In August 2010, Admeld announced a new series of funding and a number of publisher clients it is now working with in the UK.
We spoke to Tom Jenen, AdMeld
's Commercial Director, EMEA about real-time bidding (RTB) and demand side platforms, their effect on publishers' direct sell, ad networks and CPMs.
Are demand side platforms and real-time bidding (RTB) an opportunity or a threat for publishers?
Globally, advertisers will spend hundreds of millions of dollars via RTB in 2010. With ad spend doubling every quarter with us alone, this will most likely go into the billions in 2010.
For premium publishers, using the right tools to manage how they sell and to whom they sell, this represents a huge opportunity to capture these spends.
In addition, the impression-level transparency that RTB provides to publishers is something they never had previously. For the first time, they can see not only what people are bidding on their impressions, but what segments of their audience represent the greatest revenue opportunities.
This is something we’ve put a lot of work into developing, and publishers can use this data to bolster their direct sales. It’s still early in the game, but publishers who are thinking progressively about this space have an advantage.Read the interview in full.