The Business Technology Showcase
Online publishers can increase ad conversation rates by 150% says Improve Digital
Ad network optimisation specialist enhances Version 3.0 of Real-Time Bidding (RTB) product with free white paper
Ad network optimisation innovator Improve Digital (www.improvedigital.com) continues its drive to ensure better understanding of the digital marketing industry with the promotion of a new white paper. 'Understanding Real-Time Bidding (RTB) From the Publisher Perspective' is published by US partner, Pubmatic (www.pubmatic.com), and is to download for free from here: http://www.improvedigital.com/rtb-whitepaper
Pubmatic has offered RTB capabilities to publishers and ad networks in the US since early 2009. It is currently rolling out Version 3.0 of the product, which will also be available in the UK and Europe via Improve Digital during the first quarter of 2010. The technology enables online advertisers to reach the right user, in the right place, at the right time, with initial results showing an increase of up to 135 percent on click-throughs and 150 percent improvement in conversion rates (see Note 1). This adds significant value to the publisher's offering.
'Understanding Real-Time Bidding (RTB) From the Publisher Perspective' explains how publishers can channel the potential of RTB through better-performing campaigns, which have a positive impact on all parties involved:
• Publishers adopting RTB make their advertising space more valuable and can therefore charge more for impressions (advertisers that have better performing campaigns can pay more to target the right users)
• Advertisers see increased ROI
• Users see adverts that are targeted at them and their specific interests, so their online experience is better because it is more relevant
Nic Peters, managing director at Improve Digital in the UK, explains: “The ongoing development of RTB technology is highly significant for publishers because it adds value to their inventory. PubMatic's new white paper outlines the concept in a clear and concise format, and therefore enables Improve Digital to offer insight on the digital marketing landscape in Europe, which we believe is a key part of our role.”
As with any new technology, RTB needs to be understood correctly in order to realise the benefits. The white paper explains how publishers can avoid possible pitfalls and get the most out of RTB.
“By allowing campaigns to be bought through Real-Time Bidding, publishers are able to provide better performance and transparency to the agencies and ad networks they work with,” says Rajeev Goel, CEO of PubMatic. “However, publishers should be cautious because there are multiple business issues to account for to make RTB work for the sell-side in online advertising. This is the fastest growing segment of US online advertising, and it’s imperative that publishers understand the landscape and how to successfully harness the rapidly growing RTB ad dollars to their benefit.”
'Understanding Real-Time Bidding (RTB) From the Publisher Perspective' also clarifies the growing number of industry terms such as sell-side and demand-side platforms, agency buying desks, ad networks, and ad exchanges. In addition, it offers a guide to publishers seeking an RTB partner.
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Note 1:
Turn, Inc. facilitates RTB transactions for advertisers by leveraging sell-side platforms such as PubMatic. the end of October 2009, it validated the potential for RTB by demonstrating significant improvements in click-through rates (up to 135% improvement), conversion rates (up to 150% improvement) and effective cost per action (up to 145% improvement) when compared to non-RTB inventory.
About Improve Digital:
Leading premium publishers from all over the world use Improve Digital’s and PubMatic’s real time and predictive optimisation technology to increase revenues from ad networks and exchanges, balanced with their direct sales strategies. They protect their brand image and gain central insight and control. Its clients benefit from local presence, local market knowledge, and best-of-breed service. Improve Digital exclusively represents the PubMatic technology in Europe adding additional technologies, services and expertise. Improve Digital has offices in London, Amsterdam, Hamburg and Paris and is a member of the IAB.
For more information, please contact:
Kate Alexander
e: kate@alexanderpr.co.uk
t: +44 (0)20 8543 8481
m: +44 (0)7788 584413
Ad network optimisation innovator Improve Digital (www.improvedigital.com) continues its drive to ensure better understanding of the digital marketing industry with the promotion of a new white paper. 'Understanding Real-Time Bidding (RTB) From the Publisher Perspective' is published by US partner, Pubmatic (www.pubmatic.com), and is to download for free from here: http://www.improvedigital.com/rtb-whitepaper
Pubmatic has offered RTB capabilities to publishers and ad networks in the US since early 2009. It is currently rolling out Version 3.0 of the product, which will also be available in the UK and Europe via Improve Digital during the first quarter of 2010. The technology enables online advertisers to reach the right user, in the right place, at the right time, with initial results showing an increase of up to 135 percent on click-throughs and 150 percent improvement in conversion rates (see Note 1). This adds significant value to the publisher's offering.
'Understanding Real-Time Bidding (RTB) From the Publisher Perspective' explains how publishers can channel the potential of RTB through better-performing campaigns, which have a positive impact on all parties involved:
• Publishers adopting RTB make their advertising space more valuable and can therefore charge more for impressions (advertisers that have better performing campaigns can pay more to target the right users)
• Advertisers see increased ROI
• Users see adverts that are targeted at them and their specific interests, so their online experience is better because it is more relevant
Nic Peters, managing director at Improve Digital in the UK, explains: “The ongoing development of RTB technology is highly significant for publishers because it adds value to their inventory. PubMatic's new white paper outlines the concept in a clear and concise format, and therefore enables Improve Digital to offer insight on the digital marketing landscape in Europe, which we believe is a key part of our role.”
As with any new technology, RTB needs to be understood correctly in order to realise the benefits. The white paper explains how publishers can avoid possible pitfalls and get the most out of RTB.
“By allowing campaigns to be bought through Real-Time Bidding, publishers are able to provide better performance and transparency to the agencies and ad networks they work with,” says Rajeev Goel, CEO of PubMatic. “However, publishers should be cautious because there are multiple business issues to account for to make RTB work for the sell-side in online advertising. This is the fastest growing segment of US online advertising, and it’s imperative that publishers understand the landscape and how to successfully harness the rapidly growing RTB ad dollars to their benefit.”
'Understanding Real-Time Bidding (RTB) From the Publisher Perspective' also clarifies the growing number of industry terms such as sell-side and demand-side platforms, agency buying desks, ad networks, and ad exchanges. In addition, it offers a guide to publishers seeking an RTB partner.
-ends-
Note 1:
Turn, Inc. facilitates RTB transactions for advertisers by leveraging sell-side platforms such as PubMatic. the end of October 2009, it validated the potential for RTB by demonstrating significant improvements in click-through rates (up to 135% improvement), conversion rates (up to 150% improvement) and effective cost per action (up to 145% improvement) when compared to non-RTB inventory.
About Improve Digital:
Leading premium publishers from all over the world use Improve Digital’s and PubMatic’s real time and predictive optimisation technology to increase revenues from ad networks and exchanges, balanced with their direct sales strategies. They protect their brand image and gain central insight and control. Its clients benefit from local presence, local market knowledge, and best-of-breed service. Improve Digital exclusively represents the PubMatic technology in Europe adding additional technologies, services and expertise. Improve Digital has offices in London, Amsterdam, Hamburg and Paris and is a member of the IAB.
For more information, please contact:
Kate Alexander
e: kate@alexanderpr.co.uk
t: +44 (0)20 8543 8481
m: +44 (0)7788 584413
Tags: ad, advertising, bidding, network, online, optimisation, real-time, revenue, rtb
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