{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Much has changed during the rise of online bidding, social media and video that it has made the old ad serving companies irrelevant.

Michael Rubenstein, president of AppNexus, has been working for the past three years on developing better technology in the ad serving space.

AppNexus has grown very quickly into a global company and is trying to establish a new standard for advertising technology.

We had a chance to speak to Rubenstein about the rise of real time bidding and what marketers need to do to stay ahead of the game.

What is the benefit in real time bidding for display ads?

Real time bidding is a fancy way of talking about automation in the display ad buying and selling process. This allows people to buy and sell on an impression by impression basis which is a far more granular way to buy ads.

Rather than buyers being restricted to a small number of agencies or dealing with sellers on a one to one basis, there is now thousands and thousands of sellers they can work with. We're beginning to see this as a very important with the introduction of automation where it was once a very manual process.

Paid search budgets appear to be decreasing. Is there a chance for marketers to continue to get the budgets they need, or will they completely disappear?

They won't disappear completely but I think display will grow much faster than search in the coming years.

For a long time, search received the benefit of last view attribution. Google got a lot of credit for driving sales where graphical advertising probably should have been credited. With better attribution in place, we will see display ads driving activity and driving positive responses online.

Microsoft and Google will definitely still have a prominent space but display will grow at a lot faster rate than it has previously.

What role will mobile play in this space?

Mobile is having a bigger impact as consumers are using it more and more. Monetization in mobile is still very nascent but we're seeing much more interest in finding a solution. It's still a small piece of the advertising pie but over the next few years, we will a see strong growth in mobile driving revenue. 

Some top tips for marketers looking to get ahead?

It's important for marketers to understand and invest in unlocking the very valuable asset of their data. You need to take the data generated in interaction with clients and test platforms to find which one is best toward driving more interactions. 

Real time bidding is an important part of the ecosystem and now that it is pragmatic, it is measurable. Marketers could justify Google because you could see the activity. Real time bidding now has the same characteristics and are measurable so the results are warranting continued investment.

Any last thoughts?

I think that automated media buying is a very important tool in a marketers arsenel. Digital is the most important marketing channel and real time bidding is the most effective way to drive ROI in the digital channel.

Any marketer not investing directly in this area to leverage media, needs to be trying that route.

Heather Taylor

Published 29 June, 2012 by Heather Taylor

Heather Taylor is the Editorial Director for Econsultancy US. You can follow her on Twitter, Google+ or Pinterest.

236 more posts from this author

Comments (2)

Avatar-blank-50x50

Arpita

Hi Heather Taylor,

Thanks for this great post !
Real time bidding is really helpful for both the marketer and the buyer.Both of the parties can be well aware of the current status of the market through this method before going into a deal.

Thanks again
Regards

about 4 years ago

Avatar-blank-50x50

abercrombie milano

Es war sicherlich interessant für mich, den Blog zu lesen. Danke dafür. Ich mag solche Themen und alles, was mit ihnen verbunden sind. Ich möchte bald mehr zu lesen.

about 4 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.