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What is Real-Time Bidding? (RTB)Paul Gill

Problems To Solve

Tested display advertising with no return

Limited by generic search market

Made direct website advertising purchases

Invested in TV or offline with unclear uplift

Real-Time Bidding

What Is Real-Time Bidding?

Advertising through:

Display banners

- Static

- Rich media

Videos

What Is Real-Time Bidding?

Targeting the user visiting a website not just the website itself

Place the right ad in front of the right person at the right time

How Is RTB Defined?

RTB is:

“real-time, impression by impression based decision making”

Campaigns make decision to bid on an impression in real-time

How Do We Recognise A User?

3rd Party browsing data from multiple providers- User browses 3rd parties inventory

- Their actions are recorded

- Segmented into user demographics

Post-graduate education

45-55 year old

Interests: luxury cars, investing

More than two children

Day: Tuesday, Time 8:03am

Highest annual income

Gender: Male

Location: Leeds

Traditional Display Vs. RTB

Purchasing in bulk even though each impression has different value to campaign

Vs. £10 CPM

£1.20 £1.65 £3.12

£1.08 £0.64

£0.88 £0.23

£2.12

£0.77 £1.65 £3.12

Purchase impressions based on their individual worth and only those which are valuable

Only pay for the valuable impressions:

The Benefits Of RTB

Improving account performance:

– Huge reduction in wasted costs

– CPA / ROI never before possible with display

– Unrivalled reporting and insight

Access to huge volumes of data

- Results only possible with statistical optimisation

How It Works

Facilitates buying and selling of impressions in an auction

Allow access to larger inventory

Ad Exchanges

RTB

Traditional Display

Who We Work With

Demand Side Platforms (DSP)

Access to multiple, statistically qualified, 3rd party data providers

Unrivalled reporting insight

Live across 40 countries:- scale quickly across markets

- gain insights for specific geographies (e.g. Yandex, Russia specific exchange)

Double Click Platform

Double Click Platform

Double Click Platform

RTB: Bidding Process

Bid: £0.00034

Bid: £0.00012

Ad Exchanges

Website visited

Search Laboratory

Bid: £0.00039

Bid: £0.00042

User

Highest bidder advertises on websites impression

User InformationBid request Bids sent to auction

Competitor

Competitor

Competitor

Complete RTB Strategy

Complete RTB Strategy

Keyword Targeting

RemarketingAudience Targeting

Campaign Types

Conversion Focused Campaigns

Clients with direct response goals/ interactions

Optimise towards conversion rate/ cost per conversion/ ROI

Statistically led decision making

A Scientific Approach To Branding

Bidding based on key demographics stats, useful for other channels

Traditionally reported through surveys

Integrate with analytics for reporting:

- PPC, SEO, Analytics/ Social metrics uplift

Brand Protection

- Ad position, brand safe inventory

- User generated content

Typical Timeline For Success

Strategic, engaged

setup

ROI, Improving CPA

Month 1

Broad demographics

Launch remarketing

Build audience lists

Month 2

Gather data

Key converting audiences /

websites

Improve lists

ROI, Improving CPA

continues

continues

Month 3+

Increase investment in what works

Advanced testing

Publisher negotiations

ROI, Improving CPA

Next Steps

Consider your business’ current challenges

Look at effectiveness of other channels:

– Traditional display

– Offline/ print media

– TV

– Traditional remarketing

Take into account the recommended min. monthly spend (£10k)

Question how much you really know about your target audience