What is RTB? An introduction.
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Transcript of What is RTB? An introduction.
![Page 1: What is RTB? An introduction.](https://reader033.fdocuments.us/reader033/viewer/2022061113/545c822eb0af9f952c8b48d6/html5/thumbnails/1.jpg)
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What is real time bidding?
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Revolution in media
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The Aegis Media Family
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Clients
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What is Digital?
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Digital is changing
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DATAAds viewed
GenderLooking for a new
credit card
Arsenal fan
Postcode
Online video views
Housewife
Income
Vauxhall owner
Researching holidays to
Florida
Clicks on lots of ads
Good credit rating
What is data?
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How RTB Works
Every time an impression is available, the exchange “asks” if you’d like to bid (the
“bid request”)
You get a variety of information, such as the site URL, time stamp, information
about the user cookie, etc.
You typically have milliseconds to respond with a bid (the “bid response”)
The impression is qualified in real-time and only fulfilled if valuable to the
advertiser
If you win the impression, your adis served
This whole process takesDeliver
ad
UserOn Site
RequestTo bid
Acceptbid
50 milliseconds
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Real time bidding
Targeting film content
Bid £0.80
Targeting rugby
No bid
Targeting cookie123
Bid £2
• Film review article• Male• Cookie 123
WIN£0.81
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Contextual targeting
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Contextual targeting
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• We need to understand what they are trying to achieve. This can raise a lot of questions:> What do they want to achieve?> Who do they want to see their ads?> How will we measure the campaign?> What do they have on their website?> Are they doing interesting things on Facebook?> What data do they have?
What does an Amnet day look like?
Brief from client
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• Response
> What are the best sites to appear on> What data can we use> Is there any contextual targeting that is relevant> What will be the best bid strategies> Should this be display, mobile or video> What ad formats should we use..?
What does an Amnet day look like?
Response
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• Optimisation
• Ensuring the campaigns hit their target• This is like working on the trading floor of a City bank in terms of
the immediacy of response to your action (which is really exciting!!). The campaign is managed and optimised in real-time using algorithms> Bid rates> Audience data> Campaign pacing> Targeting> Reporting
What does an Amnet day look like?
Optimisation
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Amnet teams
Client services
Trading Data and media partnerships
• Sales• Reporting• Presentations• Pitching
• Hitting the target
• Optimisation
• Finding new data sources• Negotiating relationships with websites
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• Speak to Neil• Visit www.aegismediacareers.co.uk to check out
our live roles• E-mail: [email protected] (Amnet
HR); • or if you have further questions contact me at
Want to work for us?
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