How RTB can help in global mobile inventory monetisation
Monetising digital inventory has been one of the key issues facing businesses for a while now. Even as various online platforms are now seeing some success in addressing this challenge, a new dimension was added with the growth of mobile and consequently, mobile inventory. An argument can be made that just as technology allowed for monetising inventory via RTB (real time bidding) triggered solutions such as programmatic buying or remarketing for online platforms, it can do the same for mobile as well.
Smaato, a RTB (real time bidding) ad exchange (SMX) and SSP (supply side platform) takes the argument a step further by looking to help mobile publishers create successful monetisation strategies for their apps or mobile websites on a global scale.
Some key thoughts that the company has put together includes:
The roots of the mobile inventory monetisation challenge
The core competency of most mobile publishers is generally content or development rather than monetisation and yield management, which leaves a successful monetisation plan as a frustrating and time-consuming project. Additionally, the app economy works on a large, worldwide scale, with the major app stores operating globally and offering publishers a truly unique way to reach users almost anywhere. At the same time, this presents the challenge of finding a monetisation partner that can efficiently service a planet-sized footprint.
The benefits of using a mobile RTB-enabled ad exchange
RTB at its core provides a way for advertisers to determine the value of the user, as well as the audience they are attempting to reach, on an impression-by-impression basis. The ability to make this valuation in real time, in a competitive environment, means that publishers are able to maximise the value of each of those impressions.
The criteria for selecting a programmatic monetisation partner
When researching an SSP and RTB exchange, the following are key items to consider:
• Ability to target audiences globally and by specific geographies
• A self-service portal for access to the market
• Real-time reporting tools
• Dedicated account management services
• SDKs for all major (and minor, considering geographic reach) operating systems
“While the world of RTB is relatively new to mobile monetisation, the answer to most of the mobile monetisation challenges lies in the self-serve platform allowing publishers and app developers to take full control of their data,” said Smaato Chief Strategy Officer, Ajitpal Pannu.
Smaato owns and operates the global mobile RTB ad exchange and SSP. Smaato’s SMX platform claims to help over 76,000 publishers to monetise their inventory across 240 ad networks and DSPs (demand side platforms).
