company with a cross-channel focus.

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Agency

Tech company

Display advertising focus

Cross-channel focus

Where we are

going

Where we are

now

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7.1.4. Market positioning overview: Type of company

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Agency

Tech company

Display advertising focus

Cross-channel focus

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7.2. Trading desks

7.2.1. Explanation for Chart 1: Service model

The vertical axis charts whether or not the company uses proprietary or third-party technology.

The horizontal axis charts to what extent the company provides a full-service solution, as

opposed to a self-service one.

For example, a trading desk positioned in the bottom right quadrant will use proprietary

technology and will be more geared towards offering a full-service solution.

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Non-proprietary technology

Proprietary technology

Self-service solution

Full-service solution

Where we are

going

Where we are

now

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

7.2.2. Market positioning overview: Service model

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Non-proprietary technology

Proprietary technology

Self-service solution

Full-service solution

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7.3.1. Explanation for Chart 2: Type of company

The vertical axis charts to what degree the trading desks see themselves as an independent

company as opposed to an agency.

The horizontal axis charts to what extent the company focuses on display advertising as

opposed to having a cross-channel focus.

For example, a trading desk positioned in the bottom right quadrant will be an independent

company with a cross-channel focus.

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Agency

Independent

Display advertising focus

Cross-channel focus

Where we are

going

Where we are

now

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

7.3.2. Market positioning overview: Type of company

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Agency

Independent

Display advertising focus

Cross-channel focus

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

7.4. Supply-side platforms

7.4.1. Explanation for Chart 1: Service model

The vertical axis charts whether or not the company uses proprietary or third-party technology.

The horizontal axis charts to what extent the company provides a full-service solution, as

opposed to a self-service one.

For example, a supply-side platform positioned in the bottom right quadrant will use proprietary

technology and will be more geared towards offering a full-service solution.

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Non-proprietary technology

Proprietary technology

Self-service solution

Full-service solution

Where we are

going

Where we are

now

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

7.4.2. Market positioning overview: Service model

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Non-proprietary technology

Proprietary technology

Self-service solution

Full-service solution

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7.5.1. Explanation for Chart 2: Type of company

The vertical axis charts to what degree the supply-side platforms see themselves as a tech

company as opposed to an agency.

The horizontal axis charts to what extent the company focuses on display advertising as

opposed to having a cross-channel focus.

For example, a supply-side platform positioned in the bottom right quadrant will be a tech

company with a cross-channel focus.

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Agency

Tech company

Display advertising focus

Cross-channel focus

Where we are

going

Where we are

now

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

7.5.2. Market positioning overview: Type of company

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

Agency

Tech company

Display advertising focus

Cross-channel focus

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

8. Supplier Matrix An at-a-glance overview of who’s doing what…

8.1. Demand-side platforms

Supplier matrix: a fast guide to services

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Technology and service model

Proprietary technology

Do you license this technology to

other companies?

Full-service solution

Self-service solution

Blended service approach (mix of

self-service tools and managed

service support)

Campaign planning

ROI forecasting

Bid forecasting

Reach forecasting

Universal frequency capping

(UFC)

Server-side cookie database

Budget control

Audience data management

Audience extension

Custom data integrations

First party data

Third party data

Intent data (e.g. BlueKai,

eXelate)

Unique personal data (e.g.

TARGUSinfo, Experian)

Assessment of data effectiveness

/ consistency

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

Supplier matrix: a fast guide to services

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Targeting features

HTTP/IP data

Demographic data

Contextual data

Behavioural data (if yes, please

explain extent of this)

Customer data (e.g. brand

preference, offline propensity

models)

Geo-targeting

Retargeting (e.g. cookie-level

retargeting)

Multivariate targeting

Social proximity

Media buying

Impression level RTB

Rules-based approach

Predictive targeting and bid pricing

Cross-channel buying capabilities (e.g. mobile, video, social)

Dynamic inventory allocation

Inventory quality control

Optimisation

Algorithmic-based modelling

Real-time assessment (RTA)

Page-level optimisation

Automated optimisation for CTR /

CPA / eCPC

Creative optimisation

Real-time brand optimisation

Transparency and brand protection

Pre-emptive brand safety filters

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

Supplier matrix: a fast guide to services

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Automated blocklists

Integration with ad verification

solutions

OBA compliance

NAI / IAB compliance

Reporting

Qualitative insights

Real-time reporting

Cross-channel reporting

capabilities (e.g. mobile, video,

social)

Automated report distribution

Other features

Discrepancy management

Post-campaign reconciliation

Atlas Universal Action Tag (UAT)

compliance

Support for rich media

technologies

Customer support

Local support (e.g. offices, local

account management, in-country

management etc.)

