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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
