In the so called digital advertising ecosystem, almost every day, they come up with new acronyms such as RTB SSPs etc. It is an acronym jungle. This presentation is made in order to understand better what is RTB and what are the dynamics of selling (and buying) digital advertising in 2013, from a publisher perspective. Ciaobasta is an informal blog that talks about entrepreneurs and startups, but it is mad about advertising, and it is able to be a valuable advice for future and present trends that entrepreneurs must not miss. Enjoy !

1. The Acronym Jungle:
RTB, SSPs, (etc.)
The digital ecosystem seen from publisher’s side.
Riccardo Guggiola
Mad About Advertising | The Acronym Jungle and RTB

2. Map : Advertising Ecosystem
Source: Improve Digital
Mad About Advertising | The Acronym Jungle and RTB

3. Display Ad Ecosystem
Source: IAB UK | Google Press
Mad About Advertising | The Acronym Jungle and RTB

4. Mad About Advertising | The Acronym Jungle and RTB

5. Publishers
Automated Trading Acronym Essentials
SSP: Sell Side Platform
Technology that manages the automated traded inventory of publishers.
eCPM: Effective Cost Per Mille
Revenue per 1.000 Impressions.
Common denominator of different ways to sell the inventory.
RTB: Real Time Bidding
Publisher inventory available for advertiser bids.
Mad About Advertising | The Acronym Jungle and RTB

6. Inventory: a set of ad spaces...
TO SELL!
Mad About Advertising | The Acronym Jungle and RTB

7. Monetising the inventory:
Premium VS Automated
Mad About Advertising | The Acronym Jungle and RTB

8. Publishers’ Inventory Hat
Hand Sold
Sponsorships
Tier 1
Premium
Tier 2
Automated
Tier 3
Mad About Advertising | The Acronym Jungle and RTB

9. Publishers’ Inventory Hat
Hand Sold
Sponsorships
Tier 1
60 %
Premium
20 %
Tier 2
Automated
10 %
Tier 3
10 %
Mad About Advertising | The Acronym Jungle and RTB

10. SSP: Inventory Mangement
Premium
Tier 1
Automated
SSP
Tier 2
Tier 3
Remnant
Mad About Advertising | The Acronym Jungle and RTB

11. Mad About Advertising | The Acronym Jungle and RTB

12. RTB
Real Time Bidding
An auction where a demand partner (advertiser) decides in real time the
price is willing to pay for a certain impression based on specific
requirements.
On the other side the publisher tries to maximize the revenue coming
from that impression by introducing a set of principles and a floor price
under which the demand partner cannot participate.
Mad About Advertising | The Acronym Jungle and RTB

13. 3 facts about RTB
No Euros. Bids on data. Instant process.
Bids in Dollars. Informational, Bids win in few
interest, milliseconds.
intent.
Mad About Advertising | The Acronym Jungle and RTB

14. RTB based display Ad Sales as % of total
Source: Econsultancy
Mad About Advertising | The Acronym Jungle and RTB

15. Display Ad Revenue EMEA
Source: PwC
Mad About Advertising | The Acronym Jungle and RTB

16. 3 Trends of RTB
RTB for advertising on
mobile devices.
Premium RTB. Big data.
Mad About Advertising | The Acronym Jungle and RTB

17. It is just an Acronym Jungle.
Mad About Advertising | The Acronym Jungle and RTB

18. To know more
Riccardo Guggiola
Founder and informal blogger ciaobasta.com
riccardo@ciaobasta.com
Mad About Advertising | The Acronym Jungle and RTB