Real time advertising

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The articles Real Time Bidding , Real Time Advertising and Programmatic Advertising overlap thematically. Help me to better differentiate or merge the articles (→  instructions ) . To do this, take part in the relevant redundancy discussion . Please remove this module only after the redundancy has been completely processed and do not forget to include the relevant entry on the redundancy discussion page{{ Done | 1 = ~~~~}}to mark. Martinguenter ( discussion ) 13:07, 25 Aug 2015 (CEST)
Real time advertising - definition
Differentiation between real time advertising and real time bidding within real time marketing.

Real Time Advertising (RTA) stands for the buying and selling of advertising banners in real time.

definition

In real time advertising, an auction process using the so-called Real Time Bidding (RTB) process determines which advertising is being delivered for each individual ad impression . As an umbrella term, real time advertising includes both the creation process (the individual display of banners per individual ad impression) and the bidding process (real time bidding in the narrower sense: individual bids per ad impression). Real time advertising is now also known as programmatic advertising . With RTA, the focus is no longer on the environment (i.e. the website on which the advertising banner is delivered), but on the individual user. By means of RTA, an associated user profile is supplied with each individual ad impression offered so that the advertiser can bid on this user profile.

Market size

According to IDC, RTA accounted for around 8% of the online display market in Germany in 2012, which corresponds to around US $ 168 million. In the USA, the RTA share was much more developed in 2012 at around 15% and US $ 2.2 billion. In 2013 the average inventory that can be booked worldwide per month already exceeded 1 trillion ad impressions. A large part of this is available in the USA (300 billion), around 48 billion or around 5% of this is in Germany. IDC is forecasting annual growth rates of over 60 percent for Germany until 2016, so that the market will grow to almost US $ 700 million.

According to the Internet Advertising Bureau / IAB, in 2016 the proportion of real-time advertising purchased space in Europe exceeded the 50% mark for the first time (50.1%). The Federal Association for the Digital Economy / BVDW estimates the share of real time advertising in Germany in 2017 at 45% of the total display volume. Emarketer predicts an RTA or programmatic advertising market share of around 65% in a total volume of 1.395 billion euros in display ad spend in Germany in 2018.

actors

On the demand side, there are advertisers who buy advertising space (mostly through their media agencies) using a Demand Side Platform (DSP). On the supply side are the publisher or websites that offer their inventory using supply side platforms (SSP). In addition, data management platforms (DMP) enable the inventory offered to be enriched with additional data on the user profile, the advertising environment, etc.

A distinction is made between technology owners (self service) and users (managed service). German technology owners are currently (Nov. 2014) revenue cloud and AdAnt Media. Self-service providers from the USA are Appnexus, Turn, Dataxu, DoubleClick, MediaMath.

literature

Bundesverband Digitale Wirtschaft (BVDW) eV (Ed.): "Realtime Advertising Compass 2013/2014". Düsseldorf, 2013.

Stange, Martin & Funk, Burkhardt "Real-Time Advertising" Business & Information Systems Engineering 6.5 (2014): 305-308.

Individual evidence

  1. BVDW / Federal Association of the Digital Economy: Definition of "Real Time Advertising" / "Programmatic Advertising". In: Association website of the BVDW. Bundesverband Digitale Wirtschaft eV, accessed on July 10, 2018 .
  2. IDC Worldwide and US Real-Time Bidding 2012–2016 Forecast ( Memento of the original from June 2, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.idc.com
  3. Stefan Hezel: Real Time Advertising only at 15% of its market potential. Trend: increasing . onlinemarketing.de. November 12, 2013. Retrieved November 27, 2013.
  4. ^ IAB Europe Report: European Programmatic Market Sizing 2016. In: https://www.iabeurope.eu/ . IAB Europe, IHS Markit, September 13, 2017, accessed July 10, 2018 .
  5. BVDW: Programmatic Advertising Compass 2017/2018 . Ed .: Bundesverband Digitale Wirtschaft eV 3rd, completely revised edition. No. 2017/2018 . Düsseldorf August 2017, p. 108 .
  6. Programmatic Advertising in Germany: Efficiencies of Automation Begin to Persuade Brands, Agencies and Publishers. In: eMarketer. eMarketer, September 13, 2016, accessed October 7, 2018 .

Web links