1. Intro to RTB Display

2. 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.

4. 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

5. DEFINITIONS
Audience: 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

6. 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

7. THE PAST
Relied on
- Buying Clout
- Negotiating Skills
- Relationships
- Manual Management

8. GLEAM
Exchange based buying using algorithms and bidding
engines that make decisions on each impression in
real time.
 Reduces waste
 Improves campaign performance for buyers

10. OLD BUYING MODEL NEW EXCHANGE
MODEL
 Some guesswork on  Data-driven decision
placements making
 Undisclosed Margins  Bid pricing control
 Buy in 1k blocks  Impression level buying
 Manual Management  Automated Management

11. THE AD TRADING DESK

12. TARGETING TECHNOLOGY

13. REMARKETING

14. AUDIENCE TARGETING
Serve ads to specific audiences using:
Search History Targeting
Behavioral Targeting
Demographic Prediction

15. USER PROFILING
Geo-Targeting
by Country, Region, DMA, City, Zip
Age
Gender
Language
Interests

16. AUDIENCE EXTENSIONS
Acquire specific audiences

17. INVENTORY TARGETING
Semantic Targeting
Domain Targeting
Categories
Inventory Quality Filtering

18. BRAND PROTECTION
Pre-Audited / Scanned Pages
Proven Channels With Premium Inventory
Sites With Unverifiable Content Excluded
Filter for Sensitive Attributes
(Political, Social Media, Forums (moderated or unmoderated), Children / Young Adults / 16+)

19. 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

20. DYNAMIC BANNERS

21. VIDEO ADVERTISING
In stream (before, in the
middle or after content)
In banner
flv, mp4, wmv, f4v, avi,
m4v, mov, mpg formats
<2MB

22. 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

23. 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

24. 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

25. THE FUTURE
What’s Coming Next?
• Purchasing
Video Ads w/
data
• Social ads that
measure
engagement…

26. LEARN MORE
• http://adexchanger.com

27. colin@visiseek.com
http://visiseek.com