Local billing and FOREX

reconciliation

Interface localisation

Dedicated account teams

Pricing method

Percentage of spend

Performance-based

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8.2. Trading desks

Supplier matrix: a fast guide to services

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Technology and service model

Proprietary technology

Full-service solution

Blended service approach (mix of self-service tools and managed service support)

Types of media

Display

Video

Social

Mobile

Audience data management

Proprietary data management technology

Third party audience data

Custom data integrations

Targeting features

HTTP/IP data

Demographic data

Contextual data

Behavioural data (if yes, please explain extent of this)

Customer data (e.g. brand preference, offline propensity models)

Geo-targeting

Look-alike targeting

Retargeting (e.g. cookie-level retargeting)

Multivariate targeting

Social proximity

Above the fold/below the fold

Transparency and brand protection

Pre-emptive brand safety filters

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Supplier matrix: a fast guide to services

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Automated blocklists

OBA compliance

Reporting

Qualitative insights

Real-time reporting

Cross-channel reporting capabilities (e.g. mobile, video, social)

Automated report distribution

Other features

Discrepancy management

Frequency capping

Attribution modelling

Support for rich media technologies

Customer support

Local support (e.g. offices, local account management, in-country management etc.)

Pricing method

Percentage of spend

Performance-based

Labour-based fees

Technical fees (e.g. data analysis, modelling, technology)

Incremental media fees (marked-up media)

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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8.3. Supply-side platforms

Supplier matrix: a fast guide to services

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Technology and service model

Proprietary technology

Do you license this technology to other companies?

Full-service solution

Self-service solution

Blended service approach (mix of self-service tools and managed service support)

Yield controls and optimisation

Algorithmic-based price prediction

Dynamic floor pricing (e.g. at the ad tag, user, advertiser level)

Private marketplaces (if yes, include number and clients)

Recommended pricing to maximise revenue (automated vs. manual)

API integrations with third party optimisation technology

Audience data management

Third party audience data

Custom data integrations

Intent data (e.g. BlueKai, eXelate)

Unique personal data (e.g. TARGUSinfo, Experian)

Brand control and data safety

Ad quality control

Creative level control i.e. ability to block proactively at the creative level rather than advertiser / industry

level

Automated blocklist management

URL anonymising

Ad loading speed monitoring

Data leakage protection (e.g. white lists for pixel droppers, pixel droppers database)

Live creative monitor

Creative violations report

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Supplier matrix: a fast guide to services

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Ad inspector browser plugin

Malware detector

Does the malware protection work globally?

Reporting

Custom reports

Real-time reporting (advertiser level / agency level / partner level)

Bid volume distribution reporting

Automated report distribution

Other features

Support for rich media technologies

Ad operations support

Dedicated services team

End-to-end campaign trafficking

Collection and reconciliation of payments

Currency exchange management

Discrepancy management

Customer support

Local support (e.g. offices, local account management, in-country management etc.)

Pricing method

Percentage of managed revenue

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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9. Supplier Marketplace and Profiles Note: The information below is provided by the suppliers featured in this buyer’s guide. We do

our best to ensure every profile is complete and accurate, although it is not possible for

Econsultancy to verify every detail. The information below has been used to inform the market

positioning overview (Section 7) and the Supplier Matrix (Section 8).

9.1. Demand-side platforms

9.1.1. Sample profile

URL Company logo

Company Proposition

Brief Company History

USP – What sets you apart from competitors?

Case study and/or testimonials

COMPANY OWNERSHIP

HEAD OFFICE ADDRESS

OTHER OFFICE

LOCATIONS

USA CONTACT

EMEA CONTACT

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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Background information

Reach (e.g. audience % / monthly

users potential)

Monthly RTB impression volume

Queries per second (QPS)

Inventory partners

Number of clients

Product engineering and support

staff

Company revenue for 2011 or last accounting period

Projected revenue / growth for 2012

Years in business

Technology and service model

Proprietary technology

Do you license this technology to

other companies?

