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Showing posts with label RTB. Show all posts
Showing posts with label RTB. Show all posts

June 15, 2015

advertisers moving programmatic ad spends to private marketplaces

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" programmatic ad buying moving to private marketplaces for more control and revenue"

"Impressions from programmatic ad views by regions"
More and more advertisers and marketers are moving their display share of wallet  to  programmatic inventory buying. This kind of model is different from the ‘ Ad Networks”  kind of marketplace, which has only 3 parties.. the  1)advertiser, the  2)ad Aggregator/Syndicator  or Ad networks/ Site Reps and the 3)Publishers . However  Programmatic ad buying encompasses an array of technologies that automate the buying, placement, and optimization of online media inventory. The last two years has seen RTB/ Programmatic ads taking more and more marketshare.

IDC expects programmatic spending on display and video ads, including on mobile devices, to more than triple this year, to $675 million, growing nearly 10 times the overall display-ad market. This kind of ad display market has 4 essential steps
1 Ad Exchange .2 Real-time Bidding (RTB) .3 Private Marketplace (PMP) .4 Demand-side Platform (DSP)

November 16, 2012

Real-time bidding Ad Spends grow 30% in 2012,

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Real-time bidding soars, expected to be $7bn market by 2016 | Econsultancy: According to a report published this week by sell-side platform Index Platform, the number of RTB impressions sold via its platform jumped nearly 30% in the first and second quarters of the year. What’s more: growth was driven by both major advertisers, which accounted for 57% of all spend in Q2, and local advertisers, which increased their spend by nearly 50% quarter-over-quarter.

Data from the  Index Platform ,saw advertisers in 80% of sectors increasing the number impressions bought via RTB, suggesting that, despite real-time bidding’s imperfections, adoption will continue to grow.

The big questions: just how much will it grow, and how rapidly? According to eMarketer, RTB spend in the United States will reach $7.1bn by 2016 — nearly a third of the display ad market — up from $1.9bn this year. Much of the growth will come in the next year, with the RTB train slowing in 2014 and beyond as it becomes an ubiquitous part of the landscape.

May 11, 2012

Search Re-targeting and Real Time Bidding :Top 3 Trends

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Real-time bidding (RTB) is a relatively new advertising technology that allows online advertising to be purchased and served on the fly. Instead of reserving prepaid advertising space, advertisers bid on each ad impression as it is served. The impression goes to the highest bidder and their ad is served on the page.

 The closest analogy would be to the stock market: as stocks (online advertising spaces) come up for sale, brokers (advertisers) bid for the stock. Whoever bids the highest price gets that stock (the ad is served). Then the process immediately starts all over again.




Here’s a simplistic example of how real-time bidding (RTB) would work in the real world: A user spends a lot of time on financial websites, checking stock and information browsing and  arrive on a webpage that uses Real-Time Bidding to serve ads. On the back end, a major financial services provider has specified that they are interested in users that like stocks. A luxury carmaker has also indicated interest in this audience. The RTB system matches these advertisers with the user profile and they bid on the ad.  Whoever has the highest bid wins, and their ad gets served.
 
Of course, all this happens in the blink of an eye. Advertisers don’t literally sit and bid on individual ads. Like Google AdWords, they set maximum bids and budgets. The user criteria can also be very complex, taking into account everything from very detailed behavioral profiles to conversion data.
 
The amount of ads sold through RTB is still relatively low percentage of the overall $26 billion US online advertising market. However, a recent study from Forrester predicted that RTB spending will increase 130% from 2010 to $823 million in 2011. 
Source: visual.ly via Sumit on Pinterest

May 10, 2012

The Emerging Mobile Display and Real Time Bidding Advertising:

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Real Time Bidding is here to stay, and it is going to grow in importance over the coming years across Europe. The Pubmatic Ad Revenue Report (October 2011), forecasts significant growth across ad spend in Western Europe, with the

UK leading the way with an average growth rate of 40% over the next three years

The key drivers behind this growth can be broken down into two main categories: market acceptance, and data intensity. ‘Market Acceptance’ means that both premium publishers and brand advertisers are increasingly seeing the real time bidding market as a tangible alternative to network models.According to research  Premium publishers now understand that marketing their inventory over exchanges does not necessarily mean forgoing revenue. If advertisers are willing to pay £20 CPM privately, they will still be willing to pay this rate on exchanges.
 With more premium publishers entering the market, this has paved the way for a number of brand advertisers to enter RTB. Initially seen solely as a medium for direct response, advertisers are now increasingly seeing the potential for RTB in branding campaigns.