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RTB and their overlaps (8)

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I've found other threads that briefly discuss this but no definitive answers.

For example when you buy traffic on an RTB DSP like Decisive are you bidding on the exact same inventory as you would if you were on Go2mobi?

Go2mobi lets you choose from a bunch of exchanges. Does Decisive just include all of these?

1.Does traffic vary from DSP to DSP or is it all the same but is just the tool that you have to buy traffic with.

2. Even if they are bidding on the same apps do they have different segments of the apps?

3. Is there a list of the exchanges that different DSP platforms buy into? (example which exchanges does Decisive tap into?)

4. When you scale does it ever make sense to move from Decisive to a place like Airpush?

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I am also curious

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Would like to know this aswell for web and mobile.

Basically how can you cover all the the traffic for web and mobile without bidding on the same inventory?

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yea i'm curious too, cuz you're basically competing with yourself wasting your budget

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1. Many RTB platforms do indeed share the same traffic sources. From what I've seen, I believe that Decisive is basically performing RON for most of the same exchanges that we have access to. Digging through their resources, I can't conclusively say this is the case. I honestly believe that for most RTB platforms, it really comes down to the tools that they offer. From what I've heard from advertisers, this is where Go2mobi really sets itself apart.
2. No, they do not. In some cases RTB platforms may pursue a relationship known as a "private marketplace deal"- this is essentially the same as a direct publisher relationship, but with the exchange acting as an intermediary.
3. There are too many to list in one place. It's my understanding that there are a handful of major players that most RTB platforms will be integrated with.
4. If the external traffic source has a unique ad unit or different traffic source, definitely. However, I've seen countless advertisers try to scale an extremely profitable campaign to a secondary traffic source only to later hear about the campaign flopping on the new traffic source. Each and every traffic source definitely has unique characteristics that lend themselves better to certain types of offers. With Go2mobi, you have the ability to target specific exchanges with different specialties. It's all about granularity PM me if you'd like to know what exchanges are best for different verticals. Happy to share my experience.

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Hi Guys,

Couple quick answers here:

Biggest exchanges are: Millenial (Nexage), Adx, MoPub, Smaato, Rubicon-Inmobi, OpenX, Pubmatic, Flurry, Appnexus
That being said these have the most volume of traffic. There are many other small exchanges that have different traffic that you might not find in these bigger exchanges.

As for Airpush, I would ask how your campaigns are performing on the airpush traffic through Decisive?

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Are they all the same? Pretty much! Go2mobi users will be bidding for the same impressions decisive users are.

To elaborate, if I ran a website called awesomewidgets.com and I sold my ad inventory to adx, then your friends at go2mobi and decisive would both have access to that inventory. So, user x on go2mobi would be competing against user y on decisive for awesomewidgets.com's ad inventory.

How do they work? Well, you pay for all the traffic, while they serve ads and collect all the user data/analytics. Then, their internal media buying team uses that data to re target users at your expense or they sell that data to 3rd parties.

Call dsp's what you want, but they're basically repackaged DMP's that offer RBT services.

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As your post headline suggests there are overlaps, but let me give you a simplistic answer first.

To best understand the differences and where things overlap you need to look from the viewpoint of a publisher/webmaster/app developer.

Say you’ve got a site with a lot of traffic and you want to monetise it with ads. You go to a company that has the technology to do that. These are sometimes called a Network. And in this answer I will refer to them as a Network. Sometimes they are called an “exchange” but that will just become confusing, so we will stick with Network, rightly or wrongly.

This network could be:

• Google’s DoubleClick
• OpenX
• PubMatic
• Rubicon project
• etc

for mobile

• Smaato
• InMobi
• AerServ
• Airpush

For Video Content

• Teads
• LiveRail
• etc

You go to one of these companies that give you the best deal.

This company in turn makes your inventory (the ad space on your site) available in one of three ways:

1. on the open market (aka the ad exchange)
2. to private, negotiated deals
3. they create a UI where you log in

You can see the open market available inventory here: http://rtb.cat/inventory.html

In addition to these ad-space networks or “compilers” like DoubleClick, OpenX, etc. there are also individual, large publishers, eg: Facebook, eBay, Amazon, etc. There’s also Microsoft who is a large publisher with a handful of sites, ie: Outlook, XBox, Skype, MSN.

To access this inventory directly you need a demand-side-platform. This is a SOFTWARE, not a company. I emphasise this because many companies now call themselves a DSP, whereas in actual fact they have a DSP and offer you a managed service. Major difference.

So to answer your question: Yes, they all buy from the same sources. There are only so many sources.
The differences lie in price, and placement on the page. Or some have exclusive traffic

Eg: take a big site. They could have their main, above the fold, ad-space being handled by OpenX and lower down the page, near the bottom they have space being filled by Google/DoubleClick.

Also, many major publishers reserve the best inventory. eBay especially has announced this publicly several times: 85% of eBay's inventory is not available on the open market. This is reserved for negotiated deals, which are handled via a DSP, using a “deal ID”. As the name implies, when you have agreed on a price and place they give you an ID that you punch into the DSP (like AppNexus or TURN) and the campaign is handled through th DSP.

Not all Networks place their inventory on the open market. Many of the mobile networks, like Airpush, Iron Source, AppNext, etc. do not. instead they have a UI that you log in to to get their exclusive apps.
This has pros and cons:
pro: it’s exclusive, sometimes excellent traffic
con: your campaign is confined to just that one source. Meaning, you can’t retarget across it, and you can’t buy programmatically from them.
(Buying "programmatically essentially means "buying an audience" and not just a placement. It means you set a demographic, and bid on that impression where ever that individual 'pops-up' on the advertisable internet.)
Theses newtorks stay out of the open market to keep scammers away. But eventually they will have to come to the open market I believe. Because publishers don’t just use one network, they usually have several to make sure they squeeze every penny out of their app/site/video. So their profits will suffer in the long run.

I hope this helps. If it doesn’t please do say, and I will attempt to clarify

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