Full-service solution

Self-service solution

Blended service approach (mix of

self-service tools and managed

service support)

Other (Please specify)

Campaign planning

ROI forecasting

Bid forecasting

Reach forecasting

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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Universal frequency capping (UFC)

Server-side cookie database

Budget control

Other (Please specify)

Audience data management

Audience extension

Data partners

Custom data integrations

First party data

Third party data

Intent data (e.g. BlueKai, eXelate)

Unique personal data (e.g.

TARGUSinfo, Experian)

Other (Please specify)

Assessment of data effectiveness /

consistency

Targeting features

HTTP/IP data

Demographic data

Contextual data

Behavioural data (if yes, please

explain extent of this)

Customer data (e.g. brand

preference, offline propensity

models)

Geo-targeting

Retargeting (e.g. cookie-level

retargeting)

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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Multivariate targeting

Social proximity

Other (Please specify)

Media buying

Impression level RTB

Rules-based approach

Predictive targeting and bid pricing

Cross-channel buying capabilities

(e.g. mobile, video, social)

Dynamic inventory allocation

Inventory quality control

Other (Please specify)

Optimisation

Algorithmic-based modelling

Real-time assessment (RTA)

Page-level optimisation

Automated optimisation for CTR / CPA / eCPC

Creative optimisation

Real-time brand optimisation

Other (Please specify)

Transparency and brand protection

Pre-emptive brand safety filters

Automated blocklists

Integration with ad verification

solutions

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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OBA compliance

NAI / IAB compliance

Other (Please specify)

Reporting

Metrics (e.g. standard or custom)

Qualitative insights

Real-time reporting

Cross-channel reporting capabilities

(e.g. mobile, video, social)

Automated report distribution

Other (Please specify)

Other features

Discrepancy management

Post-campaign reconciliation

Atlas Universal Action Tag (UAT)

compliance

Support for rich media technologies

Other (Please specify)

Customer support

What level of customer support do you provide?

Local support (e.g. offices, local

account management, in-country

management etc.)

Local billing and FOREX

reconciliation

Interface localisation

Dedicated account teams

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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Turnaround times

What additional costs are there for

support?

Other (Please specify)

Data centres

How many data centres do you have

and where are they?

Pricing method

Percentage of spend

Performance-based

Other (Please specify)

Additional supporting information

Please add any other information you feel is relevant

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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Company name – Market Positioning Charts

Chart 1: Service model

Chart 2: Type of company

Non-proprietary technology

Proprietary technology

Self-service solution

Full-service solution

Where

we are

going

Where

we are

now

Agency

Tech company

Display advertising focus

Cross-channel focus

Where

we are

now

Where

we are

going

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

9.2. Trading desks

9.2.1. Sample profile

URL Company logo

Company Proposition

Brief Company History

USP – What sets you apart from competitors?

Case study and/or testimonials

COMPANY OWNERSHIP

HEAD OFFICE ADDRESS

OTHER OFFICE LOCATIONS

USA CONTACT

EMEA CONTACT

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

Background information

Monthly RTB impression volume

Demand partners

What type of clients have you

worked with? (agencies,

advertisers, both)

Number of clients

Product engineering and support

staff

What regions do you work in?

Company revenue for 2011 or last

accounting period

Projected revenue / growth for 2012

Years in business

Technology and service model

Proprietary technology

Full-service solution

Blended service approach (mix of

self-service tools and managed

service support)

Other (Please specify)

Types of media

Display

Video

Social

Mobile

Other (Please specify)

Audience data management

Proprietary data management technology

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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Third party audience data

Data partners

Custom data integrations

Other (Please specify)

Targeting features

HTTP/IP data

Demographic data

Contextual data

Behavioural data (if yes, please

explain extent of this)

Customer data (e.g. brand preference, offline propensity

models)

Geo-targeting

Look-alike targeting

Retargeting (e.g. cookie-level

retargeting)

Multivariate targeting

Social proximity

Above the fold/below the fold

Other (Please specify)

Transparency and brand protection

Pre-emptive brand safety filters

Automated blocklists

Ad verification / privacy partners

OBA compliance

How do you address competitive conflicts? (if the holding company is

an agency)

Other (Please specify)

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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Reporting

Metrics (e.g. standard or custom)

Qualitative insights

Real-time reporting

Cross-channel reporting capabilities (e.g. Facebook, Google AdWords)

Automated report distribution

Other (Please specify)

Other features

Discrepancy management

Frequency capping

Attribution modelling

Support for rich media technologies

Other (Please specify)

Customer support

What level of customer support do

you provide?

