Артём Родичев — iponweb
TRANSCRIPT
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Artem Rodichev Business Development Manager
@arodichev
Commoditising the access
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What’s happening with the Real-Time Marketing?
What challenges should we expect in the next few years?
Why access can’t be the competitive advantage anymore?
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We expect Real-Time Marketing to evolve much like electricity.
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EVOLUTION
RTB evolution
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EVOLUTION
RTB evolution
1880s T.Edison
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EVOLUTION
RTB evolution Exchanges 2005
1880s T.Edison Infrastructure
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EVOLUTION
RTB evolution Exchanges 2005
DSPs/SSPs 2009
1880s T.Edison
1900s Proliferation
1930s Regulation
Applications
Infrastructure
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EVOLUTION
RTB evolution Exchanges 2005
DSPs/SSPs 2009
Grid Infrastructure Current
1880s T.Edison
1900s Proliferation
1930s Regulation
1960s Computarization Applications
Infrastructure
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MEDIA TYPES
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GLOBAL SCALEWe provide access to partners in North America, Europe, Russia, Japan and Asia.
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DSP
DSP
DSP
SSP SSP
Proprietary Bid Protocol
SSP
Open RTB Version 2.1
Open RTB Version 2.0
Normalised OpenRTB
Proprietary Protocol or OpenRTB Version
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Bid Offer
Bid Response
DSP
DSP
DSP
SSP
BIDSWITCH IS NOT AN EXCHANGE
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EVOLUTION
RTB evolution Exchanges 2005
DSPs/SSPs 2009
Grid Infrastructure Current
1880s T.Edison
1900s Proliferation
1930s Regulation
1960s Computarization Applications
Infrastructure
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EVOLUTION
RTB evolution Exchanges 2005
DSPs/SSPs 2009
Grid Infrastructure Current
Enterprise Landscape 2016
1880s T.Edison
1900s Proliferation
1930s Regulation
1960s Computarization Applications
Infrastructure
Advertisers & Publishers plug-in directly
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Advertisers & Publishers plug-in directly
EVOLUTION
RTB evolution Exchanges 2005
DSPs/SSPs 2009
Grid Infrastructure Current
Enterprise Landscape 2016
Future Data Market 2017
Television Outdoor
1880s T.Edison
1900s Proliferation
1930s Regulation
1960s Computarization
2000s Smart Grids
Applications
Infrastructure
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Source: WFA Guide to Programmatic Media
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@arodichev
Thank you!
Access is commoditised
Data is crucial
Compete using your intelligence