The online display advertising space can be very complicated. This presentation breaks down the industry and how real-time bidding works. Take a look for an introductory crash course on RTB and online display.

1. Display Advertising for Beginners

2. • Banner Ads
• Video Ads
• Even Text Ads!

3. Websites have ad space, or inventory, that needs to be
filled:
• Sales teams sell ad inventory directly to relevant
companies
OR
• Websites would give inventory access to ad networks
that would handle the selling

4. Companies with an online advertising budget become
“advertisers”:
• Advertisers reach out directly to relevant websites to
buy their ad space
OR
• Advertisers buy relevant ad space from the ad
networks

5. • Manual buying and selling was inefficient
• The process was very long and very expensive
• Websites were unable to sell all of their inventory
• Advertisers had limited visibility into available ad
inventory

6. • Advertisers can now evaluate and bid for single
impressions at scale (automated supply chain)
• RTB makes it easier for websites to sell their remnant
inventory
• Advertisers have more visibility into available ad
inventory

7. Audiences
Advertiser goals are shifting: Instead of targeting a
website, now buying impressions that target specific “users”
across many websites
Bidding Strategies
Buyers can introduce new bidding strategies to hit the right
goals within their budgets
Creatives
Advertisers can quickly test and iterate their creatives
without stopping their campaign

8. • It can be very complicated and technical
• With so many options, optimization is difficult
• Lack of focus and strategy when approaching RTB
• Lack of customer service with automation

9. • Audience (BlueKai, Exelate, Chango)
• Creatives (AdExtent, Flite, Canned Banners)
• Inventory (AppNexus, BuySellAds, FBX)
• Service (Theorem, OAO)

10. • Audience: Social audiences, look-a-like
audiences, psychographic targeting
• Creatives: Dynamic creatives
• Inventory: Increase the amount of available inventory
• Service: Build better tools to help internal teams
service customers

11. www.retargeter.com
sales@retargeter.com
@ReTargeter