Local support (e.g. offices, local account management, in-country

management etc.)

Turnaround times

What additional costs are there for support?

Other (Please specify)

Pricing method

Percentage of spend

Performance-based

Labour-based fees

Technical fees (e.g. data analysis,

modelling, technology)

Incremental media fees (marked-up

media)

Other (Please specify)

Additional supporting information

Please add any other information you feel is relevant

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

Company name – Market Positioning Charts

Chart 1: Service model

Chart 2: Type of company

Non-proprietary technology

Proprietary technology

Self-service solution

Full-service solution

Where

we are

going

Where

we are

now

Agency

Independent

Display advertising focus

Cross-channel focus

Where

we are

going

Where

we are

now

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

9.3. Supply-side platforms

9.3.1. Sample profile

URL Company logo

Company Proposition

Brief Company History

USP – What sets you apart from competitors?

Case study and/or testimonials

COMPANY OWNERSHIP

HEAD OFFICE ADDRESS

OTHER OFFICE LOCATIONS

USA CONTACT

EMEA CONTACT

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

Background information

Monthly total impression volume

Monthly RTB impression volume

Monthly bid requests

Demand partners (RTB vs. ad

networks and exchanges)

What unique demand does the

platform have?

Is management of campaigns from

demand partners manual or through an automated system/UI or

a combination of both?

Is the service local (in-market) or is

it managed from elsewhere?

Number of clients (by geography)

Product engineering and support

staff

Company revenue for 2011 or last

accounting period

Projected revenue / growth for 2012

Technology and service model

Proprietary technology

Do you license this technology to

other companies?

Full-service solution

Self-service solution

Blended service approach (mix of

self-service tools and managed

service support)

Other (Please specify)

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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Yield controls and optimisation

Algorithmic-based price prediction

Dynamic floor pricing (e.g. at the ad

tag, user, advertiser level)

Private marketplaces (if yes, include

number and clients)

Recommended pricing to maximise

revenue (automated vs. manual)

API integrations with third party optimisation technology

Other (Please specify)

Audience data management

Third party audience data

Data partners

Custom data integrations

Intent data (e.g. BlueKai, eXelate)

Unique personal data (e.g.

TARGUSinfo, Experian)

Other (Please specify)

Brand control and data safety

Ad quality control

Creative level control i.e. ability to

block proactively at the creative

level rather than advertiser /

industry level

Automated blocklist management

URL anonymising

Ad loading speed monitoring

Data leakage protection (e.g. white

lists for pixel droppers, pixel droppers database)

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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Live creative monitor

Creative violations report

Ad inspector browser plugin

Malware detector (if yes, is it

proprietary or licensed?)

Does the malware protection work

globally? Which markets does it cover?

Other (Please specify)

Reporting

Custom reports

Real-time reporting (advertiser

level / agency level / partner level)

Bid volume distribution reporting

Automated report distribution

Other (Please specify)

Other features

Support for rich media technologies

Other (Please specify)

Ad operations support

Dedicated services team (if yes, is

this 24-hour?)

Average response times

End-to-end campaign trafficking

Collection and reconciliation of

payments

Currency exchange management

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

Discrepancy management

Other (Please specify)

Customer support

What level of customer support do

you provide?

On-boarding times

Local support (e.g. offices, local

account management, in-country

management etc.)

Turnaround times

What additional costs are there for support?

Pricing method

Percentage of managed revenue

Other (Please specify)

Additional supporting information

Please add any other information you feel is relevant

Sample only, please download the full report from:

http://econsultancy.com/reports/rtb-buyers-guide

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2012

Company name – Market Positioning Charts

Chart 1: Service model

Chart 2: Type of company

Non-proprietary technology

Proprietary technology

Self-service solution

Full-service solution

Where

we are

going

Where

we are

now

Agency

Tech company

Display advertising focus

Cross-channel focus

Where

we are

going

Where

we are

now


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