ヨーロッパの媒体社、RTBの導入が遅れている理由とは？（英文）
AdMonsters, with the support of PubMatic, has recently released their European Publisher RTB Report, revealing how publishers and advertisers perceive Real-Time Bidding (RTB) within the European Market. The report studies the relationship between publishers and their adoption of the RTB process: those who have embraced the RTB environment (All In), those who are currently testing the solution (Testing the Waters) and those whom have concerns over RTB adoption due to the complexities of the technology involved and who display a lack of understanding of the space (Not in Play).
In comparison to the U.S., European publishers have been slightly cautious with their approach to RTB. Why? AdMonsters and PubMatic created this study to find out the cause, by surveying AdMonsters members in Europe and conducting in-depth interviews with select industry executives.
The study’s findings revealed that those respondents with limited understanding believe that RTB only increases yield, marginalising any other benefits that it can provide. Those surveyed in this category view RTB as a platform to buy and sell remnant inventory. However, publishers are adopting real-time programmatic trading practices using premium inventory, proving the RTB environment can offer much more.
Concerns in the European market are often due to fragmentation and limited inventory flowing through automated trading systems. With this in mind, the report reviews the benefits of implementing a sell-side platform (SSPs), such as such as PubMatic, which enables publishers to stay on top of the RTB trend; provides education about the RTB process, offers 24 hour support and ensures sales is a primary functionalities. SSPs are often perceived as another ad network, which deter publishers from building a long term relationship. A platform such as PubMatic however, would provide extensive technology which would enable publishers to realise the advantages of programmatic trading in real time.
“The study helps us understand how to better serve the publisher segment and prepare them for the growth in RTB” says Gianluca Carrera, VP International and Managing Director Europe at PubMatic.
Please find the full report here: www.pubmatic.com/reports.
