buying platform smarter the
mobile rtb basics Paul Childs, Chief Marketing Officer and co-founder
Introducing Adfonic
Singapore
Munich
London
Paris
Madrid
New York San Francisco
• Access to 100 billion+ impressions per month
• Average of 6000 campaigns per month
• 250 million mobile unique users per month
• 100 mobile advertising experts
• 7 international offices
Our achievements
• National Business Awards 2012
Finalist: Small to Medium-Sized Business of the Year
• Red Herring 2012
A Europe Top 100 Company
• The Guardian Digital Innovation Awards 2012
Finalist: Best Startup Leader/CEO
• Startups Awards 2011
Winner: Angel or VC backed Business of the Year
Finalist: Mobile Business of the Year
• Effective Mobile Marketing Awards 2011
Finalist: Most Effective Mobile Advertising Platform / Network
• Mobile Entertainment Awards 2011
Finalist: Best Advertising Network
• Growing Business Awards 2011
Finalist: Digital Innovator of the Year
1) Process improvements
Paperwork, price negotiation, trafficking
2) Buyer efficiency
Advertisers pay market value
3) Price control
Advertisers set the price they are willing to pay
4) Instantaneous optimization
Changes effective immediately
5) Transparency
Advertisers choose publishers
Benefits from an advertiser’s perspective
1) Price negotiation
Removed
2) Inventory negotiation
Removed
3) Traffic availability
Immediately
4) Instantaneous optimization
Changes effective immediately
5) Low human touch
Automation and algorithms
Benefits from a demand platform perspective
1) Highest price (sometimes)
Competition for the same impressions
Coupled with retargeting and data
Price floors prevents low bidding tactics
2) Sets market price for publisher inventory
Competitive demand
3) More efficient use of inventory
Inventory not carved out into pots; no daisy chaining
All inventory is in effect “in play”
4) Attractive option for non-premium inventory
Potential to sell out remnant inventory
Benefits from a publisher’s perspective
7 x
3 x
Age Gender
Data availability RTB versus Non-RTB
Source : Adfonic
RTB
Non-RTB
June July August
Source : Adfonic
Click through rates RTB versus Non-RTB
0.00
0.50
1.00
1.50
2.00
2.50
On average, RTB delivered 59% higher CTR
Common retargeting use cases today
Acquisition Do not show banners to users who have
already installed the app
Installed base Target lapsed users to stimulate usage
Cross-promote other applications
1) Tap the best audiences
Align campaign with vertical usage
2) Reduce media wastage
High propensity to click and convert
3) Usage behaviour
Usage patterns uncover further data points
4) Control exposure
Global frequency capping
5) Socio-demographic
Mixing behaviour and socio-demographic data
Possible top uses cases for retargeting
Retargeting : impact on pricing
Predicted value for a travel ad
Base propensity
To click
Historical Interest for
travel
Usage behaviour
We have already exposed the user 3 times to ad
Socio-demo data, etc.
Bid price
Transparency into …
Pricing Publisher Brand safety
App/site
Private exchange
URL known
Channels
IAB categories
Market price
Pricing levels
Media costs
Margins
Content Verification Tools
What data sets are available
First party data
Second party data Third party data
e.g. publisher
e.g. behavioural e.g. Blue Kai
Inventory shifting quickly
Most SSPs/exchanges moving to RTB for at least some of their inventory
0%
5%
10%
15%
20%
25%
30%
35%
40%
Q1 Q2 Q3
RTB ad requests as share of quarterly total, Adfonic 2012
Thank you Paul Childs, Chief Marketing Officer and co-founder