Case Studies
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A Case Study on the Power of Private Marketplaces
Background:
Business Insider (BI) is the fastest growing business news site for the digital age. In December of 2012 they set a new record of 22.8 million unique visitors and 180 million page views. BI became an exclusive client at the end of Q1, 2012. They started with using the platform for yield management and in Q3 decided to start using Private Marketplace.
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The Fast Track to Success
Background:
Launched in 2003, National Rail Enquiries (NRE) is one of the largest travel sites in the UK with 10 million unique users and 68 million page impressions a month. It is the "go to" site for millions of rail customers across the country and serves over 6 million ad impressions a day.
Having previously outsourced its advertising to third party houses, NRE brought this function in-house in June 2010 in order to maximise revenue and importantly, exercise greater control over the quality of the ads being served.
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Third-Party Reports
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AdMonsters European RTB Report (Q1, 2013)
Introduction:
In digital advertising circles, no three-letter acronym is used more often than RTB. In the four years since it emerged, Real-Time Bidding has changed how digital advertising is bought and sold. RTB systems give agencies and advertisers better control of their ad buys and costs, and this increased control for the buy side has driven massive investment, spawning a number of new players in the online advertising ecosystem. Demand Side Platforms (DSPs), third-party data providers, data management platforms (DMPs), and other new intermediaries have all followed the emergence of RTB in an attempt to maximize the effectiveness of ad spending...
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Forrester Study: Total Economic Impact™ of PubMatic (Q4, 2012)
Executive Summary:
In October 2012, PubMatic commissioned Forrester Consulting to examine the total economic impact and potential return on investment (ROI) enterprises may realize by deploying the PubMatic sell-side platform (SSP). The purpose of this study is to provide readers with a framework to evaluate the potential financial impact of PubMatic on an organization that publishes content with available advertising sales opportunities.
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Real-Time Bidding in the United States and Worldwide, 2011-2016
In This Whitepaper:
This white paper estimates current and past spending on RTB-based display ad sales and forecasts spending until the year 2016 for the United States, Canada, Germany, France, the United Kingdom, the rest of Western Europe, Central and Eastern Europe, the Middle East and Africa, Japan, China, the rest of the Asia/Pacific region, and Latin America. It breaks down total revenue into RTB-based spending on indirectly sold display advertising, premium display advertising (sold through private marketplaces), and mobile display advertising. It is an update to last year's research document Real-Time Bidding in the United States and Western Europe, 2010–2015 (IDC #230785, October 2011).
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PubMatic Reports and Whitepapers
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The Advantages to Publishers, Advertisers and the Ecosystem of a Multi-Bid RTB Environment (Q4 2012)
Introduction:
Real Time Bidding (RTB), the new programmatic method of buying and selling online inventory, is gaining significant traction and delivering higher monetization value to both online publishers (sellers) and advertisers (buyers). While it has been concentrated in the non-guaranteed portion of inventory, publishers are beginning to extend this robust programmatic mechanism to their premium guaranteed inventory, raising new challenges. For example, publishers are finding RTB to be a great new mechanism/channel to access media spend, but are unsure about how it can profitably co-exist and blend with their guaranteed direct sold programs. Buyers would like to buy premium inventory via this new channel to attract and justify premium advertiser budgets. And, from the ecosystem perspective, questions arise about how best to combine new mechanisms with legacy systems to create the best of both worlds, to achieve maximum value creation on every impression.
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The PubMatic Glossary of the Online Ad Space
Description:
Don’t know your DMP from your SSP? Wonder how all this “Wall Street-ish” talk came the world of media? PubMatic believes that a little clarity is in order. Here’s what all those terms and acronyms really mean. The following is an adaptation of an article written by industry analyst Kathryn Koegel in 2011 for Ad Age.
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Ad Revenue 4: Controlling Your Brand's Future
Introduction:
Action is at the intersection of knowledge and opportunity. Today’s premium publishers have more access to actionable intelligence and greater possibilities to control the future of their brand than ever before. In fact, the challenges that publishers face today are largely centered around the increasingly complex digital advertising ecosystem and the inability to navigate through all of the opportunities.
Publishers have grown weary of the noise around quick fix solutions du jour; they want long-term, holistic solutions so that their brand value can prosper as the market evolves. Equally important, they want open solutions that center on their needs, not on the needs of others in the ecosystem. The Ad Revenue 4 conference is focused on providing knowledge to premium publishers so that they can take advantage of the long-term opportunities that will enable them to sell media on their terms, ensure ad revenue growth, and control the future of their brand.
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Audience Selling For Publishers
About This Report:
Privacy issues have been part of the discussion at nearly every conference in the online advertising space for the better part of two years. Most of us that work in online advertising have our own personal opinions about how audience data is collected for the purpose of advertising. And while every person that works in the online advertising space is also an Internet user, it is fair to say – no matter where you fall on the user privacy advocacy scale – that individual opinions from people that work in online advertising do not represent the majority of the population. Clearly, if you work in online advertising, you know more about how online advertising works than the general population.
User privacy is paramount, no doubt, but despite all the discussion about privacy in our industry, at universities and now on Capitol Hill, little public data currently exists about what the U.S. general population actually understands about how online advertising works and how users feel about it.
To be sure, studies do exist, but until now, there haven’t been any studies that ask Internet users what they know about online “tracking” and how they feel about it across three critical stages: Before they know how it works, after they know how it works, and after they know how it works and with an understanding of the value-trade offs.
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Executive Summary:
Real-Time Bidding, or RTB, is sure to be one of the most frequently used online advertising buzzwords of 2010. Many advertising experts have argued that it is going to fundamentally change the course of online advertising as we know it. It has even been referred to as the next revolution in advertising for the benefits it will provide to all players in the ecosystem—the publisher, the user, and the advertiser.
Real-time bidding allows advertisers to reach the right user, in the right place, at the right time—and assign an individual value to a particular ad impression. Leveraging advanced technology offered by a relatively small but quickly growing number of companies, advertisers place bids on reaching specific users dynamically, and on an impression–by-impression basis.
PubMatic has found that publishers monetizing ad inventory via RTB can receive an increased eCPM because of the improved campaign performance that RTB offers. In the case of one particular US Entertainment publisher, the publisher was able to achieve a 106% increase in eCPM over a six-month period.
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