MoPub is a ads exchange mediator, a business division in Twitter. They are targeting sell-side of ads space (publishers) as mobile apps producers and developers, and help them maximize revenue from ads space selling. MoPub provides Programmatic platform to realize Real Time Bidding (RTB) for Demand Side Platforms (DSP) and Marketers.
As a recap; RTB is a technology for buy & sell media property for advertisement. In traditional Ad network where it sells block of impressions, internet users have seen the same ads everywhere, but RTB optimize the matching between ads and impression so that ads are delivered to most valuable audience at the right time. This is only possible that Data and technology is available. So RTB is a auction model which allows marketer to bid on target audience, and effectively drive outcome of impression.
The giant exchanges are, AdSense (owned by Google), DoubleClick Ad Exchange, (by DoubleClick, which is subsidiary of Google), Right Media (by Yahoo), OepnX, AppNexus, Smaato...etc. On the other hand, Facebook shut down its exchange, which shows competition in exchange business also get heated up.
Another trend for ad exchange is there is a model of Header Bidding, which is used as contrast of Waterfall setup. In waterfall setup, pricing of impression would decrease with decrease of historical impression that the publisher made, which means publisher cannot necessarily make highest revenue. In Header Bidding, the model allows publishers to get the multiple price in different exchanges so that the publisher can maximize revenue.
Today display ads trade among marketer and media owners is still growing, and technology and mechanism is changing very fast without tight regulations on internet.
Ref: https://www.mopub.com/
Header bidding https://www.monetizemore.com/blog/header-bidding-a-to-z-publisher-guide/
No comments:
Post a Comment