Presented by Luke Millican, Client Service Account Director at Amnet Wednesday 24th July 2013 This webinar session gave accessible overview of the RTB industry, aimed at people with an interest in joining this major growth market. The session consisted of a 45 minute presentation, followed by a Q&A session.

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What is real time bidding?

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Revolution in media

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The Aegis Media Family

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Clients

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What is Digital?

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Digital is changing

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DATA
Ads viewed
Gender
Looking for a new
credit card
Arsenal fan
Postcode
Online video
views
Housewife
Income
Vauxhall
owner
Researching
holidays to
Florida
Clicks on lots
of ads
Good credit
rating
What is data?

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How RTB Works
Every time an impression is available, the
exchange “asks” if you’d like to bid (the
“bid request”)
You get a variety of information, such as
the site URL, time stamp, information
about the user cookie, etc.
You typically have milliseconds to respond
with a bid (the “bid response”)
The impression is qualified in real-time
and only fulfilled if valuable to the
advertiser
If you win the impression, your ad
is served
This whole
process takesDeliver
ad
User
On Site
Request
To bid
Accept
bid
50 milliseconds

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Real time bidding
Targeting film content
Bid £0.80
Targeting rugby
No bid
Targeting cookie123
Bid £2
• Film review article
• Male
• Cookie 123
WIN
£0.81

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Contextual targeting

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Contextual targeting

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• We need to understand what they are trying to achieve. This
can raise a lot of questions:
> What do they want to achieve?
> Who do they want to see their ads?
> How will we measure the campaign?
> What do they have on their website?
> Are they doing interesting things on Facebook?
> What data do they have?
What does an Amnet day look like?
Brief from client

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• Response
> What are the best sites to appear on
> What data can we use
> Is there any contextual targeting that is relevant
> What will be the best bid strategies
> Should this be display, mobile or video
> What ad formats should we use..?
What does an Amnet day look like?
Response

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• Optimisation
• Ensuring the campaigns hit their target
• This is like working on the trading floor of a City bank in terms of
the immediacy of response to your action (which is really
exciting!!). The campaign is managed and optimised in real-time
using algorithms
> Bid rates
> Audience data
> Campaign pacing
> Targeting
> Reporting
What does an Amnet day look like?
Optimisation

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Amnet teams
Client
services
Trading
Data and media
partnerships
•Sales
•Reporting
•Presentations
•Pitching
•Hitting the
target
•Optimisation
•Finding new
data sources
•Negotiating
relationships
with websites

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• Speak to Neil
• Visit www.aegismediacareers.co.uk to check out
our live roles
• E-mail: Hannah.mawson@aemedia.com (Amnet
HR);
• or if you have further questions contact me at
Luke.Millican@amnetgroup.com
Want to work for us?

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