Real time bidding by Danil Melnikov

4. Ещѐ немного истории – дикие годы… • 1997-1999 – баннерные сети, pop-ups, pop-unders • 2002 – первая контекстная реклама Google – AdWords • 2004 – $9.6 млдр. в год на онлайн рекламу

5. 2007 – открыта эпоха Ad Exchanges… Ad Exchange – объединение продавцов рекламных мест (publishers) для коллективной распродажи Первые крупные Ad Exchange - 2007: • Yahoo! купил Right Media в апреле • Google купил DoubleClick в мае • Microsoft купил AdECN в августе

6. 2007 – консолидация функции закупок DSP – demand-side platform Упрощает покупателю (рекламодателю) процесс закупки рекламных мест: • Агрегирует работу с несколькими Ad Exchanges • Покупателю не нужно договариваться с каждым продавцом отдельно

7. А теперь – RTB ! • RTB API – информационная труба со стороны продавцов, поток информации о рекламных местах и посетителях • “BRAIN” – принимает ставки от покупателей, решает, кому уходит право разместить рекламу для посетителя

8. RTB повышает и способствует! По статистике 2011 года с введением RTB произошло: = $250 • Снижение рейтов CPM – на 19% • Увеличение коэффициента CTR на 0.06% = • с 0.09% до 0.15% $200

10. Примеры стратегий покупки рекламы • «Да/нет» по одному критерию: • Если человек искал по слову «camera», то плачу 2 цента за показ рекламы • «Да/нет» по нескольким критериям: • Если ищет «camera» и при этом был раньше на моём сайте – 3 цента! • Градации цены в зависимости от условий: • Ищет «camera», чем недавнее был у меня, чем больше покупал раньше, тем больше плачу за показ!

11. Рост % рекламных сделок посредством RTB

12. Заключение RTB – это круто: • Позволяет продавцам рекламных мест зарабатывать по максимуму (высший бид выигрывает) • Позволяет покупателям тратить свои деньги более эффективно – пользователь вероятнее клюнет на рекламу Источники: • White Paper: The Arrival of Real-Time Bidding - Google • http://www.sitescout.com/RTB • Разное…

13. Терминология и сокращения • Ad – реклама (в нашем контексте – рекламный баннер) • Impression – количество загрузок (показов) рекламного баннера • CPM – cost per thousand impressions, например, • при CPM = $25 (₵ за показ) 2.5 • за 600,000 показов • запросят $15,000 ($25 x 600) • CTR - click-through rate, отношение числа кликов к числу показов • ADX – Ad Exchange, площадка торговли рекламными показами (на множестве сайтов - inventory) • SSP – supply-side platform (или sell-side platform) • DSP – demand-side platform • RTB – см. название презентации 

