Joe Bob Hester / @joebobhester
fast-growing part of the buying and selling of media
2013 “real-time bidding": $3.36 billion (US)
2012 <= $2.0 billion
$8.7 billion by 2017
"An automated system to make media buying decisions instead of doing it manually”
- Allie Kline, CMO of AOL Networks
Automatically triggered by an event and deployed according to a set of rules applied by software and algorithms.
Technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks.
Company that connects advertisers to web sites that want to host advertisements.
Aggregate ad space supply from publishers and match with advertiser demand.
Central ad server enables targeting, tracking and reporting of impressions.
Demand-side platform: system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.
Supply-Side Platform: platform enabling publishers to manage their ad impression inventory and maximize revenue from digital media.
Advertisers buy individual advertising impressions from publishers via an auction-based system in real time.
Currently, most inventory sold through real-time bidding/programmatic is remnant or network inventory.
EX: Starbucks / Facebook / Weather
Dish Network | Comcast