Comments on: RTB Part I: What is it? http://www.mikeonads.com/2009/08/30/rtb-part-i-what-is-it/ Ramblings about online advertising, ad networks & other techie randomness Sat, 13 Mar 2010 19:51:31 +0000 http://wordpress.org/?v=2.8.4 hourly 1 By: Mike On Ads » Blog Archive » RTB Serving Speed http://www.mikeonads.com/2009/08/30/rtb-part-i-what-is-it/comment-page-1/#comment-116560 Mike On Ads » Blog Archive » RTB Serving Speed Mon, 19 Oct 2009 01:57:05 +0000 http://www.mikeonads.com/?p=432#comment-116560 [...] RTB Part I: What is it? [...] [...] RTB Part I: What is it? [...]

]]> By: Mike http://www.mikeonads.com/2009/08/30/rtb-part-i-what-is-it/comment-page-1/#comment-115034 Mike Sat, 19 Sep 2009 19:37:29 +0000 http://www.mikeonads.com/?p=432#comment-115034 Hi Dan, Sorry for the delayed response. You're right -- RTB will certainly slow down the adserving process. That being said, it's *far* more efficient for two adservers to communicate together than an end-user to two different serving systems. Will write more on this topic. -Mike Hi Dan,

Sorry for the delayed response. You’re right — RTB will certainly slow down the adserving process. That being said, it’s *far* more efficient for two adservers to communicate together than an end-user to two different serving systems. Will write more on this topic.

-Mike

]]> By: Mike On Ads » Blog Archive » RTB Part II: Supply supply supply! http://www.mikeonads.com/2009/08/30/rtb-part-i-what-is-it/comment-page-1/#comment-115033 Mike On Ads » Blog Archive » RTB Part II: Supply supply supply! Sat, 19 Sep 2009 19:34:32 +0000 http://www.mikeonads.com/?p=432#comment-115033 [...] RTB Part I: What is it? [...] [...] RTB Part I: What is it? [...]

]]> By: Mike On Ads » Blog Archive » RTB Part I Followup http://www.mikeonads.com/2009/08/30/rtb-part-i-what-is-it/comment-page-1/#comment-115032 Mike On Ads » Blog Archive » RTB Part I Followup Sat, 19 Sep 2009 19:14:39 +0000 http://www.mikeonads.com/?p=432#comment-115032 [...] RTB Part I: What is it? [...] [...] RTB Part I: What is it? [...]

]]> By: Dan http://www.mikeonads.com/2009/08/30/rtb-part-i-what-is-it/comment-page-1/#comment-114741 Dan Mon, 14 Sep 2009 08:44:59 +0000 http://www.mikeonads.com/?p=432#comment-114741 Interesting. It would be nice to see something like this working at scale. In your second diagram you show the interaction between the publisher adserver and multiple networks. Does this potentially multiple source back and forth not slow down the adserving in the same way a series of dumb redirects would? Especially when you consider that presumably if Network 1 came back with the best price out of 3 or four networks, once the publisher ad server knew that it would need to go back to it and request the actual ad again. It would be interesting to see some realistic HTTP traces for this stuff. Also, for cookie based ad systems, per request visibility of the user to a behavioural network in this model would be harder to attain, no? The network in this case would need to "touch" the user in order to read the cookie. Interesting. It would be nice to see something like this working at scale.

In your second diagram you show the interaction between the publisher adserver and multiple networks. Does this potentially multiple source back and forth not slow down the adserving in the same way a series of dumb redirects would? Especially when you consider that presumably if Network 1 came back with the best price out of 3 or four networks, once the publisher ad server knew that it would need to go back to it and request the actual ad again. It would be interesting to see some realistic HTTP traces for this stuff.

Also, for cookie based ad systems, per request visibility of the user to a behavioural network in this model would be harder to attain, no? The network in this case would need to “touch” the user in order to read the cookie.

