Effort Between PubMatic and Four Demand Side Platforms (DSPs) Finds Real-Time Bidding Delivers 64% Revenue Lift for Publishers and Up to 749% Performance Improvement for Advertisers
NEW YORK – 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 were unveiled at Ad Revenue 2010, PubMatic’s 3rd Annual Premium Publisher conference, and were 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.
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
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:
Consumer Packaged Goods (CPG): MediaMath
Parties interested in getting copies of PubMatic’s Ad Revenue 2010 Report, which contains the full details of the study, can contact PubMatic at [email protected] 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.