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SAMPLE: Real-Time
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2. SAMPLE:
Real-Time
Bidding
Buyer’s Guide
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3. Contents
1. Introduction ..................................................................... 6
1.1. About Econsultancy .................................................................. 7
2. Executive Summary ......................................................... 8
3. The Real-Time Bidding Ecosystem ................................. 9
3.1. Market value and growth .......................................................... 9
3.2. The buy side: demand-side platforms and trading desks .........14
3.3. The sell side: supply-side platforms .........................................16
3.4. In the middle: data providers, data exchanges and data
management platforms (DMPs) ...............................................19
3.5. Market trends.......................................................................... 20
3.5.1. Facebook starts to capitalise on the dynamic real-time
bidding market ......................................................................... 20
3.5.2. Integration of multiple channels into a single RTB
platform has become a key success factor .............................. 22
3.5.3. Advertisers take more control over media planning and
execution ................................................................................... 24
3.5.4. Concerns over inventory quality and measurement
problems hold back development ........................................... 25
3.6. Return on investment ............................................................. 27
4. Strengths, Weaknesses, Opportunities and Threats
(SWOT) .......................................................................... 29
4.1. Strengths ................................................................................. 29
4.2. Weaknesses ............................................................................. 30
4.3. Opportunities .......................................................................... 32
4.4. Threats .................................................................................... 34
5. Costs and Pricing Models .............................................. 36
6. Tips and Pitfalls ............................................................. 39
6.1. Introduction ............................................................................ 39
6.2. How to find the right platform ................................................ 39
6.3. Test, test, test .......................................................................... 46
6.4. Take a strategic approach ....................................................... 47
7. Market Positioning Charts............................................. 48
Real-Time Bidding Buyer’s Guide
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4. 7.1. Demand-side platforms .......................................................... 48
7.1.1. Explanation for Chart 1: Service model .................................. 48
7.1.2. Market positioning overview: Service model ......................... 49
7.1.3. Explanation for Chart 2: Type of company ............................ 50
7.1.4. Market positioning overview: Type of company ..................... 51
7.2. Trading desks .......................................................................... 52
7.2.1. Explanation for Chart 1: Service model .................................. 52
7.2.2. Market positioning overview: Service model ......................... 53
7.3.1. Explanation for Chart 2: Type of company ............................ 54
7.3.2. Market positioning overview: Type of company .................... 55
7.4. Supply-side platforms ............................................................. 56
7.4.1. Explanation for Chart 1: Service model .................................. 56
7.4.2. Market positioning overview: Service model ......................... 57
7.5.1. Explanation for Chart 2: Type of company ............................ 58
7.5.2. Market positioning overview: Type of company .................... 59
8. Supplier Matrix .............................................................. 60
8.1. Demand-side platforms .......................................................... 60
8.2. Trading desks .......................................................................... 63
8.3. Supply-side platforms ............................................................. 65
9. Supplier Marketplace and Profiles ................................ 67
9.1. Demand-side platforms .......................................................... 67
9.1.1. Adform ...................................................................................... 67
9.1.2. Adobe ........................................................................................ 73
9.1.3. Brandscreen .............................................................................. 80
9.1.4. DataXu ...................................................................................... 87
9.1.5. Digilant (formerly Adnetik) ..................................................... 95
9.1.6. Infectious Media...................................................................... 101
9.1.7. Invite Media ............................................................................ 108
9.1.8. LucidMedia .............................................................................. 116
9.1.9. MediaMath.............................................................................. 123
9.1.10. Rocket Fuel .............................................................................. 131
9.1.11. StrikeAd .................................................................................. 139
9.1.12. The Trade Desk........................................................................145
9.1.13. TubeMogul ...............................................................................152
9.1.14. Turn ......................................................................................... 158
9.2. Trading desks .........................................................................166
9.2.1. Accordant Media .................................................................... 166
9.2.2. Accuen ......................................................................................167
9.2.3. The Exchange Lab .................................................................. 168
9.2.4. Varick Media Management .................................................... 173
Real-Time Bidding Buyer’s Guide
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5. 9.2.5. VivaKi .......................................................................................179
9.2.6. Xaxis ........................................................................................ 180
9.3. Supply-side platforms ........................................................... 186
9.3.1. Admeld .................................................................................... 186
9.3.2. PubMatic ................................................................................. 193
9.3.3. Rubicon Project ......................................................................200
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6. 1. Introduction
Econsultancy’s buyer’s guides are the ideal starting place for anybody researching new suppliers
in digital market sectors. They contain in-depth vendor profiles; to help you quickly evaluate
suppliers and service providers, as well as market analysis to help you put things into
perspective. Vendors are selected for the report based on a combination of factors, not limited to
but including:
 Analysis of capabilities (services / products)
 Clients
 Experience (qualifications / trade bodies / case studies)
 Expertise (by sector / topic)
 UK and/or USA status (occasional exceptions are made)
 Ability to take on and fulfil new projects
 Recommendations from trusted sources (or anecdotal evidence to the contrary)
 Google visibility
 Business model (a high proportion of turnover should be related to these services)
 Company website
Econsultancy does not explicitly recommend any of the suppliers featured in these guides,
principally because it is impossible for us to work with all of them to form a first-hand opinion.
