What is Real Time Bidding?
Submitted by Jen Brannstrom on Sun, 2011-05-01 16:59
This presentation is a great 30 seconds intro on a new technology called "Real Time Bidding".
Esentially it means showing online ads to web-users that, based on their online behaviour, more closely fit to what they are looking for.
Agencies that have agency accounts with Google AdWords already enjoy a toned-down version of this called Interest Category Marketing (I.C.M. for short). Again, the principle is: "Track the websites that people visit and let the computer calculate whom should see what ad".
Because it's done by computer it can go one step further: when you show the ad to it's prospective customer, calculate the best price for showing this ad".
When do you use Real Time Bidding? with larger size campaigns, eg: targeting 1,000 people per day.
All highbrow and pseudo-intellectual speeches aside:
The basic difference between Google's Interest Category Marketing and Real-Time-Bidding, is that one can only run on Google and the "new" Real-Time Bidding can run on Google and Yahoo's RightMedia network.
Potentially doubling your reach.
Potentially doubling your reach.
Depending on who's stats you see Google claims that it reaches 80% of the internet. But if you listen to Right Media, then it's more like they share the market about 50/50...
It should be good stuff, despite all the highbrow bombastic articles appearing on ClickZ, which usually means that it's a load of nonsene.
improve the quality of
reducing costs in