Tag Archives: buying media programmatically

Bid in Internet

Making Display Perform via RTB

Up until now, marketers have seen online display ads as brand presence vehicles. They were not seen as directly leading to sales. SEM and PPC ads were the preferred vehicle for direct response. A buyer at the tipping point searches for the product, sees the ad, like the offer, clicks and (hopefully) buys.

Display ads were for online media whose reader demographics matched those of an advertiser’s target market so potential customers would be aware of a brand and its positioning. This is higher up in the funnel, with the idea that when ready to buy, customers would remember the brand advertised with display ads.

But real time bidding (RTB) may have changed that. The demand side platforms (DSPs) that use real time bidding allow advertisers to buy an audience, not media. Advertisers or agencies review the audiences that the DSP connects to through their media inventories and buy impressions to reach that audience, optimizing creative and other aspects of the campaign as needed.

This precision may well allow advertisers to get performance out of display ads. This is because lots of DSPs allow advertisers to load data into them, whether it’s demographic/psychographic information about a brand’s customers or third party data about users of different sites. In matching up these data sets, a DSP can allow advertisers to target campaigns at people who are proven buyers of the products they are advertising. As a result, a display ads for a product can get in front of customers with a track record for buying, thus vastly improving the chances for converting them.

The challenge, of course, is getting the data sets about buyers of specific products. But with that in place, RTB or programmatic buying may make display even more effective at generating sales.

To find out how you can use RTB to reach more than 95% of Latin America’s Internet users via MediaDesk, the first DSP in the region with a custom RTB system, please contact us.

real-time-bidding

MediaDesk Debuts RTB Developed in Latam, for Latam

Recently MediaDesk—a new self-service platform for buying online advertising in Latin America—launched its new real-time bidding (RTB) system. MediaDesk’s RTB system is the first created in Latin America, designed  according to the needs of the Latin American digital ad market.

In contrast, other online ad buying platforms that operate in Latin America tend to depend on third party developers for their RTB systems. Although we had the option to use a third party in developing MediaDesk’s RTB system, we decided to create our own from scratch. We did this to offer our clients 3 key advantages:

  • Faster speed when bidding in real time
  • Transparency
  • The possibility of purchasing better inventory

With our system, clients bid on their impressions directly—there isn’t a third party system receiving the bid and processing it. As such, clients make their bids more quickly and in turn this can improve the price. Another important factor is that with our RTB system, we maintain control over the buys and the intelligence gleaned from different campaigns…without having to depend on the system of a third party.

Confirming Capabilities
Although development of our RTB system went well, development is only part of the process. To participate in this new programmatic buying universe, demand side platforms (DSPs) need to certify that a developed platform is capable of fulfilling expectations in terms of time and process. This is because an RTB platform has to go through the whole process of reading a bid request, interpreting it correctly, applying logic to determine the best price, responding with an auction value and if the impressions are won, delivering them in 100 milliseconds. Without this a DSP can give a negative ranking to a platform and stop supplying it with traffic.

A Key Certification
Rubicon is one of the pioneer firms in terms of blending technology applications and market intelligence into advertising sales. In fact, Rubicon Project—the firm’s main product—has one of the largest real-time and Big Data clouds on the market, since it processes trillions of transactions in milliseconds every month. MediaDesk and its RTB platform were recently tested and certified by Rubicon’s platform in a complex process that covered the following:

Definition of end points. Rubicon has end points in the east and west of the United States and in Amsterdam. Given the speed at which transactions need to be done, the platform’s hosting and the selection of the right end point are crucial, given that latency can affect response time negatively.

Functional test. Through this process, Rubicon certifies that the response formats supplied are the right ones and that the communication between all platforms is correct.

Latency test. The last step is testing whether the platform responds in the amount of time that’s required and this is in fact the defining test. From its end point, Rubicon sends thousands of bids per second that MediaDesk’s RTB system needed to process in the required amount of milliseconds (less than 100).

The whole process is done with the final platform since Rubicon doesn’t test or certify platforms in a preproduction stage. After the process, in just a few days, Rubicon added MediaDesk to its list of bidders and started directing traffic towards it. As such, since October 2013 MediaDesk has been processing campaigns with real-time bidding (RTB).

