, an ad network optimiser for publishers, has announced it has processed more than a billion API-based real time bids (RTBs) on behalf of its customers, which include Thomson Reuters and Discovery.
The results provide an encouraging view into how its technology performs in practice, delivering increased value to publishers and buyers and greater levels of efficiency and transparency across the board.
"The data we've collected on the way to reaching this milestone has affirmed our best hopes for RTB," said Michael Barrett, CEO of AdMeld. "The technology provides significant benefits to parties on both sides of the transaction, and it's clearly on a path for accelerated adoption across the industry in 2010."
AdMeld lists the benefits of RTB as follows:
Higher CPMs for publishers, better ROI for buyers
On average, real-time bids yield higher CPMs for publishers than optimised ad tags, mainly since buyers will pay a premium for RTB's improved targeting and inventory access.
Improved efficiency for ad operations teams
RTB requires less manual work from both the sell and buy side, resulting in far fewer discrepancies between ad servers.
Increased competition for ad tags despite low RTB volumes
Though growing fast, RTB volumes are still far too low to fill the lion's share of most large publishers' discretionary ad inventories. Running RTB alongside optimised ad can “increase free market competition and apply upward pricing pressure on buyers working through both methods.” As RTB scales, this pressure will accelerate as buyers seek to maintain predictable impression volumes.
More branded advertisers, more control for publishers
AdMeld noted a higher concentration of quality branded advertisers coming through its RTB partners than other channels. In addition, says Barrett, "RTB allows for creative control down to the individual advertiser. This makes it even easier for publishers to effectively block certain advertisers to avoid conflict with their direct-sold inventory."
Dramatically increased transparency
RTB enables publishers to see more detail about buying patterns and rates, unclouded by issues related to discrepancies and passbacks. It also provides buyers with increased visibility into each impression so they won't get stuck with inventory that is off-target or on the wrong sites. This level of transparency will become even more important as the amount of discretionary ad inventory in the marketplace continues to increase.AdMeld
is an associate member of AOP.
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