With the help of the RTB system, advertisers can buy not specific places on sites for advertisements, but the audience that will see these ads. The platform learns from the behavior of the user on the Internet his age, place of residence and interests. Every time this user opens the site, an auction takes place: for the fraction of a second that the page loads, advertisers bid for the owner of the computer (for example, a 20-year-old sports student from Moscow) to see their ad.
Participating in the auction are: the site - the seller of the advertising space and the DSP-system - buyers representing the interests of advertisers. The RTB platform organizes the auction, accepts bids and determines the winner. In a fraction of a second, DSP systems evaluate how valuable an ad impression is to a given user, and then bid in the form of a cost per impression. The winner, that is, the DSP system that gave best price, gets the right to show their ads.
Popularity of technology
2014
According to ADFOX forecasts (March 2014), the share of RTB in 2014 may reach 10% of the total media advertising market. The growth driver may be the agreement between Yandex and Google, the entry of Western players into the Russian market, as well as the development of the programmatic direct concept.
2013: 1.2 billion rubles (6% of the media advertising market)
By 2015, advertising sales through RTB systems will occupy at least 15% of the Runet banner advertising market, although as of May 2013 their share is only 1-2%, Andrey Chernyshov, director of digital communications at the Russian representative office of Aegis Media, said.
In March 2014, ADFOX Company presented the next "RTB Market Review in Russia", which summed up the results of the development of the programmatic advertising purchase segment in Russia in 2013. In the first half of 2013, the volume of the Russian RTB market (real-time trading) amounted to 0.4 billion rubles, and in the second half of the year this figure doubled that of the first half of the year. Today, the weighted average assessment of the RTB market in Russia in 2013 is 1.2 billion rubles, which is 6% of the total media advertising market, which, according to the Association of Communication Agencies of Russia (ACAR), in 2013 amounted to 20.1 billion rubles.
RTB is perceived by experts as the main driver for the development of the digital advertising market. According to IDC, the amount of revenue generated by RTB will increase annually by 51% and will amount to $20.8 billion by 2017, while in 2013 alone it grew by 60% compared to 2012. The United States occupies a large share in the global RTB market, but, according to experts, the US share in the RTB market will decrease from 74% to 69% by 2017.
Several major events related to the RTB market are proof that RTB will become the driver of the online advertising market. In March 2013, Facebook included the display of advertisements in the news feed of network users in the Facebook Exchange RTB service. The test period lasted several months, and major market players such as AdRoll, AppNexus, Brandscreen and others took part in it. All the companies that took part in the testing stated that the efficiency of Facebook Exchange significantly exceeds the efficiency of traditional ones. advertising campaigns, including targeted campaigns through Google Exchange.
Also in April 2013, social networking site Foursquare partnered with Turn to provide Foursquare with location data for targeting on other sites. This mobile data is the most accurate for ad targeting. The effectiveness of this approach is evidenced by the fact that with an average cost per thousand impressions of $1, the cost using Foursquare reaches $1.5.
In 2013, a new trend in the RTB market appeared - mobile advertising in videos. According to the IAB report, about 7% of all advertising budgets on the Internet are spent on advertising in online video and this segment advertising market adds 20% per year: in 2013, $3.6 billion was spent on online video advertising, and in 2014 this figure will grow to $4.6 billion. % in year.
As for the Russian market, although it is not the world leader in terms of indicators, it shows steady growth rates. According to ACAR, the total volume of the online advertising market last year amounted to 71.7 billion rubles, which is 27% more than in 2012. The media advertising segment grew by 12%, amounting to 20.1 billion rubles, while contextual advertising added 34%, which is 51.6 billion rubles in monetary terms.
Despite the fact that the RTB market in Russia did not start in 2012 as successfully as experts and market players expected, interest in this segment did not subside and by the end of 2013 the market volume grew to 1.2 billion rubles, which amounted to 6% of the media advertising market. Last year, there was one very important change in the RTB market: players switched from words to action, so some of the players whose expectations were not met left the market, but more large companies with already developed action plans, as well as Western players. Thus, back in 2012, the Yandex company announced the creation of its own RTB system, and in 2013, the company's partner sites began to gradually connect to trading. At the beginning of 2014, Yandex took an important step towards the development of the RTB market by starting cooperation with Google in the field of advertising. Yandex's media advertising service, AWAPS, will be connected to Google's RTB system, and Google's Double Click Bid Manager service will be connected to Yandex's RTB system. On the this moment other major Russian companies do not plan to enter the programmatic buying market, however, experts are sure that Russian social networks will adopt the experience of Facebook and take part in the development of the market.