But we do believe - based on an intensive and careful selection process - that the chosen vendors
represent quality.
Buyer’s Guides are updated on an annual basis, so the information contained within is recent and
thus valid. Send any questions or comments to Econsultancy’s Research Director Linus
Gregoriadis (linus@econsultancy.com).
Other Econsultancy buyer’s guides
PPC Bid Management Technology Buyer’s Guide
http://econsultancy.com/reports/ppc-bid-management-technology-buyers-guide
Tag Management Buyer’s Guide
http://econsultancy.com/reports/tag-management-buyers-guide
Paid Search Agencies Buyer’s Guide
http://econsultancy.com/reports/paid-search-agencies-buyers-guide
SEO Agencies Buyer’s Guide
http://econsultancy.com/reports/seo-agencies-buyers-guide
Content Management Systems Buyer’s Guide
http://econsultancy.com/reports/content-management-systems-cms-buyers-guide
Email Marketing Platforms Buyer’s Guide
http://econsultancy.com/reports/email-marketing-buyers-guide
Web Analytics Buyer’s Guide
http://econsultancy.com/reports/web-analytics-buyers-guide
Online Reputation and Buzz Monitoring Buyer’s Guide
http://econsultancy.com/reports/online-reputation-and-buzz-monitoring-buyers-guide
Page 6
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7. 1.1. About Econsultancy
Econsultancy is a global independent community-based publisher, focused on best practice digital
marketing and e-commerce, and used by over 400,000 internet professionals every month.
Our hub has 120,000+ members worldwide from clients, agencies and suppliers alike with over
90% member retention rate. We help our members build their internal capabilities via a
combination of research reports and how-to guides, training and development, consultancy, face-
to-face conferences, forums and professional networking.
For the last ten years, our resources have helped members learn, make better decisions, build
business cases, find the best suppliers, accelerate their careers and lead the way in best practice
and innovation.
Econsultancy has offices in London, New York and Dubai and we are a leading provider of digital
marketing training and consultancy. We are providing consultancy and custom training in the
Middle East, and extensively across Europe and Asia. We trained over 5,000 marketers and ran
over 200 public training courses in 2011.
Join Econsultancy today to learn what’s happening in digital marketing – and what works.
Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 971 0630 (New York). You
can also contact us online.
Other related Econsultancy content
Best Practices in Digital Display Advertising
http://econsultancy.com/reports/best-practices-in-digital-display-advertising
Online Advertising Survey
http://econsultancy.com/reports/online-advertising-survey
Real-Time Bidding Ecosystem Map
http://econsultancy.com/reports/real-time-bidding-ecosystem-map
Media Growth Trends
http://econsultancy.com/reports/media-growth-trends
Online Media Report
http://econsultancy.com/reports/online-media-report
Ad Serving Buyer’s Guide
http://econsultancy.com/reports/ad-serving-buyers-guide
Internet Advertising Statistics
http://econsultancy.com/reports/internet-advertising-statistics
Sample only, please download the full report from:
http://econsultancy.com/reports/rtb-buyers-guide
Page 7
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8. 2. Executive Summary
The focus of this report is real-time bidding (RTB), including an analysis of online display
advertising market trends and detailed profiles of the leading demand-side platforms (DSPs),
trading desks and supply-side platforms (SSPs).
With the advent of real-time bidding, advertisers are able to reach their audiences more
effectively and select the best impressions to bid on, while publishers benefit from an incremental
revenue lift, more valuable remnant inventory and improved pricing strategies.
The sector is evolving quickly as media buyers and publishers focus more than ever on
transparency, actionable insights, digital media convergence and cross-channel attribution.
