Real-time bidding (RTB) on Ad Exchanges is emerging as a highly efficient alternative to traditional display advertising.

The main advantage of Ad Exchanges is that they enable publishers to sell all or part of their unsold inventory, and advertisers or trading desks to buy or sell slots according to the principles of auctions in a completely transparent way.

Real-Time Bidding allows online advertising spaces to be allocated in real-time, based on the bids conducted by advertisers or agencies on specific advertising formats and corresponding targeting criteria. The basic premise of RTB is that ad impressions are not commodities to be sold in bulk, and that each ad impression is unique - the time of day, the place or website, the audience, the propensity of that audience to make a purchase at that particular time and place and given their transaction history. RTB involves a real-time auction for each ad impression in which buyers and sellers come to an agreement on the value of each ad impression and concluding the transaction. The impression goes to the highest bidder and their ad is served on the page. Auctions take place at a blink of an eye. A typical exchange imposes milliseconds for the bids to return.

Source: "The arrival of Real-Time Bidding" by Google.

Only those impressions considered interesting with regards to the targeted audience will be purchased. How do advertisers decide when to bid on an ad? Real-time bidding (RTB) platforms get data about users from across the web. The data is usually gathered in the form of behavioral data from tracking cookies. This information is then fed into the real-time bidding platform, giving advertisers insight into whom the ad is about to be served. This is the reason why retargeting has become one of the most common form of data-driven RTB.

Real-Time Bidding & Retargeting

Very often consumers browse a retailer’s site, add some products to their shopping cart and eventually leave the site before the most important step – completing the purchase.

In fact, more than 95 percent of visitors who browse a retailer’s site do not complete a transaction on their visit. Their attention is pulled elsewhere, to another corner of the Internet (often a competitor’s site) and the advertiser’s acquisition efforts are wasted.

Retargeting allows retailers to find previous website visitors across the internet and display relevant banners to drive those site visitors back to the retailer’s website to complete a transaction. For example, if a consumer looked at a baby stroller on the retailer’s web site, the consumer might see the same product in a banner advertisement while reading an article in their favorite online publication. The goal is to re-engage the consumer that has left the retailer’s e-commerce site to be redirected back to the retailer’s web site to complete a transaction.

Source: www.retargeter.com

With dynamic creative re-targeting, retailers can find that potential customer at a later date, on a different website and target them with a personalized ad automatically generated based on their past online behavior. How is it possible? A pixel is placed on the retailer’s site, this information leads to cookies being placed which track specific products viewed.  Using the retailer’s product feed, ads that match the retailer’s brand requirements can be prepared and served.

FairEtail will work with you to identify the key elements of your ad that can be automatically updated leading to personalized ads for your potential customers. 
Customizable data on an ad will depend upon your industry but examples include:

• Product
• Date
• Destination
• Price
• Offers/discounts

This automatically generated ad features a click-to-buy feature taking the user directly to the product page on the original website.  Alternatively the ad can become interactive allowing the customer to change parameters such as departure date or product color to see alternative pricing before clicking through to the merchant’s website.

Why consider real-time bidding?

1. Waste less money. Your ad spend will be used more efficiently, with less budget wasted on poorly-targeted impressions or impressions delivered to fulfill a bulk inventory purchase.


2. Yield management. With the ability to evaluate and place rules on each impression opportunity, pay-for-performance takes on a new, positive meaning for your campaign. RTB buyers will have unprecedented control over price/performance in the world of display.


3. Actionable insights. By understanding what works for your campaign at the impression level, you have the possibility to identify trends and discover new insights about your consumers, context, and creative.


4. Retargeting. Real-time, impression-level bidding can make cookie retargeting more powerful and scalable, with the ability to more accurately identify and target desired customer behavior.


5. Creative optimization. Testing images and creating links between customer and creative becomes much more effective.


6. Improved performance. All of the above benefits will undoubtedly deliver an improved performance for your campaigns. What’s more, this difference should be consistent and sustainable, across all types of target markets and audiences.

Be among the first movers thanks to FairEtail

FairEtail decided to focus on this new, optimized and transparent way of media buying by offering Belgian and international advertisers the opportunity to benefit from this new traffic stream. Real-time Display bidding on Ad Exchanges allows us to launch campaigns which are highly performance-oriented due to the fact that they are targeted, dynamic, and guarantee a very large reach.

Don’t hesitate to contact us if you want to take advantage of your competitors and be among the first movers on the Belgian market. Our specialist Francesca is at your disposal:

Francesca RUSCONI
Advanced Media Solutions Director
Tel +32 3 303 05 56
francesca@fairetail.be