27 Feb '14, 10am

Yandex & Google: A Big Change for Russia's Display Ad Market

One of the fastest growing trends currently in digital marketing is real-time bidding. Today, we are finding it much more effective than classic display media buying due to the fact that the conversion rate can reach more than 10 percent and the specific targeting capabilities are similar to what we find with paid search. Every year the average growth of the real-time bidding market is hitting between 50 and 80 percent, according to eMarketer: The Interactive Advertising Bureau created an open RTB protocol, which is what the RTB functionality is based on. The process takes about 100 milliseconds and is held in a live modus. The system holds a specific ad space while the user is loading a website and the winning bidder pays the second highest bid. The players of the Russian RTB market include: Demand-side platforms: Bidding technology for advertisers. The most important DSP...

Full article: http://searchenginewatch.com/article/2331205/Yandex-Googl...

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