Trends covered in this guide include:
 Facebook starts to capitalise on the dynamic real-time bidding market
 Integration of multiple channels into a single RTB platform has become a key success factor
 Advertisers take more control over media planning and execution
 Concerns over inventory quality and measurement problems hold back development
The Supplier Marketplace and Profiles section (Section 9) contains profiles of the following
platforms and trading desks:
 Demand-side platforms (DSPs): Adform, Adobe, Brandscreen, DataXu, Digilant
(formerly Adnetik1), Infectious Media, Invite Media, LucidMedia, MediaMath, Rocket Fuel,
StrikeAd, The Trade Desk, TubeMogul, Turn
 Trading desks: The Exchange Lab, Varick Media Management, Xaxis
Note: We’ve included shortened profiles, compiled from publicly available information, for
the following trading desks: Accordant Media, Accuen and VivaKi.
 Supply-side platforms (SSPs): Admeld, PubMatic, Rubicon Project
The content of this report is relevant globally. Ideally, it should be read in conjunction with our
Best Practices in Digital Display Advertising report2, which examines the online
advertising ecosystem in detail and includes how-to advice for discovering, segmenting, buying,
serving, measuring and attributing digital media ad units.
The following vendors were invited to take part but declined to submit profiles for this report, or
could not meet the deadline: Accordant Media, Accuen, AMNET (Aegis), Cadreon, Ikon
Communications, TRAFFIQ, Triggit, VivaKi, [x+1], XA.net.
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1 Adnetik rebranded as Digilant in July 2012 – http://www.adnetik.com/index.html
2 http://econsultancy.com/reports/best-practices-in-digital-display-advertising
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9. 3. The Real-Time Bidding Ecosystem
The last few years have seen a rapid evolution of the display advertising market with significant
developments in technology and targeting capabilities. Real-time bidding (RTB) platforms have
changed the way ad impressions are purchased and managed while helping to meet the need for
more accountable and effective auction-based media buying for advertisers and publishers alike.
With display advertising poised for continued growth as a strong second player after search, RTB
platforms have been reaping the benefits. The evolution and impact of these platforms can only be
understood in the context of the overall display advertising market, so this section aims to provide
an overview of the market’s growth and recent trends.
3.1. Market value and growth
When looking at the raw numbers, display advertising has been growing at a steady rate over the
last five years. ZenithOptimedia predicts that the global display advertising market will reach
$32.9bn this year, propelling it to 21% growth between 2011 and 2014. Display accounted for 36%
of internet advertising in 2011 and the company expects this proportion to increase to 41% by
2014.
According to figures from the Internet Advertising Bureau (IAB), Europe’s online advertising
market grew 14.5% year-on-year to a market value of €20.9bn in 2011. By comparison, the overall
European advertising market – excluding online – grew at just 0.8% in the same time period.
Display’s year-on-year growth has slowed down (15.4% compared to 21.3% in 2010), with paid
search (17.9% y-o-y growth) leading the surge.
Although TV advertising continues to attract...
<Sample> What the vendors say – US vs. Europe
“The USA is around 12 months ahead of the UK, and 24 months ahead of the rest of Europe. A number of US
vendors have arrived in London and have helped educate the market, less so on the continent. We would see USA
and UK become comparable in the next 24 months and UK potentially overtaking due to digital being a more
dominant medium.”
Sample quote
<Sample> Benefits of RTB: early adopters showcase
BSkyB
 In July 2010, RTB accounted for around 2% of Sky’s display ad spend. By January 2011, this had grown to
18%.
 The company is currently spending...
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10. 3.2. The buy side: demand-side platforms and trading
desks
As defined in Econsultancy’s 2011 Demand-Side Platforms Buyer’s Guide3, a DSP is a technology
layer on top of display-buying systems that streamlines the media buying process by using
impression-level decisioning based on multiple parameters and data sources. DSPs help buyers
aggregate, bid on and optimise digital inventory across ad exchanges and yield management
platforms (YMPs).
This replaces the traditional arbitrage model and enables media buyers to reach a specific
audience at the impression level, in real time. Demand-side platforms are associated with real-
time bidding, but a true DSP encompasses the entire buying process – from campaign insertion
order management to creative optimisation and analytics.
So… what does a demand-side platform do?
 Connects to multiple inventory sources (e.g. ad exchanges, optimisers), creating a significant
pool of impressions.
 Calculates the value of an impression relative to its characteristics in real time.
 Makes decisions on what impressions to bid for and what price to bid for each in real time.
 Provides...

