Results Prove RTB’s Benefits for Publishers and Buyers, Delivering Better Rates, Better Performance, and Increased Transparency
NEW YORK – AdMeld (www.admeld.com), the leader in ad network optimization for premium publishers, announced it has processed more than a billion API-based real-time bids on behalf of its customers. The results provide an encouraging view into how this much-talked-about 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.”
Confirmed benefits of RTB include:
Higher CPMs for Publishers, Better ROI for Buyers
On average, real-time bids yield higher CPMs for publishers than optimized ad tags, primarily because buyers are willing to pay a premium for RTB’s enhanced targeting and inventory access.
Dramatically 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. The technology represents the latest in a series of innovations (i.e. dynamic passbacks) that have proven a high correlation between increased operational efficiencies and higher yields for publishers.
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 optimized ad tags addresses this fact, increases free market competition and applies 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’s 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.
More than 125 of the world’s top online publishers use AdMeld’s technology to increase ad revenues and reduce operating costs, including Discovery Communications, FOX News, IAC, Thomson Reuters, and World Wrestling Entertainment®. For AdMeld’s trusted network and demand partners, the platform provides access to quality audiences totaling more than 165 million unique users in the US and 275 million unique users worldwide, according to Quantcast.
AdMeld (www.admeld.com) helps the world’s premium online publishers maximize revenue from ad networks and exchanges, reduce operating costs and protect their brands from unwanted ads. AdMeld’s real time optimization technology generates the highest possible yield from each ad impression, and its suite of tools and services enhance publishers’ understanding and control of their discretionary ad inventories. Current AdMeld customers include Discovery Communications, FOX News, IAC, Thomson Reuters, and World Wrestling Entertainment® and more than 125 others worldwide. Founded in 2007, the company is headquartered in New York City with offices in San Francisco and London.