Comments on: Defragmenting Media With Real-Time Bidding http://www.adexchanger.com/data-driven-thinking/defragmenting-media-with-real-time-bidding/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Zach Coelius http://www.adexchanger.com/data-driven-thinking/defragmenting-media-with-real-time-bidding/#comment-4391 Zach Coelius Tue, 12 Jan 2010 22:31:51 +0000 http://www.adexchanger.com/?p=13225#comment-4391 Good questions Anton. I am not sure how standardization will happen officially. We are already seeing an unofficial process where everyone is copying Google and are making their systems the same in order to make it easier for DSPs like us to plug in. Thankfully the implementation is straight forward enough that I only know one small company that has a different enough RTB system to cause a problem. Everyone else is pretty much the same. Though you are wrong about text ads being RTB. One of the core elements to RTB is being able to know who the user is and to bid and target based off user data; text ads are not user targeted at all. John, when are you going to make a matrix like Anton is asking for? Maybe something like the GCA Savvian map? Good questions Anton. I am not sure how standardization will happen officially. We are already seeing an unofficial process where everyone is copying Google and are making their systems the same in order to make it easier for DSPs like us to plug in. Thankfully the implementation is straight forward enough that I only know one small company that has a different enough RTB system to cause a problem. Everyone else is pretty much the same.

Though you are wrong about text ads being RTB. One of the core elements to RTB is being able to know who the user is and to bid and target based off user data; text ads are not user targeted at all.

John, when are you going to make a matrix like Anton is asking for? Maybe something like the GCA Savvian map?

]]> By: Anton http://www.adexchanger.com/data-driven-thinking/defragmenting-media-with-real-time-bidding/#comment-4368 Anton Mon, 11 Jan 2010 23:10:24 +0000 http://www.adexchanger.com/?p=13225#comment-4368 Glad we agree Zach, so lets call it a paradigm shift :) - essentially text was RTB from the beginning (at least for advertisers, though APIs are not readily compatible), so now its time of display and publishers. Who do you think will be first to come up with something uniform? Standards bodies move slowly, in industry IAB could lead, but I think they've lost power over years and not very up to speed on many developments. Commercial adoption with agencies and publishers seems to be the key, which leaves us pretty much with Doubleclick & Atlas, but not sure how much invested they are into RTB (though haven't followed them recently). On a similar note - do you know is there somewhere a list of platforms which support RTB and some kind of compatibility matrix? Glad we agree Zach, so lets call it a paradigm shift :) - essentially text was RTB from the beginning (at least for advertisers, though APIs are not readily compatible), so now its time of display and publishers. Who do you think will be first to come up with something uniform? Standards bodies move slowly, in industry IAB could lead, but I think they've lost power over years and not very up to speed on many developments. Commercial adoption with agencies and publishers seems to be the key, which leaves us pretty much with Doubleclick & Atlas, but not sure how much invested they are into RTB (though haven't followed them recently). On a similar note - do you know is there somewhere a list of platforms which support RTB and some kind of compatibility matrix?

]]> By: Zach Coelius http://www.adexchanger.com/data-driven-thinking/defragmenting-media-with-real-time-bidding/#comment-4363 Zach Coelius Mon, 11 Jan 2010 18:46:13 +0000 http://www.adexchanger.com/?p=13225#comment-4363 Anton, I can't agree more. When I use the term standard I mean it in the loose sense that the industry generally understands what the format of an RTB call and response should be and it is pretty easy to integrate into multiple partners with RTB. That general understanding takes us a long way from where we were before with completely different proprietary apis like the ones you mentioned at Adwords and Right Media. I think that as the industry settles in with RTB over the next year we will certainly see a push for a standards body. Zach Anton,
I can't agree more. When I use the term standard I mean it in the loose sense that the industry generally understands what the format of an RTB call and response should be and it is pretty easy to integrate into multiple partners with RTB. That general understanding takes us a long way from where we were before with completely different proprietary apis like the ones you mentioned at Adwords and Right Media. I think that as the industry settles in with RTB over the next year we will certainly see a push for a standards body.

Zach

]]> By: Anton http://www.adexchanger.com/data-driven-thinking/defragmenting-media-with-real-time-bidding/#comment-4362 Anton Mon, 11 Jan 2010 18:35:35 +0000 http://www.adexchanger.com/?p=13225#comment-4362 Zach, I've read your RTB articles and coming from a technical background I think that presenting the concept alone doesn't qualify for a standard. In Internet terms, would be great to come up with RFC or similar for such process and get some kind of standard body to agree a protocol for connecting all these systems. After all there some APIs around (Rightmedia, Google Adwords API) plus many "client" systems which could benefit from a single standard. So that an Adops manager plugins yet another RTB/exchange service into his/her system with a few clicks and can start tapping into more inventory/advertisers. Zach, I've read your RTB articles and coming from a technical background I think that presenting the concept alone doesn't qualify for a standard. In Internet terms, would be great to come up with RFC or similar for such process and get some kind of standard body to agree a protocol for connecting all these systems. After all there some APIs around (Rightmedia, Google Adwords API) plus many "client" systems which could benefit from a single standard. So that an Adops manager plugins yet another RTB/exchange service into his/her system with a few clicks and can start tapping into more inventory/advertisers.