3.3. The sell side: supply-side platforms
While real-time bidding was initially developed to meet the needs of advertisers (the demand
side), it has evolved into offering controls and transparency for publishers (the supply side).
Parallel to the development of demand-side platforms and trading desks, a new type of supply-
side intermediary has emerged. Previously more commonly known as publisher yield
managers/optimisers, supply-side platforms such as Admeld (acquired by Google in June 2011),
PubMatic and Rubicon Project, help publishers control how they sell each impression, maximise
their advertising revenues and better manage and price their inventory.
<Sample> Definition of SSPs
“Supply-side platforms, or SSPs as they are commonly known in the digital advertising community, are an
emerging category of technology companies that are in the business of...
SSPs use data generated from impression-level bidding to help publishers increase the value of
their premium and remnant inventory alike. Having rolled out RTB capabilities and forged
partnerships with DSPs, SSPs are...
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3 http://econsultancy.com/reports/demand-side-platforms-buyers-guide
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11. 3.4. In the middle: data providers, data exchanges and
data management platforms (DMPs)
Display advertising growth continues to be partly driven by the very much hyped application of
‘Big Data’. In this data-supported ecosystem, advertisers can use real-time bidding and
algorithmic trading to reach specific audiences that meet their exact criteria while increasing the
cost-efficiency.
Data accessibility has grown exponentially in the last few years and marketers can access dozens
of disparate data sources. Collecting, analysing and transforming these data sets into actionable
insights are the main challenges for modern marketers, and knowing how to leverage the data
available to advertisers is critical to both understanding and targeting their audiences.
Fortunately, numerous players have flocked to the market to assist them.
Every individual with an addressable device basically represents an...
What the vendors say
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12. 3.5. Market trends
3.5.1. Facebook starts to capitalise on the dynamic real-time
bidding market
According to comScore, Facebook captured 27.9% of the US display advertising market in 2011
(up from 21% a year earlier), accounting for one in every four display ads in the US. Yahoo was
second with 11% of the market, while Microsoft, Google, and AOL trail with less than 5% each.
“Any time a site becomes so influential to the full digital landscape, advertisers are forced to pay
attention”, Andrew Lipsman, VP, Marketing & Industry Analysis at comScore, told ClickZ News.
“There was a time when brands thought of Facebook as a place for kids and teenagers. That’s
obviously not the case anymore.”
Figure 1: Top ten US online display ad publishers by number of impressions in
millions
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Source: comScore, US Digital Future in Focus 2012, February 2012
However, globally, Facebook only made about...
3.5.2. Integration of multiple channels into a single RTB platform
has become a key success factor
While it is quite difficult to predict how the competitive landscape for the RTB market will evolve
over the next few months, the entry cost from a technological perspective is lowering. Edward
Montes, CEO at Digilant, highlights this trend: “when technology costs cease to become a
barrier to entry, differentiation becomes essential”.
Multichannel media buying has been the new buzz phrase in the online advertising space in 2012.
While display still accounts for the bulk of RTB spending, RTB is emerging as a substantial
component of other channels, such as social, video and mobile. For example, the...
What the vendors say
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Facebook’s recent announcement is game changing for the...
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13. 3.5.3. Advertisers take more control over media planning and
execution
Traditionally, the process of digital media buying and management has been considered quite
inefficient and slow. Self-service platforms such as Facebook, AOL’s Advertising.com and AdBrite
have made technology directly accessible to advertisers and agencies and Facebook is a great
example of where the industry is going. Simply by logging in and funding the account, anyone can
immediately start building ads within Facebook, and target them by using a wide range of
audience characteristics.
Cost is also a significant driver for the...
3.5.4. Concerns over inventory quality and measurement problems
hold back development
Despite the promising evolution of real-time bidding, inventory quality and availability (especially
in emerging areas such as mobile and video advertising) are still considered major obstacles,
whether it’s a genuine concern or just a misperception. While technology is important, inventory
quality and contextual relevance remain important factors for advertisers moving forward and
present scale challenges. Or as Andy Cocker, Co-Founder and Managing Partner at Infectious
Media, puts it, “inventory is still key”. He added:
“As publishers see that RTB hasn’t...
What the vendors say
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14. 3.6. Return on investment
Investment in real-time bidding platforms can provide organisations with numerous benefits,
ranging from cost efficiency to unprecedented control over price/performance.
The buy side: demand-side platforms and trading desks
Effectively run campaigns using demand-side platforms and trading desks can help advertisers…
 Reduce costs and media waste
– Bid-forecasting tools allow them to predict the unique user reach and impression
availability for a certain audience segment.
