What is RTB and its benefits. RTB Advertising Guide: Everything You Were Afraid to Ask

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 those fractions of a second that the page loads, advertisers bid for the computer owner (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 the best price, gets the right to show its advertisement.

Popularity of technology

2014

According to ADFOX forecasts (March 2014), the share of RTB in 2014 may reach 10% of common market media advertising. 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 average weighted estimate 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 by 2017 will amount to $20.8 billion, 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 companies participating in the testing stated that the effectiveness of Facebook Exchange significantly exceeds the effectiveness of traditional 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 appeared new trend RTB market - mobile advertising in videos. According to the IAB report, about 7% of all advertising budgets on the Internet are spent on online video advertising, and this segment of the advertising market adds 20% per year: in 2013, $3.6 billion was spent on online video advertising, and in 2014 this figure will rise to $4.6 billion a year. This is due to the explosive increase in Internet video consumption, which is growing at 24% per 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 segment of media advertising grew by 12%, amounting to 20.1 billion rubles, while contextual advertising added 34%, which money equivalent is 51.6 billion rubles.

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 made important step to develop 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 media 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 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 effective work RTB key issue is to create an adequate knowledge base about users so that ads are shown exactly target audience, He speaks 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 "

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 leads to maximum target potential clients

• 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 make targeted 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 greater 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.

RTB (real-time-bidding) - modern technology Internet advertising, which allows you to organize an auction between its sellers and buyers in real time.

The bottom line: You get access to multiple sites to place your ad, fine-tuning as much as possible the target visitors to whom it will be shown.

Programmatic buying of advertising (programmatic buying) is much more convenient and rational than the classic methods of placement. All necessary operations and targeting settings are carried out through the platform interface (which has already appeared in all media giants: Mail.ru Group, Google, Yandex, etc.). This is very convenient, because the entire Internet space is on the same platform.

RTB technology covers every stage of the sales funnel

• Informing the audience. Increase your potential customer reach and lower your cost per 1,000 ad impressions (CPM).
• Heated interest in your services or products. Set Criteria advertising campaign based on socio-demographic data of the population and their behavioral factors. If you already have a fully functioning client base - find similar ones, according to the same specific criteria and twice as many! The Look Alike algorithm will help you with this. Or there is always the opportunity to buy an already formed audience.
• Inclination to action or assistance in choosing the appropriate option. Remind the client of their intentions using classic retargeting. Or suggest an alternative and related product thanks to Dynamic Creative.
• Making an order. With the help of preparatory retargeting tools.
• Formation of customer loyalty. Surround the visitor with your offers on all channels: Email, context, social networks or mobile devices.

How it works?

Large successful sites that offer their territory for advertising give their traffic to the auction. RTB format media works according to the rules of the auction: during page loading, the system “reads” the visitor’s profile, and as a result displays ads, most suitable his interests.

Everything is automated: the system sends all connected buyers of the ad space detailed description page, site visitor, ad format. Buyers compare the received data with their settings, and if the person and the service suit them, they offer the already set price. The system collects bids, conducts an auction and gives place to the winner who offered the highest price. The process seems long and complicated, but in fact it all happens within 100-120ms.

All an internet marketer needs to do is set and combine targeting settings, select sites, set a price, and track performance.

Types of RTB advertising

Go beyond classic banners, get creative to get your brand noticed and remembered. For example, the Yandex platform offers non-fixed "rubber" RTB advertising areas.

Motion block designed for demonstration on smartphones. The animated image slowly dissolves into the area of ​​visual perception, the ad text comes to the fore.

• Article list pages news feeds or the space between adjacent paragraphs of text. The movable block will organically fit into any structure: advertising in automatic mode adapts to the size of the free container.
• Vertical or horizontal poster. An advertisement is placed to the right or left of the main information on the page (when choosing a vertical position), above or below.
• If the ad contains an image, the text appears on top of it only on hover.
• Smart banners. Advertisements with mobile content, compiled taking into account the preferences of the visitors of the resource.
• Inside a mobile carousel of this type of banner, each ad.
• Video inside a banner or in a stream.
• A compiled questionnaire with answer options (thought-out content is able to interest visitors who are not against an easy choice of a line).

