1. How To Generate Targeted Traffic With Real-Time Bidding Ratko Vidakovic Director of Marketing, SiteScout

2. Agenda • What is Real-Time Bidding (RTB)? • Why RTB Matters + How It’s Different • Beyond AdWords • RTB Targeting Tactics • Getting Started + Next Steps

3. What is Real-Time Bidding (RTB)?

4. Open Auction for Each Impression

7. Why RTB Matters

8. Growth of RTB Source: Interactive Advertising Bureau and Price Waterhouse Cooper (2012)

9. Growth of RTB

14. Example Insertion Order (IO)

18. Controlled Execution

22. Hurdles to Direct Buys • Budget (Commitment) • Ad Server • Creative control, auditable stats, etc. • Negotiation Process (Pricing) • Management Complexity • Multiple direct buys get cumbersome

23. Benefits of RTB • More accessible (depending on DSP) • Efficiency • Workflow (programmatic) • Pricing • Targeting (impression level) • Reach (unparalleled)

24. Beyond AdWords • Extent of Reach • Targeting Options • Freshness of Data • Pricing Options • Accessibility

25. RTB Targeting Tactics

26. Targeting Tactics • Domain Level • Geography • Device and Browser • Contextual (e.g., pages related to “careers”) • Demographic (e.g., gender, age, education, …) • Retargeting (show ads to previous visitors) • Mobile (e.g., device type, carrier, app, GPS)

27. Domain Level Targeting * Example: careerbuilder.com, monster.com, etc.

28. Geographic Targeting * Geographically target your campaigns – Country, Region, or City

29. OS / Browser Targeting Target ads on specific operatingsystems, devices, and browsers

30. Contextual Targeting * Target only URLs (pages) that match your chosen contextual categories

31. Demographic Targeting * Target audiences based on demographic, psychographic, and behavioral data

32. Retargeting * Show ads across the web to your visitors

33. Why Retargeting? • Get a second chance to convert a visitor • Illusions of grandeur ($$$ budget) • Fantastic performance (ROI) • Build an asset by capturing visitor data • Up-sell and cross-sell to converted visitors • Leverage existing traffic sources!

34. Mobile Targeting Target mobile devices by Operating System, Device, and Carrier

35. Ultimate Benefits of RTB • Highly-targeted online display ads • Layer multiple target criteria • Vastly more efficient ad spend • Only buy the impressions you want • Fully transparent statistical data (many levels) • 1st and 3rd party data integration (targeting) • Access to 13 major exchanges (15B imps/day)

36. Getting Started – Next Steps • Think about your target audience • Prep for demographic/contextual campaigns • Place retargeting code on websites • Leverage existing traffic sources + build data • Prepare banners ads for testing • Variety is the key • Test on AdWords using CPC to reduce risk

37. http://sitescout.com/rtbzeitgeist/

38. Thank You. Ratko Vidakovic Email: ratko@sitescout.com