This is an English version of my presentation from Nov 6th 2012 at Czech Internet Forum on Centrum Holdings’ experience of implementation of RTB. Centrum Holdings is one of the top online publishers on Czech market and the first premium publisher who decided to offer the ad space through RTB and support the ecosystem. The Czech RTB market is in a very early stage of development in fall 2012, the display programmatic buying is dominated by Google AdWords.

1. Implementing RTB @ Centrum.cz

2. About This Presentation
This is an English version of my presentation from Nov 6th 2012
at Czech Internet Forum on Centrum Holdings’ experience of
implementation of RTB. Centrum Holdings is one of the top
online publishers on Czech market and the first premium
publisher who decided to offer the ad space through RTB and
support the ecosystem. The Czech RTB market is in a very
early stage of development in fall 2012, the display
programmatic buying is dominated by Google AdWords.

3. What is RTB?

4. OpenRTB Protocol

5. RTB is an Open Ecosystem with Many Players

6. RTB: Auction of an Impression Done in 100ms
1. Offer – free impression
MEDIA
SSP TECHNOLOGY
DSP TECHNOLOGY
ADVERTISER / AGENCY
2. Response – the bid

7. RTB is Efficient – Growing Fast
Source: PubMatic Ad Revenue Report
• RTB is efficient for both publishers and advertisers
• It grows fast and counts for 10–15 % of online display revenues today

8. The Situation

9. Opportunities
• Interesting service for the clients
• Get new client segments
• Establish market leadership
• Additional revenue stream

10. Threats
• Small number of advertisers
• Negative market response
• Decreasing inventory value, cannibalization of CPT business

11. Our Solution

12. Pilot – Test the Technologies & Find the Right Strategy
No winner yet, pros and cons for all of them…

13. Technical Set Up
Impression
Is there a yes Display
guaranteed
guaranteed.
campaign?
forward the impression to SSP
Sold through yes
Display RTB ad.
RTB?
passback to ad server
Display lower SSP
priority campaign. ad server

14. RTB: a New Product on Our Ad Space
Direct Sales RTB
• Guaranteed – time, • Great audience targeting
impressions, reach, features
placement, frequency… • Available for anybody, no
• Top placements and minimum spend
non-standard formats • Less premium placements
• Full support and formats
• Primary for branding • Great for performance
campaigns

15. Centrum Supports Market Development

16. Results
& Lessons Learned

17. Cannot Exist without Price Floors
Offering the ad space for too low price
• Kills direct business
• Destroys the market
• Decreases the revenue (however, the same happens with too high price floors)
We decided to apply relatively high price floors to protect our business and the market.

18. eCPM Suprisingly Good, Fill Rate Quite Small
Premium Inventory eCPM „B“ Class Inventory eCPM
CPT RTB PPC CPT RTB PPC

19. Control is the Key to Avoid Channel Conflict and
Find New Opportunities

20. Private Exchanges: New Business Opportunity

21. Let’s Not Screw it Up

22. Summary
• RTB is of strategic importance for Centrum
• We have means to solve the channel conflict
• We have to invest into market development
RTB brings value through technology, it’s not about
selling out remnant inventory for any price.

23. ?
matej.novak@centrumholdings.com
http://www.linkedin.com/in/matejnovak
www.DoubleSense.cz