A great deal of attention has been given to the power of Real-Time Bidding (RTB) in recent years. RTB-based sales are projected to reach more than $5 Billion by 2015 in the United States alone, according to IDC, as more people become familiar and confident with this way of buying and selling online media and the various successes it enables.
To start with, the efficiency that is inherent in RTB-based buying means that buyers are able to value each impression differently by leveraging all the available attributes, essentially being able to ‘cherry pick’ only those impressions valuable to them. Add to this the sophisticated targeting data and measurement capabilities that RTB affords, actionable through the use of desktop cookie data, and you have the all the capabilities to action incredibly accurate and targeted online ad campaigns. For the sell-side too, RTB helps sellers of inventory price more accurately and execute more efficient ways of selling to scale.
At OpenX we have experienced the power of Real-Time Bidding (RTB) first hand. Our RTB-enabled exchange platform OpenX Market currently serves in excess of 140 Billion impressions per month. Over the past few years we have been helping buyers and sellers of online inventory scale their campaigns in efficient and highly accurate ways. Yet even with the accelerating pace that we’re seeing in OpenX Market, mobile advertising has failed to reach its potential in exchange-based buying environments. The reason? The lack of cookie data available in connection to mobile inventory. While there has been a great deal of excitement around mobile – and particularly mobile RTB – the absence of an effective and privacy-compliant approach to audience recognition has hampered adoption.
OpenX and AdTruth have today announced a partnership that will seek to help provide a path forward for programmatic buying in the mobile world that provides the results marketers need and the privacy protection consumers demand. From the second quarter of 2013, mobile (smartphone and tablet) inventory within OpenX Market will be able to be bought and sold with the use of AdTruth’s DeviceInsight ID. AdTruth’s patented device recognition technology anonymously identifies consumers whether they are using their device for apps or to browse the mobile Web. Essentially, AdTruth will fill the gap where cookies do not perform, ultimately resulting in increased ROI for the marketer.
I’ll be discussing this in more detail at today’s Mobile Marketing Alliance event in San Francisco, together with James Lamberti from AdTruth. Be sure to connect with me there, and take a look at my presentation slides below.