]]> By: Zach Coelius http://www.adexchanger.com/data-driven-thinking/defragmenting-media-with-real-time-bidding/#comment-4320 Zach Coelius Fri, 08 Jan 2010 22:22:25 +0000 http://www.adexchanger.com/?p=13225#comment-4320 Oh yes, we are about to see a wild scramble as everyone figures out that their old business model is kaput... It will be a ton of fun this year. Oh yes, we are about to see a wild scramble as everyone figures out that their old business model is kaput... It will be a ton of fun this year.

]]> By: Jonathan Mendez http://www.adexchanger.com/data-driven-thinking/defragmenting-media-with-real-time-bidding/#comment-4318 Jonathan Mendez Fri, 08 Jan 2010 22:00:27 +0000 http://www.adexchanger.com/?p=13225#comment-4318 Zach, You're unquestionably right. The serving performance and data capture alone will ensure everyone will plug into it -- not to mention the ad performance/ROAS benefits that can be delivered for really smart systems. I have the strong suspicion someone's going to get disintermediated in all of this, but I'm not yet sure who, why and what the consequences will be. Will be fun to watch over the next few years, won't it? Zach,

You're unquestionably right. The serving performance and data capture alone will ensure everyone will plug into it -- not to mention the ad performance/ROAS benefits that can be delivered for really smart systems. I have the strong suspicion someone's going to get disintermediated in all of this, but I'm not yet sure who, why and what the consequences will be. Will be fun to watch over the next few years, won't it?

]]> By: Zach Coelius http://www.adexchanger.com/data-driven-thinking/defragmenting-media-with-real-time-bidding/#comment-4317 Zach Coelius Fri, 08 Jan 2010 20:02:35 +0000 http://www.adexchanger.com/?p=13225#comment-4317 Happy New Years Jonathan, I hope things are going well on your end. My argument is simply that as RTB becomes an industry standard, every scale media company and media aggregator (ie networks like Adsense or pub side optimizers like AdMeld, Pubmatic, Yeildbuild, etc) will offer it. Because RTB is a standard, that makes it easy for demand side platforms to plug into all the providers and provide unified buying power across a large percentage of the web and eventually video, DOOH, mobile and all other digital media. You can think of RTB as functionally like the connection points that tie it all together. I think that because RTB is open, and anyone can deploy it, that we will see a very rapid industry adoption as the virtuous cycle kicks in. Just think what would happen when RTB access is available for 50% or more of all digital media. At that scale things get really interesting. Happy New Years Jonathan, I hope things are going well on your end.

My argument is simply that as RTB becomes an industry standard, every scale media company and media aggregator (ie networks like Adsense or pub side optimizers like AdMeld, Pubmatic, Yeildbuild, etc) will offer it. Because RTB is a standard, that makes it easy for demand side platforms to plug into all the providers and provide unified buying power across a large percentage of the web and eventually video, DOOH, mobile and all other digital media. You can think of RTB as functionally like the connection points that tie it all together. I think that because RTB is open, and anyone can deploy it, that we will see a very rapid industry adoption as the virtuous cycle kicks in. Just think what would happen when RTB access is available for 50% or more of all digital media. At that scale things get really interesting.

]]> By: Jonathan Mendez http://www.adexchanger.com/data-driven-thinking/defragmenting-media-with-real-time-bidding/#comment-4315 Jonathan Mendez Fri, 08 Jan 2010 16:43:02 +0000 http://www.adexchanger.com/?p=13225#comment-4315 Zac, Great to get your leading edge perspective here. There's no question RTB insanely optimizes the workflow but I'm having a hard time getting my head around how the scale needed for it to be effective works with the real fragmentation that caused the inefficiency in first place. The fragmentation of people's interests and intent. Thoughts? Zac,

Great to get your leading edge perspective here. There's no question RTB insanely optimizes the workflow but I'm having a hard time getting my head around how the scale needed for it to be effective works with the real fragmentation that caused the inefficiency in first place. The fragmentation of people's interests and intent. Thoughts?

]]> By: New Article on AdExchanger › Triggit http://www.adexchanger.com/data-driven-thinking/defragmenting-media-with-real-time-bidding/#comment-4302 New Article on AdExchanger › Triggit Thu, 07 Jan 2010 18:28:20 +0000 http://www.adexchanger.com/?p=13225#comment-4302 [...] today about RTB and the promise it holds for addressing media fragmentation. You can find it here. Happy New [...] [...] today about RTB and the promise it holds for addressing media fragmentation. You can find it here. Happy New [...]

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