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Financial institutions must consider RTB in
their marketing strategy
RTB= Real Time Bidding
= digital advertising through open auction
WhyOpen Auction?
Product: high competition
Potential buyers: many
WhyNow?
?
RTB - http://checkus.exactdrive.com
Brokerage 1
Brokerage 2 Brokerage 3
Brokerage 4
4,8 USD / CPM
2,6 USD / CPM
2,2 USD / CPM
http://checkus.exactdrive.com
And the winner is – Brokerage 1
?
Budget Estimations
RTB Budget Estimations
Kayn
ak: P
ubM
atic,
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m 2
012
$0,40 Billion
$1,35 Billion.
$2,97 Billion.
$4,99 Billion
$7,50 Billion
$10,47 Billion
$13,87 Billion
Advertiser Publisher Visitor
Each impression evaluated, optimum price
determinedEach impression sold to
the best bidder
Better adsMore control Less operation (automated process)
More targeted Better performance
RTB is not only ...
• Retargeting
• Performance
• Web Display
