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Artem Rodichev Business Development Manager
@arodichev
Commoditising the access
What’s happening with the Real-Time Marketing?
What challenges should we expect in the next few years?
Why access can’t be the competitive advantage anymore?
We expect Real-Time Marketing to evolve much like electricity.
EVOLUTION
RTB evolution
EVOLUTION
RTB evolution
1880s T.Edison
EVOLUTION
RTB evolution Exchanges 2005
1880s T.Edison Infrastructure
EVOLUTION
RTB evolution Exchanges 2005
DSPs/SSPs 2009
1880s T.Edison
1900s Proliferation
1930s Regulation
Applications
Infrastructure
EVOLUTION
RTB evolution Exchanges 2005
DSPs/SSPs 2009
Grid Infrastructure Current
1880s T.Edison
1900s Proliferation
1930s Regulation
1960s Computarization Applications
Infrastructure
MEDIA TYPES
GLOBAL SCALEWe provide access to partners in North America, Europe, Russia, Japan and Asia.
DSP
DSP
DSP
SSP SSP
Proprietary Bid Protocol
SSP
Open RTB Version 2.1
Open RTB Version 2.0
Normalised OpenRTB
Proprietary Protocol or OpenRTB Version
Bid Offer
Bid Response
DSP
DSP
DSP
SSP
BIDSWITCH IS NOT AN EXCHANGE
EVOLUTION
RTB evolution Exchanges 2005
DSPs/SSPs 2009
Grid Infrastructure Current
1880s T.Edison
1900s Proliferation
1930s Regulation
1960s Computarization Applications
Infrastructure
EVOLUTION
RTB evolution Exchanges 2005
DSPs/SSPs 2009
Grid Infrastructure Current
Enterprise Landscape 2016
1880s T.Edison
1900s Proliferation
1930s Regulation
1960s Computarization Applications
Infrastructure
Advertisers & Publishers plug-in directly
Advertisers & Publishers plug-in directly
EVOLUTION
RTB evolution Exchanges 2005
DSPs/SSPs 2009
Grid Infrastructure Current
Enterprise Landscape 2016
Future Data Market 2017
Television Outdoor
1880s T.Edison
1900s Proliferation
1930s Regulation
1960s Computarization
2000s Smart Grids
Applications
Infrastructure
Source: WFA Guide to Programmatic Media
@arodichev
Thank you!
Access is commoditised
Data is crucial
Compete using your intelligence
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