PubMatic, which provides online publishers — including the majority of
the comScore Top 10 — with the technology and services to significantly
increase revenue and better manage their advertising inventory, today
announced the results of the first multi-party real-time bidding (RTB)
case study. The multi-party effort demonstrates how RTB performance
compares to other types of digital advertising methods across multiple
advertiser categories. The study involved four Demand Side Platforms
(DSPs) - MediaMath, [x+1], Turn, and DataXu - which accessed premium
publisher inventory through PubMatic's Sell Side Platform.
The detailed results will be unveiled today at Ad Revenue 2010,
PubMatic’s 3rd Annual Premium Publisher conference, and will
be outlined in the Ad Revenue 2010 Report distributed to all conference
attendees.
Key Takeaways from the collaborative RTB case study include:
-
Publishers generated significantly higher revenue from RTB campaigns
in comparison to Non-RTB campaigns, across all advertising verticals,
by an average of 64%
-
RTB outperformed traditional run-of-network non-RTB media buying
methods by an average of 749%
-
Audience targeted non-RTB campaigns outperformed run-of-network
Non-RTB campaigns by an average of 324%
-
Based on cost-per-success metric as outlined by the advertisers for
each campaign, RTB provided better ROI than non-RTB audience targeted
campaigns by 101% on average
A collaborative effort to compare audience targeting methods for
publishers and advertisers
In this collaborative effort to help further educate the online
advertising industry about RTB, each DSP focused on a specific
advertising vertical. Because each DSP works with multiple verticals,
the vertical studied is not indicative of any DSP specialization. Each
DSP also focused on a specific campaign with very different campaign
objectives; therefore it would be impossible to compare performance from
one DSP to another.
Study objectives:
1. Track RTB Performance vs. Non-RTB Performance For Each Advertising
Campaign
2. Track Similarities in RTB vs. Non-RTB Campaign Performances Across
Multiple Advertising Verticals
3. Track Publisher Ad Revenue Lift (eCPM) From RTB Campaigns vs. Non-RTB
Campaigns
Study methodology:
During the same 30 day time period in August and September of 2010, each
DSP tracked performance of their advertising campaigns by three types of
audience targeting methods:
1. Non-RTB: Run of Network
2. Non-RTB: Audience Targeting
3. RTB: Impression-Level Optimization
Each DSP focused on a specific advertising vertical for this study:
-
Automotive: DataXu
-
Consumer Packaged Goods (CPG): MediaMath
-
Finance: [x+1]
-
Telecommunications: Turn
Parties interested in getting copies of PubMatic’s Ad Revenue 2010
Report, which contains the full details of the study, can contact
PubMatic at AdRevenueReport@PubMatic.com
or visit http://www.PubMatic.com
after Oct 18th to download an electronic version.
About DataXu: (http://www.dataxu.com)
DataXu is the leading media management platform for online display
advertisers. Combining media buying, optimization and analytics, DataXu
has a transformative approach to digital advertising, helping brands and
their agencies use dynamic ad decisioning intelligence for the highest
media effectiveness, better operational efficiencies and audience
insights.
Contact DataXu: (857) 244-6200
About MediaMath: (http://wwwmediamath.com)
MediaMath’s TerminalOne™ platform powers the new marketing
professional by integrating media, data, optimization, analytics,
and workflow automation to return focus to marketing strategy rather
than media execution. MediaMath’s technology has driven
breakthrough results for dozens of agencies representing the world’s
leading brands on thousands of campaigns.
Contact MediaMath: (646) 840-4200
About Turn: (http://www.turn.com)
Turn was founded to bring the efficiencies of search advertising to
online display and empower the world’s premier advertising agencies and
brands to reach custom audiences at scale. We are a software and
services company with the industry’s only end-to-end platform for
delivering the most effective data-driven digital advertising in the
world. Our self-service interface, optimization algorithms, real-time
analytics, interoperability, and scalable infrastructure represent the
future of media and data management.
Contact Turn: (650) 353-4399
About [x+1]: (http://www.xplusone.com)
[x+1] helps brands, agencies and media companies connect with consumers
in more meaningful, actionable ways, delivering offers where they’re
most relevant. [x+1] uses its Predictive Optimization Engine (POETM) to
enable automated, real-time decision making to ensure that the right
message is delivered to the right person at the right time.
Contact [x+1]: (212) 741-4222
PubMatic: (http://www.pubmatic.com)
PubMatic’s ad management technology combines an impression-level ad
auction, the most comprehensive brand protection tools, and enterprise
ad operations support to give the Web’s top publishers the most control
over their revenue and brand. Some of the world’s most respected online
publishers have chosen to work with PubMatic, including The Huffington
Post, eBay, United Online, TV Guide, and the majority of the comScore
Top 10.
PubMatic is privately held, backed by funding from Draper Fisher
Jurvetson, Nexus Venture Partners, and Helion Ventures, and has seven
offices around the world in the US, Europe, and Asia.