RTB Or Real-Time Bidding Is The Future Of Digital And Mobile Advertising — Here's What You Need To Know
Real-time bidding is a type of automated or programmatic buying of advertising placements.
It is to digital advertising what high-frequency trading is to Wall Street. It involves computerized, algorithm-driven trading that allows for quick buying of ad impressions according to pre-set parameters. Twitter is the latest tech company to enter the RTB race with this month's acquisition of MoPub, an ad exchange with a real-time bidding platform.
On the desktop, programmatic or automated buying of display ads has already made huge inroads. Its advocates say that it has led to a more transparent and efficient digital ad market. But it is in mobile where programmatic buying may make the most difference. That's because smartphones are advertising platforms that we carry in our pockets, and with RTB that means marketers can reach us in real-time, and target potential customers according to location and context.
In a recent report from BI Intelligence on real time bidding (RTB), we explain what RTB is, analyze how it may help solve the mobile advertising CPM problem, detail its recent impact and successes on ad buyers and sellers, examine the potential obstacles to its widespread adoption, and look at how the holy grail of mobile advertising — simultaneous scale, controls and efficiencies — may be reached through its use.
Subscribers also receive full access to our library of over 100 in-depth reports and hundreds of charts and datasets you can put to use.
Here's an overview of why RTB or real-time bidding could make the difference in mobile, digital advertising's new frontier:
- It could help solve the CPM problem: The glut of ad inventory as global audiences rush into mobile has dragged on mobile display ad CPMs (CPMs refers to the cost per thousand impressions). That means publishers can't monetize their mobile audiences effectively via ads. Advocates of programmatic — or automated buying and selling — say it can deliver the scale and efficiency needed to effectively match buyers and sellers and boost CPMs.
- Leveraging location data via real-time bidding (RTB): RTB is a style of programmatic buying in which digital advertising opportunities are auctioned off in real-time. The auctions take place in milliseconds as advertisers bid on the right to show you an ad immediately after you open an app or click to a new web page. On mobile, RTB could be extremely powerful because consumers take their devices everywhere — to the mall, the car dealership, Starbucks, etc. "You have a source of media that's with someone constantly," says Jamie Singer, director of client services at Everyscreen Media, a platform for mobile RTB that was recently acquired by Media6Degrees. "You're working in real-time, and getting information based on location."
- Helping to reach the holy grail of mobile advertising — controls and efficiencies: Believers in RTB and programmatic for mobile say they are making giant strides in perfecting their technologies, so they'll have the ability to leverage consumer data on mobile and track users as they do on PCs (while still being sensitive to privacy concerns). That will include location, contextual, and demographic data layered on top of real-time ad requests.
- Some publishers already achieve higher CPMs with RTB than they do with traditional ad networks: As a result, RTB is seeing wider adoption across the mobile ad ecosystem, and positive momentum on both sides of the equation. The sell-side is providing more premium inventory, and larger publishers. And the buy-side is seeing more demand for RTB from advertisers and agencies. Of course, RTB and programmatic are contributing to hyper-efficient markets where ad prices tend to be low. The key is for RTB to bring scale to premium mobile ad marketplaces, bring in scale-focused brands, and lift all boats that way.
Real-time bidding is a type of automated or programmatic buying of advertising placements.
It is to digital advertising what high-frequency trading is to Wall Street. It involves computerized, algorithm-driven trading that allows for quick buying of ad impressions according to pre-set parameters. Twitter is the latest tech company to enter the RTB race with this month's acquisition of MoPub, an ad exchange with a real-time bidding platform.
On the desktop, programmatic or automated buying of display ads has already made huge inroads. Its advocates say that it has led to a more transparent and efficient digital ad market. But it is in mobile where programmatic buying may make the most difference. That's because smartphones are advertising platforms that we carry in our pockets, and with RTB that means marketers can reach us in real-time, and target potential customers according to location and context.
In a recent report from BI Intelligence on real time bidding (RTB), we explain what RTB is, analyze how it may help solve the mobile advertising CPM problem, detail its recent impact and successes on ad buyers and sellers, examine the potential obstacles to its widespread adoption, and look at how the holy grail of mobile advertising — simultaneous scale, controls and efficiencies — may be reached through its use.
Subscribers also receive full access to our library of over 100 in-depth reports and hundreds of charts and datasets you can put to use.
Here's an overview of why RTB or real-time bidding could make the difference in mobile, digital advertising's new frontier:
- It could help solve the CPM problem: The glut of ad inventory as global audiences rush into mobile has dragged on mobile display ad CPMs (CPMs refers to the cost per thousand impressions). That means publishers can't monetize their mobile audiences effectively via ads. Advocates of programmatic — or automated buying and selling — say it can deliver the scale and efficiency needed to effectively match buyers and sellers and boost CPMs.
- Leveraging location data via real-time bidding (RTB): RTB is a style of programmatic buying in which digital advertising opportunities are auctioned off in real-time. The auctions take place in milliseconds as advertisers bid on the right to show you an ad immediately after you open an app or click to a new web page. On mobile, RTB could be extremely powerful because consumers take their devices everywhere — to the mall, the car dealership, Starbucks, etc. "You have a source of media that's with someone constantly," says Jamie Singer, director of client services at Everyscreen Media, a platform for mobile RTB that was recently acquired by Media6Degrees. "You're working in real-time, and getting information based on location."
- Helping to reach the holy grail of mobile advertising — controls and efficiencies: Believers in RTB and programmatic for mobile say they are making giant strides in perfecting their technologies, so they'll have the ability to leverage consumer data on mobile and track users as they do on PCs (while still being sensitive to privacy concerns). That will include location, contextual, and demographic data layered on top of real-time ad requests.