Besides RTB, Deeper Reach Was Reached
For media agencies, adding Rubicon doesn’t just improve the service that MediaDesk offers—it also expands our inventory considerably. Rubicon has further expanded the major sources of online ad inventory that MediaDesk already has, such as Yahoo’s Right Media, Google’s Double Click and OpenX.

As such, via MediaDesk media agencies can now reach 95% of the 300 million Internet users in Latin America and they have access to more than 130 billion impressions every month.

To find out more about how we can help you reach Latin America’s surging Internet market more efficiently with MediaDesk, please contact us.

oman pushing virtual button in web interface

Programmatic Buying: The Future of Digital Media Campaigns

Up to now, digital media buying has mostly been dominated by a custom approach in which you work to match up relevant ads with relevant sites to deliver relevant segments.

But what if you could spend your budget on trying to reach the customers you want to reach, not just a rough percentage of them based on your match-up?

What if you could use a system that automatically (and continually) optimizes your campaigns?

And what if you could reach many more sites than with a manual buy, aggregate highly responsive customer segments to reach a mass scale and measure clicks, shifts and conversions with your campaigns in real time?

These are all the advantages of programmatic buying, a new, paradigm-shifting way of buying digital ad space and implementing online ad campaigns.

What It Is
Programmatic buying basically involves using an automated platform to buy ad impressions. You enter in your customer data, budget and campaign objectives. The programmatic buying platform does the media buy for you based on an auction for available impressions, taking into account the data you entered. The platform also matches up the ads each user sees with the available customer data. The idea is that each Internet user will see an ad that fits their specific needs and interests. For buyers, this means that they only pay to reach the clients they want to reach.

How It Works
Programmatic buying is driven by data. For best results, buyers need to enter in as much data as they can about their target audience. Usually, brands have a wealth of data about their customers that they can provide. In addition, through the programmatic buying platform they choose to use, they can also purchase more data provided by third parties on a CPM basis. Third-party data types can be demographic (e.g. gender, age, income, etc.) psychographic (mindset, interests) and behavioral (recent searches, credit card usage, etc.) The programmatic buying platform takes these data points and uses them to run the campaign. The goal is not just to match the right ad with the customer, but also the right context, especially the context that leads to the campaign objective being fulfilled.
As happens with search marketing, there’s bidding. You bid for the impressions you want and the programmatic platform handles the buy with an auction system that decides who gets what in milliseconds—this is known as Real-Time Bidding (RTB). There are two main approaches to buying media programmatically. With Price-Based Trading, you try to buy the impressions for as low a price as you can and benefit your campaign by reducing the cost as much as possible. You can target and optimize with this approach, which in practice tends to be manual and not automated. The other approach with programmatic buying is value-based. With the value-based approach, you take advantage of the system’s ability to learn from customer responses to ads. The system then automatically gives a value to each ad impression so you know which impressions deliver the goal response you want from your customers—and which ones don’t.

How It Plays Out
Let’s say that you purchase your impressions and have the objective of getting women 35-44 to click on a banner for a jewelry product. And Elena, an Internet user that fits your target demographic, visits a smartphone Web site on a Monday and then a soccer blog on a Tuesday. Because of the data the programmatic buying system has about your campaign and your target, when she visits the soccer blog, she sees an ad for jewelry. This fits her behavior and is in the right context to reach her, specifically. Now contrast this with a custom buy for the soccer blog. Given that it’s a soccer blog, it’s likely that a custom buy would result in Elena seeing an ad for an energy drink or a men’s fitness product. So with programmatic buying, you’re not matching product category to publisher category, you’re matching product to customer profile and behavior, thus increasing the probability of response. And this increased probability isn’t a random supposition, it’s based on what has actually happened based on measurement of previous behavior by the Internet users.

What’s Next
According to eMarketer, spending on digital display ads via programmatic buying will grow by 73% in 2013, with double-digit increases every year through 2017. Given this trend and the clear value of this approach in terms of delivering greater ROI, US Media Consulting has created Media Desk, one of the first-ever programmatic buying platforms for Brazil and Latin America. A robust technology platform and user-friendly interface in 3 languages make Media Desk the ideal solution for any digital media planner who wants to deliver the power of programmatic buying for their clients.

To find out more, please visit mediade.sk or write directly to sales@mediade.sk to obtain a free demonstration of this innovative platform.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]