These and other types of design will help you diversify the ways in which you can showcase your products or services without boring site visitors, but remaining noticeable and interesting.

Why programmatic buying efficient investment?

Today, RTB is the most targeted and, therefore, the most thoughtful version of an advertising campaign on the Internet. Developing algorithms and technologies, a wide range of different design options make algorithmic buying a prospect for all media advertising.

• The more carefully the audience segmentation is configured according to the parameters convenient for you - the more effective the return. RTB allows you to use more selection criteria for targeting than classic Direct.
• All statistics are in the public domain for you, which allows you to control your budget and track performance.
• The ability to disconnect from ineffective sites or those that you simply did not like, and connect others.
• Improves conversion from other promotion channels, for example, from contextual advertising.
• High speed getting results with all the variety of targeting for customization.
• For different tasks you can and should select different settings criteria and elements of programmatic buying. If the goal is to increase awareness and reach a larger audience, then we choose socio-demographic segmentation, describe basic interests, and adjust the visibility of the advertising space. If you need to bring the target audience to the site, then we combine the settings for behavioral indicators and use the algorithm look like. When the task is to increase targeted actions, it would be more appropriate to use retargeting.
• Each type of task should have its own performance indicators, the only way to evaluate the effectiveness of the marketing tool as a whole. For example, if we are pursuing an increase in conversions, then we will evaluate by the cost per action and the cost of a confirmed order.
• Advanced targeting strategies allow you to direct ads to users who are within a specific radius of a given location.
• Using the accumulated data from CRM systems advertiser.
• Using portraits of real customers, you can use the look alike algorithm to find similar users.
• Native advertising, shown on a suitable site and organically fitting into the surrounding content, is well perceived by users despite banner blindness.

Sooner or later all media advertising will move to the programmatic buying format simply because it is more convenient to use and much more effective in terms of returns. The growth dynamics of this segment in the United States suggests that these trends are beginning to conquer the Russian market. marketing market. Do not waste your time and money, develop your business and ways to advertise it

RTB-technology has become a new milestone in the development of this business on the Internet. The year 2008 became a coup, when the 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 that, the most advantageous offer of 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) takes place 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 receives the really necessary advertising, 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. The maximum bid gets a place for the banner, and it appears on the user's page.

Advantages of the new technology

For advertisers

1. Targeting is more accurate due to the possibility of using your own criteria. This reduces "idle" impressions.
2. The advertiser determines the value of each impression instead of buying in bulk at a single cost.
3. The technology helps to show the user, based on his interests and characteristics, a unique banner.
4. RTB complements traditional advertising. It is possible to set a minimum bid, below which the impression will not be sold. In this case, ads in the traditional form will be shown.

For the user

1. Fewer ads.
2. Advertising more closely matches the interests of the user, becomes more interesting and less annoying.

For rtb platforms

1. The use of innovation increases the advertising income of sites.
2. 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 bid.

RTB system

1. 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.
2. Sell-Side Platform (SSP) are companies that sell ad space.
3. Ad Exchanges and Ad Networks - exchanges or networks for advertising, they provide interaction between sites and advertisers.
4. Data Management Platform (DMP or Data Partners) - providers of web profiles of Internet users that are used for targeting accuracy.
5. Trading Desk is a DSP add-on that allows you to manage ad buyouts automatically.
6. DCOPs are creative platforms that help with banner creation.
7. Ad Verification & Brand Protection - a system for post-verification of ad units, as well as brand protection.
8. Analytics are statistics tools that help track user activity on the web.

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 note, I will share with you my real numbers that I managed to raise to 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, and not for clicks. The auction is a game of advertisers for renting an advertising space, whoever 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.