Leading Operations Online
With the growth in digital ad spend via real-time bidding (RTB) validating its place as an established method of media buying, the debate has now turned to the likelihood of premium display inventory coming into the programmatic trading environment at scale.
RTB has proven itself to offer greater efficiencies in targeting and return on ad spend for advertisers who have invested in it. But on the sell-side, publishers still question its ability to maintain let alone increase their CPMs for premium inventory. As a result, premium inventory is still traded in much the same way as it was 10 years ago through direct relationships between the publisher and agency/client, with most of it bought for ‘brand’ campaigns.
So what we have is a chicken and egg situation with regards to which goes first into the RTB market – the brand money or the premium inventory which it requires? Some people might argue that the value of ‘premium’ placements has been heavily eroded by the shift to audience-based buying...
While RTB may be damn-near ubiquitous among U.S. publishers these days, adoption of the technology across the Atlantic has taken a much more leisurely pace. This isn’t that surprising considering that issues from privacy to highly localized markets make integrating automated selling systems across the European landscape a seemingly Herculean task.
However, RTB is finding traction in Europe: in 2012, RTB-based display ads represented on average about 9% of total display-ad sales in France, Germany and the United Kingdom, which ain’t shabby compared to 15% in the United States. AdMonsters' 2013 European Publisher RTB Report delves into why European publishers are increasingly embracing this technology, as well as why others remain “not in play.”
Increased control of inventory and a bump in efficiency are just two of the many reasons publishers may dive into the world of real-time buying. RTB also helps publishers sell previously unsold inventory that may be less desirable in a direct-sales environment, helping to improve...
This summer I ran into a friend at a ho-hum conference in midtown – the energy in the room was markedly low, which at first I was willing to chalk up to summer sluggishness. However, as we were chatting, I realized it was something more – we both commented that there wasn’t anything all that exciting going on in the industry. Following the wide embrace of RTB, the rise of the DSPs and SSPs, the rollout of DMPs and so much rapid development, if felt like we’d fallen in a lull during the first half of 2012.
It had been a while since we really heard about a major technological leap – all the news seemed to be about incremental fixes. Even the evolving mobile space seemed stuck in a rut, merely working out kinks (serious kinks, but kinks nonetheless). It made me wonder if digital advertising professionals – and the journalists that write about their exploits – were spoiled by breakneck growth, but the madness had passed its apex.
Predictions of stunted revenue growth in 2013 only added to the feeling that, gosh...
This wraps up my first full year at AdMonsters as US Editor, and it’s been a helluva ride. The AdMonsters editorial team has spent 2012 finding its voice in an ever-crowded landscape of ad tech trades, and the below list shows our successes, including content from our recently introduced Connect series of sponsored, in-depth feature stories examining the most pertinent issues for the industry.
But these pieces also offer interesting insight into what was hot on the minds of digital strategists across the ecosystem: programmatic premium, the evolution of SSPs, increasing the efficiency of RTB and mobile rich media. It also makes me ponder a great deal about what will be on the agenda for 2013 – something I’ll go into more detail about on Friday.
Two central themes emerged from AdMonsters Screens held in London this past November: screens are everywhere and consumers can be reached on more than one at a time. Thanks to the proliferation of the Internet and mobile devices, the opportunity to interact with users anywhere and everywhere is totally viable – however, actually making that happen takes a bit more sweat equity.
During the conference, AdMonsters took aside several prominent presenters and attendees to ask them just how publishers, agencies and brands are approaching the multi-screen opportunity. We present them with the support of Adobe Auditude, and add that Conference attendees and paid members can enjoy full-length keynote videos as well as presentations from most of the sessions.