– Explore how reach and availability fluctuate based on a certain...
–
The sell side: supply-side platforms
Effectively run campaigns using supply-side platforms can help publishers…
 Increase revenue incrementally via unique bidding / pricing precision
– The Online Publishers Survey Report4 showed that the most commonly cited benefits of
working with supply-side platforms are...
–
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4 http://econsultancy.com/reports/online-advertising-survey
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15. 4. Strengths, Weaknesses, Opportunities
and Threats (SWOT)
This section contains a ‘SWOT’ analysis of the real-time bidding market from the perspective of
vendors. It also serves as a summary of some of the points made above.
4.1. Strengths
 The healthy growth rate of display advertising means that real-time bidding platforms
will continue to attract increasing levels of investment from advertisers, agencies and
publishers.
 Convenience: ability to access multiple inventory sources through a single
interface
– Traditionally, advertisers had to work with...
–
What the vendors say (strengths)
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4.2. Weaknesses
 The Online Advertisers Survey Report 2011 revealed that the benefits of RTB are not
being fully realised, and that awareness about some advantages is still quite
limited.
– Just under half (48%) of respondents say that improved performance is a benefit of real-
time bidding, while 42% of advertisers point to reduced media wastage, better targeting
capabilities and lower cost per acquisition.
 ‘Black hat’ RTB platforms in a crowded market
– Due to...
–
What the vendors say (weaknesses)
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16. 4.3. Opportunities
 Service layer development
– Traditionally, the online display advertising marketplace has been technology-driven, with
the most successful players are those that possessing best-of-breed technology. Therefore,
vendors have been trying to build proprietary technology platforms.
– However, it has been increasingly argued that placing a...
–
What the vendors say (opportunities)
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4.4. Threats
 Proving ROI and long-term benefits
– There remains a debate regarding the ROI and long-term benefits that RTB platforms
provide due to a lack of...
–
What the vendors say (challenges and threats)
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17. 5. Costs and Pricing Models
Real-time bidding platforms use a wide range of pricing methods and fee structures which vary
according to vendor and client requirements.
Demand-side platforms
Demand-side platforms promote fully transparent pricing and state that there is no hidden
margin as has been the case with ad networks. Below is a rough breakdown:
 Cost-plus: This is a fixed percentage of media spend, based on the business relationship,
level of service or how much data is used.
Some demand-side platforms work on a...
Trading desks
According to a white paper published by the Association of National Advertisers5, business
models vary across agency holding companies. However, all trading desks are compensated via
some form (or combination) of:
 Professional services i.e. a labour-based...
Supply-side platforms
Supply-side platforms typically charge publishers on a...
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5 http://www.ana.net/blogs/show/id/22302
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18. Table 1: Costs and pricing models
Demand-side platforms
Adform 
Adobe 
Brandscreen 
DataXu 
Digilant (formerly Adnetik) 
Infectious Media 
Invite Media 
LucidMedia 
MediaMath 
Rocket Fuel 
StrikeAd 
The Trade Desk 
TubeMogul 
Turn 
Trading desks
The Exchange Lab 
Varick Media Management 
Xaxis 
Supply-side platforms
Admeld 
PubMatic 
Rubicon Project 
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19. 6. Tips and Pitfalls
6.1. Introduction
In order to identify the right real-time bidding platform and get the best fit for your organisation,
it is important to understand that different providers offer different types of solutions and their
technology and expertise varies a lot.
The technical infrastructure is a critical scaling factor, so you certainly need to understand the
underlying technology. Moreover, some platforms focus on technical solutions, while others
provide a service layer on top. In an increasingly complex ecosystem, understanding what a
provider offers and how it suits your needs can be a challenge.
The detailed company profiles and market positioning charts included in this guide will help you
find the right fit. This section contains some key questions and considerations that you need to
keep in mind – and some pitfalls to avoid.
6.2. How to find the right platform
This section can act as a check-list and should also draw your attention to some pitfalls to avoid.
Demand-side platforms
 One of the first steps is to decide what type of service model is most appropriate for your
goals and budget.
– A full-service model may be suitable if you don’t want to invest in...
–
Critical areas to consider and questions to ask: a vendor’s perspective
SAMPLE ONLY. Please download the full report from:
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20. Trading desks
 Technology
– Is the technology proprietary or sourced from another provider?
– What demand partners does the trading desk have?
– How much data does the company...