Notas do Editor

Rotating numbers on a curved path(Advanced)Tip: To draw the curved line on this slide, you will need to use the ruler and the drawing guides.To display the ruler and the drawing guides, do the following:On the View tab, in the Show/Hide group, select Ruler. Right-click the slide background area, and then click Grid and Guides. In the Grid and Guides dialog box, under Guide settings, select Display drawing guides on screen. (Note: One horizontal and one vertical guide will display on the slide at 0.00, the default position.)To reproduce the curved line on this slide, do the following:On the Insert tab, in the Illustrations group, click Shapes, and then under Lines click Curve (10th option from the left). To draw the curved line on the slide, do the following:Click the first point 0.25” to the left of the left edge of the slide and 0.75” below the horizontal drawing guide.Click the second point 3” to the left of the vertical drawing guide and 1” above the horizontal drawing guide.Click the third point 1.5” to the right of the vertical drawing guide and 0.5” below the horizontal drawing guide.Double-click the fourth and final point 0.25” to the right of the right edge of the slide and 1.5” above the horizontal drawing guide. Select the curved line. UnderDrawing Tools, on the Format tab, in the Shape Styles group, click Shape Outline, and then do the following: Under Theme Colors,clickWhite, Background 1, Darker 35% (fifth row, first option from the left). Point to Dashes, and then click Square Dot (third option from the top).Point to Weight, and then click 1 ½ pt. To reproduce the “1” on this slide, do the following:On the Home tab, in theSlides group, click Layout, and then click Blank.On the Insert tab, in the Text group, click Text Box, and then on the slide, drag to draw the text box.Enter 1 in the text box, and then select the text. On the Home tab, in the Font group, do the following:In the Font list, select Impact.In the Font Size box, enter 140.On the Home tab, in the Paragraph group, click Align Text Left to align the text left in the text box. Select the text box. Under Drawing Tools, on the Format tab, in the bottom right corner of the WordArt Styles group, click the Format Text Effects dialog box launcher. In the Format Text Effects dialog box, click Text Fill in the left pane, select Gradient fill in the Text Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then click Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stops or Remove gradient stops until two stops appear in the slider.Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).In the Transparency box, enter 50%.Select the last stop in the slider, and then do the following:In the Position box, enter 85%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).In the Transparency box, enter 0%.Also in the Format Text Effects dialog box, click Text Outline in the left pane. In the Text Outline pane, select Solid line, click the button next to Color, and then click More Colors. In the Colors dialog box, on the Custom tab, enter values for Red: 49, Green: 133, Blue: 156.Also in the Format Text Effects dialog box, click Outline Style in the left pane. In the Outline Style pane, in the Width box, enter 2.5 pt. Also in the Format Text Effects dialog box, click Shadow in the left pane. In the Shadow pane, click the button next to Presets, under Outer click Offset Diagonal Bottom Left (first row, third option from the left), and then do the following:In the Transparency box, enter 82%.In the Size box, enter 100%.In the Blur box, enter 8 pt.In the Angle box, enter 135°.In the Distance box, enter 30 pt. Also in the Format Text Effects dialog box, click 3-D Rotation in the left pane. In the 3-D Rotation pane, under Rotation, in the Z box, enter 15°.Also in the Format Text Effects dialog box, click Glow and Soft Edges in the left pane, and in the Glow and Soft Edges pane, do the following:In the Size box, enter 8 pt.Click the button next to Color, and then click More Colors. In the Colors dialog box, on the Custom tab, enter values for Red: 29, Green: 199, Blue: 244.Drag the text box onto the left part of the curved line, slightly to the right of the peak of the curve. To reproduce the animation effects for the “1” on this slide, do the following:On the slide, select the text box. On the Animations tab, in the Advanced Animation group, click Add Animation, and then under Entrance, click Fade.Also on the Animations tab, in the Timing group, do the following:In theStart list, selectWith Previous. In the Duration box, enter 1.00.Also on the Animations tab, in the Advanced Animation group, click Add Animation, and then under Emphasis click Spin.Also on the Animations tab, in the Animation group, click the Effect Options dialog box launcher. In the Spin dialog box, do the following:On the Effect tab, under Settings, do the following:In the Amount list, in the Custom box, enter 30°, and then press ENTER.Select Clockwise.Select Auto-Reverse.On the Timing tab, do the following:In theStart list, selectWith Previous. In the Duration list, select 1 seconds (Fast).On the Animations tab, in the Advanced Animation group, click Add Animation, and then click More Motion Paths. In the Add Motion Path dialog box, under Lines & Curves, click Arc Down.Also on the Animations tab, in the Timing group, do the following:In the Start list, select With Previous.In the Duration box, enter 2.00.On the slide, right-click the motion path and then click Edit Points. In Edit Points mode, do the following: Right-click the line and then click Add Point. Repeat until the line has five points.Select the second, third, and fourth points individually. Drag each point so that it is along the dashed curved line. Drag the end point off the right side of the slide. (Note: Click at least 1.5” off the right edge of the slide so that the text and its shadow exit completely.)On the slide, right-click the motion path, and then click Reverse Path Direction.On the View tab, in the Show/Hide group, clear Ruler.Right-click the slide background area, and then click Grid and Guides. In the Grid and Guides dialog box, under Guide settings, clear Display drawing guides on screen. To reproduce the animated “2” on this slide, do the following:Select the first text box. On the Home tab, in the Clipboard group, click the arrow to the right of Copy, and then click Duplicate.Click in the second text box, delete 1, and then enter 2.Select the second text box. UnderDrawing Tools, on the Format tab, in the bottom right corner of the WordArt Styles group, click the FormatTextEffects dialog box launcher. In the Format Text Effects dialog box, click Text Fill in the left pane, select Gradient fill in the Text Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then click Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear in the slider.Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).In the Transparency box, enter 50%.Select the last stop in the slider, and then do the following:In the Position box, enter 85%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 198, Green: 217, Blue: 241.In the Transparency box, enter 0%.Also in the Format Text Effects dialog box, click Text Outline in the left pane. In the Text Outline pane, select Solid line, click the button next to Color, and then click More Colors. In the Colors dialog box, on the Custom tab, enter values for Red: 228, Green: 108, Blue: 10.Also in the Format Text Effects dialog box, click 3-D Rotation in the left pane. In the 3-D Rotation pane, under Rotation, in the Z box, enter 350°.Also in the Format Text Effects dialog box, click Glow and Soft Edges in the left pane, in the Glow and Soft Edges pane, click the button next to Color, and then click More Colors. In the Colors dialog box, on the Custom tab, enter values for Red: 255, Green: 144, Blue: 4.Drag the second text box onto the curved line, to the right of the “1” text box and approximately in the middle of the slide. On the Animations tab, in the Advanced Animation group, click Animation Pane.Press and hold CTRL, and then in the Animation Pane, select the fourth and fifth animation effects (fade and spin effects for the second text box). On the Animations tab, in the Timing group, do the following:In the Delay box, enter 0.5.In the Duration box, enter 0.9 seconds. In the Animation Pane, select the sixth animation effect (motion path for the second text box). On the Animations tab, in the Timing group, do the following:In the Delay box, enter 0.5.In the Duration box, enter 1.8 seconds. In the Animation Pane, select the sixth animation effect. On the slide, right-click the selected motion path, and then click Edit Points. Drag the points on the path to match the path to the curved line. (Note: The starting point will be further to the right of the right edge of the slide than the starting point for the first motion path.)To reproduce the animated “3” on this slide, do the following:On the slide, select the second text box. On the Home tab, in the Clipboard group, click the arrow to the right of Copy, and then click Duplicate.Drag the third text box away from the second text box.Click in the third text box, delete 2, and then enter 3. Select the third text box. UnderDrawing Tools, on the Format tab, in the bottom right corner of the WordArt Styles group, click the FormatTextEffects dialog box launcher. In the Format Text Effects dialog box, click Text Fill in the left pane, select Gradient fill in the Text Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then click Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear in the slider.Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).In the Transparency box, enter 50%.Select the last stop in the slider,and then do the following:In the Position box, enter 85%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 198, Green: 217, Blue: 241.In the Transparency box, enter 0%.Also in the Format Text Effects dialog box, click Text Outline in the left pane. In the Text Outline pane, select Solid line, click the button next to Color, and then click More Colors. In the Colors dialog box, on the Custom tab, enter values for Red: 119, Green: 147, Blue: 60.Also in the Format Text Effects dialog box, click 3-D Rotation in the left pane. In the 3-D Rotation pane, under Rotation, in the Z box, enter 5°.Also in the Format Text Effects dialog box, click Glow and Soft Edges in the left pane, and in the Glow and Soft Edges pane, under Glow, click the button next to Color, and then click More Colors. In the Colors dialog box, on the Custom tab, enter values for Red: 168, Green: 224, Blue: 52.Drag the third text box to the right of the second text box, above the curve.In the Animation Pane, select the seventh animation effect (fade effect for the third text box). On the Animations tab, in the Timing group, do the following:In the Delay box, enter 0.9.In the Duration box, enter 0.7 seconds. In the Animation Pane, select the eighth animation effect (spin effect for the third text box). On the Animations tab, in the Timing group, do the following:In the Delay box, enter 0.9.In the Duration box, enter 0.75 seconds. In the Animation Pane, select the ninth animation effect (motion path for the third text box). On the Animations tab, in the Timing group, do the following:In the Delay box, enter 0.9.In the Duration box, enter 1.5 seconds. In the Animation Pane, select the ninth animation effect (motion path for the third text box). On the slide, right-click the selected motion path, and then click Edit Points. Drag the points on the path to match the path to the curved line. (Note: The endpoint will be above the curved line and the path will eventually meet the curve. The starting point will be further to the right of the right edge of the slide than the starting point for the first motion path.)To reproduce the background on this slide, do the following: Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.Click the button next to Direction, and then click From Corner (fifth option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear in the slider.Also under Gradient stops, customize the gradient stops that you added as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).Select the last stop in the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click White, Background 1, Darker 35% (fifth row, first option from the left).
Количество мест под рекламу стало расти.Люди стали тратить на рекламу большие деньги.А где деньги, там оптимизация. Начались попытки персонализации рекламы. Использование информации о месте размещения и о покупателе, чтобы сделать рекламу более направленной, привлекательной.
Огромный выбор места для размещения онлайн2007 was a pivotal year for ad exchanges. Three major exchanges were acquired that year: Yahoo! bought Right Media in April, Google bought DoubleClick in May and Microsoft bought AdECN in August. Each company quickly made vast pools of inventory available, which greatly improved the experience for many parties to transact in online display.
Рекламодателям стало нереально договариваться с каждым сайтом индивидуально, даже посредством Ad Exchanges.Появились посредники, которые взяли эту работу на себя – DSP.
CPM – Cost per Thousand (impressions - показов)CTR – Click-through rate10 тыс показов
Антология одного клика:Пользователь заходит на страницу сайта.От паблишера приходит информация о месте размещения (новостной сайт, зоомагазин, сайт знакомств) и о самом пользователе (география, что он искал, что покупал, на какие сайты ходил раньше)Индус, 30 лет, New Jersey, недавно искал авиабилеты в Дели. Открывает страницу на нашем сайте. Есть желающие? Налетай!Система RTB размещает информацию и принимает биды от баеров (адвертайзеров). Кто больше заплатит.Решение об участии и ставке должно быть принято и сообщено за 100 milliseconds, иначе – out!Полный процесс от запроса на показ до показа занимает 300-500 milliseconds.

Real time bidding by Danil Melnikov

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Notas do Editor