Analysts note that large Russian Internet projects have begun to enter the RTB market more often and more willingly, offering their inventory (advertising positions) through advertising exchanges or creating their own technologies. In 2013, Wamba, an online dating service, RBC holding, and Avito, the largest advertising portal in Russia, began putting traffic up for auction. The latter, for example, offers advertisers to purchase ad impressions using Google DoubleClick AdExchange and Yandex RTB. Advertisers can participate in an open auction, or enter into a direct contract for the purchase of a certain amount of traffic using data through programmatic direct. Avito's major clients are BMW Group, Svyaznoy, P&G.
Experts believe that in the near future, the RTB traffic of the sites will be concentrated in the hands of large SSPs (technology companies that trade advertising positions). Website owners, after evaluating the capabilities of each of them, will choose the one that brings the maximum income from the implementation of residual traffic. On the Russian market SSP services are currently represented by companies such as ADFOX, AdRiver, Begun, OpenX and others.
During 2013, the volume of RTB traffic redeemed through the DSP auction grew evenly, and the dynamics consisted not only of an increase in the amount of inventory, but also of an increase in the percentage of redemption. The most demanded format was 240x400, its share in the total buyout amounted to 80%, followed by the 728x90 format. The rest of the formats have been practically superseded by the two leaders and account for less than 5% of the total volume.
In Russia, personal data, as in the rest of the world, is owned only by large Internet services and social networks. Access to this data for other market players is extremely limited. Also, large online stores have their database, on the basis of which they can segment the audience and conduct targeting. Other players use the services of providers to obtain this data, which are conventionally divided into two groups. The first category includes companies that have data and provide it for targeted advertising, and companies that aggregate supplier data to form aggregated profiles based on various sources.
In 2014, the development of the RTB market is predicted in several directions. The programmatic direct concept will be implemented to implement premium inventory sales through the programmatic infrastructure. Brand safety technologies will continue to develop, which will help protect advertisers from the appearance of their banners on unwanted sites. In addition, the number of large sites that will begin to auction their advertising inventory will increase, the data market will develop and new suppliers will appear.
It is also expected that there will be an integration of Russian traffic into Western DSPs (advertising systems that represent the interests of advertisers), and new competent specialists will appear on the market to work with data and technologies. According to preliminary forecasts, in 2014 the share of RTB in the total media advertising market will reach 10%.
Market Complexities
For the effective operation of RTB, the key issue is the creation of an adequate knowledge base about users so that ads are shown to the target audience, says Commercial Director Mail.ru Group Alexey Katkov. In May 2013, Katkov criticized the Data Mining RTB platform from Tinkoff Digital, which used user data from the social network without permission "
RTB-technology has become a new milestone in the development of this business on the Internet. The year 2008 was a revolution, when previously "wholesale" purchases of advertising sites began to be replaced by a "retail" system. Each ad space was bought and sold in real time using an auction. RTB - Real Time Bidding - is the name of such a system of buying and selling.
RTB advertising - concept
RTB advertising is new technology online advertising, which works on the principle of real-time ad auctions. The difference is that such advertising is aimed at the target visitor, and not at the purchase of advertising space on the sites. When the user visits the selected resource, the rtb system conducts an instant auction. Each rtb ad impression is redeemed in a fraction of a second. After which the most profitable proposition the customer appears before the eyes of the user. Advertising networks platforms act as sellers at the auction. They must have rtb impressions enabled.
User identification
Browsers, social media accounts, mobile platforms, etc. are used to identify the user. A user is called a target if he fully satisfies the requirements of the advertiser. At the same time, personal data about him remains completely confidential. The selection of the target audience (targeting) occurs on the basis of anonymous user profiles provided by DMP. Increased efficiency, from the point of view of the advertiser, it is rtb-advertising that has it. How the auction process looks like will be discussed below.
How RTB works
RTB advertising is a system that allows the seller and the buyer to communicate more comfortably. The user gets the advertising they really need, and the seller increases the effectiveness of their advertising. While the user is loading the web page, the RTB system conducts a real-time auction. DSP systems (they represent the interests of advertisers) determine the value of the impression and place a bid. After the end of the auction, an advertiser is selected, and the site visitor will be shown exactly his rtb-advertisement. Yandex, for example, provides its own advertising network for this type of
Auction start
The auction starts when the user starts loading the web page in his browser. Such a page contains Next rtb-exchange sends information to potential buyers about the advertising space. It also tells you the size, location of the ad unit, and the format of the ad. Next, it is transmitted whose web page will be loaded. DSP buyers verify this information and evaluate the resource. Bidding for this place has begun. Based on the size, the winner is determined. The auction lasts approximately 100 milliseconds. Maximum bet gets a place for a banner, and it appears on the user's page.
Advantages of the new technology
For advertisers
- Targeting is more accurate due to the possibility of using your own criteria. This reduces "idle" impressions.