- Some publishers already achieve higher CPMs with RTB than they do with traditional ad networks: As a result, RTB is seeing wider adoption across the mobile ad ecosystem, and positive momentum on both sides of the equation. The sell-side is providing more premium inventory, and larger publishers. And the buy-side is seeing more demand for RTB from advertisers and agencies. Of course, RTB and programmatic are contributing to hyper-efficient markets where ad prices tend to be low. The key is for RTB to bring scale to premium mobile ad marketplaces, bring in scale-focused brands, and lift all boats that way.
RTB o pujas en tiempo real es el futuro de Digital y Publicidad Móvil - Esto es lo que usted necesita saber
MARCELO BALLVE
Septiembre 26, 2013,
Licitación BII_RTB_CTRsReal-tiempo es un tipo de compra automatizada o programática de la colocación de publicidad.
Es a la publicidad digital lo que el comercio de alta frecuencia es a Wall Street. Se trata de comercio informatizado, el algoritmo de guiado que permite la compra rápida de impresiones de anuncios de acuerdo a parámetros preestablecidos. Twitter es la más reciente empresa de tecnología para entrar en la carrera RTB con la adquisición de este mes de MoPub, un intercambio de publicidad con una plataforma de ofertas en tiempo real.
En el escritorio, compra programática o automatizado de los anuncios de display ya ha hecho grandes avances. Sus defensores dicen que ha dado lugar a un mercado de publicidad digital más transparente y eficiente. Pero es en el móvil donde compra programática puede hacer la mayor diferencia. Eso es porque los teléfonos inteligentes son la publicidad plataformas que llevamos en nuestros bolsillos, y con RTB que significa vendedores nos pueden alcanzar en tiempo real, y dirigirse a los clientes potenciales de acuerdo a la ubicación y el contexto.
En un reciente informe de BI Inteligencia en tiempo real de licitación (RTB), explicamos qué es RTB, analizamos la forma en que puede ayudar a resolver el problema de la RPC de la publicidad móvil, detalle su reciente impacto y éxitos en los compradores y vendedores de anuncios, examinar los posibles obstáculos a la su adopción generalizada, y mira cómo el santo grial de la publicidad móvil - escala simultánea, los controles y la eficiencia - se puede llegar a través de su uso.
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He aquí un resumen de por qué RTB o hacer una oferta en tiempo real podrían hacer la diferencia en la nueva frontera de la publicidad móvil, digital:
Podría ayudar a resolver el problema de la RPC: El exceso de inventario de anuncios como audiencias globales se precipitan en móvil se ha prolongado de visualización móvil de anuncios CPM (CPM se refiere al coste por mil impresiones). Eso significa que los editores no pueden obtener beneficios económicos de sus audiencias móviles con eficacia a través de los anuncios. Los defensores de la programática - compra y venta o automatizado - dicen que puede entregar la escala y la eficiencia necesaria para que coincida con eficacia los compradores y vendedores y CPM Boost.
Aprovechando los datos de localización en tiempo real a través de licitación (RTB): RTB es un estilo de compra programática en la que las oportunidades de publicidad digital se subastan en tiempo real. Las subastas tienen lugar en milisegundos como anunciantes pujar por el derecho que le muestre un anuncio inmediatamente después de abrir una aplicación o haga clic a una nueva página web. El móvil, RTB podría ser muy potente ya que los consumidores toman sus dispositivos en todas partes - en el centro comercial, el concesionario de coches, Starbucks, etc. "Usted tiene una fuente de medios de comunicación que está con alguien constantemente," dice Jamie Singer, director de servicios al cliente en Everyscreen Media, una plataforma para el móvil de RTB que fue adquirida recientemente por Media6Degrees. "Estás trabajando en tiempo real, y la obtención de información basada en la ubicación."
Cómo ayudar a alcanzar el santo grial de los teléfonos de publicidad - los controles y la eficiencia: los creyentes en RTB y programática para móviles dicen que están haciendo pasos de gigante en el perfeccionamiento de sus tecnologías, por lo que tendrá la capacidad de aprovechar los datos de consumo en el móvil y realizar un seguimiento de los usuarios, ya que hacer en las PC (sin dejar de ser sensible a las preocupaciones sobre la privacidad). Eso incluirá ubicación, contextual, y los datos demográficos en capas en la parte superior de solicitudes de anuncios en tiempo real.
Algunos editores ya lograr CPM superiores con RTB que lo hacen con las redes publicitarias tradicionales: Como resultado de ello, RTB es ver una adopción más amplia a través de la publicidad ecosistema móvil, y el impulso positivo en ambos lados de la ecuación. La parte vendedora está proporcionando más inventario prima, y los editores más grandes. Y el lado de la compra está viendo una mayor demanda de RTB de los anunciantes y agencias. Por supuesto, RTB y programática están contribuyendo a los mercados hiper-eficiente, donde los precios de anuncios tienden a ser bajos. La clave es para RTB traer escala a mercados premium de publicidad móvil, traer marcas escala centrada, y levantar todos los barcos de esa manera.
Leer más: http://www.businessinsider.com/rtb-or-real-time-bidding-is-the-future-2013-9#ixzz3JatKvwnE
Read more: http://www.businessinsider.com/rtb-or-real-time-bidding-is-the-future-2013-9#ixzz3JatKvwnE
http://www.businessinsider.com/rtb-or-real-time-bidding-is-the-future-2013-9
traducido por Federcio Dilla
Real Time Bidding as complementary digital strategy
RTB Or Real-Time Bidding Is The Future Of Digital And Mobile Advertising — Here's What You Need To Know businessinsider.com
Real-time bidding is to digital and mobile advertising what high-frequency trading is to Wall Street.
