implementing rtb @ centrum.cz
DESCRIPTION
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.TRANSCRIPT
Implementing RTB @ Centrum.cz
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.
What is RTB?
OpenRTB Protocol
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RTB is an Open Ecosystem with Many Players
RTB: Auction of an Impression Done in 100ms
MEDIA
SSP TECHNOLOGY
DSP TECHNOLOGY
ADVERTISER / AGENCY
1. Offer – free impression
2. Response – the bid
RTB is Efficient – Growing Fast
• RTB is efficient for both publishers and advertisers
• It grows fast and counts for 10–15 % of online display revenues today
Source: PubMatic Ad Revenue Report
The Situation
Opportunities
• Interesting service for the clients• Get new client segments• Establish market leadership• Additional revenue stream
Threats
• Small number of advertisers• Negative market response• Decreasing inventory value, cannibalization of CPT business
Our Solution
Pilot – Test the Technologies & Find the Right Strategy
No winner yet, pros and cons for all of them…
Technical Set UpImpression
Is there a guaranteed campaign?
Display guaranteed.
Sold through RTB?
Display lower priority campaign.
Display RTB ad.
forward the impression to SSP
passback to ad server
yes
yes
SSPad server
RTB: a New Product on Our Ad Space
• Guaranteed – time, impressions, reach, placement, frequency…
• Top placements and non-standard formats
• Full support• Primary for branding
• Great audience targeting features
• Available for anybody, no minimum spend
• Less premium placements and formats
• Great for performance campaigns
Direct Sales RTB
Centrum Supports Market Development
Results & Lessons Learned
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.
eCPM Suprisingly Good, Fill Rate Quite Small
CPT RTB PPC
Premium Inventory eCPM
CPT RTB PPC
„B“ Class Inventory eCPM
Control is the Key to Avoid Channel Conflict and Find New Opportunities
Private Exchanges: New Business Opportunity
Let’s Not Screw it Up
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.
http://www.linkedin.com/in/matejnovak
www.DoubleSense.cz