–
Supply-side platforms
 Technology
– Is the technology proprietary or sourced from another provider? Does the vendor license
this technology to other companies?
– How much data does the company process daily? What is the monthly RTB impression
volume?
– What demand partners does the
–
What the vendors say
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6.3. Test, test, test
The best way to find the right real-time bidding platform that suits your needs and budget is to
evaluate several providers by deploying a test campaign:
 Narrow the list of providers – choose up to five platforms by taking into account the...

6.4. Take a strategic approach
Before selecting a real-time bidding platform, it is essential to have a clear understanding of what
your company wants to...
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21. 7. Market Positioning Charts
7.1. Demand-side platforms
7.1.1. Explanation for Chart 1: Service model
Non-proprietary
technology
Where
we are
going
Where
we are
now
Proprietary
technology
Self-service Full-service
solution solution
The vertical axis charts whether or not the company uses proprietary or third-party technology.
The horizontal axis charts to what extent the company provides a full-service solution, as
opposed to a self-service one.
For example, a demand-side platform positioned in the bottom right quadrant will use
proprietary technology and will be more geared towards offering a full-service solution.
Sample only, please download the full report from:
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22. 7.1.2. Market positioning overview: Service model
Non-proprietary
technology
Proprietary
technology
Self-service Full-service
solution solution
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23. 7.1.3. Explanation for Chart 2: Type of company
Agency
Where
we are
going
Where
we are
now
Tech company
Display Cross-channel
advertising focus
focus
The vertical axis charts to what degree the demand-side platforms see themselves as a tech
company as opposed to an agency.
The horizontal axis charts to what extent the company focuses on display advertising as
opposed to having a cross-channel focus.
For example, a demand-side platform positioned in the bottom right quadrant will be a tech
company with a cross-channel focus.
Sample only, please download the full report from:
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24. 7.1.4. Market positioning overview: Type of company
Agency
Tech company
Display Cross-channel
advertising focus
focus
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25. 7.2. Trading desks
7.2.1. Explanation for Chart 1: Service model
Non-proprietary
technology
Where
we are
going
Where
we are
now
Proprietary
technology
Self-service Full-service
solution solution
The vertical axis charts whether or not the company uses proprietary or third-party technology.
The horizontal axis charts to what extent the company provides a full-service solution, as
opposed to a self-service one.
For example, a trading desk positioned in the bottom right quadrant will use proprietary
technology and will be more geared towards offering a full-service solution.
Sample only, please download the full report from:
http://econsultancy.com/reports/rtb-buyers-guide
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26. 7.2.2. Market positioning overview: Service model
Non-proprietary
technology
Proprietary
technology
Self-service Full-service
solution solution
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27. 7.3.1. Explanation for Chart 2: Type of company
Agency
Where
we are
going
Where
we are
now
Independent
Display Cross-channel
advertising focus
focus
The vertical axis charts to what degree the trading desks see themselves as an independent
company as opposed to an agency.
The horizontal axis charts to what extent the company focuses on display advertising as
opposed to having a cross-channel focus.
For example, a trading desk positioned in the bottom right quadrant will be an independent
company with a cross-channel focus.
Sample only, please download the full report from:
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28. 7.3.2. Market positioning overview: Type of company
Agency
Independent
Display Cross-channel
advertising focus
focus
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29. 7.4. Supply-side platforms
7.4.1. Explanation for Chart 1: Service model
Non-proprietary
technology
Where
we are
going
Where
we are
now
Proprietary
technology
Self-service Full-service
solution solution
The vertical axis charts whether or not the company uses proprietary or third-party technology.
The horizontal axis charts to what extent the company provides a full-service solution, as
opposed to a self-service one.
For example, a supply-side platform positioned in the bottom right quadrant will use proprietary
technology and will be more geared towards offering a full-service solution.
Sample only, please download the full report from:
http://econsultancy.com/reports/rtb-buyers-guide
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30. 7.4.2. Market positioning overview: Service model
Non-proprietary
technology
Proprietary
technology
Self-service Full-service
solution solution
Sample only, please download the full report from:
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31. 7.5.1. Explanation for Chart 2: Type of company
Agency
Where
we are
going
Where
we are
now
Tech company
Display Cross-channel
advertising focus
focus
The vertical axis charts to what degree the supply-side platforms see themselves as a tech
company as opposed to an agency.
The horizontal axis charts to what extent the company focuses on display advertising as
opposed to having a cross-channel focus.
