Impressions of RTB after a year on the market

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RTB has been "on the table" for some time. We thus had the opportunity to get to know him, advertise in him and form an opinion on him. Several large Czech publishers will now join RTB, and this topic will become relevant again for some time. I asked several colleagues what they thought about RTB and what they hoped for in the future. How did it end up? We have previously written about how a PPC specialist sees RTB . This was at the time when RTB started to be talked about a lot even outside the professional circles. Since then, the big bubble has deflated. Everything is back to normal again. RTB was known, advertised, but no longer the subject of passionate debates in anarchist circles. image Kuba, Jirka, Verča and Michal In recent days, five Czech publishers joined together and founded a common RTB platform called Czech Publisher Exchange (CPEx).


They are: Centrum Holdings , Mafra , Mladá  B2B Email List fronta , Ringier Axel Springer and Sanoma Media Praha . According to the operators, CPEx should reach over 70% of the Czech online population every month. The establishment of CPEx fueled our discussion about the usability and effectiveness of RTB after a long time. In order to bring you closer to the difference of opinion on this issue, I asked selected colleagues a few questions regarding RTB. I asked colleagues from the performance advertising department (Verča Brindzová and our dear Ondřej), and since we are also interested in the opinion of clients and colleagues from the sales department, Verča Kotková, Kubík Turner and Jirka Jakl also answered questions.



So what do you think about RTB? How did you react when you first heard about RTB? Michal : The fact that the system allows you to customize the offered banner to the visitor in milliseconds. At the time it seemed quite dense, like something completely revolutionary. Verča B. : Basically, at first I didn't really know what to expect from it and I couldn't imagine what it would mean for the internet advertising market. Whether it will significantly affect PPC or not.