How to optimize RTB campaigns – current possibilities of the Czech market

In 2014 RTB was seen as a UFO with nothing in common with the rest of online marketing. Before the talk Jiří Malý analysed the media plans of large advertisers and found that programmatic buying made up about 35 % of them. He shows that RTB is only one part of the programmatic market, which also includes AdWords, Sklik and Etarget.

You'll learn why the Czech programmatic market is unbalanced and RTB impressions are an order of magnitude cheaper, how much supply an advertiser misses by buying only through AdWords, and when buying impressions is cheaper than buying clicks. Using real campaigns, Jiří shows where interest- and context-targeted ads actually ran, and sums up optimization in three questions: where you buy, what data you buy and with which business model.