Published on 29 Jun 2015
The RTB Ecosystem is divided into 3 Sections:
Buyer Side
Seller Side
Support Systems
The Buyer side starts with the Advertiser who wants to advertise their products/services to the correct Target Audience for the Best rates. The way to do it is by collaborating with DSPs with the help of Trading Desks. The DSP acts as the aggregator for bidding inventory across multiple sources.
The Seller Side starts with the Publisher who wants to sell his inventory to various Advertisers. The Publishers are integrated with SSP or AdNetworks. The SSP acts as the aggregator for combining inventory across multiple publishers.
The support system has DMP, DCO and Ad Verification & Protection platforms. Details on these platforms are explained below.
Unlike traditional Display advertising where we buy impressions on fixed rates, the RTB business model relies on the Audience data, irrespective of the website (provided the site itself is not a concern like pornographic or terrorism etc.) Below is a comparison of Traditional Display vs RTB.
Detailed description of the RTB Ecosystem is as below:
The RTB Strategy:
As I had posted in my previous article on RTB, the Advertiser’s scope has improved with the RTB technology coming into picture, there is also a change in the strategy how Advertisers want to interact with their customers. The strategy that seems to work for Advertisers in the RTB market is divided into 3 sections:
Prospecting: This is the standard advertising process that involves displaying ads on multiple sites with relevant audience and create a first party audience (People who show interest on the advertisement). The data collected also include audiences who reached the Advertiser’s website through Organic Search mechanism. This data is very important in the life cycle of the campaign since these appear as prospective customer for Advertiser who have high chances of conversions. However, creating a large database requires long duration advertising and most advertiser’s may not have enough time to do this. Such a situation brings in the second section.
Contextual & Behavioral: This strategy involves using 3rd party data from the market who are interested in products or services. Contextual data includes browser data, time of the day individuals make online purchase, and other contextual data that can help identify an audience. Behavioral data includes browsing data from hundreds of millions of individuals. Includes what websites they are visiting among other data points. Displaying advertisements to such users help increase the database that can be used for the Final Section that actually is intended to provide the advertiser with the expected ROI.
Re-Marketing: This is the final stage of the campaign Strategy and in this phase advertisers target their advertisements only to the accumulated user database who have shown intent to convert (be it buying, form filling or any other ROI that the advertiser expects.) Dynamic remarketing takes this to the next level by including the products or services that people viewed on your website within the ads. While dynamic remarketing takes additional steps such as adding custom parameters to your website’s tag and creating a feed, it can deliver customized, higher-performance ads.
Even though Campaigns start performing within a couple of weeks after they are launched because of the detailed targeting that RTB provides, however, the above 3 Step process ensures that the performance improves at every phase and the success is as expected or better.
