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RTB Networks (9)

10-15-2012 03:58 AM #1 tickingaway (Member)
RTB Networks

Can anyone suggest some good RTB networks other than sitescout and admeld?

10-15-2012 04:22 AM #2 shoent (Member)

yabuka.com, mbuy.com , leanmarket.com

10-15-2012 06:19 AM #3 polarbacon (Moderator)

ummm....any platform you use all will share the same traffic.....so not sure what your looking for but any of those listed will have basically the same inventory

10-15-2012 07:06 AM #4 Oded Abbou (Member)

Try Simpli.fi

10-15-2012 06:40 PM #5 cyrusl (Member)

Originally Posted by polarbacon

ummm....any platform you use all will share the same traffic.....so not sure what your looking for but any of those listed will have basically the same inventory

RTB's success is dependent on liquidity, so lots of buyers competing for the same impression is a good thing. It creates consistency and price stability in the inventory.

That said, there are vastly different technologies powering the different bidders. If all a DSP did was respond with a CPM for a given site, it wouldn't really matter who an advertiser used. But the reality is that there are extremely advanced algorithms powering budgeting, pacing, auto-optimization, and segmentation at all the major DSPs.

Moreover, there are different levels of service at different DSPs as well. If you're a Fortune 500 and you want to pay a premium to have your campaigns strategized and managed by experts, it makes sense to use MediaMath or Turn. If you're a joint-discomfort supplement looking to eek out every drop of performance yourself, you'd probably want a self-serve option.

10-15-2012 06:48 PM #6 cyrusl (Member)

Originally Posted by tickingaway

Can anyone suggest some good RTB networks other than sitescout and admeld?

Just to help you out with the terminology: SiteScout is a demand-side platform (DSP) and admeld is a supply-side platform (SSP). SiteScout's major role in RTB is helping advertisers buy inventory and Admeld's major role is helping publishers sell inventory.

This is a common theme you'll see in RTB: companies almost always serve the buyers or sellers exclusively. This is different than the ad network model where a "hub" in the center of a transaction services both publishers and advertisers.

The biggest sellers of desktop RTB inventory are Google AdX, Microsoft Ad Exchange, The Rubicon Project, Admeld, and PubMatic. Admeld was bought by Google recently and is reaching end-of-life. Pretty soon all of Admeld's inventory will be rolled into and sold through Google AdX. You can access the inventory from all these sellers through any major DSP.

10-15-2012 06:58 PM #7 shoent (Member)

hey cyrus you taking on any new clients at lean?

10-18-2012 02:09 AM #8 tickingaway (Member)

Appreciate the elaboration cyrus.

Hopefully lean is working out good for you so far.

10-19-2012 04:16 AM #9 fourchars (Member)

Originally Posted by cyrusl

FYI as someone that has done consulting for a Fortune 500 company that uses multiple DSPs that's simply no true. Sure it's what the DSPs all like to claim and sure they do have some optimization going on that is a little more advanced; however it is FAR from as advanced as all the DSPs like to claim. Also it doesn't need to be. 90% of the spend on DSPs is from major agencies rounding out their spend for a given client. The agencies just mark up whatever they buy regardless of good performance. They've worked with the same major brands for years and it's not about performance - it's about how much the company likes them. It's amazing how badly agencies will spend millions of dollars of large clients without really giving a damn.

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