]]> By: Darren Herman http://www.mikeonads.com/2009/08/30/rtb-part-i-what-is-it/comment-page-1/#comment-114481 Darren Herman Tue, 08 Sep 2009 01:26:52 +0000 http://www.mikeonads.com/?p=432#comment-114481 Mike, as always, spot-on. Darren Mike, as always, spot-on.

Darren

]]> By: Real-time bidding sounds painful http://www.mikeonads.com/2009/08/30/rtb-part-i-what-is-it/comment-page-1/#comment-114370 Real-time bidding sounds painful Fri, 04 Sep 2009 20:25:10 +0000 http://www.mikeonads.com/?p=432#comment-114370 [...] bidding, as opposed to traditional impression-level auctions based on predefined rules. Mike explains the distinctions, Cogblog discusses [...] [...] bidding, as opposed to traditional impression-level auctions based on predefined rules. Mike explains the distinctions, Cogblog discusses [...]

]]> By: Cogblog » Blog Archive » Daisy Chains For Fun and Profit http://www.mikeonads.com/2009/08/30/rtb-part-i-what-is-it/comment-page-1/#comment-114252 Cogblog » Blog Archive » Daisy Chains For Fun and Profit Wed, 02 Sep 2009 10:30:33 +0000 http://www.mikeonads.com/?p=432#comment-114252 [...] there has been a lot of discussion of what Real Time Bidding is, but relatively little discussion of its implications – outside of the obvious, [...] [...] there has been a lot of discussion of what Real Time Bidding is, but relatively little discussion of its implications – outside of the obvious, [...]

]]> By: ad:tech Chicago Begins; Nolet on Real-Time Bidding; Digitas and Razorfish Stay Apart But Close; When A Man Loves A Woman With Rich Media http://www.mikeonads.com/2009/08/30/rtb-part-i-what-is-it/comment-page-1/#comment-114221 ad:tech Chicago Begins; Nolet on Real-Time Bidding; Digitas and Razorfish Stay Apart But Close; When A Man Loves A Woman With Rich Media Tue, 01 Sep 2009 12:32:21 +0000 http://www.mikeonads.com/?p=432#comment-114221 [...] Getting down to brass tacks, Nolet gives an explanation (with graphics) of the efficiencies that real-time bidding (RTB) will offer advertisers and publishers through the exchange model. He takes exception to a part of a recent announcement by Right Media who said they've had an RTB solution for a while now. Nolet writes that RM "has not yet been accepting real-time bids from third parties. That being said - it sounds like they’re working on it." Read more. [...] [...] Getting down to brass tacks, Nolet gives an explanation (with graphics) of the efficiencies that real-time bidding (RTB) will offer advertisers and publishers through the exchange model. He takes exception to a part of a recent announcement by Right Media who said they’ve had an RTB solution for a while now. Nolet writes that RM “has not yet been accepting real-time bids from third parties. That being said – it sounds like they’re working on it.” Read more. [...]

]]> By: Rajeev Goel http://www.mikeonads.com/2009/08/30/rtb-part-i-what-is-it/comment-page-1/#comment-114203 Rajeev Goel Tue, 01 Sep 2009 00:36:09 +0000 http://www.mikeonads.com/?p=432#comment-114203 Mike, Great summary, looking forward to Part II. At PubMatic, our view is that RTB will be a key part of the future online advertising ecosystem and we're making it a reality for our publisher partners today. We real-time enabled our entire publisher platform back in January of 2009 and are working with about a dozen early innovators in this space (including you!) to bring better monetization for our publisher clients and better ROI for media buyers. It will be some time before RTB reaches scale within the industry but we're looking forward to this new(er) approach to monetization. Rajeev PubMatic Mike,
Great summary, looking forward to Part II. At PubMatic, our view is that RTB will be a key part of the future online advertising ecosystem and we’re making it a reality for our publisher partners today. We real-time enabled our entire publisher platform back in January of 2009 and are working with about a dozen early innovators in this space (including you!) to bring better monetization for our publisher clients and better ROI for media buyers.

It will be some time before RTB reaches scale within the industry but we’re looking forward to this new(er) approach to monetization.

Rajeev
PubMatic

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