- The advertiser determines the value of each impression instead of buying in bulk at a single cost.
- The technology helps to show the user, based on his interests and characteristics, a unique banner.
- RTB complements traditional advertising. It is possible to install the minimum bid, below it the impression will not be sold. In this case, ads in the traditional form will be shown.
For the user
- Fewer ads.
- Advertising more closely matches the interests of the user, becomes more interesting and less annoying.
For rtb sites
- The use of innovation increases the advertising income of sites.
- RTB does not completely replace the usual advertising, if the auction is unsuccessful, users see the most common banners. As mentioned above, an impression is not sold unless it is bid higher than the minimum price.
RTB system
- Demand Side Platfrom (DSP) is the platform that advertisers work with. The platform itself does not have an interface, it appears when using DSP add-ons.
- Sell-Side Platform (SSP) are companies that sell ad space.
- Ad Exchanges and Ad Networks - exchanges or networks for advertising, they provide interaction between sites and advertisers.
- Data Management Platform (DMP or Data Partners) - providers of web profiles of Internet users that are used for targeting accuracy.
- Trading Desk is a DSP add-on that allows you to manage ad buyouts automatically.
- DCOPs are creative platforms that help with banner creation.
- Ad Verification & Brand Protection - a system for post-verification of ad units, as well as brand protection.
- Analytics are statistics tools that help track user activity on the web.
RTB, aka Real Time Bidding, is a technology for purchasing online display advertising, which is a real-time auction. To put it simply, a person visits the site, and while his web page is loading, advertisers place their bets on the lot, which includes information about the advertising platform and its current user. In total, the auction takes a fraction of a second: whoever wins, that advertisement is shown to this visitor.
The main difference between RTB and classic banners and teasers is that we do not buy a certain number of impressions or clicks, but specific personalized messages to specific people, using cookies, social media accounts, pixel tags, accumulated statistics, self-learning codes, etc. d. Similarly, RTB allows you to pay not only for standard display clicks, but also for audience actions, whether it's registration on the site or placing an order.
Nowadays, when talking about RTB, people most often think of:
- audience retargeting, when retargeting cookies are used to catch up and bring back already interested traffic - hence the famous joke about Yarovaya's panties with lamoda, abandoned cart reminders with a buy button, lists of viewed products, recommendations, etc. Retargeting campaigns are effective with 50k uniques per day and work best for consumer goods and FMCG;
- targeting target segments audiences that are most likely to give a good conversion. For example, DMPs as data providers collect segments from multiple sources and may own information down to credit card purchases. But no one has canceled the orientation to the visited resources and current interests of users of certain sites and applications.
ReallyRTB not suitable for arbitrage?
The internal arbitrage departments of the various ActionPays have their own RTB technologies and use/used them for their clients with might and main. So why is something stopping you? With direct hands and some effort, this source can give you a high-quality audience that monetizes well, or bring already lukewarm users to a purchase.
Today, arbitrageurs need data. Where to get them? Those who work directly with clients do not have such problems, while the rest have to assemble themselves, recruit a team, contact the same partner networks and data sellers. In addition, as usual, you will need an understanding of your target audience, knowledge of targeting, the ability to work with blacklists and cut off unnecessary traffic.
However, as you know, in arbitration everything is decided by practice and experience. So just try to take one RTB platform, allocate a certain budget and study it inside and out. Soon you will find what you need, you will gain the first whites and blacks. It's even more convenient that you no longer have to deal with a million ad networks separately, so the time spent now will turn into savings in the near future.
And if you have your own website and do not want to bother, there is one more interesting topic– dynamic ad units a la LeadSale, which in the same way, at the time of page load, automatically select which of the connected offers is best shown to this particular user, and which advertiser is more likely to convert in this case. Of course, not RTB in the full sense of the word, but it deserves attention.
RTB is not that expensive
Let's start with the fact that the concept of "expensive" in itself is relative, so let's put it this way: adequate campaigns in RTB start at an average of 200k rubles. But if you understand your goals, assign a strategy and correctly set everything up, then in the future the system itself determines how best to achieve the required indicators and dances based on the budgets you set. Thus, it is possible to practically automate a large part of the arbitrage routine.
In addition, you need to understand that RTB does not drag to the site all the people who are more or less similar to target audience. Here, you can also enable targeting by geo, ip, gender, age, marital status, education, connect your databases and data pixels, set events for retargeting, etc. Google, Yandex, Mail.ru Group, even the same Avito have their own RTB systems, and each of them has a huge amount of information about their users, what they do, what they are interested in, where they are, etc.
Another advantage of RTB is that you have every chance to get to large high-rated sites with huge traffic at a relatively affordable price. Of course, someone will remember the ingrained statistics that in the same USA, normal portals sell ~60% of seats directly and / or through private auctions, throwing out the remaining seats for auction below the market value. But the topic is quite developed, so you can launch good campaigns at 40%. Moreover, you can see where you are located, and no one has canceled manual checks.
