David smith mediasmith sf adtech rtb

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David Smith

A basic primer on RTB and the use of DSP's to buy inventory in the programmatic marketplace

Technologie Business

Agency Viewpoint

DSPs, RTB and Programmatic Buying:
What is it & Why Should I Care?
David L. Smith
CEO and Founder
Mediasmith

What caused the emergence of the
DSP?

Networks built on Desire to wring Demand Side
arbitrage of exchange inefficiency out of the Platforms are born
inventory arbitrage marketplace

Control of Buying

Control of Data

Access to More Data

Eliminate Multiple Entities Bidding

Today’s Infrastructure
3rd Party Data 1st Party Data (Client) Verification

DMP

Agency/Trade Desk

DSP/Multi-Source

Real Time Bidding Guaranteed Premium Site Buys

Issue: Bad Inventory
Ghost Sites & Use of Bots
Generate impressions, saleable to
advertisers
False re-targeting
False clicks (though conversions
are tough to mimic)
Solution: Verification tools to
white list sites
Trust Metrics, Media Trust,
DoubleVerify

Issues: Frequency of Retargeting

Solution:
Frequency Cap

DIY or Automate?

Hands-on vs. Algorithm
“A typical DSP is like a Linux
Hands-on respects the planning PC or an Android
Smartphone. Super
process… powerful, but needs to be
tweaked and configured to
…but it needs sophisticated users
give you the value you need.”
You lose something with
algorithmic but it may be better Eric Picard, Rare
Crowds
than untrained users

And you can outsource even more

If you don’t have
the manpower to
run your own
small trade
desk…
Varick Media
Accordant

Life beyond the DSP

More than just the DSP
options for programmatic:
GDN
Facebook Exchange
Quantcast
social media options like
33across, Radiumone, addthis

What about Mobile/Video?

Mobile DSP’s
StrikeAd
DataXu
Metaresolver
Drawbridge
Gradient X

Video DSP’s
TubeMogul
Adap.TV

Want to talk more?

David L. Smith
smith@mediasmith.com
Twitter: mediadls

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David smith mediasmith sf adtech rtb

1. Agency Viewpoint DSPs, RTB and Programmatic Buying: What is it & Why Should I Care? David L. Smith CEO and Founder Mediasmith

2. What caused the emergence of the DSP? Networks built on Desire to wring Demand Side arbitrage of exchange inefficiency out of the Platforms are born inventory arbitrage marketplace Control of Buying Control of Data Access to More Data Eliminate Multiple Entities Bidding

3. Today’s Infrastructure 3rd Party Data 1st Party Data (Client) Verification DMP Agency/Trade Desk DSP/Multi-Source Real Time Bidding Guaranteed Premium Site Buys

4. Issue: Bad Inventory Ghost Sites & Use of Bots Generate impressions, saleable to advertisers False re-targeting False clicks (though conversions are tough to mimic) Solution: Verification tools to white list sites Trust Metrics, Media Trust, DoubleVerify

5. Issues: Frequency of Retargeting Solution: Frequency Cap

6. DIY or Automate? Hands-on vs. Algorithm “A typical DSP is like a Linux Hands-on respects the planning PC or an Android Smartphone. Super process… powerful, but needs to be tweaked and configured to …but it needs sophisticated users give you the value you need.” You lose something with algorithmic but it may be better Eric Picard, Rare Crowds than untrained users

7. Garbage in, Garbage out What are you optimizing against? Most systems optimize against clicks Systems needed that get feedback from 3PAS (including view through) Ideally, systems will eventually optimize against CPW or brand lift metric

8. And you can outsource even more If you don’t have the manpower to run your own small trade desk… Varick Media Accordant

9. Life beyond the DSP More than just the DSP options for programmatic: GDN Facebook Exchange Quantcast social media options like 33across, Radiumone, addthis

10. What about Mobile/Video? Mobile DSP’s StrikeAd DataXu Metaresolver Drawbridge Gradient X Video DSP’s TubeMogul Adap.TV

11. Want to talk more? David L. Smith smith@mediasmith.com Twitter: mediadls

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