1. RTB
A PRACTICAL INTRODUCTION

2. Who am I?

4. RTB – Desktop vs Mobile
! Tracking issue
! Cookies?
! UDID, Mac Address, Open UDID,
! IDFA
! Cost per INSTALL versus cost per click

5. Basics

6. What can you do in theory?
! Retargeting
! Negative targeting
! Geo targeting
! Demographic and behavioural targeting
! Cross device audience extension

7. What can you do in practice?
! Test and see what works.

8. Exchanges / SSPs
! Mopub – mostly in-app, acquired by Twitter
! Nexage – moving more and more to in-app
! Doubleclick (Google)
! Rubicon – Desktop, moving to mobile
! Smaato (SSP)
! Inneractive (SSP)

9. DSPs…
Adfonic (Madison)
AdBrain
Amobee
AppNexus
Blu Trumpet
DataXu
Everyscreen Media
Fiksu
Go2mobi
GrowMobile
InviteMedia
iPinYou
LiquidM
MdotM
MediaMath
MetaResolver
Plethora Mobile
PocketMath
Splicky
StrikeAd
Tapad
TapHeaven
TapTica
Trademob
Turn

10. DSPs?
! Ad networks / agencies rebranding as DSPs
! Manual versus programmatic

11. Take home
! RTB is promising, but it is still early days
! Get transparency from your DSP / Agency / Network if they are buying RTB
traffic.
! If you have the in house skills and time, use a self service platform like
SiteScout, but expect to spend money on the learning curve

12. Adrienne Gauldie
LONDON MOBILE
07760 276331
ADRIENNE@LO-MO.CO.UK