精准广告：实时竞价简介(RTB)

Control
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Buyers want to be in the drivers seat – to be able to make deliberate, strategic, repeatable decisions.
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It’s still largely a flash banner opportunity
“In terms of brand buying, RTB plays a small part. Most brand campaigns are large rich media placements. I find RTB to be used for the smaller units where you may want to target your specific audience.”
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Forrester forecast:
RTB is here to stay and the buying community is largely embracing it.
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RTB enables transparency – in its many forms – increasingly a “must have” for buyers
“We now have optics into all the variables entering into the equation. We know what’s working – there’s no more ‘black box’.”
“I can see exactly what fueled the decision to buy any given impression at any point in time. I know that I bought that impression on that page because X, Y, Z was true.”
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Buyers bemoan the lack of standБайду номын сангаасrds
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“‘We can do that’ has become the answer – whatever the client is trying to do, we now can do directly. I’m a control freak and so is my team – knowing we’re empowered with these tools is great.
“Transparency is the whole reason why I am doing this. I wouldn’t feel comfortable telling a client – ‘oh yeah, we’re just putting your ads up’.”
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Marketers do want less waste, better targeting, and more insight
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Transparency
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Ad networks Demand-side platforms (DSPs) Trading desks Other media buying intermediaries
“Pipes”
Have a RTB API
“Brains”
Have a real-time bidder
Real-time bidding is supported by a vibrant ecosystem of companies
“Pipe”
A real-time bidding API
“Brain”
A real-time bidder
Real-time bidding requires two distinct layers of technology
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… the “pipe” announces details about the ad space and audience to eligible real-time bidders:
For every impression…
Ad slot
Geo
Content
User
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…the “pipe” is responsible for protecting publishers:
To facilitate transactions…
Malware protection Data protection Preferred buyer access
“We do have a surprising amount of brand dollars flowing through our trading desk. But what’s lacking is the ability to deliver expanded creative.”
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The Arrival of Real-Time Bidding
Scott Spencer, Director of Product Management, Google Joanna O’Connell, Senior Analyst, Forrester Research Inc. Michael Greene, Analyst, Forrester Research Inc. June 15, 2011
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For publishers, there’s a perception problem with RTB and exchange-based buying
Entrenchment remains an issue Entrenchment
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Some recommendations for buyers considering bidbased display buying
Quality concerns come up again and again
“One of my biggest challenges is getting quality inventory. I’d spend more if the good inventory was there.”
“We see a lot of poor quality inventory. Blogs, UGC, piracy. There’s a lot of crap out there.”
“Now we’ve got the controls of search and the bells and whistles of display.”
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Granularity
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Why do these things matter?
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But it’s still early days and there are plenty of challenges hampering the efforts of RTB buyers.
RTB enables buyers to segment much deeper than ‘traditional’ display buying has allowed
“As our program is running, we’re thinking, ‘how do we break the buy into chunks to better toggle up and down what’s working and not?’”
At what price?
With what message?