For example, a supply-side platform positioned in the bottom right quadrant will be a tech
company with a cross-channel focus.
Sample only, please download the full report from:
http://econsultancy.com/reports/rtb-buyers-guide
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32. 7.5.2. Market positioning overview: Type of company
Agency
Tech company
Display Cross-channel
advertising focus
focus
Sample only, please download the full report from:
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33. 8. Supplier Matrix
An at-a-glance overview of who’s doing what…
8.1. Demand-side platforms
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Supplier matrix: a fast
guide to services
Technology and service model
Proprietary technology              
Do you license this technology to
          
other companies?
Full-service solution              
Self-service solution
Blended service approach (mix of
self-service tools and managed
service support)
Campaign planning
ROI forecasting
Bid forecasting
Reach forecasting
Universal frequency capping
(UFC)
Server-side cookie database
Budget control
Audience data management
Audience extension
Custom data integrations
First party data
Third party data
Intent data (e.g. BlueKai,
eXelate)
Unique personal data (e.g.
TARGUSinfo, Experian)
Assessment of data effectiveness
/ consistency
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34. Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Supplier matrix: a fast
guide to services
Targeting features
HTTP/IP data
Demographic data
Contextual data
Behavioural data (if yes, please
explain extent of this)
Customer data (e.g. brand
preference, offline propensity
models)
Geo-targeting
Retargeting (e.g. cookie-level
retargeting)
Multivariate targeting
Social proximity
Media buying
Impression level RTB
Rules-based approach
Predictive targeting and bid
pricing
Cross-channel buying capabilities
(e.g. mobile, video, social)
Dynamic inventory allocation
Inventory quality control
Optimisation
Algorithmic-based modelling
Real-time assessment (RTA)
Page-level optimisation
Automated optimisation for CTR /
CPA / eCPC
Creative optimisation
Real-time brand optimisation
Transparency and brand protection
Pre-emptive brand safety filters
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35. Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Company name
Supplier matrix: a fast
guide to services
Automated blocklists
Integration with ad verification
solutions
OBA compliance
NAI / IAB compliance
Reporting
Qualitative insights
Real-time reporting
Cross-channel reporting
capabilities (e.g. mobile, video,
social)
Automated report distribution
Other features
Discrepancy management
Post-campaign reconciliation
Atlas Universal Action Tag (UAT)
compliance
Support for rich media
technologies
Customer support
Local support (e.g. offices, local
account management, in-country
management etc.)
Local billing and FOREX
reconciliation
Interface localisation
Dedicated account teams
Pricing method
Percentage of spend
Performance-based
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36. 8.2. Trading desks
Company name
Company name
Company name
Supplier matrix: a fast guide to services
Technology and service model
Proprietary technology   
Full-service solution   
Blended service approach (mix of self-service tools and managed service support)
Types of media
Display
Video
Social
Mobile
Audience data management
Proprietary data management technology
Third party audience data
Custom data integrations
Targeting features
HTTP/IP data
Demographic data
Contextual data
Behavioural data (if yes, please explain extent of this)
Customer data (e.g. brand preference, offline propensity models)
Geo-targeting
Look-alike targeting
Retargeting (e.g. cookie-level retargeting)
Multivariate targeting
Social proximity
Above the fold/below the fold
Transparency and brand protection
Pre-emptive brand safety filters
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37. Company name
Company name
Company name
Supplier matrix: a fast guide to services
Automated blocklists
OBA compliance
Reporting
Qualitative insights
Real-time reporting
Cross-channel reporting capabilities (e.g. mobile, video, social)
Automated report distribution
Other features
Discrepancy management
Frequency capping
Attribution modelling
Support for rich media technologies
Customer support
Local support (e.g. offices, local account management, in-country management etc.)
Pricing method
Percentage of spend
Performance-based
Labour-based fees
Technical fees (e.g. data analysis, modelling, technology)
Incremental media fees (marked-up media)
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38. 8.3. Supply-side platforms
Company name
Company name
Company name
Supplier matrix: a fast guide to services
Technology and service model
Proprietary technology   
Do you license this technology to other companies? 
