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Sep 20, 2011

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Nicolas Kruchten

The promise of RTB is to move from site-buying to user-buying, so putting per-buyer-per-site floors will probably have an impact but really the competition is for users that buyers will pay a high price for. If those same users can be found elsewhere more cheaply, that's where they will be bought.

Also, I'm curious about technically how per-buyer floors work... How is the buyer known to the publisher? After the auction is done, the exchange lets the publisher know who the winning buyer is and the publisher has a chance to enter in one more bid or apply some extra logic? I naively thought that the publisher submitted a reserve price per impression and that the exchange handled all of this logic...

Chris

Hi Nicolas, thanks for your comment.

I tend to believe the opposite is true -- RTB buys strictly on a user-level today, and site-level buying will be the future. To do this, I believe RTB will be a hybrid direct premium sales and remnant tool. My latest post talks about it a bit: http://digitaltargeter.typepad.com/blog/2011/10/more-than-a-remnant-feeling.html

Also, I simply use buyer winning bid data to see historical trends and re-adjust price floors accordingly. Just as different sites will command different rates, it's also no secret that different buyers run different types of campaigns and may have different price ranges at which they like to come in. What you're referring to is site-level price floors, and buyer-level is a step beyond that. I'd also keep an eye on geo/country level prices, and also dig into 3rd party segments if your SSP offers that visibility.

bedroom furniture

great man :D

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