In general, in the case of RTB, some are afraid that they will receive low-quality traffic from second-rate sites, while others, on the contrary, are sure that there will be no bots and other evil spirits. But in fact, a huge number of resources are connected to the RTB, so the same bots are and will be everywhere. So, we are back to the same thing again: when working, it is very important to know what kind of resources you need. If you don't know, put it into geo tests and you'll find out. Whites and blacks are our everything.
ATRTB there is no magic
No need to look at RTB as magic and a distant miraculous technology that is only available big brands, is unrealistically expensive, but it gives cosmic results. Despite the fact that this tool is very complicated, from the point of view of the advertiser, everything is very, very simple. Despite the fact that in itself it has huge potential, in order to achieve cool results, you will have to work a lot. And of course, the magic button of the loot was not put again.
Another thing is that many still do not understand what RTB is, so terrible myths circulate around it that have nothing to do with reality, and, accordingly, many muddy people with black RTB and low-quality traffic have divorced, who came to earn money -fast. Therefore, here is the simplest advice for you: choose your partners carefully, because this is the basis of the foundations. See what the platform is, how long it's been on the market, what technology it offers, explore IAB ratings and Google listings.
The main participants of such an online exchange are:
- advertisers
- platforms - those resources where the user will see ads
- users - site visitors who are directly affected by RTB advertising
First, let's define the rest of the participants in RTB.
SSP (Sell Side Platforms)- These are Internet advertising systems that are engaged in the auction purchase of advertising in various networks (for example, Yandex, Google, Begun).
DSP (Demand Side Platform)- these are brokers, i.e. intermediaries that act in the interests of the advertiser interact with SSP-systems and data providers, determining the optimal advertising rate.
Data providers (DMP, Data Management Platform)- organizations and systems that collect and sell anonymous information about Internet users, their interests, consumer experience and demand.
The user loads a web page, and at this time, in a matter of seconds, the RTB system manages to conduct an auction and determine the winner with the highest bid, whose ad will be shown to this user.
Trading takes place as follows:
RTB platforms send a request to DSP systems, which decide how attractive this request is for their advertisers (i.e., whether this user fits the target audience of advertising) and send their bid to the RTB system. DSP systems can buy Additional information about users at data providers.
- RTB platforms allow you to optimize advertising costs, as rates change in increments of 1 cent, even if the difference between the closest competitors is 5-10 cents
- RTB systems allow you to increase CTR up to 10% or more, in comparison with traditional media advertising - 0.1–2%
- RTB advertising brings the most targeted potential customers
- get the most targeted customer, not just advertising space
- optimize the cost of advertising, which is determined on a competitive basis and changes in increments of 1 cent. Even if the winner's bid is 5-10 cents higher than the nearest competitor, the final ad impression bid will be the closest competitor's bid + 1 step
- multiply the number of customers, the amount of advertising that rotates on RTB sites and reaches colossal proportions
- gain control over advertising campaigns
- get impressions of the most interesting ads for site visitors, which allows you to target not only contextual, but also media advertising.
But you need to remember that launching a campaign on RTB platforms, like playing on any exchange, is associated with great risks. The more the desired profit, the more pitfalls. Not everyone wins on online exchanges - do not take risks in vain, contact the professionals!
They are certified specialists of SSP-systems.
Good afternoon, dear readers, today we continue with you to figure out how to monetize your site without harming it, and thereby increase your family budget. Earlier, I already told you about making money on google adsense, when the great and terrible Google broadcast contextual advertising from its networks on your resource, as well as about making money on youtube videos, where the same Google showed ads in videos and thereby gave you the opportunity to joke . All this is good, but there people are paid for clicks, and there is another type of advertising where they give money for views and it is called rtb platform.
RTB ad networks
In this post, I will share with you my real numbers, which I managed to raise on RTB advertising, there will be no water, of which there is already a lot on the Internet.
RTB (Real Time Bidding) advertising is a kind of technology for buying advertising space through an auction. All the difference from contextual advertising is that the webmaster is paid for ad views, not for clicks. The auction is a game of advertisers for renting an advertising space, who gave the most and in kings, all this happens in a split second. The webmaster eventually gets the most favorable price from all offers. I will not load you with all sorts of terms, how this whole process is organized, this is not necessary, it is enough for you that as many people as possible see your RTB banner, the payout amount depends on it.
Examples of rtb ads
Let me show you how ads look like on rtb ads so that you understand. what from contextual banners google ads little difference. As you can see, everything is decent, I often have ads from the Savings Bank or the GAZ automobile plant on my sites.
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