Full-service solution
Self-service solution
Blended service approach (mix of self-service tools and managed service support)
Yield controls and optimisation
Algorithmic-based price prediction
Dynamic floor pricing (e.g. at the ad tag, user, advertiser level)
Private marketplaces (if yes, include number and clients)
Recommended pricing to maximise revenue (automated vs. manual)
API integrations with third party optimisation technology
Audience data management
Third party audience data
Custom data integrations
Intent data (e.g. BlueKai, eXelate)
Unique personal data (e.g. TARGUSinfo, Experian)
Brand control and data safety
Ad quality control
Creative level control i.e. ability to block proactively at the creative level rather than advertiser / industry
level
Automated blocklist management
URL anonymising
Ad loading speed monitoring
Data leakage protection (e.g. white lists for pixel droppers, pixel droppers database)
Live creative monitor
Creative violations report
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39. Company name
Company name
Company name
Supplier matrix: a fast guide to services
Ad inspector browser plugin
Malware detector
Does the malware protection work globally?
Reporting
Custom reports
Real-time reporting (advertiser level / agency level / partner level)
Bid volume distribution reporting
Automated report distribution
Other features
Support for rich media technologies
Ad operations support
Dedicated services team
End-to-end campaign trafficking
Collection and reconciliation of payments
Currency exchange management
Discrepancy management
Customer support
Local support (e.g. offices, local account management, in-country management etc.)
Pricing method
Percentage of managed revenue
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40. 9. Supplier Marketplace and Profiles
Note: The information below is provided by the suppliers featured in this buyer’s guide. We do
our best to ensure every profile is complete and accurate, although it is not possible for
Econsultancy to verify every detail. The information below has been used to inform the market
positioning overview (Section 7) and the Supplier Matrix (Section 8).
9.1. Demand-side platforms
9.1.1. Sample profile
URL Company logo
Company Proposition
COMPANY OWNERSHIP
Brief Company History HEAD OFFICE ADDRESS
OTHER OFFICE
LOCATIONS
USP – What sets you apart from competitors?
USA CONTACT
Case study and/or testimonials
EMEA CONTACT
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41. Background information
Reach (e.g. audience % / monthly
users potential)
Monthly RTB impression volume
Queries per second (QPS)
Inventory partners
Number of clients
Product engineering and support
staff
Company revenue for 2011 or last
accounting period
Projected revenue / growth for 2012
Years in business
Technology and service model
Proprietary technology
Do you license this technology to
other companies?
Full-service solution
Self-service solution
Blended service approach (mix of
self-service tools and managed
service support)
Other (Please specify)
Campaign planning
ROI forecasting
Bid forecasting
Reach forecasting
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42. Universal frequency capping (UFC)
Server-side cookie database
Budget control
Other (Please specify)
Audience data management
Audience extension
Data partners
Custom data integrations
First party data
Third party data
Intent data (e.g. BlueKai, eXelate)
Unique personal data (e.g.
TARGUSinfo, Experian)
Other (Please specify)
Assessment of data effectiveness /
consistency
Targeting features
HTTP/IP data
Demographic data
Contextual data
Behavioural data (if yes, please
explain extent of this)
Customer data (e.g. brand
preference, offline propensity
models)
Geo-targeting
Retargeting (e.g. cookie-level
retargeting)
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43. Multivariate targeting
Social proximity
Other (Please specify)
Media buying
Impression level RTB
Rules-based approach
Predictive targeting and bid pricing
Cross-channel buying capabilities
(e.g. mobile, video, social)
Dynamic inventory allocation
Inventory quality control
Other (Please specify)
Optimisation
Algorithmic-based modelling
Real-time assessment (RTA)
Page-level optimisation
Automated optimisation for CTR /
CPA / eCPC
Creative optimisation
Real-time brand optimisation
Other (Please specify)
Transparency and brand protection
Pre-emptive brand safety filters
Automated blocklists
Integration with ad verification
solutions
Sample only, please download the full report from:
http://econsultancy.com/reports/rtb-buyers-guide
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44. OBA compliance
NAI / IAB compliance
Other (Please specify)
Reporting
Metrics (e.g. standard or custom)
Qualitative insights
Real-time reporting
Cross-channel reporting capabilities
(e.g. mobile, video, social)
Automated report distribution
Other (Please specify)
Other features
Discrepancy management
Post-campaign reconciliation
Atlas Universal Action Tag (UAT)
compliance
Support for rich media technologies
Other (Please specify)
Customer support
What level of customer support do
you provide?
Local support (e.g. offices, local
account management, in-country
management etc.)
Local billing and FOREX
reconciliation
Interface localisation
Dedicated account teams
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45. Turnaround times
What additional costs are there for
support?
Other (Please specify)
Data centres
How many data centres do you have
and where are they?
Pricing method
Percentage of spend
Performance-based
Other (Please specify)
Additional supporting information
Please add any other information
you feel is relevant
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