Real-Time Bidding (RTB) Buyer's Guide

Overview

Author: Monica Savut, Econsultancy

Pages: 214 pages

Structure: Market trends and issues; SWOT analysis; tips and pitfalls; profiles of 15 demand-side platforms (DSPs), 3 trading desks and 3 supply-side platforms (SSPs); summary matrix and charts (for comparing suppliers)

The Real-Time Bidding (RTB) Ecosystem infographic identifying the main players/platforms and their role in facilitating RTB transactions is available for download separately.

About this guide

This buyer's guide is aimed at those investigating the real-time bidding market, including detailed profiles of the leading DSPs, trading desks and SSPs. The 214-page report, which has a global focus, contains detailed information about the trends and issues affecting the online display advertising sector, as well as advice about how to find the right RTB platform.

The guide also includes extensive insight from individuals on the front-line of the display advertising industry.

Contents

The report starts with a look at the recent trends in the online display advertising market, as well as an assessment of the RTB sector's strengths, weaknesses, opportunities and threats (SWOT).

Trends covered in this guide include:

• Facebook starts to capitalise on the dynamic real-time bidding market
• Integration of multiple channels into a single RTB platform has become a key success factor
• Advertisers take more control over media planning and execution
• Concerns over inventory quality and measurement problems hold back development

Table of contents

1. Introduction
1. About Econsultancy
2. Executive Summary
3. The Real-Time Bidding Ecosystem
1. Market value and growth
2. The buy side: demand-side platforms and trading desks
3. The sell-side: supply-side platforms
4. In the middle: data providers, data exchanges and data management platforms (DMPs)
5. Market trends
1. Facebook starts to capitalise on the dynamic real-time bidding market
2. Integration of multiple channels into a single RTB platform has become a key success factor
3. Advertisers take more control over media planning and execution
4. Concerns over inventory quality and measurement problems hold back development
6. Return on investment
4. Strengths, Weaknesses, Opportunities and Threats (SWOT)
1. Strengths
2. Weaknesses
3. Opportunities
4. Threats
5. Costs and Pricing Models
6. Tips and Pitfalls
1. Introduction
2. How to find the right platform
3. Test, test, test
4. Take a strategic approach
7. Market Positioning Charts
1. Demand-side platforms
1. Explanation for Chart 1: Service model
2. Explanation for Chart 2: Type of company
3. Market positioning overview: Service model
4. Market positioning overview: Type of company
2. Trading desks
1. Explanation for Chart 1: Service model
2. Explanation for Chart 2: Type of company
3. Market positioning overview: Service model
4. Market positioning overview: Type of company
3. Supply-side platforms
1. Explanation for Chart 1: Service model
2. Explanation for Chart 2: Type of company
3. Market positioning overview: Service model
4. Market positioning overview: Type of company
8. Supplier Matrix
1. Demand-side platforms
2. Trading desks
3. Supply-side platforms
9. Supplier Marketplace and Profiles
1. Demand-side platforms
1. Adform
2. Adobe
3. Brandscreen
4. DataXu
5. Digilant (formerly Adnetik)
6. IgnitionOne
7. Infectious Media
8. Invite Media
9. LucidMedia
10. MediaMath
11. Rocket Fuel
12. StrikeAd
13. The Trade Desk
14. TubeMogul
15. Turn
2. Trading desks
1. The Exchange Lab
2. Varick Media Management
3. Xaxis
3. Supply-side platforms
1. Admeld
2. PubMatic
3. Rubicon Project

The report contains profiles of the following platforms and trading desks:

• Demand-side platforms (DSPs): Adform, Adobe, Brandscreen, DataXu, Digilant (formerly Adnetik), IgnitionOne, Infectious Media, Invite Media, LucidMedia, MediaMath, Rocket Fuel, StrikeAd, The Trade Desk, TubeMogul, Turn
• Trading desks: The Exchange Lab, Varick Media Management, Xaxis
• Supply-side platforms (SSPs): Admeld, PubMatic, Rubicon Project

Note: The following vendors were invited to take part but declined to submit profiles for this report, or could not meet the deadline: Accordant Media, Accuen, AMNET (Aegis), Cadreon, Ikon Communications, TRAFFIQ, Triggit, VivaKi, [x+1], XA.net. We’ve included shortened profiles, compiled from publicly available information, for the following trading desks: Accordant Media, Accuen and VivaKi.

Who is this guide for

It is primarily aimed at organisations who are looking for a real-time bidding platform or are reviewing the capabilities of their current supplier.

The report is also relevant to anyone interested in understanding the current state of the RTB marketplace. The content of this guide is relevant globally.

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.

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Featured suppliers

Adform

Admeld

Adobe Digital Marketing

Brandscreen

DataXu

Digilant

IgnitionOne

Infectious Media

Invite Media

LucidMedia

MediaMath

PubMatic

Rocket Fuel

Rubicon Project

StrikeAd

The Exchange Lab

The Trade Desk

TubeMogul

Turn

Varick Media Management

Xaxis

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