You are viewing all entries from September 2011.
Over the past six months, mobile RTB activity has grown significantly across our platform. Though the volumes in mobile are still smaller than “traditional” desktop RTB, mobile is expanding at a much faster rate.
That said, the future of mobile RTB is not without its challenges. One of the largest is that iOS traffic, which represents a large portion of the mobile web, remains cookie-less. Cookies are critical to desktop RTB because they enable buyers to identify unique machines and use data to make educated decisions about serving ads. Cookies are also important on the desktop because they make it easy for users to opt-out.
Though there are alternatives to cookies in mobile, such as using an encrypted version of the phone’s unique device identifier, these methods raise privacy concerns. In fact, for this and other reasons, Apple is expected to retire device IDs completely in their upcoming release of iOS. Other options, such as device fingerprinting, are interesting but today they also pose significant privacy questions.
While the industry works out a scalable and privacy-friendly solution to the lack of mobile cookies, Admeld has built its mobile RTB API to compensate and keep budgets flowing to our clients. With publisher consent, our bid request API can pass relevant opt-in data to buyers at the point of purchase so they can make a smart decision without a unique identifier. Types of opt-in data passed include age or gender supplied by the publisher, the user’s location, or information from the browser header such as OS, screen size, and carrier.
We are also very excited about a few new data points that will be available to Admeld buyers soon. For mobile applications, we will be able to pass category, age restriction, and consumer "star" ratings in the bid request. The initial feedback we’ve been getting from buyers on this has been extremely positive.
In our view, the challenges of mobile RTB are few compared to its benefits. Many buyers are purchasing large quantities of ads through this method, and though it will never be the only way to buy, it will continue to break new ground in driving greater profits for publishers, better results for advertisers, and more relevant experiences for consumers.
September is a big month for the display space in the UK and Europe, and there are a handful of industry events that should be on every executive’s radar. If you'll be attending one of them, be sure to reach out to us at Admeld so we can connect with you there.
Sept. 20 - ExchangeWire Ad Trading Summit, London
Alongside an impressive speaker list, Admeld’s Chief Media Officer, Jason Kelly, will participate in a fireside chat at this event with Anthony Rhind, Co-CEO, Global at Havas Digital. Jason and Anthony will be discussing the evolution of programmatic buying and how a publisher-led Private Exchange is an important step in building publisher and advertiser confidence toward more transparent buying and selling.
Sept. 20 - Admonsters OPS, Cologne
In addition to leaders from companies such as News International and ZenithOptimedia, Admeld’s Co-Founder & CRO Ben Barokas will present on entrepreneurship in display media, how the adoption of Real Time Bidding has increased for German publishers, and how online advertising operations is becoming more strategically tied to revenue.
Sept. 21-22 - dmexco, Cologne
Dmexco is one of the region’s best digital advertising events, and Germany’s largest. On the 21st, Michael Barrett, Admeld’s CEO will participate on a keynote panel titled, “The Role of Media Companies in Networks and Exchanges.” On the 22nd, Jason Kelly, will present a seminar titled, “How Real Time Bidding has Evolved the Media Buying & Selling Process.”
Olympia AdTech is still a top digital advertising show, and we'll be there as well. The meeting calendar is filling up fast, please let us know when you'll be there so we can say hello. We'll look forward to seeing you!