Adrienne gauldie-london-mobile

RTB A PRACTICAL INTRODUCTION

Who am I?

RTB – Desktop vs Mobile

!  Tracking issue

!  Cookies?

!  UDID, Mac Address, Open UDID,

!  IDFA

!  Cost per INSTALL versus cost per click

Basics

What can you do in theory?

!  Retargeting

!  Negative targeting

!  Geo targeting

!  Demographic and behavioural targeting

!  Cross device audience extension

What can you do in practice?

! Test and see what works.

Exchanges / SSPs

!  Mopub – mostly in-app, acquired by Twitter

!  Nexage – moving more and more to in-app

!  Doubleclick (Google)

!  Rubicon – Desktop, moving to mobile

!  Smaato (SSP)

!  Inneractive (SSP)

DSPs…

Adfonic (Madison)

AdBrain

Amobee

AppNexus

Blu Trumpet

DataXu

Everyscreen Media

Fiksu

Go2mobi

GrowMobile

InviteMedia

iPinYou

LiquidM

MdotM

MediaMath

MetaResolver

Plethora Mobile

PocketMath

Splicky

StrikeAd

Tapad

TapHeaven

TapTica

Trademob

Turn

DSPs?

!  Ad networks / agencies rebranding as DSPs

!  Manual versus programmatic

Take home

!  RTB is promising, but it is still early days

!  Get transparency from your DSP / Agency / Network if they are buying RTB traffic.

!  If you have the in house skills and time, use a self service platform like SiteScout, but expect to spend money on the learning curve

Adrienne Gauldie LONDON MOBILE

07760 276331

ADRIENNE@LO-MO.CO.UK